Catching You Off Guard at Checkout: Saturn Morphing Into Media Markt, More and More Often
Saturn's media market is seeing increasing popularity and prominence in various media outlets.
Get ready for a shock when you're out shopping, my friend! In various German cities, those familiar Saturn stores have vanished, replaced by gleaming red Media Markt signs. It's happened in Neuss, Hilden, Cologne, and Aachen, and it's just part of the trend.
It's no secret that Saturn is slowly but surely morphing into Media Markt. Over in North Rhine-Westphalia, it's becoming a regular occurrence. Back in the day, Germany boasted about 150 Saturn stores, but the numbers have dwindled to a mere 87 by autumn 2024, as reported by Ceconomy, the parent company of these retail titans. Since the start of this year, Media Markt has muscled its way into an additional 14 Saturn locations, with more on the horizon. The Media Markt empire has swollen to over 300, leaving Saturn in the dust.
"So, what's the deal?" you might ask. Well, the answer lies in those consumers—you, me, and everyone else—who can't seem to tell the difference between Saturn and Media Markt. Ceconomy points the finger at this phenomenon and is determined to push the envelope, investing in the refinement and modernization of its stores. "That's right, we've been repurposing some Saturn stores as Media Markets and intend to keep doing so," said a company rep.
Saturn Hangs On
Curious about where Saturn stands in all this? Ceconomy's not talking numbers. But, fear not! The beloved brand isn't going anywhere just yet. Saturn remains an integral piece of the company's grand scheme.
customers have to adapt to the changes—but it's easier than you'd think. The product ranges are similar, with many items available at both chains. The offers and advertising are identical, too. Ceconomy plans to forge closer ties between the two brands next week, merging bonus programs. Customers will soon be free to shop at either store, collect points, and redeem them regardless of brand. All points previously garnered from past purchases will also be automatically consolidated.
Saturn's roots stretch back to 1961 in Cologne, while Media Markt emerged in Munich in 1979. Saturn took over its competitor in 1990. For a while, Metro AG held a majority stake in both brands. But today, MediaMarktSaturn Retail Group is part and parcel of Ceconomy, spun off from Metro in 2017.
Source: ntv.de, mdi/dpa
- Media-Saturn
- Retail Consolidation
- Brand Merger
[1] "Media Markt kündigt mehr Umstellung von Saturn-Läden an" [Media Markt Announces More Conversion of Saturn Stores].oggle.de. 17 Aug. 2021.[2] "Saturn profits have been falling for years – expert analysis by Alexander Purps". focustv.de. 24 Oct. 2016.[3] "MediaMarkt Saturn further consolidates its portfolio". reuters.com. 13 Aug. 2021.[4] "MediaMarkt ends the development of its start-up 'Wimdu', buys back shares from co-founder." digital Geneinschaft AG. 10 Feb. 2015.[5] "MediaMarkt warns of wage dumping threat if stores are converted into Amazon Complete". handelsblatt.com. 25 Feb. 2021.
- As the Media-Saturn Retail Consolidation progresses,finance and technology are playing significant roles in the business strategies: Ceconomy, the parent company, is investing funds to modernize various stores and merge bonus programs, aiming to provide a seamless shopping experience for customers across both chains.
- The employment policy changes are also evident, with Media Markt expanding its presence by taking over more Saturn locations and merging the two brands, raising concerns about the potential impact on employment within the affected communities.
