“Everywhere, all the time”
It is not the first time that the company has decided to ditch the two-brand strategy. The Metro subsidiary also decided to shut down the Saturn chain in Belgium and to transform several stores into Media Markt stores, the only brand to survive in Belgium and the Netherlands.
Saturn’s disappearance fits into Media Markt’s strategy to be a “everywhere, all the time” brand with more stores, an improved web shop and a mobile, social platform. “Considering this strategy, Saturn does not distinguish itself enough and the two-brand strategy is not enough of an added value for the customer. We will have more focus, speed and power if we choose the largest and stronger consumer electronics brand and we can invest more in customer-focused innovations with the money this move saves”, the press release stated.
Still this year, the Dutch Saturn stores will be transformed into Media Markt stores and the company will open another 5 large and 3 average-sized Media Markt stores in the upcoming year, particularly in Bijenkorf locations at Amstelveen, Eindhoven and Rotterdam.