MediaMarkt Netherlands strengthens focus on sustainable consumer choices

BetterWay label drives change

In 2022, MediaMarkt introduced its BetterWay label to make sustainability more transparent for consumers. This label identifies products with better repairability, longer lifespans, or the use of recycled materials. Over the past years, the share of sales from BetterWay products has more than doubled, reflecting growing customer interest in more responsible alternatives.

In-store and online visibility

BetterWay products are clearly marked on digital price tags in stores and online. On product pages, a pop-up provides specific information about a product’s sustainable attributes, enabling easier decision-making for environmentally conscious shoppers.

Trade-in services gaining traction

MediaMarkt customers returned 59,604 devices during fiscal year 2023/24, more than double the 26,068 from the previous year. Managed in the background by Swedish partner Foxway, the trade-in program far outpaces others. Vodafone Netherlands, by contrast, saw a 7% drop to fewer than 9,000 traded-in devices. Odido’s numbers were even lower, with just 1,593 units traded in during 2023. However in a more global perspective these numbers are extremely low.

Let’s take a closer look at the nearly 60,000 devices traded in. Assuming most of these are smartphones, and that 50% are traded in online while the other 50% go through MediaMarkt’s 55 stores across the Netherlands, this translates to an average of 163 devices per day—approximately 82 through physical locations. That means each store handles around 1.5 trade-ins per day. It seems likely that this number could be increased with relative ease.

Second life, strong benefits

Returned and refurbished products offer a sustainable, cost-effective alternative to new items. These products, reviewed and repaired as needed, are resold in quality categories such as “excellent” or “good.” Customers can also access in-store repair services through the Smartbar or After Sales Service Desk.

Circular packaging strategies

MediaMarkt follows a “reduce, reuse, recycle” approach in its packaging. The company limits packaging size, uses reusable pallet materials, and switches to more recyclable options like paper-based tape. This approach helps conserve valuable raw materials and reduce waste.

Klopp stars in sustainability campaign

A new European campaign, active in 11 countries, places the trade-in service in the spotlight. Fronted by former football coach Jürgen Klopp, the campaign shows how an old Apple iPhone passed on to a young football talent demonstrates the double benefit of sustainability and affordability. In the Benelux, the campaign ran across TV, digital, and in-store media throughout May.