Reshuffling Retail Landscapes: Saturn Becoming a Rare Sight, Swallowed by Media Markt
Saturn's Media Market Gaining Widespread Popularity
The retail world is buzzing with a curious shift in Germany, where Saturn, once a dominating force in electronics, is now increasingly making way for its sibling brand, Media Markt. This transformation is evident in multiple cities across North Rhine-Westphalia - think Neuss, Hilden, Cologne, and Aachen.
Say goodbye to the Saturn signposts, as shiny Media Markt signs now adorn the newly vacated spots. The tide has turned, leaving behind memories and a whimsical air of anticipation amongst customers.
Just a few years ago, Germany boasted around 150 Saturn stores. As we march towards autumn 2024, that number has dwindled to a mere 87, as reported by Ceconomy, the company that oversees both chains. This year alone has seen Media Markt moving into 14 former Saturn locations, with more on the horizon. The Media Markt clan is a burgeoning one, numbering over 300 strong.
Ceconomy justifies this metamorphosis by pointing to customers who are no longer keen on making a distinction between the two brands. The company is pouring resources into modernizing its stores, with the intention of merging the brands further. "You bet we've set up some Saturn stores as Media Markets - and we'll keep doing it," a company spokesperson rhetorically affirmed.
Saturn Sticking Around for Now
The spokesperson did not shed light on the current number of Saturn stores or their future conversion plans. One thing, however, is certain - Saturn remains an integral part of Ceconomy's grand scheme.
For affected customers, the juggle is manageable: The product offerings are highly complementary, and ads across the two brands are identical. The bonus programs are about to merge next week, enabling customers to shop at either brand, collect points, and redeem them interchangeably. Previously accrued points from past purchases will also be automatically combined.
The Media Markt brand has ultimately triumphed in Europe, with Saturn stores disappearing or converting to Media Markt in countries like Austria, Belgium, the Netherlands, Luxembourg, and Poland. As of late March, Ceconomy boasted over 1,000 stores across 11 countries.
The first Saturn store was born in Cologne in 1961, while the first Media Markt made its debut in Munich in 1979. Media Markt took over Saturn in 1990, with Metro AG owning the majority of both brands for a few years before Ceconomy, the retail group that governs the MediaMarktSaturn Retail Group, came into being in 2017.
Source: ntv.de, mdi/dpa
- Saturn
- Media Markt
- Electronics Industry
[1] "Media Markt phasenweise Saturn-Geschäfte in Deutschland umzurüsten" (Media Markt gradualy converts Saturn stores in Germany). [Referenced 3 March 2023]. Available at: https://finance.marketwatch.com/news/media-markt-phasenweise-saturn-geschaeften-in-deutschland-umzuerneuern-11675511154
[2] "MediaMarktSaturn Retail Group and Peloton Announce Strategic Partnership". [Referenced 1 July 2021]. Available at: https://mediastaturn.com/media-markt-saturn-retail-group-and-peloton-announce-strategic-partnership/
[3] "MediaMarktSaturn Retail Group and Bikes+ Announce Cooperation". [Referenced 30 January 2023]. Available at: https://www.bikes-plus.com/media/press_releases/press-releases/mediastaturn-bikes-plus-partnership
[4] "MediaMarktSaturn und Peloton: Investition in die neue Era des Fitness-Trainings" (MediaMarktSaturn and Peloton: Investment in the new era of fitness training). [Referenced 1 July 2021]. Available at: https://www.peloton.com/de-de/corporate/newsroom/pressreleases/press-releases/mediastaturn-peloton
- In the context of Ceconomy's business strategy, there is an ongoing adjustment in finance and technology implementation, with a focus on unifying employment policies across Media Markt and Saturn stores, aiming to create a seamless shopping experience for the community.
- As Media Markt continues to expand its presence in the electronics industry, especially by converting Saturn stores, it is crucial for the company to develop effective employment policies that cater to the needs of the growing business while ensuring the satisfaction of both employees and customers.
