Düsseldorf – Mediamarktsaturn, Europe’s leading consumer electronics retailer, is charting a course toward becoming a full-fledged retail media ecosystem. The company signaled its ambition at the Retail Media & Marketing Partner Summit on March 26th, drawing around 250 attendees to the Areal Böhler. The shift, executives revealed, is heavily inspired by the success of Walmart, which is currently experiencing rapid growth in its advertising business.
The move comes as retail media – advertising bought and sold on retailer platforms – is poised for significant expansion. Forecasts predict the European retail media market will reach €28 billion by 2028, presenting a substantial opportunity for retailers looking to diversify revenue streams. This growth is driven by the ability to target consumers with relevant ads based on their purchasing behavior, offering brands a more effective way to reach potential customers. For Mediamarktsaturn, this represents a fundamental change in how it interacts with brands and leverages its customer data.
“Walmart is our North Star,” stated Torsten Ahlers, Managing Director Retail Media & Partner Marketing at Mediamarktsaturn, during the summit’s opening remarks. This isn’t merely aspirational. Walmart’s digital advertising business grew by 41 percent in the fourth quarter of 2025, demonstrating the potential of this model, according to invidis.de. The company is actively looking to replicate Walmart’s success by building out its own advertising capabilities and attracting brand investment.
From Retailer to Retail Media Ecosystem: A New Strategy
Mediamarktsaturn’s ambition extends beyond simply selling ad space on its website. The company aims to create a comprehensive ecosystem where brands can connect with consumers across all touchpoints, both online and in-store. This involves leveraging first-party data – information collected directly from customers through loyalty programs and purchase history – to deliver highly targeted advertising campaigns. The goal is to provide brands with a closed-loop system where they can measure the effectiveness of their advertising spend and optimize their campaigns for maximum impact.
Currently, much of the focus within retail media is on the “high-funnel” and “mid-funnel” stages of the customer journey – building brand awareness and driving consideration. This makes sense, given that consumers researching consumer electronics often begin their journey online. However, Mediamarktsaturn recognizes the need to “close the loop” and drive conversions, particularly in physical stores. “Full funnel has to work,” Ahlers emphasized, highlighting the importance of integrating online and offline advertising efforts.
Bridging the Online-Offline Gap with “Retail Connect”
A key component of Mediamarktsaturn’s strategy is “Retail Connect,” a new platform slated for launch in October 2026. Retail Connect is designed to provide partners with real-time data on campaign performance and access to first-party data from Mediamarktsaturn’s loyalty program. This will enable more precise targeting and allow brands to measure the impact of their campaigns on actual purchase behavior. The platform will also facilitate A/B testing, allowing brands to compare the effectiveness of different ad creatives.
However, a significant challenge remains: the underrepresentation of physical stores in media planning. While consumers spend 5.2 percent of their total media time in brick-and-mortar locations, only 0.1 percent of advertising budgets are allocated to these spaces. Corinna Hohenleitner, Vice President at the German Association of Marketing and Communications (BVDW), underscored the effectiveness of retail media when online and offline channels are effectively linked.
Data Transparency and Standardization: Key Hurdles
Despite the potential, several challenges need to be addressed. A lack of standardization in key performance indicators (KPIs) and the complexity of managing campaigns are hindering progress. This makes it tough for brands to accurately measure the return on their investment and plan long-term campaigns. The lack of clear KPIs also complicates planning for in-store screen manufacturers and integrators.
According to BVDW surveys, 90 percent of industry professionals in Europe believe the full potential of retail media remains untapped. Walmart’s example, particularly its investment in in-store digitalization and data collection, serves as a blueprint for how to effectively integrate physical retail into the retail media ecosystem. The company’s deployment of thousands of in-store sensors in Mexico demonstrates a commitment to measuring foot traffic and consumer behavior, providing valuable data for advertisers.
Mediamarktsaturn’s Retail Connect platform represents a significant step towards addressing these challenges. The company’s data-driven approach and commitment to transparency are crucial for building trust with brand partners and unlocking the full potential of retail media. The next key milestone will be the platform’s launch in October 2026, and the subsequent availability of detailed campaign performance data for partners.
As retail media continues to evolve, collaboration and standardization will be essential. Mediamarktsaturn’s journey, guided by the “North Star” of Walmart, will be closely watched by retailers across Europe as they navigate this rapidly changing landscape.
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