Media Markt – Saturn Omnichannel Retailing with Pricer Esls
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Electronic stores Media Markt – Saturn CLIENT PROFILE Omnichannel Retailing with Pricer ESLs Name: Media Markt-Saturn Media-Saturn-Holding GmbH, head- shops as they are in their online stores, Holding Netherlands, quartered in Ingolstadt, Germany, is at all times – meaning one, seamless Place: a holding company which comprises experience for customers, whichever The Netherlands of three independently managed channel they choose to use. retail brands – Media Markt, Saturn, Number of stores: 45 and redcoon. With net revenues of Operating an €21 billion, approximately 65,000 omnichannel Number of employees: employees, and operating in 17 2,500 countries throughout Europe and environment With the internet, shopping has Average Annual Turnover: Asia; the Media-Saturn Group is a true become an increasingly transparent €1,401 million retail giant. experience. Today’s consumers are Number of ESLs: accustomed to the many benefits of 240,000 online shopping – including access to customer reviews, complete Press campaign: product information, and the option http://youtu.be/2nXCJGIVowo to compare prices across different channels and between different stores. Furthermore, the vast majority of consumers now carry a smartphone with them at all times, and are therefore able to access the internet anytime, anywhere. Shoppers in a brick-and-mortar store can, using their Each of the Group’s three brands mobile phone, immediately compare sells a vast range of consumer the price of a good on display to electronics – household appliances, its price in many different online telecommunications products, stores. The rise of the ‘showrooming computers and cameras to name but effect’ is testament to this – whereby a few – through multiple channels. In customers visit an offline store to view 2012 alone, approximately 320 million and inspect merchandise, and then customers were served via Media- purchase at a later time online or at Saturn Group’s offline, online and another shop elsewhere. smartphone-accessible stores. In order to succeed in such a price- As part of this offering, Media- competitive industry as consumer Saturn is dedicated to operating electronics, and when faced by the an omnichannel environment. This new generation of smartphone- is based on a dynamic and flexible enabled consumers, Media Markt pricing policy, whilst ensuring that – Saturn needed to ensure they the prices of goods are exactly the were able to instantly respond to same in the Group’s brick-and-mortar competitor prices, making certain that © Pricer Group, 2015 a sale is made. “The ability to respond After conducting a thorough instantly to price changes, particularly market review, Media Markt – those of our Internet competitors, is Saturn piloted Pricer’s Electronic an important part of our multichannel Shelf Labels (ESLs) in some of strategy,” confirmed Gordon Scholz, their stores in the Netherlands. Electronic stores CEO of Media Markt – Saturn Holding The implementation of Pricer’s ESLs Netherlands. was a smooth and simple process, thanks to the support of Media Markt- With this proactive pricing strategy Saturn’s international integration in place, Media Markt – Saturn also partner, Wincor Nixdorf. After the wanted to ensure that prices across success of this pilot, the Group made BENEFITS all their channels matched – nothing the decision to deploy Pricer ESLs in • Centrally managed prices is more damaging to customer all 45 of their stores in the Netherlands. • Quick price updates loyalty and to the chance of securing • Consistent pricing on all a purchase than when a customer purchasing channels Dynamic, flexible pricing • Responsive to competitor discovers they are expected to pay at the click of a mouse prices more for a product in-store than With Pricer’s centrally managed ESLs, • Store employees are online. the store can update prices for an customer focused unlimited number of products from • Cost saving just one computer. As a result, Media Markt – Saturn’s stores can easily ensure that prices displayed on the shelf-edge are exactly the same as those online – guaranteeing price consistency across all channels. Furthermore, Pricer’s system is the fastest on the market, which allows Media Markt – Saturn offline shops “The ability to respond to react in seconds and respond instantly to price changes, quickly to competitor pricing – so is an important part of our that, in the crucial moment when a multichannel strategy” customer is comparing prices on their Gordon Scholz, CEO of the smartphone, they are convinced, and Media Markt-Saturn in the don’t walk out of the store empty Netherlands. A forward-looking handed. solution for a forward- looking business model Bringing the benefits of The company’s conventional, paper- online onto the shelf- based system of labeling goods in edge their offline stores required manual In this age of omnichannel retailing, it changing, which did not allow for rapid is vital that offline stores are able to changes to prices in-store. It became offer customers the same experience obvious to Media Markt – Saturn they would be able to get online. that this shelf-labeling system was Pricer’s ESLs have brought the too expensive, too time-consuming benefits of online straight onto the and inflexible for the Group to shelf-edge of Media Markt – Saturn enact a streamlined, omnichannel stores, offering a dynamic, proactive environment. new sales opportunity. For more information, please visit: www.pricer.com or contact us at: [email protected] Pricer AB • Västra Järnvägsgatan 7 • S- 111 64 Stockholm • Sweden • Tel. +46 (0)8-505 582 00 Pricer SAS • Parc Ariane Bât. Saturne, rue Hélène Boucher • 78280 Guyancourt • France • Tel. +33 1 61 08 40 20 © Pricer Group, 2015.