From Saturn to Media Markt: A Shakeup in German Electronics Retail
Saturn's media sector increasingly gaining traction in popular culture
In a surprising turn of events, Saturn stores across several German cities are being replaced by Media Markt outlets. City hubs like Neuss, Hilden, Cologne, and Aachen have seen the iconic Saturn sign being swapped for Media Markt's distinctive red one.
As a result of this transition, the number of Media Markt stores in Germany has surpassed 300. This shift is the brainchild of CECONOMY, the company behind both retail chains, who reported that customers increasingly view both brands equally. Thus, they're investing in the evolution and modernization of their stores under the Media Markt brand.
"You bet we're turning Saturn stores into Media Markets and will keep doing so!" a spokesperson confirmed. However, the company declined to reveal the exact number of remaining Saturn stores or those set to convert. Nevertheless, Saturn remains an integral part of the company's strategy.
For customers, the change means similar product ranges, identical deals, and identical advertising, as Ceconomy aims to merge the two brands more closely. The loyalty programs are set to merge next week, allowing customers to shop and earn points at either chain.
The desire for a unified brand is also evident in countries like Austria, Belgium, the Netherlands, Luxembourg, and Poland, where Saturn stores have been closed down or transformed into Media Markt outlets in recent years. Currently, CECONOMY boasts over 1,000 stores across 11 countries.
The first Saturn store was opened in Cologne in 1961, while the first Media Markt outlet started operating in Munich in 1979. CECONOMY took over Saturn in 1990, following which it became a majority stakeholder in both brands. In 2017, they spun off as MediaMarktSaturn Retail Group.
While the exact future of the Saturn brand remains uncertain, it is likely that any presence will be tied to niche markets or specific product lines within the broader strategy of MediaMarktSaturn, with its focus on technological advancements and customer satisfaction.
[1] [https://www.ceconomy.com/en/company/corporate-profile/about-us/]
[2] [https://www.mediamarkt-saturn.de/en/company/corporate-news/news/Press-Releases/2022/Immediate-access-to-purchased-goods-with-Uber-Direct.aspx]
- The employment policy within the MediaMarktSaturn Retail Group, encompassing both Saturn and Media Markt, may undergo changes as they continue to merge and modernize their stores, potentially affecting the current community policy.
- As MediaMarktSaturn focuses on technological advancements, the finance department plays a crucial role in facilitating the significant transition of stores from Saturn to Media Markt, ensuring the smooth operation of over 1,000 stores across 11 countries.
