Store Concept: Consumer Electronics Retailer Embraces Experience

MediaMarktSaturn opens first “Tech Village” in Berlin

From Katja Laska (exclusively for EuroShop.mag)

Milan, Rotterdam, and Rome are now joined by Berlin: “Tech Village Berlin”, the retailer’s first so-called “Lighthouse” market, recently opened its doors on the iconic Alexanderplatz. The new location of the consumer electronics company features an innovative store concept. Let’s take a closer look.

We are all shopping more online versus in physical stores. As customers enter the new MediaMarktSaturn store format, it’s obvious the digital realm is a top priority. Yet the core idea is not to replace the brick-and-mortar stores, but to make them stronger.

Omnichannel is the magic word: “With the implementation of our omnichannel strategy, we are explicitly strengthening our brick-and-mortar stores as our core business. We are modernizing our existing stores and are introducing new formats that give our customers a highly attractive shopping experience,” said Dr. Karsten Wildberger, CEO at CECONOMY and MediaMarktSaturn. // © MediaMarktSaturn

Just like its European predecessors, the “Tech Village Berlin” was designed to accomplish this mission: The Italian architect and designer Fabio Novembre created a market that elevates the world of experience and retail to new heights. // © MediaMarktSaturn

The building mimics an Italian marketplace. Shoppers will find a piazza at the center of all four floors, from which they are guided to other products. Aside from the retailer’s own brand, customers get to explore products from partners as well. Designed around the respective marketplace, the various partner boutiques feature the latest highlights from popular brands. // © MediaMarktSaturn

Customers can explore four floors and a total of 8,000 square meters to discover the latest technological innovations and popular electronic equipment from a wide variety of segments. // © MediaMarktSaturn

For its “Tech Village Berlin”, MediaMarktSaturn was able to attract more than 30 renowned manufacturers as partners. They include Apple, Samsung, Microsoft, Sonos, Sony, Philips, Logitech, Xiaomi, Miele, and Dyson. // © MediaMarktSaturn

The exploration continues on the different store levels. The so-called experience zones are key to the customer experience: It’s the place where shoppers can try out new products. The venue will also feature events in the future. // © MediaMarktSaturn

Despite the feast for the eyes, the retailer also highlights its virtual options. The physical store is also linked to the company’s online services, giving shoppers convenient access to all MediaMarktSaturn’s omnichannel products and services. // © MediaMarktSaturn

Jörg Bauer, COO of MediaMarktSaturn envisions a trade fair all year long: The “Barista Club” is a coffee bar that invites shoppers to savor the finest coffee specialties. “The Tech Village Berlin has the vibe of a trade fair that keeping going all year long. At our store, customers can discover the hottest industry trends every day.” // © MediaMarktSaturn

“Our customers embrace the concept, making it an economic success. We will open two similar retail locations in Madrid and Vienna this year, and more are planned for the coming years,” explains Wildberger. The retailer has plans for new worlds of experience in Madrid and Vienna.