Our Strategy

Now, we are evolving even beyond experiences. Today, in a world of infinite choice and digital noise, customers face a paradox: more options than ever yet feeling lost. Algorithms flood them with recommendations. Data is tracked and personalized in ways rarely explained. They ask themselves: Who can I trust to act in my interest, deliver quality and protect my data? The more powerful technology becomes, the more critical trust becomes as a differentiator. 

Our ambition is to turn every interaction with our customers into experiences – and translating those experiences into Moments of Trust. Thus, every touchpoint reinforces lasting loyalty and sustainable value. With our specific strengths across our four experience pillars, we bring these moments of trust to life:

TRUST through personal interaction

We always offer human, personalized service on all channels. Our 50k colleagues deliver pre-booked, walk-in & live video consultations. Enhanced through latest tech like AI - with our people always in charge of how AI is used to customers’ benefit.

TRUST through right selection

We offer a curated and quality-assured assortment. We provide the right product at the right moment with personalized offers. And we deliver fast and reliable, using our omnichannel network.

TRUST through omnichannel lifecycle support

We offer immediate human-based support throughout the lifecycle – right where customers need it. Our Smartbars are hubs for diagnostics and instant support. Our customers can count on fair and transparent services beyond purchase.

TRUST through partner orchestration

We offer curated more sustainable solutions with tangible economic benefits for our customers. And we take responsibility beyond our own portfolio - we orchestrate top-tier partners with safe and transparent data handling.

Creating moments of trust further strengthens our customer relationships – the underlying value driver of our business. Customers who trust us buy more, visit more, and stay more satisfied - trust is our biggest value driver. 

Our platform combines multiple value streams under one roof. The basis is Omnichannel Core, our retail business. Our five growth areas each have their own commercial models - but together, they reinforce trust for the customer: 

The foundation of our platform is seamless omnichannel experience where customers expect us to understand their needs and follow through reliably dependable at every step. We deliver consistency and relevance across every touchpoint: inspiring discovery, offering tailored guidance, ensuring fast fulfillment, and staying engaged long after the sale. Through AI, we enhance human expertise to deliver more personalized and relevant customer experiences. Our app is their personal concierge, seamlessly connecting every touchpoint in their journey.

Services & Solutions addresses our customers’ needs beyond the product with a broad portfolio from financing, insurances, set-up & support, to telecom and digital content. Circularity offerings such as repairs, refurbished and trade-in play an increasingly important role. We profit from attractive commissions and have added subscriptions and bundles, to further drive attach rate and gross profit.

Our Marketplace is built on strict curation and high-quality standards. Third-party sellers complement our own assortment in CE-adjacent verticals such as energy and pet care, with refurbished products playing an increasingly important role. This generates commissions, and over time, we plan to extend omnichannel capabilities and fulfilment services to our Marketplace sellers. This has allowed us to develop our Marketplace into a strong traffic and gross profit generator.

Our Private Label brands stand for curated assortments, strong price-performance ratio, proven quality, and increasingly a clear sustainability profile. Over the past years, we have significantly increased their presence both in-store and online, broadening product listings and strengthening brand presence throughout the customer journey. Private Label allows us to strengthen our margin in the product business.

We are evolving from Space-as-a-Service to Retail-as-a-Service. We give partners the opportunity to bring their products and brands to life where it matters most, right inside our stores at high-traffic and high-visibility spaces. Entrance Statements, Experience Zones, and Boutiques showcase products across our stores.

Space-as-a-Service is already established broadly across our stores with a proven model. Going forward, we are moving from “landlord” to “active retail operator”, offering logistics, operations, and expertise to unlock further income potentials.

Our Retail Media business has evolved from a mainly on-site offering to a 360-degree omnichannel proposition. We give partners the opportunity to reach customers at all key decision touchpoints on our digital properties, in our stores, and beyond. And in addition, partners can get access to data analytics solutions to allocate their advertising spend more effectively. This allows us to capture high margins in a dynamically growing market, backed by strong scalability.

We have set clear targets across all our business areas, using Net Promoter Score and repurchase rate to track the strength of our customer relationships. Built on a strong omnichannel core, dynamic growth in our growth areas continues to drive profitability forward. We plan for our growth areas to contribute more than 50% of gross profit by FY 28/29 - so moments of trust go hand in hand with profitability moving toward best-in-class.