The football coach supports the marketing activities surrounding the MediaMarktSaturn brand as an ambassador. A comprehensive launch campaign in Germany marks the start of the long-term collaboration, which will also be rolled out internationally from December.

Ingolstadt, October 9, 2024

Germany's most internationally renowned football coach has a new team: Jürgen Klopp is strengthening MediaMarktSaturn's marketing activities. The perfect match, because "The Normal One" has proven one thing many times in his career: He can unite teams with different people and their strengths under a common goal - and lead them to maximum success. The collaboration, which is now starting in Germany, is international in scope. As part of the Christmas campaign from December, it will be rolled out across all eleven countries in which the electronics retailer is active.

Michael Schuld, CMO of MediaMarktSaturn, says: "Instead of 50,000, we are now 50,001 in Team MediaMarktSaturn: We have successfully signed Jürgen Klopp as a new brand ambassador for our group - because every strong team also has a strong coach. With him, we have a strong and very likeable face for our company who will accompany us through our campaigns at brand level. Jürgen Klopp is authentic. He is passionate. He is close to people and allows them to surpass themselves. That makes him the perfect partner on our path to becoming an Experience Champion."

In Germany, the company is launching the cooperation with a launch campaign. Here, too, the focus is on the team concept: Klopp introduces his new team during a visit to one of the around 400 stores. He emphasizes the efficiency of the employees and their customer focus. Because only a strong team can really create Experience Electronics and combine it with the best Shopping Experience for all customers.

The brand campaign starts on October 9 and will initially be seen on television, in online videos, social media and at the point of sale. The team concept will also be integrated into the product communication: The MediaMarkt and Saturn team will act as presenters for this and recommend products.

MediaMarktSaturn is not just any retailer. Our employees are the key success factor on our path to becoming an Experience Champion. Our company is as diverse and multifaceted as our employees, their tasks and their backgrounds. They are our Experience Champions - because they create a unique shopping experience for our customers. They tell their stories here.

Many people dream of retiring at 65 and putting their feet up. Not so Lothar Wittig: the now 75-year-old has been working at MediaMarkt in Eislingen, Swabia, for 24 years. Since then, Lothar has been responsible for both the white and brown goods departments. 

The Women in Retail initiative at MediaMarktSaturn creates a framework in which women can exchange ideas and build a network. But why is this necessary at all? In this interview, Ana Maria Jaime Salcedo, founder of Women in Retail, and Eva Posan, founder of Women in Retail International, explain why they set up the network, what milestones they have already achieved and where they want to take the initiative over the next five years.

Dear Ana Maria, you founded Women in Retail. Why was it important to you to launch an initiative for gender equality at MediaMarktSaturn?

Ana Maria: When I started at MediaMarktSaturn, there were very few women in management positions. As a woman, you weren't specifically disadvantaged, but I had the feeling that women were often overlooked. That's why I wanted to start an initiative that would create a space for exchange - a real, close-knit community. We then launched Women in Retail in 2019. Initially, many women from different disciplines came together there, then our HR department joined in and supported us. Now we are working together to empower women.

Eva, you then took the initiative to an international level. What drove you to do so?

Eva: During my time at MediaMarktSaturn, I worked in Austria, Hungary and Germany. That's when I realized that we are at different levels of gender diversity in our individual countries. To bring the different levels closer together, it is important that we share best practices. If we give each other tips, we will also surpass ourselves internationally in the area of promoting women. 

What moments in your career have shown you in particular: We need to stand up for each other as women?

Ana Maria: I didn't plan my career like this from an early age. I was often preached the classic role model - a woman's career shouldn't come first. During my studies, I then asked myself: Who is actually a role model for me? Who can advise me on the best way forward from here? It would have been a great help for me to have a mentor at my side. We wanted to create this space for exchange with Women in Retail.

How was it for you, dear Eva?

Eva: My father was CEO of a large company and I was able to look over his shoulder from an early age - instead of bedtime stories, I always wanted to hear the latest news from his job. I then studied economics myself and joined a large company. I was able to develop really well there and quickly climbed the career ladder. Then I got pregnant. To avoid being left behind, I wanted to get back into work as quickly as possible. That's why I was back at my desk after just a few months of parental leave. When I was pregnant again, I was told: "You can't have a career with two children." I worked part-time and it was a real challenge: important appointments were usually outside of my working hours and I was often on my laptop until late at night to finish projects. I thought to myself: that can't be the standard. It must be possible for women to balance family and career. That's what I wanted to stand up for.

What achievement at Women in Retail are you particularly proud of?

Ana Maria: Since we founded Women in Retail, we have been able to change the culture at MediaMarktSaturn and really initiate a rethinking process in the area of gender diversity. We have strengthened our position in our company - and helped to increase the proportion of women in management positions.

Eva: People listen to us - and the management team has noticed how strong teams become when they are diverse. Collaboration then becomes more open and efficient. And: women's biggest critics are often themselves. We were able to support many women and give them the self-confidence to take the next steps in their careers.

What initiatives have you already been able to launch with Women in Retail at MediaMarktSaturn?

Ana Maria: A lot has really happened at MediaMarktSaturn in the last five years. It's hard for me to pick out a single measure - it's more the totality of the issues we've tackled. I still remember my first board meeting: we used data to document what gender diversity looks like at MediaMarktSaturn and showed what the specific targets could be. We then launched further training programs and invested more in the targeted development of women.

Eva: We built up pressure and drew attention to our concerns: women and men must work under the same conditions. We wanted to make it clear: The applicant who is best suited should always be given a position. At the same time, we have to give women the chance to develop into these positions.

Ana Maria: Our management board has also made a big difference here - they are committed to equality and that underlines our success even more.

What is your vision: Where do you see Women in Retail in five years' time?

Eva: I would like us to communicate our commitment even better to the outside world: we are a company that specifically promotes women. It should be clear to everyone that we offer women an environment in which they can feel comfortable and develop - and that we are a company that supports the realities of their lives.

Ana Maria: I would also like to see even more women getting involved in Women in Retail - and for us to take men even more seriously. We could strengthen the compatibility of family and career even further, as this is also something that concerns both genders. And I would like to see even more women on our Board, for example. 

What advice would you give women for their career at MMS?

Eva: Network, network, network - especially when you join the company. You don't have to fight every battle alone - look for allies. And finally: Have the courage! Take on challenges and grow with them. 

Ana Maria: Tell people what you can do! You don't have to hide your light under a bushel - if you've achieved something, you can show it with pride. Also: Find a mentor who will support you.

Dear Ana Maria and Eva, thank you very much for the interview.

_____

Ana Maria Jaime Salcedo is Vice President Sustainability at MediaMarktSaturn. She is responsible for the company's commitment to sustainability. She was previously active in sourcing at the electronics retailer. In 2019, she founded the Women in Retail initiative.

Eva Posan is CFO of MediaMarkt Austria. In her role, she is responsible for accounting, controlling, real estate, legal, IT and business process management. She previously held various positions in different finance functions at the electronics retailer in Austria, Hungary and Germany. Eva initiated the international exchange of Women in Retail.
 

MediaMarkt.de has been named Germany's best online shop, closely followed by Saturn.de. In the ranking by news channel ntv and the German Institute for Service Quality (DISQ), the two online stores took first and second place this year. Nine companies were evaluated in the category “Electronics with store network”. 

Over 77,000 consumers were surveyed in 2024 and rated a total of more than 900 providers. The customer experience was the top priority and was examined in this elementary performance areas:

• Value for money
• Product offer
• Customer service
• Internet access/App
• Shipping and returns
• Order and payment conditions

MediaMarkt was able to impress in all areas and received the best rating. Customers willingness to recommend MediaMarkt to others as well as factors such as product quality and variety of products, advisory competence on the phone, by e-mail and chat, payment options and delivery options, shipping costs and speed, and returns processing were also included in the overall result.

"We are delighted about the award and the positive customer feedback," says Tim Laufenberg, Managing Director of MediaMarktSaturn E-Commerce GmbH. "We are continuously developing our online presence to offer our customers the best experience possible. It's great to see that this is also reflected in the feedback from our customers and that we were able to improve our ranking compared to the previous year with both online stores."

According to the study, MediaMarkt and Saturn have consistently been among the best online stores in Germany in recent years and have regularly ranked in the top three - MediaMarkt and Saturn came third and fourth last year. In 2024, they have now made it to the top of the rankings.

The strong growth of the Marketplace is due, among other things, to an expanded product portfolio, the completed rollout in five countries - Germany, Austria, Spain, the Netherlands and, most recently, Italy in July - as well as the expansion of refurbished products and the ongoing optimization of the integration of the Marketplace with the online stores. Other important cornerstones of the Marketplace strategy, which will ensure continued growth in the future, have already been implemented or are in the process of being implemented.

"With the integration of Space-as-a-Service offerings in the stationary market, the financing service for Marketplace products and the expansion of our refurbished offerings, we are making our Marketplace even more attractive - for customers and partners alike. With the expansion of new verticals such as DYI, sports and health, we want to reach new target groups in the long term. The roll-out of the Marketplace in three additional countries in the coming calendar year will also be a strong growth driver in order to achieve our declared goals by 2025/26," explains Christian Kollesch, Managing Director of MediaMarktSaturn Marketplace.

Refurbished products - new online store experience

The refurbished product offering has been further enhanced with the introduction of a new user experience design. The redesign provides customers with a clearer, more intuitive shopping experience and access to an even wider selection of refurbished products from marketplace sellers. Products are now categorized into three easy-to-understand quality levels based on availability: “Excellent”, “Very Good” and “Good”. These grades are based primarily on external signs of use and battery life, and guarantee full functionality. When products are available, customers can now find alternative refurbished offers from the Marketplace directly on the product detail page of the new device. 

However, the topic of refurbishment is not only receiving more attention online, but also in stores. In May, a pop-up store on the topic of sustainability opened in Tübingen, Germany, bringing the company's marketplace, sustainable product range and refurbishment to the brick-and-mortar stores for the first time.

Financing Service for Marketplace Products

At the end of July, MediaMarktSaturn also introduced the popular financing service for Marketplace products in Germany and will roll it out to other countries. As a result, customers benefit from an additional payment option in the Marketplace that enables them to set up individual financing plans and make larger purchases without having to pay the full amount immediately. Marketplace sellers can use an established financing option at MediaMarktSaturn and further increase the attractiveness of their offers and their sales potential.

Expansion of the Space-as-a-Service offering 

MediaMarktSaturn is continuing to expand its Space-as-a-Service offerings for marketplace sellers. In Germany, Spain and the Netherlands, the first spaces have already been rented by Marketplace sellers in the stores to present their products live on site. This offering allows sellers to tap into the company's extensive network of more than 1,000 stores and showcase their products to a broad audience in Experience Zones. In the future, customers will also be able to experience and test Marketplace products in their local stores, benefiting from an even wider range of products.

MediaMarktSaturn’s Approach to Digital Transformation

Digital transformation goes beyond implementing new technologies, it's about creating a mindset that embraces change, fosters innovation, and puts people at the heart of everything. We empower our employees to innovate and learn. We run activities, initiatives and programs that connect technology and people to ensure we deliver the best experience for employees and customers. That’s how we drive meaningful change that improves our operations and services.

Two events that reflect the company’s commitment to human-driven digital transformation, our internal innovative strength and our way of working together are the Innovation Days of MediaMarktSaturn Technology and the Finance GenAI Hackathon. These events were designed to harness the creativity and expertise of our employees, encouraging them to generate and prototype innovative ideas.

MediaMarktSaturn and the AI hub Dishbrain are taking off with the introduction of the "Dishbrain Awards". Unlike previous awards, the new award focuses for the first time on practical benefits as well as intelligent and user-friendly AI solutions for end consumers and small and medium-sized enterprises. Prizes will be awarded for ideas and application examples that make everyday life easier, more efficient and more cost-effective and solve complex problems. The application phase begins in fall 2024.

"MediaMarktSaturn has been supporting customers with technical innovations for over 40 years. It is therefore our duty to show them which AI solutions make sense for them and how they can positively change their lives. We want to help ensure that the use of AI applications progresses quickly and becomes a natural part of everyone's life. With the Dishbrain Award, we not only want to honor outstanding innovations, but also create a platform for new ideas and exchange," says Dr. Karsten Wildberger, CEO of MediaMarktSaturn. 

Six awards for AI entrepreneurs

The Dishbrain Award provides an opportunity to spotlight outstanding projects and applications of artificial intelligence in the business world and private life. In contrast to other awards, which focus on professionals and large companies, the award concentrates on users and small and medium-sized enterprises.

Companies and private idea providers are invited to submit their innovative solutions and successes for the following categories:

The goal is clear: a modern shopping experience for our customers across all channels. Omnichannel, the networking of online and offline channels, is MediaMarktSaturn's great strength, as is the focus on the customer and their needs. The company's motto is: the right format in the right place in order to be even closer to the customer and respond more individually to their needs. The stores and personal advice are MediaMarktSaturn's ace up its sleeve compared to its major competitors. MediaMarktSaturn also offers its partners unique opportunities to present their products. The Lighthouse, Core, Smart and Xpress store formats are being continuously developed and rolled out step by step in all countries; the second Lighthouse in Austria recently opened in Graz.
 

Since October 2022, MediaMarktSaturn has been using the term "Experience Electronics" to describe its repositioning - and at the same time the range of services for its customers. To accompany this, the Company has initiated a comprehensive marketing transformation. The award of the international media budget to the Publicis Group not only creates new synergies: MediaMarktSaturn is taking marketing to the next level of customer-centric and even more personalized communication. 

The right content, the right advice and the right service: In autumn 2022, MediaMarktSaturn launched its first international campaign concept for all countries in which the Company operates.

The Company has created strong proof points for its experience strategy with storytelling campaigns on the topic of mindfulness, such as for Valentine's Day or Christmas, colorful Black Friday communication and a new brand design for the digital age with an emphasis on the iconic "brand swirl". Hence, the focus is on the customer experience and personal advice. 

Michael Schuld, CCMO of MediaMarktSaturn, emphasizes: "Our brand is the centerpiece when it comes to further strengthening our brand purpose 'We create Experience Electronics to enrich people’s life'. Now we are taking the next logical step towards becoming an Experience Champion, also in regard to media."

Further development towards even more personalized and data-supported communication

The Company has just completed the tendering process for a new media agency, at the first time Europe-wide, to exploit the full opportunities also in the area of media, like MediaMarktSaturn did with the brand. The decision is the result of an almost eight-month, multi-stage process to which four major media agency networks were invited. This was the largest international pitch in MediaMarktSaturn's history. The aim of was to further optimize strategy and planning, increase efficiencies, and develop cutting-edge capabilities through data-driven, personalized communication.

The new set-up with the international Publicis media network ensures the right balance between global, efficient media management and locally adapted tactical implementation. Thanks to a new data-based platform, the full potential is exploited: from the creation and use of insights for optimized planning, to perfect targeting across channels, to comprehensive analytics and reporting. 

The consolidation of the agency network makes a new level of exchange between MediaMarktSaturn’s eleven countries possible. New technological possibilities in the ad-tech-stack area should also ensure more efficient use of the media budget and continuous optimization of campaign performance in real time. "We are creating a perfectly networked foundation that gives us new intelligence and new access to analytics. This will further boost our marketing in a data-driven way," explains Michael Schuld. 

The new media agency will manage a budget in the three-digit million range and will launch in October 2024. The pitch was accompanied nationally and internationally by the media management consultancy BRAIN, Munich.