Report • 22.07.2016

Hands-on digital lifestyle

“Saturn Connect” store concept attracts tech-savvy audience

The Saturn Connect store in Cologne, Germany, is a hotspot for the digital lifestyle and a nirvana for digital natives. It is only the second store of its kind and was opened in October 2015. Located in the famous Schildergasse, it is within walking distance of the flagship store in Hohe Straße which also supplies the Saturn Connect shop. It boasts an area of approximately 5,400 square feet, spread over two levels.

Featuring approximately 8,000 articles, the product selection is tailored to fit the connected lifestyle. The four digital theme-related sections set the spectrum and simultaneously serve as drivers of innovation.

Photo: Hands-on digital lifestyle
Source: Günther/

The “Connected Mobile“ section is all about smartphones, notebooks, and tablets along with the corresponding services. “Connected Home“ features products and solutions for a networked (connected) home whereas the “Connected Fitness” section showcases wearables, action cams, and wellness products. “Connected Discovery“ focuses on innovations and novelties such as virtual reality glasses and appcessories, meaning small gadgets that can be controlled via smartphone.

Award-winning store

One thing is clear when you first enter the store: nothing reminds you of the design of the typical Saturn stores. Here, futurism meets industrial chic, clean lines and reduced architecture meet digital highlights. Special products are presented in the foyer in small lighted display cases. These also include 3D miniature editions of employees as well as the “Store of the Year 2016“ award. A “pop-up zone“ with product exhibits that are changed every two to four weeks can also be found here.


Digital elements as far as the eye can see

Directly across from the “Best of Apple“ section that features the complete product portfolio of the manufacturer is a touchscreen stand on the upper level. Here, customers can search for more products, order and have the items either directly delivered to the store or to their homes. This service is part of the store’s multichannel concept. The customer should have full access to the complete product selection at all times – whether that’s online, mobile or at the POS. A second stand is located at the lower level.

Another highlight is a “hypebox“ on the lower level. This is a transparent touch display box. The Huawei P9 was presented in this case. Further information can be accessed via the touchscreen which works like a smartphone, while the product can be seen in the background. Further product descriptions, videos or the camera’s special features can be accessed by scrolling.


Photo: Hands-on digital lifestyle
Source: Günther/

One special feature is the store’s lighting and sound. Background music is delivered via the store’s own streaming service and the lighting is controlled by an app. The LED technology underpins the tech-savvy vibe. Intersecting tube lights incorporate the “connected world“ theme. The entire store is also equipped with electronic shelf labels to be able to quickly respond to updated (online) price changes.

Source: Günther/

Digital natives as employees

One unique feature – and it set this store apart from the other Saturn stores – is the consulting aspect, the connected service. Ideally, associates are not only consultants or technicians, but most notably digital natives. That’s why they are equipped with tablets to consult customers individually; plus they all complete a four-week boot camp. Training courses and information events about new lifestyle products are also being offered to customers.

At the “Smartbar“, customers get fast onsite support, are able to set up their cell phones, load up data or have defective devices immediately repaired on the spot. Associates are able to apply plastic film onto the devices and print covers. App consulting is also available.

Customer experience: touching and testing permitted

The customer experience is also entirely different since the customer is intended to have an active, hands-on experience of the products. Generous spaces and a lounge invite everyone to test and try out products extensively. Football fans, for instance, can engage in virtual reality goal wall shooting in the Connect it area.

Right next to the Smartbar is a booth featuring a futuristic design concept. It is a photo studio with 70 cameras. The customer is captured in 3D and subsequently receives a 3D printed figurine. Some customers actually visit the store just to have individual toppers printed for their wedding cakes.

Photo: Hands-on digital lifestyle
Source: Günther/

This store is also involved in after-sales programs related to the Photokina or Crime Cologne, for example, during which authors read their novels on eBook readers.

The former “Geiz ist geil“ (English: Stinginess is cool) mentality has given way to focusing on the customer and enhancing the in-store shopping experience. On the one hand, the “Future Store” targets the lifestyle of the young, tech-savvy audience while it acts as a test market and multichannel store on the other. Should the concept prove successful, some elements could potentially soon find their way into the standard stores.

Melanie Günther;

related articles:

popular articles:

Thumbnail-Photo: Cutting through the tax jungle
25.02.2020   #online trading #e-commerce

Cutting through the tax jungle

Startup helps online retailers to be fully compliant with European VAT regulations

Anyone who sells goods online is obliged to pay value-added tax (VAT). The amount depends on the respective national regulations. But what happens if you have cross-border exports and transactions? How much VAT do sellers have to pay in this case ...

Thumbnail-Photo: Digital tool helps MENY in the fight against food waste...
13.02.2020   #sustainability #app

Digital tool helps MENY in the fight against food waste

Printing discount labels directly from the app

After a convincing test, Dagrofa rolls out the food waste app ‘Whywaste’ in all the Danish MENY stores. At MENY in Solrød, the store has already managed to achieve a significant reduction in food waste. In addition to the app, the ...

Thumbnail-Photo: Toshiba demonstrates the future of shopping at EuroShop 2020...
13.02.2020   #self-checkout systems #Trade fair special EuroShop 2020

Toshiba demonstrates the future of shopping at EuroShop 2020

Toshiba spotlights innovations enabling retailers to create “moments that inspire”

Toshiba Global Commerce Solutions offers EuroShop 2020 attendees a look into the future via its ‘Frictionless Store’, Feb. 16-20, hall 6 booth C41 in Düsseldorf, Germany. Toshiba’s innovative solutions enable retailers to ...

Thumbnail-Photo: Online payment fraud losses to exceed $200 billion...
02.03.2020   #online trading #mobile payment

Online payment fraud losses to exceed $200 billion

Ongoing high level of data breaches and fraud innovation driving losses

A new study from Juniper Research has found that businesses in e-commerce, airline ticketing, money transfer and banking services, will cumulatively lose over 200 billion dollars to online payment fraud between 2020 and 2024, driven by the increased ...

Thumbnail-Photo: The cash register capable of everything
18.02.2020   #customer satisfaction #epos systems

The cash register capable of everything

Flexible use from manned checkout to self-checkout point

Customers walking through the store with their own cash register on hand? This versatility of shop technology and shop fittings corresponds to the change in brick and mortar retail. MAGO wants to help retailers to meet this challenge with ...

Thumbnail-Photo: Compact for security
17.01.2020   #security #shopfitting

Compact for security

A new security antenna system specifically designed for convenience stores

Retail security systems to prevent theft are a big concern for retailers. Large supermarkets and clothing stores install EAS antennas at the entrance and/or exit areas. Installing this type of feature proves more challenging for stores with a ...

Thumbnail-Photo: Collaboration of with Delfi Technologies...
01.04.2020   #electronic shelf labels (ESL) #electric displays

Collaboration of with Delfi Technologies

Danish e-commerce company has found the recipe for physical stores

In August 2019, the popular e-commerce store,, opened its first physical store in Roskilde. Within the next three years, the yarn store expects to open another 60 stores. The store universe must be the same offline as well as online - a ...

Thumbnail-Photo: Consumer survey: social distancing is changing shopping habits...
10.04.2020   #brick and mortar retail #payment systems

Consumer survey: social distancing is changing shopping habits

Touchless or self-checkout options preferred for instore shopping during COVID-19 pandemic

Nearly two-thirds of consumers are changing their grocery shopping habits in response to the worldwide COVID-19 pandemic, according to a recent consumer survey from Shekel, pioneers in advanced weighing technologies. And 87 percent of shoppers say ...

Thumbnail-Photo: Wow factor affects the bottom line at Denmarks largest garden center...
22.01.2020   #consulting #electronic shelf labels (ESL)

Wow factor affects the bottom line at Denmark's largest garden center chain

ESL results in time savings for employees and creates a positive customer experience

The rollout of electronic shelf labels is in progress at Plantorama, which expects both economic and operational benefits by replacing the paper shelf labels in all of the chain's garden centers. Staff members need more time for customers and it ...

Thumbnail-Photo: Corona crisis: Contactless payment more popular than ever...
30.03.2020   #cashpoints #brick and mortar retail

Corona crisis: Contactless payment more popular than ever

Practical, fast, and, above all, hygienic

"Please make contactless payment if possible." These or similar notices are currently in the checkout area of many grocery stores. By reducing necessary contact points in the checkout zone, it is hoped to counteract the spread of the ...


Burkhardt Leitner Modular Spaces GmbH
Olgastrasse 138
70180 Stuttgart
Diebold Nixdorf
Diebold Nixdorf
Heinz-Nixdorf-Ring 1
33106 Paderborn
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
Innere Kanalstraße 15
50823 Köln
VR Payment GmbH
VR Payment GmbH
Saonestraße 3a
60528 Frankfurt am Main
Checkpoint Systems GmbH
Checkpoint Systems GmbH
Ersheimer Str. 69
69434 Hirschhorn a. Neckar
GLORY Global Solutions (Germany) GmbH
GLORY Global Solutions (Germany) GmbH
Thomas-Edison-Platz 1
63263 Neu-Isenburg
Isafjordsgatan 5
164 40 Kista
ROQQIO Commerce Solutions GmbH
ROQQIO Commerce Solutions GmbH
Harburger Schloßstraße 28
21079 Hamburg