Shopping Shift: From Saturn to Media Markt's Domination
Saturn, once an aesthetic spectacle, increasingly penetrates the commercial sphere of mass communication
Germans are in for an unexpected change when visiting their local electronics store. Gone are the days of Saturn, as more and more of these stores are transformed into the striking red logos of Media Markt. This adjustment is evident in cities like Neuss, Hilden, Cologne, and Aachen.
The transformation has been moving at a rapid pace, with Ceconomy, the parent company of the two chains, revealing that 14 Media Markt stores have moved into former Saturn locations since the beginning of this year [2]. This shift continues, with more changes on the horizon. As a result, the number of Media Markt stores has now exceeded 300.
Saturn is not completely phasing out, however. The company maintains a strategic importance, despite the reduction in the number of Saturn stores from around 150 to just 87 approximately [2]. Ceconomy refuses to disclose specific numbers on the remaining number of Saturn stores or the number that will be converted.
For consumers, the impact is minimal, as many products and deals are available across both chains. In fact, the brands will be integrated even further, with the bonus programs merging next week, allowing customers to shop at both stores, accumulate points, and redeem them regardless of the brand. Existing points will also be combined [1].
This shift has extended beyond Germany, with Saturn stores in countries like Austria, Belgium, the Netherlands, Luxembourg, and Poland being closed or converted to Media Markt in recent years. As of March 2022, Ceconomy operated over 1,000 stores across 11 countries [1].
The first Saturn store opened in Cologne in 1961, while the first Media Markt store was established in Munich in 1979. Saturn was acquired by Media Markt in 1990, and both brands were later owned by Metro AG. Today, they belong to the MediaMarktSaturn Retail Group, which emerged as a spin-off from Metro in 2017 [1].
Sources:- ntv.de
Keywords:- Media-Saturn- Electronics Industry- Retail Consolidation
[1] "Saturn to Remain Despite store closures and conversions to Media Markt, Saturn remains an essential part of Ceconomy's corporate strategy" ntv.de, mdi/dpa. [2] "The Current State of Saturn and Media Markt Stores in Germany" Detailed analysis of the store count, conversions, and reasons for the transition between Saturn and Media Markt based on available data.
- Despite the transformation of many Saturn stores into Media Markt outlets, the employment and community policies for both chains are yet to be revised, as Ceconomy has remained tight-lipped about the specific number of Saturn stores that will remain operational or be converted.
- In the realm of technology-driven retail consolidation, Ceconomy's finance department is working diligently to ensure a smooth integration of the bonus programs between Media Markt and Saturn, which is expected to commence next week, thereby fostering business growth by encouraging cross-brand shopping and rewarding customer loyalty.
