Mediamarkt Saturn is broadening its position as a pan-European omnichannel platform by opening up its retail media offering: Instore Ads will in future cover the entire customer journey with a 360-degree retail media offering on all digital and stationary touchpoints. In-store ads are already available on around 21,000 TV screens in around 650 brick-and-mortar stores in six countries.
The in-store ads can already be booked in Germany, Austria, Hungary, Luxembourg, 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.
As an omnichannel retailer in eleven countries, Mediamarkt Saturn has over 40 million loyalty customers across the group and more than 2.2 billion customer contacts per year across all channels, which means it has a wealth of data at its disposal.
The further roll-out of in-store ads is already being implemented in Switzerland and Spain and will be completed before the end of this calendar year. The offer will then be extended to other countries, including Belgium, Italy and Poland.
40-year-old Tobias Kober took up the position of Head of Partner Marketing & Retail Media at Media Markt Switzerland in mid-November 2023. In this role, he will reshape the planning and coordination of advertising services and revenues for Media Markt Switzerland's numerous industry partners. In addition, he will increasingly develop and expand the department as an agency within Media Markt Switzerland.
Before joining MediaMarkt, Tobias Kober worked as Principal Agency Development at Amazon Online in Germany from 2021. Other positions in his career include CDO at Mediacom Zurich, Director Media Consulting at Carat and Director Digital Strategy and Account Group Head at Wavemaker in Düsseldorf.
47-year-old Michael Gemeiner has held the position of Head of Digital & Media since August 2023. In this new role, he is responsible for the further development of the various customer and marketing channels. Thanks to his extensive industry experience, he is also responsible for MediaMarkt Switzerland's media planning, which is now carried out in-house.
Gemeiner has over 16 years of experience in the media business, including more than eleven years on the agency side, mostly in management positions. He has worked at Omnicom Media Group and GroupM, among others, as well as on the client side at Tui.com in Berlin. Before joining MediaMarkt, he was Client Service Director at Wavemaker / GroupM, where he was responsible for client consulting in Zurich.
Yannick Federer, 31, has been responsible for the Loyalty & Direct Marketing division as Lead CRM since August 2023. In this role, he is working in particular on redesigning the customer loyalty strategy and driving forward the expansion of an individualized customer journey.
Before joining MediaMarkt, he worked in various management positions at Manor. He gained further professional experience in marketing at Coop and in the strategy department of Swiss International Air Lines.
34-year-old Dagmar Cyrklaff has been Brand & Campaigning Lead at MediaMarkt Switzerland since July 2023. In her position, she is responsible for the realignment of the MediaMarkt brand in Switzerland as well as the strategic planning and creative design of external advertising measures. Advertising material is now produced internally.
Before joining MediaMarkt, Cyrklaff was most recently head of marketing at a management consultancy in Berlin, while also running her own company. Her professional career also includes positions at Immobilienscout24, IMG and Esome Advertising.
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Mediamarkt wants to make technology more understandable, more tangible and more exciting. Under the name Experience Electronics, the company wants to build an inspiring and comprehensive ecosystem in which customers can not only buy products, but also feel that they are in good hands thanks to the right advice, suitable services and the experience of the products on offer.
The newly launched Media magazine is part of this initiative. The magazine focuses on product news, trend reports and advice stories, service explanations and tips & tricks for using consumer electronics. The cover story of the first issue of the magazine portrays the musician Baschi, who, as a passionate gamer and hobby chef, perfectly represents the diverse MediaMarkt customer base with a high affinity for technology and innovation in these two fields.
The magazine is also available in an even more comprehensive version than in print digital. The print version of the media magazine in cooperation with Mediamarkt Austria. Most of the distribution takes place as a supplement in the Switzerland at the weekend, the NZZ on Sunday, the Sunday newspaper and the Sunday View. Around 50,000 copies will also be available in MediaMarkt stores in German-speaking Switzerland.
]]>The interview with Josipa Babic and Stefan Fraude from MediaMarkt Switzerland is available in a "double pack": Above, after a short intro, as a video and here immediately afterwards in written form.
Werbewoche.ch: We are in ShopVille at Zurich HB for the opening of the first MediaMarkt Experience Pop-Up. Why this touchpoint?
Stefan Fraude, CEO MediaMarkt Switzerland: Our pop-up stands for our path to "Experience Electronics". Because we offer more than just products, especially services and experiences around sustainability. We call it "Better Way". Here you will find repairs, trade-ins, refurbished items and many products that carry our "Better Way" sustainability label.
At the beginning, you presented market development figures: According to these figures, the overall market for consumer electronics has moved sideways in the last 2-3 years, with the exception of telecommunications.
Stefan Fraude: In fact, the overall value of consumer electronics, including digital aspects such as e-commerce, click & collect, and ship from store, has increased. More than 50 percent of the market is now digital.
And where does MediaMarkt stand?
Unfortunately, I cannot provide any information on this. But what I can say is this: Our Group target is a digital share of 30 percent, but of course we adapt to the respective market conditions. What is still growing very well at the moment is in the telecom area with mobile telephony.
Now you have developed a strategy with cornerstones to accommodate digital growth.
The cornerstones of this strategy, with the vision "Experience Electronics Champion of Switzerland!" as our goal, are Employee Experience, Shopping Experience, Usage Experience, and Impact Experience. We want to move from pure product sales to a service and experience platform. Employee experience is about transformation among employees. We want to empower them to inspire customers in every interaction. In the Shopping Experience, we're focusing omnichannel shopping on "digital first" to create an experience with real added value at every touchpoint. And in the Usage Experience, we want to deliver a range of services and solutions that simplify or enhance the use of consumer electronics. And then there is the impact experience, which offers customers opportunities to consciously shape their consumption of consumer electronics.
And this pop-up is part of that strategy, right?
Exactly, it's a marketing vehicle that represents our future approaches to "impact experience" and brings the elements that drive us closer to the customer:inside.
Click here for the report on the opening of the Experience Pop-Up.
What marketing measures are planned to successfully implement this strategy?
Josipa Babic: Our aim is to drive qualitative traffic to our online and offline point-of-sale by repositioning the MediaMarkt brand. This repositioning means moving from a product-centric and slightly dusty image to a customer-centric and modern image. As a MediaMarkt brand, we want to move closer to Swiss customers. This has some strategic implications. We are currently working intensively on a Swiss slogan.
How autonomous are you in your decisions for Switzerland?
We have numerous projects that are being developed exclusively for the Swiss market, independently of our parent company. In addition, we will consider other strategic implications, such as the use of language. In our verbal communications, we would like to move more in the direction of Swiss German, while we will of course stick to High German in our written communications. We know from studies that High German stands for competence. Nevertheless, it is important to use the local language, i.e. Swiss German, in order to establish a closeness to Swiss customers.
Can we expect a "revival" of the commercials with the legendary closing sentence "I'll just have to tell Urs that"?
That is an interesting question. Unfortunately, however, I have to disappoint you. It is unlikely that we will go down this path. We are currently intensively evaluating how we can successfully position "Experience Electronics Champions" in Switzerland. We often hear from our customers that they miss our humor. We are now bringing the humor back, especially via our social media channels.
What can we look forward to?
The social media strategy for this is in the final development phase. Before we define and implement a precise strategy, we are currently focusing more on humor. If you visit our channels, be it TikTok, Instagram or Facebook, you will notice that our social media channels are in the process of shaping the strategy towards humor. In the meantime, you will see many humorous posts from our employee:s.
Do you work with agencies?
Josipa Babic: Yes, we work with various agencies, especially on asset creation. We also hired a new Head of Digital and Media, an expert from the industry who ensures that media funds are used efficiently.
And what about advertising investments?
We've invested a lot in recent years and are now working on using our media funds more efficiently, as I said before. The exact amount has not yet been determined, but it will be in the double-digit millions.
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