MediaMarktSaturn is not just any retailer. On our way to becoming an Experience Champion, our employees are the key success factor. As diverse and multifaceted as our company is, our employees, their tasks and backgrounds are just as diverse. They are our Experience Champions - because they create a unique shopping experience for our customers. Here they tell their stories. This time: Tamara Heinz, Department Manager SEO & Content Management. 

Tamara Heinz and SEO - they simply belong together. “I didn't come to SEO, SEO came to me,” she says with a smile. Tamara has been working on optimizing search engine content for years and brings this expertise to MediaMarktSaturn. 

MediaMarktSaturn is convinced that every device deserves a second life. The company is now also showcasing its commitment to sustainability and the circular economy in its marketing.

Ingolstadt, April 9, 2025

In the latest campaign, MediaMarktSaturn and brand ambassador Jürgen Klopp are teaming up to promote the retailer's trade-in service. The campaign will be shown in all eleven countries in which the company is active.

The centerpiece of the marketing initiative is a spot featuring brand ambassador Jürgen Klopp. He uses MediaMarktSaturn's trade-in service for his used smartphone. The phone ends up in other hands as a refurbished product. The new owner is a young, passionate football talent who likes to share her football skills on social media - and soccer enthusiast Jürgen Klopp is also among the many people who watch and like the video. The second life that MediaMarktSaturn has given the smartphone means that the girl and the previous owner are unwittingly connected and the young player's joy at receiving a reaction from Jürgen Klopp is hard to contain.

Michael Schuld, CMO of MediaMarktSaturn: "Reuse instead of waste – that is the core message of our new campaign. With our trade-in service, we bring sustainability and affordability together: Every old device holds a new life – and at the same time, you’re doing something good for your wallet. These two aspects correspond to the spirit of our times. That’s why they are a perfect match for our marketing."

In Germany, the campaign is supplemented by additional marketing measures relating to sustainable services. These include a poster campaign at the point of sale as well as various videos for online or TV use, which focus on repair, refurbished products or display protection, among others. The aim is to further increase awareness of MediaMarktSaturn's circular economy offerings. In Germany, the campaign will be shown on TV, online and at the point of sale from April 22 to May 19. Saatchi & Saatchi (creation) and German Wahnsinn (brand soundtrack & music) were involved in the realization of the campaign. Publicis Media was responsible for the media budget.

The commitment to greater sustainability, the Impact Experience, is a central component of MediaMarktSaturn's corporate strategy. The company was already able to further strengthen its services and offerings in the past financial year: The number of trade-in products grew by 94% year-on-year, while the number of remanufactured products sold rose by as much as 275%.

Launching this summer to coincide with Robbie´s European tour, ‘PEAQ by Robbie Williams’ will feature an initial six products created in collaboration with the music icon. The ‘Robbie Williams Live 2025’ tour starts in May. During the tour, Robbie will perform in countries including Germany, Austria, Belgium, the Netherlands, Italy, Spain, Poland and Turkey.

Ingolstadt, Germany, 31 March 2025 

MediaMarktSaturn has today announced a brand new collaboration with music icon Robbie Williams for an exclusive collection of audio products as part of the PEAQ brand. Launching in July shortly after the start of the European leg of the ‘Robbie Williams Live 2025’ tour, the initial six product ‘PEAQ by Robbie Williams’ collection will include headphones, speakers and a soundbar. All of the products will feature a sleek black design and Robbie Williams’ initials and signature elegantly showcased in gold lettering. 

Robbie and his team have worked closely with PEAQ throughout the creation process, from the audio tests, through to the design ideas and the final products. Future collections are set to feature an expanded range of products which will drop as part of the three-year partnership. The collection will be available in July in Germany and other European countries online and in the stores.

True to MediaMarktSaturn‘s motto ‘Experience Electronics’, this collaboration combines the company’s technical expertise with Robbie Williams’ status as a pop culture icon. The partnership highlights MediaMarktSaturn‘s position as Europe’s leading electronics retailer, enhances PEAQ‘s visibility in the entertainment sector across the European market and further expands Robbie’s impressive footprint in the entertainment world.

Mario Neuwirth, CEO of IMTRON GmbH, says: “With this exclusive PEAQ collection, we are aiming for a bold statement in the consumer electronics sector – both as a company and as a brand. We are thrilled to be collaborating with the global superstar Robbie Williams. This long-term partnership opens up new opportunities for us to further expand our strong brand PEAQ and offer music fans across Europe the perfect combination of outstanding sound quality and unique design." 

Robbie Williams says: “Collaborating with the PEAQ team has been an amazing experience and I’ve learnt a lot about creating products of quality at an affordable price point. I’m excited to launch this wonderful partnership. I look forward to a successful relationship with PEAQ and I hope everyone likes the products as much as I enjoyed creating them with the MediaMarktSaturn team.”

More information on the products in the PEAQ Robbie Williams collection and corresponding images can be found here: RobbieWilliams - PEAQ

MediaMarktSaturn is not just any retailer. Our employees are the key success factor on our path to becoming an Experience Champion. As diverse and multifaceted as our company is, our employees, their tasks and backgrounds are just as diverse. They are our Experience Champions - because they create a unique shopping experience for our customers. Here they tell their stories. This time, the focus is on the team from MediaMarkt Dresden-Elbepark, one of our pilot stores for our personalized service.

For David Ehlebracht, Head of Sales, one thing is clear: personalized service puts the people behind the store in the foreground. “For me, this means that we are simply giving our store a little more personality and a face.” And this is exactly what customers feel.

Europe's leading electronics retailer is setting new standards in personalization: As of this week, customers in the first 40 stores in Germany will receive personal all-round support for their purchase within a very short time – from a consultation appointment to support beyond the purchase. The "Personalized Service" will be introduced in all German stores by the end of the year.

Shorter waiting times, individual advice and a dedicated contact person in the store – these are the three major advantages of the new concept for customers. With the introduction of "Personalized Service", MediaMarktSaturn is strengthening its presence in brick-and-mortar retail and at the same time promoting customer loyalty and satisfaction.

Individual support, just like in the small store around the corner – MediaMarktSaturn is taking shopping at the European market leader to a new level: personal support before, during and after the purchase will become the new standard in all stores across Germany. As a result, the individual needs of customers are becoming even more important.

"With our personalized service, we are setting a new competitive benchmark and clearly differentiating ourselves from pure online retailers," emphasizes Dr. Sascha Mager, CEO of MediaMarktSaturn Germany. "Our motto: My customer, my responsibility. We establish personal relationships and are there for our customers throughout the entire customer journey. This strengthens our relevance in the long term and significantly increases customer loyalty. At the same time, we are sharpening our market positioning and taking another decisive step towards becoming an integrated solution provider."

Personal all-round support for purchasing

Customers can now book an appointment in advance for a consultation in selected stores in Germany. Online and brick-and-mortar retail are closely interlinked: Appointments can be booked via mediamarkt.de or saturn.de. Customers specify the category in which they would like to receive advice and select their preferred appointment time. In the store, customers enjoy personal support from the beginning to the end: They are welcomed by a member of staff in the entrance area and accompanied to their customer advisor. For particularly large or heavy products, they are given a transport or carrying aid. The customer advisor also provides the store's contact details in case any questions arise afterwards.

With this concept, customers benefit from shorter waiting times, more personalized support and a strong relationship with the store's team of experts. MediaMarktSaturn is also increasingly focusing on data. With 43 million loyal customers and billions of data points, the electronics retailer is gaining important insights into its customers' preferences. "Every customer profile is unique – but the diversity of our data allows us to identify patterns in our customers' behavior," says Sascha Mager.

Members of the MediaMarkt and Saturn customer programs also have the advantage that the customer advisors can prepare even better for the conversation in advance because they know the customer's purchase history and preferences. The company evaluates customers' past purchases and calculates the probability of product preferences.

The newly introduced service was successfully tested in Germany and Switzerland in 2024 and received very positive feedback from customers and employees. It has already been fully rolled out in Switzerland and is now being gradually introduced in blocks of 40 additional stores in Germany. The concept should be available in all German stores by the end of 2025. Online-only appointments for a consultation, repair acceptance or services at the Smartbar are already available in all stores in Germany. Austria will be the next country within the Group to offer the concept, with the rollout starting in May. This will be followed by Spain, where the test phase is currently underway.

MediaMarktSaturn receives the renowned reta Award for its internal AI platform "Sandy". Every year, the EHI Retail Institute honors international retail companies for their outstanding technology projects. The category "Best Artificial Intelligence" honors innovative AI projects that improve decision-making, personalization and efficiency in retail.

This year's reta Award of the EHI Retail Institute in the category "Best Artificial Intelligence" goes to MediaMarktSaturn. The award recognizes the company's in-house developed AI platform "Sandy", which creates a corporate and data protection compliant environment for the use of generative artificial intelligence in the company.

"We want to make everyday life easier for both our customers and our employees with innovative solutions that deliver exceptional value. Sandy is an important project for the intelligent, digital transformation of our company. With this comprehensive and modern AI platform, we offer our employees a secure, company-compliant space to test the latest AI tools, use them in their daily work and continuously develop their AI skills," explains Sandro Kurpiers, AI Lead at MediaMarktSaturn Technology.

Sandy provides access to leading AI models from providers such as OpenAI, Google or Meta and ensures strict security and privacy protocols. By consolidating multiple AI model subscriptions into a single, efficient platform, the company has achieved significant cost savings. Since the launch of Sandy in March 2024, employees have accessed it approximately one million times and generated approximately 50,000 images. In an internal study, employees also reported that they were able to work more efficiently by using Sandy.

The platform offers the ability to customize the settings and content according to the user's individual needs and knowledge, using predefined profiles for beginners, advanced users and experts. Sandy is now integrated with systems in ten of the eleven countries in which the Group operates. The platform is continuously updated and further integration of the latest AI models is constantly evaluated.

Artificial intelligence is a central component of MediaMarktSaturn's innovation strategy to keep pace with the dynamic market environment and to actively shape the future of retail with innovative solutions for customers and employees.

Space rethought in MediaMarktSaturn stores: With Space-as-a-Service, Europe's leading consumer electronics retailer is transforming some of its existing sales areas into experience spaces for the latest technologies, innovations and other services. Customers will be able to experience and test products and technology solutions live in even more stores. At the same time, partners and brands will have more opportunities to showcase themselves in-store and shape their approach to customers.

MediaMarktSaturn makes the shopping experience even more attractive - online, in the app and in the store. With Space-as-a-Service, defined areas in the store are continuously filled with changing themes, products and services to bring them to life and offer customers even more experiences. The current focus is on the further roll-out of Experience Zones and Entrance Statements in the stores as well as boutiques for partners in the TechVillage stores, which along with the Xperion stores belong to the lighthouse formats of MediaMarktSaturn. Across the group, there are currently eleven Lighthouse locations and more than 10,000 m² of space that have already been transformed into experience spaces in over 360 stores in six countries - Germany, Italy, Austria, Spain, Hungary and the Netherlands. By the end of the 2025/26 financial year, more than 750 of the Group's approximately 1,030 stores should have at least one of the two experience spaces - Experience Zones and Entrance Statements - and there should be up to 20 Lighthouse stores with boutiques in Europe.

"Space-as-a-Service is an important strategic growth area for us that has a positive impact on several areas at once: We enhance the stationary shopping experience, create additional experiences for our customers with constantly changing themes and innovations, offer other companies and brands an all-round carefree package to showcase their products and solutions as simply and easily as possible in our store network and optimise our space productivity and thus the profitability of the company," says Marcus Tengler, Vice President Real Estate & Store Concepts at MediaMarktSaturn.  

Focus on Experience Zones, Entrance Statements and Boutiques

The Space-as-a-Service concept was first introduced in the TechVillage stores. The concept is based on an Italian piazza: the classic sales areas are located in the centre, with the boutiques arranged around them. Partners can rent these and present their brand world and latest innovations in a very individual setting. Due to the high degree of customisation, the boutiques are rented for several years.

Just in time for Valentine's Day, MediaMarktSaturn is presenting a campaign that rethinks traditional gift-giving. Instead of the annual chocolates, roses and the like, the electronics retailer is showing how technology can create emotional experiences with a focus on its own brands. 

Ingolstadt, February 3, 2025

Flowers wither, memories last: For this year's Valentine's Day, MediaMarktSaturn is showing how technology can create moments full of love that will be remembered forever. Because technology can make shared experiences unforgettable.

This year's Valentine's Day campaign from MediaMarktSaturn focusses on endless love. It is following an elderly couple. After many years together, Valentine's Day is all about one thing for our couple: creating and holding on to memories full of love. Because their affection is timeless. These shared moments are accompanied by the latest technology: in the commercial, the party speaker from the MediaMarktSaturn own brand PEAQ plays as they dance together. It provides a musical background for the couple's emotional bond, as the real gift for Valentine's Day is time spent together. The PEAQ Party speaker enhances the story, especially as it’s used by an elder couple, bridging tradition with contemporary technology. This underlines how MediaMarktSaturn products not only fulfill technological needs, but also enrich valuable interpersonal experiences. They foster genuine connection and shared moments, showing that the true value of a gift lies in how it enhances these emotional experiences.

Michael Schuld, CMO of MediaMarktSaturn: "At MediaMarktSaturn, we want to create Experience Electronics to enrich people’s life. Nothing can convey this idea as well as good storytelling. With our Valentine's Day campaign, we are once again showing how our products bring people together."

The campaign is published in Germany, Spain, Türkiye, Italy, Hungary, Belgium, the Netherlands and Luxembourg. The electronics retailer is using TV, in-store promotions, digital advertising and social media. In Germany, the campaign will be shown online from February 10 to 15.

Saatchi & Saatchi and Tempomedia Filmproduktion GmbH were involved in the realization of the campaign. Publicis Media was responsible for the media budget.

Check out our Campaign here: https://www.youtube.com/watch?v=mqhn9k4LBUQ

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

Michael Glossner has been part of the team at MediaMarkt in Solln for 24 years. He began his training as a retail salesman in 2000, gained a lot of sales experience and then moved to the Service Center. 

In 2006, Michael lost his sight due to a stroke of fate. And he first had to adjust to his new life situation himself. 

MediaMarktSaturn is now making its strengths as a European omnichannel platform even more accessible to advertisers: With InStoreAds, the entire customer journey is optimally covered with a seamless 360-degree Retail Media offering on all digital and stationary touchpoints. InStoreAds are already available on around 21,000 TV screens in around 650 stores in five countries.

InStoreAds can already be booked in Germany, Austria, Hungary, Turkey and the Netherlands. Advertisers and partners can now extend their online communication with the existing Sponsored Product Ads, Sponsored Brand Ads or A+ Content to the point of sale in the stationary market. The advertised product or brand is positioned even better and benefits from a seamless omnichannel approach to the customer in combination with other retail media offerings.

"The optimal customer journey seamlessly combines digital and physical touchpoints, and we have come full circle with InStoreAds and the additional advertising opportunities directly at the point of sale. With our customised product offering and relevant first-party data, we create an outstanding omnichannel experience for our customers and offer our partners scalable advertising potential to increase their advertising efficiency," said Torsten Ahlers, Managing Director of Media-Saturn Marketing GmbH.

First-party data intelligence

As an omnichannel retailer in eleven countries, MediaMarktSaturn has more than 40 million loyalty customers across the group and more than 2.2 billion customer contacts per year across all channels, which means it has very good data quality, including in-store, mobile and online. "Our strength lies in the fact that we can analyse our shoppers in detail, anonymously and in compliance with data protection regulations, in order to target them at the right time with the right action. We can break down the impact of communication from awareness to transaction. In addition, we will soon be offering our endemic clients comprehensive omnichannel reporting for this purpose," adds Torsten Ahlers.

The correct use of first-party data not only improves the effectiveness of onsite campaigns on the web or in the app, but also has a strong effect offsite in the market, paving the way for the integration of in-store transactions into the customer journey. "As we generate a large part of our sales in our bricks and mortar stores, integrating in-store transactions into the customer journey is a logical and decisive step to ensure 360-degree coverage of our retail media offering," explains Torsten Ahlers.

The further roll-out of InStoreAds is already underway in Switzerland and Spain and will be completed before the end of this calendar year.