Three months into his role as CEO of MediaMarkt Benelux, Olivier Van den Bossche has outlined a refreshed strategy for the region’s largest electronics retailer. At his first public appearance since taking the position, he emphasised that refurbished devices and customer experience will play a defining role in the company’s next chapter.
Refurbished rollout accelerates
One of MediaMarkt’s largest ongoing projects is the introduction of refurbished products across Belgium. From 19 November in Flanders and 21 November in Wallonia, selected stores will offer refurbished smartphones, laptops, tablets, smartwatches and PlayStations. The assortments mirror the earlier rollout in the Netherlands, where customer adoption of refurbished categories has grown steadily. The refurbished portfolio includes high-demand devices such as Apple iPhone, making the initiative significant for the secondary electronics market. SecondaryMarket.news raised questions about the Dutch situation in which two companies are operating trade-in programs simultaneously. As noted earlier, this parallel setup risks causing significant internal confusion among staff.
Services as a growth engine
Services continue to account for a growing share of MediaMarkt revenue. According to Van den Bossche, the retailer’s ability to combine competitive pricing with strong customer service creates room for further expansion. The service portfolio spans everything from installations of household appliances, repair and computers to retail media solutions. The Smartbar, which provides repairs and technical support, will become a strategic pillar.
In Germany, MediaMarkt is testing personalised guidance for complex purchases such as premium televisions and laptops, a concept expected to arrive in the Benelux region.
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Trade-in
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