Saturn
Industry trendsetter
Brand-name products at constantly low prices and knowledgeable sales staff - these are the qualities synonymous with the Saturn retail brand. Shortly after having been presented at trade fairs, the very latest in consumer electronics technology can be found on the shelves at Saturn. The product portfolio for this retail brand comprises approximately 45,000 different articles, including entertainment electronics, new media, household appliances, telecommunications equipment, computers and cameras.
Entertainment specialists
The company founders proved they had a keen eye for spotting trends when they opened the first consumer electronics store in 1961 in Cologne. At that time, Saturn was a pioneer in introducing hi-fi stereo systems and is still known for its diverse range of entertainment media with customers finding up to 60,000 different CD and DVD titles in the large flagship stores.
High standards
The retail brand is also setting new standards with regard to customer and after-sales service. Take for example the lowest price guarantee: If, within two weeks of purchasing a product, a customer sees the same product for a lower price at a different retailer in the region, Saturn will reimburse the difference. In addition, every store offers after-sales services including repair, delivery and, if so desired, installation. Saturn also ensures that old products are disposed of properly and in a way that is environmentally sound.
The best are getting even better
The sales staff at Saturn receives regular training - ranging from training on products and services to individual training programs - to ensure that they can always provide customers with the best possible service. Providing staff with opportunities to further develop their sales skills on a continual basis is a big plus in a business where technological innovations are the order of the day.
Local considerations
Crucial to the success of the Saturn brand is the close relationship its stores maintain with their respective local markets. A decentralized organizational structure promotes the freedom and personal responsibility of each and every employee. These employees are able to respond quickly and flexibly to the wishes of their customers. Store managers are, at the same time, co-owners of their respective stores. They decide on product range, personnel planning and local marketing.
In the center of attention
Innovative brand-name products with a low price guarantee and a quality of service that is quite unique - this is a concept which is also proving an international success. Over the past few years, Saturn has been expanding rapidly and now boasts stores at over 240 locations in thirteen countries. The latest market entries were launched in September 2009 in Switzerland and in October 2009 in Turkey. Due to the fact that the stores are located in attractive city center settings, they draw consumers from all over the area - something that also benefits nearby retailers and ultimately the entire community.
Creative advertising
The Saturn brand has always been successful at translating its successful business concept into catchy advertising slogans. The short and snappy catchphrase “Geiz ist geil!” (Stinginess is cool!), which was used between 2001 and 2007, became a familiar saying. Like the current advertising slogan “Sternhagelgünstig!“, it puts into words what Saturn aims to deliver, namely brand-name products at consistently low prices.
