Most retailers invest heavily in improving the customer journey up to the point of purchase. Far fewer address what happens after the sale, when customers are left navigating hundreds of pages of product documentation to get simple answers.

This was the challenge that MediaMarktSaturn and Accesa set out to solve. Together, we developed an AI-powered interactive user manual that allows customers to ask product-specific questions in natural language and receive precise, easy-to-understand answers in seconds. By turning a legal requirement into a more useful and engaging service, the solution improved post-purchase support while reducing friction for both customers and employees.

The impact of this approach was recognised in 2026, when the project received the Top Supplier Retail Award for AI-powered customer experience, an acknowledgement of how a well-targeted business idea, combined with the right tech, can address a common but often overlooked source of customer frustration in the Retail industry.

A Small Friction Point with a Big Impact

Nearly every consumer electronics customer encounters the same challenge.

They purchase a new television, coffee machine, or kitchen appliance, set it up, and begin using it. Months later, they need help with a specific feature. The printed manual is misplaced, the PDF is lengthy, and finding the right section can take far longer than it should.

What appears to be a minor inconvenience often has wider consequences:

• Customers become frustrated with products they otherwise value.

• Support hotlines receive avoidable calls that clog the waiting line.

• Store staff spend time answering routine questions.

• The post-purchase relationship weakens.

For a retailer like MediaMarktSaturn, whose private-label brands include PEAQ, KOENIC, ISY, and ok., this challenge also represented a strategic opportunity. Because the company controls both the products and the customer relationship, it was in a unique position to rethink how product information is delivered and turn a regulatory necessity into a competitive differentiator.

So, what happens when you combine that level of control with technological expertise and a clear vision? The answer is a much-improved user manual.

Instruction manuals are legally required, but there is no requirement that customers must search through them manually. The information already exists; the real issue is accessibility.

MediaMarktSaturn recognised that if customers could ask a question in plain language and receive an immediate, reliable answer drawn directly from official documentation, the experience would improve dramatically.

In effect, the company transformed a static compliance document into an interactive digital service offered to everyone, regardless of the buying stage. That shift changed the role of the manual from a passive reference to an active component of customer experience.

Using AI as More than a Buzzword

Generative AI was selected not because it was fashionable, but because it matched the problem precisely. Traditional search tools are effective when users know what terms to look for. Customers rarely do. They ask natural questions such as:

• “How do I connect my TV to my phone?”

• “Why is my coffee machine flashing?”

• “How do I descale this appliance?”

The Interactive User Manual interprets these questions and returns concise, documentation-based answers available 24/7 through the web. Every response is grounded in approved product manuals and internal knowledge, ensuring accuracy and trust.

This is an important distinction. The solution does not generate speculative responses. It makes existing product knowledge instantly accessible and easy to use, providing the same level of clarity as the classic documentation.

The Benefits Achieved by the Interactive User Manual

The most compelling aspect of the project is the breadth of value generated from its implementation:

Better Customer Experience

Customers receive clear, relevant answers in seconds instead of searching through hundreds of pages. Support becomes immediate, convenient, and available whenever needed.

Operational Efficiency

Routine enquiries are handled through self-service, reducing pressure on support teams and allowing employees to focus on more complex interactions.

Brand Differentiation

MediaMarktSaturn’s own brands offer a digital service that many competitors still lack, creating a stronger and more distinctive ownership experience.

Sustainability

By reducing reliance on printed manuals over time, the initiative supports environmental goals while modernising how product information is delivered.

Strategic Learning

As customers interact with the platform, MediaMarktSaturn gains insight into the questions they ask most often, informing future product design, packaging, and support strategies.

Recognition Backed by Real Adoption

Industry awards are most meaningful when they reflect measurable impact.

The Interactive User Manual currently supports more than 2,000 private-label products. Within its first four months, it handled over 10,000 customer requests, with adoption continuing to grow.

These figures demonstrate that the solution is not a conceptual showcase. Customers are actively using it because it solves a genuine problem.

That practical impact led to the Top Supplier Retail 2026 award in the Customer Experience category, recognising initiatives that deliver measurable value in retail.

What Retail Leaders Can Learn

For CTOs, CIOs, and business leaders in retail, the project highlights several important principles.

First, the most valuable AI initiatives often begin with a very specific customer pain point.

Second, strong business logic matters more than technical novelty.

Third, post-purchase experience remains an underused opportunity to build loyalty and reduce service costs.

Finally, the most successful projects combine operational insight with disciplined execution and close collaboration between business and technology teams.

Customer Experience Innovation Starts with Everyday Problems

The Interactive User Manual did not win an award because it used Generative AI.

It won because it addressed a universal frustration and transformed it into a fast, intuitive, and scalable service that benefits customers, employees, and the business simultaneously.

For MediaMarktSaturn, the initiative strengthened differentiation, improved customer satisfaction, and demonstrated a practical way to apply AI where it creates tangible value.

For the broader retail industry, it shows that some of the most effective customer experience innovations begin by asking a simple question:

What everyday annoyance could become a competitive advantage if solved properly?

Get in touch for a free assessment and find out how much pressure you could reduce on your support teams.