CASE

MediaMarktSaturn

Marketing transformation to become an experience champion

MediaMarktSaturn aims to become the experience champion in the consumer electronics industry – the transformation is moving away from product-focused retail towards a customer-oriented, omnichannel service platform that creates a seamless, personalised and outstanding experience throughout the entire customer journey. The Red Spark programme acts as a central enabler in this process.

The focus is on closing mission-critical gaps: leveraging existing first-party data, accelerating execution by reducing manual steps, and coherently orchestrating all channels and messages to avoid breaks in the journey and measurably increase the impact of marketing.

OUR APPROACH

The transformation approach addresses three levers:

  1. Platform – establishing a globally harmonised, AI-enabled marketing technology base as a sustainable foundation.
  2. Operating model – an interdisciplinary and international setup that optimises and automates central marketing processes across the organisation to scale broadly.
  3. Enablement – establishing service operations that enable data-driven marketing and AI use cases, including tech, data and content enablement. This makes first-party data accessible, shortens time-to-market and ensures consistent channel orchestration – with a clear focus on effectiveness throughout the entire journey.
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IMPLEMENTATION

IMPLEMENTATION STATUS QUO & STRATEGIC FRAMEWORK
The starting point is three mission-critical challenges: opaque target group data (existing first-party data is fragmented and cannot be used in self-service), slow execution (manual processes cause long turnaround times for data and content delivery) and a fragmented customer experience (disconnected channels and inconsistent messages lead to fragmented journeys and suboptimal ROAS). The Red Spark program sets the framework for closing these gaps in a targeted manner

PLATFORM & PROCESSES
At its core is a globally harmonised, AI-supported martech platform that provides a solid foundation. Building on this, core marketing processes are optimised and automated across an interdisciplinary and international setup to enable large-scale delivery. The aim is to make data and content available more quickly, manage channels in a connected way and ensure consistent messaging throughout the entire journey.

ENABLEMENT & EXPECTED IMPACT
Service Operations enables data-driven marketing and AI use cases, including tech, data, and content enablement. Expected results: >10% increase in marketing-driven revenue, less media waste through cross-touchpoint frequency management and real-time exposure suppression, and a 25% efficiency gain in content production. This creates the foundation for a customer-centric, omnichannel experience with measurable performance.

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