How technology can be experienced through different store formats

MediaMarktSaturn is driving forward the realignment and modernization of its store formats across Europe with the opening of new "Lighthouse" stores. Following successful launches in Milan, Rotterdam, and Rome, Europe's largest consumer electronics retailer will open its first "Lighthouse" store in Germany on September 1st with "Tech Village Berlin" at Alexanderplatz. Further openings will follow at the end of September in Madrid and in October in Vienna. This will bring MediaMarktSaturn's total number of these stores to six. More are planned to open throughout Europe in the coming years.

"In implementing our omnichannel strategy, we are also specifically strengthening our brick-and-mortar business as the core of our activities. We are modernizing existing stores and introducing new formats to offer our customers the most attractive shopping experience possible," said Dr. Karsten Wildberger, CEO of CECONOMY and MediaMarktSaturn. "The Lighthouse concept is the flagship of the new store formats. Working closely with our partners, we are setting new standards in brick-and-mortar retail."

The experience with the existing "Lighthouse" stores has been consistently positive. "Our customers have embraced the concept very well; it's a commercial success. We will be opening two new stores of this type in Madrid and Vienna this year, and more are planned for the coming years."

The new MediaMarkt "Tech Village Berlin" is a technology experience of superlatives: Designed by the renowned Italian architect Fabio Novembre, MediaMarktSaturn presents its customers with the most important innovations and most popular electronics products from a wide range of segments across four floors and a total area of ​​8,000 square meters.

Architecturally modeled after an Italian marketplace, each floor features a central piazza showcasing an extensive selection of technology products.

Partner boutiques, where the industry's top brands present their latest highlights, are arranged around the central marketplace. MediaMarktSaturn has secured more than 30 renowned manufacturers as partners for its "Tech Village Berlin," including Apple, Samsung, Microsoft, Sonos, Sony, Philips, Logitech, Xiaomi, Miele, and Dyson.

Spread across all floors are six so-called Experience Zones – areas where customers can directly try out and experience innovations and the latest products. Regular events will also be held here. Another highlight is the "Barista Club," a coffee bar that invites customers to enjoy the finest coffee specialties.

In a spacious service area, MediaMarktSaturn offers its customers a comprehensive range of services. And, of course, "Tech Village Berlin" is also closely integrated with the company's online services, giving customers convenient access to all of MediaMarktSaturn's omnichannel offerings.

"Tech Village Berlin is like a trade fair all year round. Our customers can get an overview of the hottest trends in the industry here every day," explained Jörg Bauer, COO of MediaMarktSaturn Germany. "With the boutiques of our most renowned industry partners, great products, an innovative architectural concept, plenty of service and our own café, we make shopping here a real experience."

Experience virtual worlds anew: As Berlin's largest gaming venue, the new capital city highlight is sure to thrill gamers, esports fans, and influencers. Berlin, January 12, 2023: The successful concept from Cologne is finally coming to Berlin: On January 13, Xperion – the gaming experience center inside Saturn – will open its doors on 2,200 square meters on the third floor of the flagship store at Alexanderplatz. Together with around 30 renowned partners, including Red Bull, Microsoft, Sony PlayStation, and Acer Predator, the new gaming paradise offers state-of-the-art technology for immersing yourself in virtual worlds. In an arena with a large stage and a 30-square-meter LED wall, the audience can expect top-notch entertainment: Exclusive gaming events, esports contests, shows, and live-streamed concerts will send fans into a frenzy.

Xperion – the gaming experience center inside Saturn – will open on January 13, spanning 2,200 square meters on the third floor of the flagship store at Alexanderplatz. Designed according to MediaMarktSaturn's classic, current store concept, the store offers its customers an even better shopping experience – from the clear presentation of products and their thematic organization to the comprehensive product and service portfolio. But that's not all. A real attraction awaits on the third floor, where the new Xperion opens tomorrow (January 13, 2023). Packed with high-tech features, this immersive experience is sure to thrill the gaming community. It's Berlin's largest gaming location. Spanning 2,200 square meters, all the leading gaming partners, such as Asus ROG, HP OMEN, Razer, Samsung Odyssey, LG, and Logitech, will showcase their latest products, which can be tested and purchased on-site.

A paradise for streamers and content creators

At the heart of Xperion is the immersive gaming experience, engaging all the senses. Touch, try, participate: Visitors have the opportunity to experience innovative technologies interactively and informally, just like at an entertainment trade fair. A unique experience for curious novices and seasoned professionals alike. Influencers and gamers will find everything they need at the specially designed social media hubs and streaming booths: Equipped with the latest equipment, these locations offer space to create content for their own channels. Whether it's organizing your own events, producing cool clips and videos, or live streaming, anything is possible at Xperion. Other highlights include the large free gaming area (18+) with around 70 perfectly equipped stations, the Red Bull Bar & Lounge for a quick energy boost, and the large e-arena, which regularly hosts exciting events.

Another special feature: Xperion also has a Bitcoin ATM where customers can easily convert euro banknotes into Bitcoins and load them onto their digital wallets.

“With the Xperion format, we have developed a pioneering concept for brick-and-mortar retail that is already proving very successful in Cologne. Now we are expanding it further. In an interactive world of experiences, customers immerse themselves in the trending topics of gaming, entertainment, esports, and social media,” explains Jörg Bauer, COO of MediaMarktSaturn Germany. “In line with our strategic repositioning under the guiding principle of ‘Experience Electronics’ and our range of services, we are making innovative technology even more tangible at Xperion. Customers can discover products, try them out, and even buy them directly. This is a unique experience that leaves a lasting impression and creates a valuable connection with our younger target groups.”

René Kochan, Managing Director of Saturn at Alexanderplatz, is also enthusiastic about the new world of experiences: “We are delighted that, together with our approximately 30 partners, we can offer a new home for gaming enthusiasts and further fuel the enthusiasm for esports and VR worlds with regular events.”

MediaMarktSaturn is taking the next step in the further development of its brick-and-mortar business and for an even better customer experience: Europe's leading consumer electronics retailer is opening the first new store in the Xpress format in Germany and presenting the "Look&Feel Evolution" of its Core format in Italy.

MediaMarktSaturn's brick-and-mortar business is a central component of the company's strategy: Following the successful opening of six large Tech villages in Europe, MediaMarktSaturn is now presenting a newly opened store in the Xpress format for the first time in Germany. As part of its omnichannel strategy, the consumer electronics retailer's innovative store concept combines service, an assortment tailored to customer needs, and digital elements that enhance the shopping experience. At the same time, the company is driving forward the ongoing modernization of its classic "Core" formats. For example, the electronics retailer is upgrading a first MediaMarkt in Italy with high-quality design elements and Experience Zones where customers can try out products.

"Our motto is: the right format in the right place. Large Tech villages in the metropolises, medium-sized stores with plenty of service and advice, smaller stores with a selected assortment where customers can also access our entire range and pick up goods ordered online on site – that's our approach," says Karsten Wildberger, CEO of MediaMarktSaturn. "With our new store formats, we are even closer to our customers and cater more individually to their needs. This makes our online shopping more regional. This is because products can be tried out in the store around the corner or quickly picked up in the store nearby. In addition, the productivity per unit area in the new stores is increasing. Our strategy will enable us to operate more stationary locations close to our customers in the future, but on a smaller footprint."

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.