MediaMarkt
MediaMarkt: Retail innovation & POS strategy
Client: MediaMarkt Spain
Project Type: Strategic Consulting & Competitive Analysis
Team Role: Consultant – Market Strategy & Brand Experience
Duration: Oct 2024- Dec 2024
Location: ESADE Business School, Barcelona
Project Overview
As part of a strategic brand management project, I collaborated on an in-depth brand and retail analysis for MediaMarkt Spain, focusing on its brick-and-mortar retail positioning within the highly competitive consumer electronics market — specifically across IT, phone, and wearable categories.
The objective was to deliver actionable insights to help MediaMarkt improve its retail relevance, customer engagement, and competitive positioning, especially as digital-native competitors continue to challenge traditional retail formats.
Key Deliverables
- A Competitive Matrix benchmarking MediaMarkt against major players like Fnac, El Corte Inglés, Amazon, and PCComponentes across multiple retail KPIs (price perception, experience, assortment, customer service, innovation).
- Store environment audits and customer journey evaluations using first-hand retail visits.
- An in-depth analysis of consumer behavior trends and value drivers across Gen Z and Millennial shopper profiles.
- Strategic recommendations on:
- In-store experience innovations (e.g., live demo zones, product storytelling).
- Omnichannel integration with online and app ecosystems.
- Brand positioning refinements based on emotional and functional differentiators.
- Incorporation of sustainability and service transparency as brand drivers.
- In-store experience innovations (e.g., live demo zones, product storytelling).
My Contribution
I led the market and brand analysis behind the Competitive Matrix, blending qualitative insights and quantitative benchmarks to evaluate category positioning. I contributed innovative ideas to drive foot traffic to stores, including a new sub-brand storyline and a video campaign draft. Alongside developing narratives around brand perception and customer touchpoints, I helped shape the final strategy and implementation roadmap, all presented in a consulting-style pitch to MediaMarkt Spain’s CMO.
Key Learnings
- Gained real-world experience in retail consulting and strategic analysis within a high-stakes consumer environment.
- Strengthened my ability to synthesize complex market data into actionable insights for brand growth.
- Practiced story-driven presentation techniques, tailored to C-level decision-making logic.
- Deepened my understanding of how brick-and-mortar experiences must evolve to stay relevant in a digital-first world.
Outcome
The final presentation received highly positive feedback for its strategic clarity and innovative suggestions. Several elements were considered valuable inspiration for future activation pilots in-store and online.