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I TRADE TALK I "It's always fueled by innovation" MediaMarktSaturn Retail Group at IFA: Sustainability, innovation, and the omnichannel experience In an exclusive interview with IFA International, Dr Karsten Wildberger, CEO of MediaMarktSaturn Retail Group, offered a glimpse into the company's future-focused strategy. Emphasising sustainability and the evolving omnichannel landscape, Dr Wildberger discussed the transformative role of innovation in shaping the retail sector. Dr Karsten Wildberger CEO, MediaMarktSaturn Retail Group What are MediaMarktSaturn Retail Group's primary objectives at IFA this year? How significant is IFA for MediaMarktSaturn Retail Group in terms of marketing and staying updated with the latest trends? IFA is crucial for us for several reasons. Firstly, it's about meeting all our partners. We had our event here in Berlin, where we engaged in extensive discussions from both a group and country perspective across our 11 countries. Additionally, it's a source of inspiration as we explore our partners' presentations, new products, and discussions on sustainability. It's a vital event for us. How long are you here, and what's on your agenda for this year's IFA? We have a packed schedule for the entire week. On the side of the German organisation, we had 20 partners presenting their strategies and partnerships. Each day has been filled with discussions, understanding products, and planning for upcoming events like Black Friday and Christmas. It's a hands-on experience. Are there any specific product groups that particularly interest you this year? I'm personally keen on how manufacturers are incorporating sustainability. There are early indications of AI integration in products, especially in robotics and autonomous applications. Additionally, there are some intriguing design topics. Overall, there's innovation in almost every product group, and we are approaching it all with curiosity. You've touched on this, but what are the major trends you've observed in the industry and at this year's IFA? In the white goods section, like washing machines, ovens, and fridges, there's a significant opportunity to align with sustainability goals, such as consuming less energy and water. The telecom sector, with gadgets, mobile phones, and computers, offers fascinating ecosystem linkages. IF I HAD TO HIGHLIGHT TWO TRENDS, THEY WOULD BE SUSTAINABILITY AND THE RISE OF VR AND AR. Another emerging area is the VR and AR world, not just in gaming, but across sectors. The industry is always driven by innovation. If I had to highlight two trends, they would be sustainability and the rise of VR and AR. Given the emphasis on sustainability this year, what initiatives does MediaMarktSaturn Retail Group offer to promote a circular economy? Sustainability is integral to our business model and values. We prioritise green energy and energy conservation. We've introduced a "Better Way" label to guide customers towards sustainable products. This label ensures products meet specific criteria like energy consumption and recyclability. We've observed a doubling in customer demand in this area. We lead in trade-ins, recycling, and offer extensive repair services across Europe. Our focus extends to logistics and packaging. We view sustainability as a business opportunity, and collaborate with our partners on these initiatives MEDIAMARKTSATURN'S SELL- BACK INITIATIVE WITH FOXWAY Partnering with recommerce specialist, Foxway, MediaMarktSaturn is offering consumers a new sell-back service for electronics aiming to diminish e-waste and CO2 emissions. This initiative, a key component of the "BetterWay" campaign, prioritises refurbishing over disposal. By 2023, the goal is to achieve 100% renewable energy usage and double the sustainable product offerings, underscoring a dedication to both consumers and the planet MEDIAMARKTSATURN CEO'S CONTRACT EXTENDED AHEAD OF SCHEDULE In a strategic move, the Supervisory Board of CECONOMY AG, the parent entity of MediaMarktSaturn, has announced an early extension of Dr Karsten Wildberger's Executive Board contract for an additional five years. Since taking the helm in August 2021, Dr Wildberger has been instrumental in steering MediaMarktSaturn towards a customer-centric transformation, emphasising digital innovation. Thomas Dannenfeldt, Chairman of CECONOMY AG's Supervisory Board, praised Dr Wildberger's visionary leadership, highlighting his significant contribution in reinforcing MediaMarktSaturn's dominance in the European consumer electronics market. This decision underscores the company's commitment to continuity and strategic growth IFA INTERNATIONAL • MONDAY 4 TH SEPTEMBER 2023 17
