Market Research Logo

Electrical Retailing - Europe - February 2015

INTRODUCTION – EUROPE
A diverse market
Consumer questions
Scope and coverage
Definitions
Financial definitions
Currencies
Sales per store, sales per sq m
VAT rates
Sales tax rates
Figure 1: Europe: VAT rates, 2010-14
Abbreviations
Country codes
EXECUTIVE SUMMARY – EUROPE – THE MARKET
Key points
Spending on electrical goods
Figure 2: Europe: Consumer spending on electrical goods (incl. VAT), by country, estimated, 2014
Figure 3: Europe: Major economies spending on electrical goods, 2009-14
Figure 4: Europe: Major economies spending on electrical goods per capita (incl. VAT), 2009-14
Breakdown by category
Figure 5: Europe: Major economies spending on household appliances, 2009-14
Figure 6: Europe: Major economies spending on telephone equipment, 2009-14
Figure 7: Major economies spending on audio-visual and information processing equipment, 2009-14
Unit sales volumes
Figure 8: France, Germany, Italy: Unit sales volumes of major electrical products, 2013, 2014
Figure 9: Spain, UK: Unit sales volumes of major electrical products, 2013, 2014
Online
Figure 10: Europe: Proportion of the population having bought electrical goods online in the last
months, 2014
Figure 11: Total online spending on electricals inc VAT, major countries, 2014
Figure 12: Online as % all electricals spending, 2014
Retail sales
Figure 13: Sales by electrical specialists, (excl VAT), 2009-14
Figure 14: Forecast sales by electrical specialists, (excl VAT), 2014-18
Figure 15: Europe: Historic and forecast growth of electricals retailers, 2009-18
Figure 16: Electricals specialists sales as % all spending on electricals, 2014
Market leaders
Figure 17: Leading electricals retailers in Europe: Sales and market shares, 2012-14
Figure 18: Leading electricals retailers in Europe: Outlets, 2012-14
What we think
France
Germany
Italy
Spain
UK
EXECUTIVE SUMMARY – EUROPE – THE CONSUMER
Key points
Where they shop
Figure 19: Europe: Where people buy electrical goods – All shoppers, January 2015
Figure 20: Europe: Where people buy electrical goods – In-store, January 2015
Figure 21: Europe: Where people buy electrical goods – Online, January 2015
Attitudes towards electrical goods shopping
Figure 22: Europe: Attitudes to buying electrical goods, January 2015
FRANCE
EXECUTIVE SUMMARY
Spending and inflation
Figure 23: France: Spending on electrical goods as % of all consumer spending, 2009-14
Figure 24: France: Consumer price inflation on electrical items: Annual % change, 2010-Dec 14
Channels of distribution
Sector size and forecast
The retailers – Financials and outlets
The retailers – Market shares
Online
The consumer – Where they shop
Figure 25: France: Retailers used to buy electrical goods in the last 12 months, online or in-store,
January 2015
The consumer – Attitudes to buying electricals
Figure 26: France: Attitudes to buying electrical goods, January 2015
What we think
ISSUES AND INSIGHTS
Online is a key driver
The facts
The implications
What advantages do store-based retailers have?
The facts
The implications
SPENDING AND INFLATION
Key points
Consumer spending
Figure 27: France: Household consumer spending (incl. VAT), 2009-14
Figure 28: France: Unit volume sales by electrical gods category, 2009-18
Figure 29: Market definitions for unit volume sales data
Inflation
Figure 30: France: Consumer price inflation on electrical items: Annual % change, 2010-Dec 14
CHANNELS OF DISTRIBUTION
Key points
Figure 31: France: Estimated distribution of spending on electrical/electronic goods, 2014
SECTOR SIZE AND FORECAST
Key points
Figure 32: France: Electricals retailers sales, excl VAT, 2010-14
Prospects
Figure 33: France: Electricals retailers sales, excl VAT, forecasts, 2014-19
Figure 34: France: Electricals retailers’ sales as % of all spending on electricals, 2009-14
THE RETAILERS – FINANCIALS AND OUTLETS
Key points
Figure 35: France: Leading specialist electrical retailers: Sales, 2012-14
Figure 36: France: Leading specialist electricals retailers: Outlet numbers, 2012-14
Figure 37: France: Leading specialist electricals retailers: Sales per outlet, 2012-14
THE RETAILERS – MARKET SHARES
Key points
Figure 38: France: Leading electrical specialists, share of all spending on electricals, 2012-14
ONLINE
Key points
Market size
Online shoppers
Figure 39: France: Percentage of all individuals (aged 16-74) having purchased electricals online in the
past 12 months, 2010-14
Online retailers
Figure 40: France: Leading retail websites by visitor numbers, September 2014
Figure 41: France: Where they bought electrical goods in the last 12 months, online or in-store, January
2015
THE CONSUMER – WHERE THEY SHOP
Key points
What we asked
Darty leads
Figure 42: France: Where they bought electrical goods in the last 12 months, online or in-store, January
2015
Online vs offline
Figure 43: France: Retailers used to buy electricals goods, on or off-line in the past 12 months, January
2015
Customer profile
Figure 44: France: Profile buyers (in-store and online) by type of store used, January 2015
Figure 45: France: Profile buyers (in-store and online) by store used, January 2015
Figure 46: France: Profile of buyers in-store by store used, January 2015
Figure 47: France: Profile of online buyers by store used, January 2015
THE CONSUMER – ATTITUDES TO BUYING ELECTRICALS
Key points
What we asked
Customer service – Scope to improve
Online perceived as cheaper, but some scepticism
Omnichannel popular and perceived as cheaper
Figure 48: France: Attitudes to buying electrical goods, Jan 2015
Attitudes to electricals shopping and where people shop
Figure 49: France: Attitudes to electricals shopping and where people shop, January 2015
Figure 50: France: Attitudes to electricals shopping and where people shop, January 2015 (continued)
GERMANY
EXECUTIVE SUMMARY
Spending and inflation
Figure 51: Germany: Spending on electrical goods as % all consumer spending, 2009-14
Figure 52: Germany: Consumer price inflation on electrical products: Annual % change, 2010-Dec 2014
Channels of distribution
Sector size and forecast
The retailers – Financials and outlets
Online
The consumer – Where they shop
Figure 53: Germany: Retailers used to buy electricals goods in the last 12 months, January 2015
The consumer – Attitudes to buying electricals
Figure 54: Germany: Attitudes to buying electrical goods, January 2015
What we think
ISSUES AND INSIGHTS
Store-based specialists need to enhance their delivery options
The facts
The implications
Amazon building a commanding position online
The facts
The implications
SPENDING AND INFLATION
Key points
Consumer spending
Figure 55: Germany: Consumer spending on electrical goods (incl.VAT), 2009-14
Figure 56: Germany: Unit volume sales of selected major electrical goods categories, 2009-18
Figure 57: Germany: Definitions for unit volume market data
Inflation
Figure 58: Germany: Consumer price inflation on electrical products: Annual % change, 2010-Dec 2014
CHANNELS OF DISTRIBUTION
Key points
Figure 59: Germany: Estimated distribution of spending on electrical goods, 2012-14
SECTOR SIZE AND FORECAST
Key points
Figure 60: Germany: Retail sales, excl. VAT, 2009-14
Prospects
Figure 61: Germany: Retail sales, excl. VAT, 2014-19
Enterprise and employee numbers
Figure 62: Germany: Retail enterprises, 2010-12
Figure 63: Germany: Retail employees, full time equivalents, 2010-12
THE RETAILERS – FINANCIALS AND OUTLETS
Key points
Figure 64: Germany: Leading electrical retailers: Sales, 2012-14
Figure 65: Germany: Leading electrical retailers: Outlets, 2012-14
Figure 66: Germany: Leading electrical retailers: Estimated sales per outlet, 2012-14
THE RETAILERS – MARKET SHARES
Key points
Figure 67: Germany: Leading electrical retailers: Market shares, 2012-14
ONLINE
Key points
Figure 68: Germany: Percentage of all individuals (aged 16-74) having purchased electricals online in
the past 12 months, selected categories, 2010-14
Figure 69: Leading electrical specialists websites’ German visitor numbers, ranked by total unique
visitors, September 2014
THE CONSUMER – WHERE THEY SHOP
Key points
What we asked
Figure 70: Germany: Retailers used to buy electricals goods in the last 12 months, January 2015
Figure 71: Germany: Leading retailers: Profile of shoppers, January 2015
Figure 72: Germany: Retailers used to buy electrical goods, on or off-line, January 2015
Figure 73: Germany: Profile of in-store shoppers by retailer, January 2015
Figure 74: Germany: Profile of online shoppers by retailer, January 2015
THE CONSUMER – ATTITUDES TO BUYING ELECTRICALS
Key points
What we asked
Figure 75: Germany: Attitudes to buying electrical goods, January 2015
Attitudes to electricals shopping and where people shop
Figure 76: Attitudes to electricals shopping and where people shop, January 2015
ITALY
EXECUTIVE SUMMARY
Spending and inflation
Figure 77: Italy: Spending on electrical goods as % all consumer spending, 2009-14
Figure 78: Italy: Consumer price inflation on electrical products: Annual % change, 2010-Dec 2014
Channels of distribution
Sector size and forecast
The retailers: financials and outlets
Online
The consumer – Where they shop
Figure 79: Italy: Retailers used to buy electricals goods, in the last 12 months, January 2015
The consumer – Attitudes to buying electricals
Figure 80: Italy: Attitudes to buying electrical goods, January 2015
What we think
ISSUES AND INSIGHTS
Special offers scepticism casts doubt on retailers price integrity
The fact
The implications
Multichannel is an absolute must
The facts
The implications
SPENDING AND INFLATION
Key points
Consumer spending
Figure 81: Italy: Consumer spending on electrical goods (incl.VAT), 2009-14
Figure 82: Italy: Unit volume sales of selected major electrical goods categories, 2009-18
Figure 83: Italy: Definitions for unit volume market data
Inflation
Figure 84: Italy: Consumer price inflation on electrical products: Annual % change, 2010-Dec 2014
CHANNELS OF DISTRIBUTION
Key points
Figure 85: Italy: Estimated distribution of spending on electrical/electronic goods, 2014
SECTOR SIZE AND FORECAST
Key points
Figure 86: Italy: Household goods retailers sales, excl. Vat, 2010-14
Prospects
Figure 87: Italy: Household goods retailers sales, excl. VAT, forecasts, 2014-19
Enterprise and employee numbers
Figure 88: Italy: Retail enterprises, 2010-12
Figure 89: Italy: Retail employees, full time equivalents, 2010-12
THE RETAILERS – FINANCIALS AND OUTLETS
Key points
Figure 90: Italy: Leading electrical retailers: Sales 2012-14
Figure 91: Italy: Leading electrical retailers: Outlets, 2012-14
Figure 92: Italy: Leading electrical retailers: Sales per outlet, 2012-14
THE RETAILERS – MARKET SHARES
Key points
Figure 93: Italy: Leading electrical retailers: Market shares, 2012-14
ONLINE
Key points
Figure 94: Italy: Percentage of all individuals (aged 16-74) having purchased electricals online in the
past 12 months, selected categories, 2010-14
Figure 95: Italy: Leading electrical retailers: Transactional sites, January 2015
Figure 96: Leading electrical specialists websites’ Italian visitor numbers, ranked by total unique
visitors, September 2014
THE CONSUMER – WHERE THEY SHOP
Key points
What we asked
Figure 97: Italy: Retailers used to buy electricals goods in the last 12 months, January 2015
Figure 98: Italy: Retailers used to buy electricals goods, on or off-line in the last 12 months, January
2015
Customer profiles
Figure 99: Italy: Profile of in-store buyers by store used, January 2015
Figure 100: Italy: Profile of online buyers by store used, January 2015
THE CONSUMER – ATTITUDES TO BUYING ELECTRICALS
Key points
What we asked
Figure 101: Italy: Attitudes to buying electrical goods, January 2015
Figure 102: Italy: Attitudes to buying electricals goods by shop used, January 2015
Figure 103: Attitudes to buying electricals goods by shop used, January 2015 (continued)
SPAIN
EXECUTIVE SUMMARY
Spending and inflation
Figure 104: Spain: Spending on electrical goods as % of all consumer spending, 2009-14
Figure 105: Spain: Harmonised indices of consumer prices: Annual % change, January-December
2014
Channels of distribution
Sector size and forecast
Leading specialists – Financials and outlets
Figure 106: Spain: Leading specialists, market shares, 2014
Online
The consumer – Where they shop
Figure 107: Spain: Where they bought electrical goods in last 12 months, online versus in-store,
January 2015
The consumer – Attitudes towards electricals shopping
Figure 108: Spain: Most important factors in choosing the retailer for electrical goods, January 2015
What we think
ISSUES AND INSIGHTS
How will price impact on the electrical goods market?
The facts
The implications
What are the prospects for the electrical specialists sector?
The facts
The implications
SPENDING, INFLATION AND UNIT SALES
Key points
Consumer spending
Slowdown in market contraction
Figure 109: Spain: Consumer spending on electrical goods by channel (incl. VAT), estimated, 2014
Figure 110: Spain: Consumer spending at current prices (incl. VAT), 2009-14
Inflation
Figure 111: Spain: Harmonised indices of consumer prices: Annual % change, 2009-14
Figure 112: Spain: Harmonised indices of consumer prices: Annual % change, January-December
2014
Unit volumes
Figure 113: Spain: Unit volume sales of selected major electrical goods categories, 2009-18
Figure 114: Spain: Definitions for unit volume market data
CHANNELS OF DISTRIBUTION
Figure 115: Spain: Electrical goods, estimated channels of distribution, 2014
SECTOR SIZE AND FORECAST
Key points
Sector contraction slows in 2014
Figure 116: Spain: Electrical specialists sales, 2009-14
Forecasts
Figure 117: Spain: Forecast electrical specialists sales, 2015-19
Figure 118: Spain: Electrical specialists sales as share of total spending on electricals, 2009-14
Enterprise, outlet and employee numbers
Figure 119: Spain: Electrical specialist outlets and employees, 2008-12
THE LEADING SPECIALISTS – FINANCIALS AND OUTLETS
Key points
Media Markt’s ambitious expansion plans
Fnac looking to open franchise stores
Worten rolls out new concept
Miró clings on
Store closures
Expert stands out among the voluntary groups
Figure 120: Spain: Leading retailers: Sales, 2011-14
Figure 121: Spain: Leading retailers: Outlet numbers, 2011-14
Figure 122: Spain: Leading retailers: Sales per outlet, 2011-14
LEADING SPECIALISTS – MARKET SHARES
Figure 123: Spain: Leading electrical specialists, share of all spending on electricals, 2011-14
ONLINE
Key points
Market size
Online retailers
Figure 124: Spain: Leading retail websites by visitor numbers, September 2014
Online shoppers
Figure 125: Spain: Percentage of all individuals having purchased electricals online in the past
months, selected categories, 2008-14
Figure 126: Spain: Where consumers have bought electrical goods online in past 12 months, January
2015
THE CONSUMER – WHERE THEY SHOP
Key points
What we asked
Price-led retailers lead the market
Figure 127: Spain: Where they bought electrical goods in the last 12 months, online or in-store, January
2015
Shopping activity rises
Figure 128: Spain: Where they bought electrical goods in the last 12 months, online or in-store, January
2014 and January 2015
Media Markt leads in-store and Amazon online
Figure 129: Spain: Where they bought electrical goods in last 12 months, online versus in-store,
January 2015
Average age and affluence
Figure 130: Spain: Where they bought electrical goods, by age and income*, January 2015
THE CONSUMER – ATTITUDES TOWARDS ELECTRICAL GOODS SHOPPING
Key points
What we asked
Customer service – Scope to improve
Do online-only retailers need to extend their reach?
Appetite for larger stores
Figure 131: Spain: Most important factors in choosing the retailer for electrical goods, January 2014
UK
INTRODUCTION
Definitions
Financial definitions
VAT
Sales per store, sales per sq m
Exchange rates
Abbreviations
EXECUTIVE SUMMARY
The market
Market size and forecast
Figure 132: Market size and forecast: Consumer spending on electrical/electronic products (including
VAT), 2009-19
Segment performance
Market drivers
Figure 133: Consumer prices inflation, annual rate of change, 2010-14
Figure 134: Annual percentage change in earnings versus Consumer Price Index, January 2011-
September 2014
Online
Figure 135: Leading online retailers’ estimated share of online spending on electrical goods, 2014
Companies, brands and products
Market shares
Figure 136: Market shares (%): The leading specialists and non-specialists, 2013 and 2014
Distribution of spending
Figure 137: Estimated distribution of spending on electrical goods, 2014
The consumer
What they bought
Figure 138: Types of electrical products purchased in the past 12 months, November 2014
Where they shop
Figure 139: Retailers used for electrical goods purchases in the past 12 months, November 2014
What they expect to buy
Figure 140: Likelihood of purchasing in the next 12 months, November 2014
What’s important when choosing where to buy
Figure 141: Important factors when choosing where to buy high-value electrical/electronic products,
November 2014
Pureplays versus stores
Figure 142: Perceptions of online-only retailers versus retailers with stores, November 2014
Attitudes towards retailers
Figure 143: attitudes towards retailers selling electrical products, November 2014
What we think
MARKET SIZE AND FORECAST
Key points
Recovery after a minor dip
Figure 144: Consumer spending on all electrical products: market size and forecast (incl. VAT), 2009-
19
Figure 145: Electrical products: market size and forecast (incl. Vat), in current and constant prices,
2009-19
Figure 146: Annual consumer price inflation, 2014
Segment forecasts: All categories expected to grow in 2014
Household appliances: improving housing market giving an uplift
Figure 147: Household appliances: Segment size and forecast (incl. VAT), 2009-19
Computing and telecoms: steady growth forecast
Figure 148: Computing and telecoms goods: Segment size and forecast (incl. VAT), 2009-19
Audio-visual and photographic goods: An upturn in 2014
Figure 149: Audio-visual and photographic goods: Segment size and forecasts (incl. VAT), 2009-19
Personal care appliances: steady growth continuing
Figure 150: Personal care appliances: segment size and forecast (incl. VAT), 2009-19
Segment forecasts: annual data
Figure 151: Electrical goods segment forecasts (incl. Vat), 2009-19
Unit volume snapshot
Figure 152: Unit volume sales of selected major electrical goods categories, 2013-15
Figure 153: Mintel Market Size definitions
Mintel’s forecast methodology
SPECIALIST SECTOR SIZE
Key points
Electrical specialist sales grow
Figure 154: Electrical goods specialist sector sales, 2009-15
Figure 155: Electrical goods specialists sales relative to all consumer spending on electrical goods,
2009-15
Enterprises, outlets and employment
Outlets
Figure 156: Number of retail outlets, 2009/10-2013/14
Enterprises and employment
Figure 157: Number or retail enterprises, 2009-13
TREND APPLICATION
Life Hacking
Prove It
Mintel Futures: Human
ISSUES AND INSIGHTS
Internet pureplays versus stores: it’s more than just price
The facts
The implications
How can stores fight back?
The facts
The implications
Time for EDLP?
The facts
The implications
Letting the Black Friday genie out of the bottle
The facts
The implications
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
THE CONSUMER – WHAT THEY BOUGHT
Key points
Three quarters bought electrical/electronic goods in 2014
Figure 158: Types of electrical products purchased in the past 12 months, November 2014
Year-on-year changes
Figure 159: Types of electrical products purchased in the past 12 months, November 2013 and
November 2014
Average shopper profiles
Figure 160: Types of electrical products purchased in the past 12 months, average age and affluence,
November 2014
What they bought, crossed by where they have shopped
Figure 161: Types of electrical products purchased in the past 12 months, by where they have bought
electrical products in the past 12 months, November 2014
Figure 162: Types of electrical products purchased in the past 12 months, by where they have bought
electrical products in the past 12 months (further retailers), November 2014
Figure 163: Types of electrical products purchased in the past 12 months, by where they have bought
electrical products in the past 12 months (further retailers), November 2014 (continued)
THE CONSUMER – WHERE THEY BUY
Key points
Argos maintains lead over Amazon, while Currys-PC World underperforms
Figure 164: Retailers used for electrical goods purchases in the past 12 months, November 2014
Amazon’s strong lead online
Figure 165: Retailers used for electrical goods purchases in the past 12 months, by in-store/online,
November 2014
Year-on-year changes
Figure 166: Retailers used for electrical goods purchases in the past 12 months, November 2013 and
November 2014
Average shopper profiles
Figure 167: Retailers used for electrical goods purchases in the past 12 months, by in-store/online,
November 2014
Focus group – Experience of retailers
Focus group – Where they would shop
THE CONSUMER – PERCEPTIONS – PUREPLAYS VERSUS STORES
Key points
Pureplays seen as better for prices, range, availability and delivery options
Figure 168: Perceptions of online-only retailers versus retailers with stores, November 2014
Attitudes towards pureplays, crossed by where they’ve shopped
Figure 169: Perceptions of online-only retailers, by where they have bought electrical/electronic
products in the past 12 months, November 2014
Figure 170: Perceptions of online-only retailers, by where they have bought electrical/electronic
products in the past 12 months, November 2014 (continued)
Figure 171: Perceptions of online-only retailers, by where they have bought electrical/electronic
products in the past 12 months (further retailers), November 2014
Figure 172: Perceptions of online-only retailers, by where they have bought electrical/electronic
products in the past 12 months (further retailers), November 2014 (continued)
Positive perceptions of pureplays peak among 25-34-year-olds
Figure 173: Perceptions of online-only retailers, by age group, November 2014
Focus group: who is better for service?
Focus group: who is better for range of products?
Focus group: who is better on pricing?
THE CONSUMER – WHAT IS IMPORTANT WHEN CHOOSING WHERE TO BUY
Key points
Price, price, price
Figure 174: Important factors when choosing where to buy high-value electrical/electronic products,
November 2014
What’s important, crossed by where they have shopped
Figure 175: Important factors when choosing where to buy high-value electrical/electronic products, by
where they have bought electrical/electronic products in the past 12 months, November 2014
Figure 176: Important factors when choosing where to buy high-value electrical/electronic products, by
where they have bought electrical/electronic products in the past 12 months, November
(continued)
Figure 177: Important factors when choosing where to buy high-value electrical/electronic products, by
where they have bought electrical/electronic products in the past 12 months (further retailers),
November 2014
Figure 178: Important factors when choosing where to buy high-value electrical/electronic products, by
where they have bought electrical/electronic products in the past 12 months (further retailers),
November 2014 (continued)
Focus group: what’s important
THE CONSUMER – WHAT THEY EXPECT TO BUY
Key points
Two thirds plan to buy
Figure 179: Likelihood of purchasing in the next 12 months, November 2014
Figure 180: Ranking of types of electrical products purchased in the past 12 months and ranking of
products likely to purchase in the next 12 months, November 2014
Shopper profiles
Figure 181: Likelihood of purchasing in the next 12 months, average age and affluence, November
2014
Figure 182: Types of electrical products purchased in the past 12 months, average age and affluence,
November 2014
THE CONSUMER – ATTITUDES TOWARDS RETAILERS
Key points
Most shoppers want the chance to try out products
Figure 183: Attitudes towards retailers selling electrical products, November 2014
Consumer profiles
Figure 184: Attitudes towards retailers selling electrical products - Agreement average age and
affluence, November 2014
Focus group: pricing and retailers
WHO’S INNOVATING?
Key points
Samsung Innovation Showroom
Currys - PC World
…roll out revolutionary new kitchen retail concept
...and open in-store ‘SMART Tech Zones’
Next generation photography store
Wearable technology e-store
RadioShack rolls out same-day mobile repair service
24-hour pickup station
Sony’s underwater pop-up store
Innovative “connected” 24/7 after-sales service
CHANNELS OF DISTRIBUTION
Key points
Pureplays continue to grow
Figure 185: Estimated distribution of spending on electrical goods, 2014
Multichannel operations showing worth
Figure 186: Estimated distribution of spending on electrical goods, 2013 and 2014
SPACE ALLOCATION SUMMARY
Key points
Space allocation overview
Figure 187: Leading electricals retailers, summary space allocation, January 2015
Figure 188: Currys PC World, London, Carphone Warehouse shop-in-shop, January 2015
Figure 189: Leading electricals retailers, detailed space allocation estimates, January 2015
Supermarkets make more space for grey goods
Figure 190: Tesco Extra, electrical products space allocation, 2014-15
Figure 191: Asda Supercentre, electrical products space allocation, 2014-15
Figure 192: Sainsbury’s superstore, electrical products space allocation, 2014-15
RETAIL PRODUCT MIX
Figure 193: Leading electricals retailers, estimated product mix, 2013/14
Figure 194: Leading electricals retailers estimated market share, by broad product category, 2014
THE LEADING SPECIALIST RETAILERS
Key points
Market leaders Dixons and Carphone Warehouse unite
Figure 195: The leading specialist retailers of electrical goods: Total net revenues, 2009-13
Figure 196: The leading specialist retailers: Compound annual growth rates in total net revenues, 2009-
13
Outlets and sales per outlet
Figure 197: The leading specialist retailers of electrical goods: Outlet numbers, 2009-13
Figure 198: The leading specialist retailers: Compound annual growth rates in number of outlets, 2009-
13
Figure 199: The leading specialist retailers of electrical goods: Annual sales per outlet, 2009-13
Figure 200: The leading specialist retailers: Compound annual growth rates in annual sales per outlet,
2009-13
Operating profits and margins
Figure 201: The leading specialist retailers of electrical goods: Operating profit, 2009-13
Figure 202: The leading specialist retailers of electrical goods: Operating margins, 2009-13
Sales area and sales densities
Figure 203: Selected leading specialist retailers of electrical goods: Total sales area, 2009-13
Figure 204: Selected leading specialist retailers of electrical goods: Annual sales per sq m, 2009-13
LEADING NON-SPECIALIST RETAILERS
Key points
Argos and Amazon lead the way
Figure 205: Leading non-specialist retailers’ sales of electrical/electronic goods (excl. VAT), 2011-14
Figure 206: The leading non-specialist retailers: Compound annual growth rates in electrical goods
sales, 2011-14
Argos leveraging stores to great affect
Figure 207: Leading non-specialist retailers’ store numbers, 2011-14
Figure 208: Leading specialist and non-specialist retailers used for electrical goods purchases in the
past 12 months, by in-store/online, November 2014
MARKET SHARES
Key points
Newly formed Dixons Carphone dominates the market
Figure 209: Market shares (%): The leading specialist and non-specialists retailers, 2013 and 2014
Figure 210: Market shares: The leading specialist and non-specialist retailers, 2013 and 2014
ONLINE
Strong growth in 2014
Figure 211: Estimated online sales of electrical goods (incl. VAT) 2011-15
Figure 212: Leading online retailers’ estimated shares of online spending on electrical goods, 2014
The consumer: where people shop online
Figure 213: The consumer: Where consumers have bought online in the past 12 months, November
2014
The consumer: Stores v online
Figure 214: The consumer: Perceptions of online retailers versus retailers with stores, November 2014
Figure 215: The consumer: Attitudes towards retailers selling electrical products, November 2014
Website data: Amazon the hot destination
Figure 216: Electrical retailers’ websites’ UK visitor numbers, most popular websites ranked by total
unique visitors, December 2014
Figure 217: Selected leading websites: Profiles by age group, December 2014
Figure 218: Selected leading websites: Profiles by socio-economic group, December 2014
Figure 219: Selected leading websites: Profiles by gender, December 2014
BRAND COMMUNICATION AND PROMOTION
Key points
Leading advertisers total spend up 11.6% in 2014
Figure 220: Leading electrical products retailers’ advertising spend, 2010-14
Advertising spending relative to turnover
Figure 221: Leading electrical products specialists’ advertising spend as % of sales, 2010-13
Spending by media type
Figure 222: Leading electrical products retailers’ advertising spend, by media type, 2014
What we saw in 2014
Expertise and advice credentials
FIFA World Cup-focused promotion
Currys PC World Nick Christmas social media campaign
Black Friday promotions
BRAND RESEARCH – ELECTRICAL RETAILING
What you need to know
Brand map
Figure 223: Attitudes towards and usage of selected brands, November-December 2014
Key brand metrics
Figure 224: Key metrics for selected brands, November-December 2014
Brand attitudes: Apple Store and John Lewis have strongest quality associations
Figure 225: Attitudes, by brand, November-December 2014
Brand personality: Carphone Warehouse and Currys PC World struggle to generate
upbeat connotations
Figure 226: Brand personality – Macro image, November-December 2014
Amazon scores highly for customer service despite its online-only business model
Figure 227: Brand personality – Micro image, November-December 2014
Brand analysis
Amazon continues to go from strength to strength across different metrics
Figure 228: User profile of Amazon in the last year, December 2014
Argos relies on trust and accessibility developed through years of high-street presence
Figure 229: User profile of Argos in the last year, December 2014
Apple Store has niche appeal, but is associated with quality attributes
Figure 230: User profile of Apple Store in the last year, December 2014
John Lewis has a similar sense of quality but appeals to a wider range of people
Figure 231: User profile of John Lewis in the last year, November 2014
Currys PC World struggles to build much emotion among its customers
Figure 232: User profile of Currys PC World in the last year, December 2014
Carphone Warehouse appears in need of a refresh
Figure 233: User profile of Carphone Warehouse in the last year, December 2014
WHO’S INNOVATING
Key points
In-store tutorials
Figure 234: Fnac flagship store, paris
Digital format stores
Click and collect developments
Figure 235: Media Markt drive through, Ingolstadt
Speedy delivery
Customer service
Rental service
AMAZON EUROPE
What we think
In pursuit of convenience
Amazon Prime offers more and gains members
International underperforms
Room for expansion in Europe
Company background
Company performance
Growth slows in Europe
Figure 236: Amazon.com Inc: Group financial performance, 2009-14
Sales mix
Figure 237: Amazon Europe: Estimated composition of sales, 2014
Retail offering
AO WORLD
What we think
A clear strategy for growth…
…and a growing reputation for good service
Own-brand debut in TVs
Germany brings a challenge
Company background
Company performance
Figure 238: Appliances Online: Group financial performance, 2012/13-2013/14
Figure 239: AO World: Divisional sales, £m, 2012/13-2013/14
Retail offering
APPLE RETAIL
What we think
Watch this space
Experimenting within a narrow product portfolio
Steady development of Apple Retail
Company background
Company performance
Sales growth improves
iPad and iPod see sales fall
Figure 240: Apple Retail: Group financial performance, 2008/9-2013/14
Figure 241: Apple Retail: Outlet data, 2008/9-2013/14
Figure 242: Apple Retail: European stores, 2013-15
Retail offering
ARGOS
What we think
Vision of the future
Hub & spoke system turns stores into collection points
More stores to get a digital makeover
Electricals offer relatively upmarket
Own brand
Company background
Company performance
Figure 243: Argos: Group financial performance, 2009/10-2013/14
Figure 244: Argos: Outlet data, 2009/10-2013/14
Retail offering
Product mix by sales and SKUs
Figure 245: Argos: Product mix by sales and numbers of items, 2013/14 (%)
BAS GROUP
What we think
Facebook stores
Strengthening multi-channel fulfilment credentials
Improving the in-store experience
Company background
Company performance
Figure 246: BAS Group: Estimated group financial performance, 2010-14
Figure 247: BAS Group: Outlet data, 2010-2014
Figure 248: BAS Group: Store breakdown, 2014
Retail offering
CONRAD ELECTRONIC
What we think
Undergoing a transformation
A place for enthusiasts
Company background
Company performance
Figure 249: Conrad Electronic: Group financial performance, 2009-14
Figure 250: Conrad Electronic: Outlet data, 2009-14
Retail offering
DIXONS CARPHONE
What we think
The mobile networks
Superstores
High street stores
International
Company background
Dixons
Carphone Warehouse
Dixons Carphone
Company performance
Figure 251: Dixons Carphone: Group financial performance, 2009/10-2013/14
Figure 252: Dixons Carphone: Outlet data, 2009/10-2013/14
Retail offering
Range
Figure 253: Dixons Retail: UK sales mix, 2014 (est)
DARTY GROUP
What we think
Reaching out to consumers in smaller catchment areas
Enhanced entry-level product offering
Kitchens business driving white goods sales
Strengthening its service credentials
Company background
Company performance
Figure 254: Darty Group: Group financial performance, 2009/10-2013/14
Figure 255: Darty Group: Outlet data, 2009/10-2013/14
Retail offering
ELECTRONICPARTNER
What we think
Company background
Company performance
Figure 256: ElectronicPartner: Group financial performance, 2009-14
Figure 257: ElectronicPartner Branded Affiliated store numbers, by country, 2013/14
Retail offering
E-SQUARE
What we think
Company background
Figure 258: E-Square: Members and websites, by country of operation, 2015
Company performance
Figure 259: E-Square: Members’ estimated retail sales, by country/region, 2011-14
Figure 260: E-Square: Members’ approximate store numbers, by country/region, 2011-14
Denmark
Finland
France
Germany
Greece
Italy
Portugal
Spain
UK
Ukraine
EURONICS INTERNATIONAL
What we think
Company background
Company performance
Figure 261: Euronics International: Group financial performance, 2009-2014
Figure 262: Euronics International: Outlet data, 2009-2014
Figure 263: Euronics International: Outlet data, 2008/9-2012/13 (continued)
Retail offering
Figure 264: Euronics: members, countries and trading names, 2015
EXPERT INTERNATIONAL (EUROPE)
What we think
A diverse group
The difficulties
The positives
Company background
Online
Figure 265: Expert International, online shopping availability, 2015
Company performance
Figure 266: Expert: Estimated sales at retail (excl. sales tax), 2010-14
Figure 267: Expert Europe: Outlet data, 2010-14
Expert Germany
Expert Italy
Expert Spain
Expert France
Expert in the Nordics
Retail offering
Store formats
FNAC
What we think
Trying to crack the music streaming market
Revamped product offering
Innovative scheme to give consumers access to the latest technology
Stores driving omni-channel sales
New express delivery service
Company background
Company performance
Mixed performance in 2014
Figure 268: Fnac: Group financial performance, 2009-14
Figure 269: Fnac: Outlet data, 2009-14
Retail offering
HTM GROUP (BOULANGER)
What we think
Looking to expand once more
Own brand offers scope for development
Marketplace channel provides new avenues for growth
Company background
Company performance
Figure 270: HTM (Boulanger): Group sales performance, estimated, 2010-14
Figure 271: HTM (Boulanger): Outlet data, 2010-2014
Retail offering
MAPLIN ELECTRONICS LTD
What we think
Increased brand awareness
Improved web platform
Bridging the gap between the online and offline experience
Drones and toys
New airport store format
Company background
Company performance
Figure 272: Maplin Electronics Ltd: Group financial performance, 2009-2013
Figure 273: Maplin Electronics Ltd: Outlet data, 2009-2014
Retail offering
MEDIA MARKT/SATURN/REDCOON
What we think
Ramping up e-commerce
Riding out corporate conflict
A convincing lead in Germany
Company background
Company performance
Figure 274: Media Markt/Saturn: Group financial performance, 2010-14
Figure 275: Media Markt/Saturn: Outlet data, 2010-2014
Retail offering
EUROPEAN RESEARCH METHODOLOGY
Sample sizes by demographics and geographies
Our research partner – Lightspeed GMI

Electrical Retailing - Europe - February 2015


The electrical goods market is very diverse, ranging from televisions and tablet computers to household appliances and personal care devices.

In part because of the diversity of the market, there is fragmentation, to varying degrees, in the retailing of electrical goods across Europe. Non-specialists, such as online-only retailers, mixed goods stores, catalogues and grocers, are prominent in some markets.

Our European report addresses this diversity and fragmentation:

We provide consumer spending data for the major segments, 2009-14;
For each country we provide analysis on the distribution of spending by sector;
We provide annual sales data and forecasts for the specialists sector;
And for each country we provide data on participation in, and the size of, the online channel;
Our European Summary: The Market section provides online market size and penetration data;
In the five major country sections, we look at the biggest online retailers of electrical goods;
And in the five major country sections, our consumer research asked shoppers which stores they had bought from and about their attitudes to shopping for electricals.


Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report

;