Electronics store buys up competitor’s televisions

A daring public relations stunt by a newly opened electronics store in Malmö left its long established competitor with empty shelves and its CEO seething.

“I didn’t know if I should laugh or cry,” said Anders Nilsen, CEO of the Elgiganten electronics chain, to the Dagens Media newspaper.

Nilsen was standing in front of a Malmö Elgiganten outlet to welcome customers interested in taking up the store’s offer of low priced flat screen televisions.

The sale was designed to coincide with the opening of the competing Media Markt electronics retailer’s Malmö store.

But shortly after Elgiganten opened its doors, Nilsen watched in disbelief as a large truck pulled up and 20 people hopped out and started loading up the sale-priced televisions.

“I realized at once what was happening,” he told the newspaper.

“I was a little upset. They probably hadn’t assumed that I would be there. The guy in charge confirmed they were from Media Markt and then went to call headquarters.”

The stunt was a coup for the upstart Media Markt, which later sent an email to Nilsen confirming they had pulled the stunt and warning him not to go to the press with the story.

“[They said] they would take certain measures if I did. It could be a violation of marketing laws or something like that, he thought,” said Nilsen.

Media Markt performed a similar maneuver when it opened an outlet in Kungens Kurva near Stockholm when it thwarted Elgiganten’s attempt to undercut its prices by simply buying all the items that were on sale.

“I’m totally surprised at how unprofessionally they’ve acted,” said Nilsen.

“I thought they’d learned something after last time when they got so much criticism in the press.”

Through its public relations agency, Media Markt confirmed to Dagens Media it had sent the email to Nilsen and stressed that it had to do with Sweden’s marketing laws, but refused to comment further other than to emphasize that the opening of its Malmö store had “exceeded all our expectations”.


More than one in three Swedes watched Donald Duck on Christmas Eve

Donald Duck again looks set to be Sweden's biggest television event of the year, with millions of Swedes going quackers for the Christmas tradition.

More than one in three Swedes watched Donald Duck on Christmas Eve
Christmas in Sweden. Photo: Pontus Lundahl/TT

More than one in three of Sweden's population of ten million tuned in to watch the 1950s 'From All of Us to All of You' Disney compilation, referred to in Sweden as ‘Kalle Anka' (Donald Duck) on Christmas Eve.

It was seen by 3,859,000 people when it was broadcast at 3pm, according to MMS which keeps statistics on Swedes' television viewing habits – the second-highest figure for the show in the 21st century.

That means it is on track to be the most-watched television event in Sweden in 2017.

While some way from its record audience of 4.32 million viewers in 1997, it is 125,000 more than last year and the fifth-highest figure for Kalle Anka since 1994, said MMS.

The dubbed cartoon compilation, which also features favourites such as Cinderella, Mickey Mouse and Ferdinand the Bull, has been shown in Sweden every year since 1959.

It is so popular that calls to emergency services fall by around 20 percent, something officials call “the Donald Duck effect”.

According to mobile provider Telenor, data usage on their network dropped by 29 percent during the hour when the Disney cartoon aired last Christmas.