🌍 How MediaMarkt uses guided selling to make great advice accessible across Europe

At MediaMarkt Nederlands' headquarters, we sit down with Joren Neef (Digital Director) to look back on what we’ve achieved together in just three months. We also look ahead: how will we continue building toward even more impactful, personalized advice?

Truly helping customers choose—anytime, anywhere

“How can we make the customer journey a little better every day? That’s the key question for me and my team,” says Joren. “From the first visit to the website to the final purchase, every step should run as smoothly as possible.” Good and personal guidance is central to that—whether someone is browsing on their phone at home or standing in the store later. It should be immediately clear which product is the best match for them. “Because that builds the confidence to buy.”

That’s where guided selling makes a real difference. MediaMarkt’s digital advisors not only boost online conversion, but also improve the in-store experience. Since customers have a better idea of what they’re looking for, store staff can give more focused advice. “Even if a customer doesn’t buy online but walks into the store with prior knowledge, that’s still valuable,” Joren explains. “In fact, 80 to 85 percent of in-store purchases begin with online research.”

“For higher-priced products like TVs or laptops, many people still want to see the item in person. That’s why our online store, app, and physical stores are fully connected. And since nearly everyone lives within a 20-minute drive of a MediaMarkt, the step from online orientation to offline purchase is small.”

Guided selling isn’t just a nice-to-have—it’s a key part of Joren’s vision for supporting customers across every channel.
“It helps customers make decisions faster, and it gives our store staff a solid foundation,” Joren says. “You can only serve customers well if the advice is strong and consistent everywhere.”

That clear vision was there from the start. But how do you make sure that customers across all channels, in every country, actually receive high-quality product advice? First, you need a solid foundation.

A scalable foundation for customer advice across Europe

To lay that foundation, MediaMarkt initially experimented with a different tool. But in practice, that solution didn’t quite fit the needs. “We ran into too many loose ends,” Joren explains. “From data structure to support—it simply wasn’t scalable enough for an organization like ours.”

A clear vision for customer advice required more than just a tool. MediaMarkt set out to find a partner that could offer both scale and service. Out of a selection of four providers, Aiden was chosen.

Not just because of its scalable technology, but especially because of the way they work together. Joren: “From the very first conversation, we were on the same page. Clear communication, honest discussions, and a shared drive to truly build something together.”

What followed wasn’t a small-scale pilot, but a flying start. “We wanted to move fast and make real progress right away.”

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Live in 6 weeks with 48 product advisors across 4 countries

The switch to Aiden began in December 2024. Within just six weeks, 48 product advisors—such as the TV Finder—were launched in four countries: the Netherlands, Belgium, Germany, and Austria.

Joren: “We wanted to do it right from the start. Not a small test, but delivering real value straight away in key categories and across multiple countries. We succeeded because we were able to move quickly and really complement each other.”

Since then, Poland, Spain, Italy, Turkey, and Switzerland have also launched. Germany, the largest market, leads the way with 26 product advisors and plays a key role in further expanding the impact.

Enabling this level of scale is the fact that each advisor can be easily duplicated for other countries. Thanks to Aiden’s smart localization features, a localized version—tailored to the language and product range—is up and running in no time.

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Creating real impact with digital customer advice

Now that a solid foundation is in place, the focus is on increasing impact. And that impact was clear from the start: conversion rates among Aiden users are significantly higher than those of other visitors.

So the effect is there. The next step is to extend it to as many customers as possible—because that’s what ultimately determines the total impact.

Anniek van Vulpen, Head of Customer Success at Aiden, explains: “We know that good advice truly helps people make decisions. So it needs to be available to every hesitant customer in the moment that matters.”

That’s why the monthly knowledge sessions, Aiden Office Hours, focus on a simple but powerful formula: impact = effect × exposure. The better the advice within the product advisors (effect), and the more customers receive that advice (exposure), the greater the impact (€).

During the Office Hours, local MediaMarkt teams share their experiences and best practices. By deep diving into usage data, they identify opportunities to improve both the effectiveness and the exposure of the advisors.

Increasing the effect and exposure of guided selling

With smart input from Aiden’s conversation designer, local teams continue to improve the effectiveness of their product advisors. This includes refining how questions and answers are phrased—so that every customer feels understood and can complete the flow with ease. Just as important is offering more nuanced advice.

“If a product finder still recommends three equally suitable options at the end, the customer isn’t really helped,” says Anniek.

The goal of these effect improvements? To better support customers by answering the questions they truly care about—while also increasing the completion rate, click-through rate, and conversion rate of guided selling.

On the exposure side, MediaMarkt is testing new placements on the website (such as product detail pages and SEO landing pages), expanding advisors into new product categories, and exploring the potential of guided selling for B2B customers.

Joren: “We’re using this period to really understand what works. Then, together, we’ll decide what the next logical step is.”

Scaling up with new features

To do so, MediaMarkt is also exploring new Aiden uses and features, with several concrete ideas already on the roadmap.

Package advice in product finders

By smartly combining products based on customer needs, the average order value (AOV) and customer convenience increase. Think of a TV paired with a matching soundbar, or a washer and dryer combination.

Product check on product pages (PDP)

While a product finder guides customers “in the aisle” by recommending, for example, the three best-matching TVs, a product check advises on the specific TV a customer is already considering. The product check helps visitors on the product detail page (PDP) decide faster, contributing to higher conversion and better return on ad spend (ROAS).

Saving the advice via email (CDP integration)

By sending advice via email, customers can save their choices and bring them to the store. Answers given and recommended products can also be saved to the customer profile for personalized follow-up. This is useful both for customers still exploring options and for the B2B team as a lead generation tool.

With new features in development and a scalable strategy across Europe, MediaMarkt is continuously enhancing its digital advice—driving higher conversions, greater customer satisfaction, and a stronger omnichannel experience.

And they're doing so with a partner who delivers more than just software. As Joren puts it when we end our talk, “Well, that went smoothly! Just like everything in our collaboration.”

That’s exactly what we love to hear at Aiden. Together, we’re making great advice accessible to everyone.

Interested in helping your customers make confident, personalized choices? Book a free demo, and we’ll show you how Aiden can make it easier for your customers to find their perfect match.