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modaes 18 de December de 2020 0 Comments

Mediaset breaks into the ecommerce war and launches a ‘marketplace’

A television giant, for a piece of the ecommerce cake. Mediaset, one of the largest communication groups in Spain, has launched a new marketplace that will include a wide range of fashion, as explained by the company to

The new marketpalce will be called Centro Comercial Mitele and has been developed by MODDO, of which Mediaset is a shareholder and which has been in charge of the relationship with the brands.

The platform was created with a catalog of 30,000 products from more than 130 brands of fashion, footwear, accessories, cosmetics, sports, technology and electronics, as well as 500 leisure offers and a hundred merchandising licenses associated with the contents of Mediaset España.

Within the fashion offer, the Mitele Shopping Center will distribute Spanish brands such as Adolfo Domínguez, Pepe Jeans, Scalpers, Camper, Ecoalf, Xti, Garvalín, Mustang, Panama Jack, Pikolinos, Hispanitas, El Naturalista, Pabloski or Agatha Ruiz de la Prada . Among the international giants present are Calvin Klein, Levi’s, Nike, Adidas, Puma and Polo Ralph Lauren, among others.

The Mitele Shopping Center will distribute brands such as Pepe Jeans, Scalpers or Nike

The platform will operate as a marketplace, so the stock will belong to the brands, which will also be in charge of managing the logistics. Mediaset, for its part, will have a small customer service team.

The platform will also have an experience and leisure area and a merchandising section, which until now was distributed through the Mediaset store, the only experience the group had had so far in ecommerce.

Subscribers to Mitele, Mediaset’s OTT (over-the-top), will also have access to discounts within the new marketplace. Even so, from the group they emphasize that “we do not want to be a Privalia, because there are already many, nor an Amazon, we only want to be the Mitele shopping center, an aggregator”.

The platform will offer discounts to members of the OTT of Mediaset, Mitele

In fact, the idea was born as a spin off of the group’s OTT, launched last year. “It was a personal order from the top management of the company to pamper Mitele’s clients,” they explain from the company. Those responsible for its development have been the sales and technical teams.

“In April we began to consider the launch of a loyalty club for members,” they recall. Subscribers will access discounts of up to 50%, so the platform will also serve as a way to attract new partners.

The Mitele Shopping Center will see the light today, accompanied by an extensive television campaign on all the group’s channels in the middle of the Christmas season. Even so, the company explains that the real litmus test will be the sales: “it will be more important because we are going to compete in price and product with the big boys.”

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