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Electrical Retailing - Germany - February 2015

Electrical Retailing - Germany - February 2015

For our report, we surveyed representative samples of consumers. This year our survey asked consumers in the German market:

Which retailers, if any, have you bought electrical goods from, either online or in-store, in the last 12 months?
Which factors are most important to you when choosing one retailer over another?


EXECUTIVE SUMMARY
Spending and inflation
Figure 1: Germany: Spending on electrical goods as % all consumer spending, 2009-14
Figure 2: 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 3: Germany: Retailers used to buy electricals goods in the last 12 months, January 2015
The consumer – Attitudes to buying electricals
Figure 4: 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 5: Germany: Consumer spending on electrical goods (incl.VAT), 2009-14
Figure 6: Germany: Unit volume sales of selected major electrical goods categories, 2009-18
Figure 7: Germany: Definitions for unit volume market data
Inflation
Figure 8: Germany: Consumer price inflation on electrical products: Annual % change, 2010-Dec 2014
CHANNELS OF DISTRIBUTION
Key points
Figure 9: Germany: Estimated distribution of spending on electrical goods, 2012-14
SECTOR SIZE AND FORECAST
Key points
Figure 10: Germany: Retail sales, excl. VAT, 2009-14
Prospects
Figure 11: Germany: Retail sales, excl. VAT, 2014-19
Enterprise and employee numbers
Figure 12: Germany: Retail enterprises, 2010-12
Figure 13: Germany: Retail employees, full time equivalents, 2010-12
THE RETAILERS – FINANCIALS AND OUTLETS
Key points
Figure 14: Germany: Leading electrical retailers: Sales, 2012-14
Figure 15: Germany: Leading electrical retailers: Outlets, 2012-14
Figure 16: Germany: Leading electrical retailers: Estimated sales per outlet, 2012-14
THE RETAILERS – MARKET SHARES
Key points
Figure 17: Germany: Leading electrical retailers: Market shares, 2012-14
ONLINE
Key points
Figure 18: Germany: Percentage of all individuals (aged 16-74) having purchased electricals online in
the past 12 months, selected categories, 2010-14
Figure 19: 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 20: Germany: Retailers used to buy electricals goods in the last 12 months, January 2015
Figure 21: Germany: Leading retailers: Profile of shoppers, January 2015
Figure 22: Germany: Retailers used to buy electrical goods, on or off-line, January 2015
Figure 23: Germany: Profile of in-store shoppers by retailer, January 2015
Figure 24: Germany: Profile of online shoppers by retailer, January 2015
THE CONSUMER – ATTITUDES TO BUYING ELECTRICALS
Key points
What we asked
Figure 25: Germany: Attitudes to buying electrical goods, January 2015
Attitudes to electricals shopping and where people shop
Figure 26: Attitudes to electricals shopping and where people shop, January 2015
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 27: Apple Retail: Group financial performance, 2008/9-2013/14
Figure 28: Apple Retail: Outlet data, 2008/9-2013/14
Figure 29: Apple Retail: European stores, 2013-15
Retail offering
CONRAD ELECTRONIC
What we think
Undergoing a transformation
A place for enthusiasts
Company background
Company performance
Figure 30: Conrad Electronic: Group financial performance, 2009-14
Figure 31: Conrad Electronic: Outlet data, 2009-14
Retail offering
ELECTRONICPARTNER
What we think
Company background
Company performance
Figure 32: ElectronicPartner: Group financial performance, 2009-14
Figure 33: ElectronicPartner Branded Affiliated store numbers, by country, 2013/14
Retail offering
E-SQUARE
What we think
Company background
Figure 34: E-Square: Members and websites, by country of operation, 2015
Company performance
Figure 35: E-Square: Members’ estimated retail sales, by country/region, 2011-14
Figure 36: 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 37: Euronics International: Group financial performance, 2009-2014
Figure 38: Euronics International: Outlet data, 2009-2014
Figure 39: Euronics International: Outlet data, 2008/9-2012/13 (continued)
Retail offering
Figure 40: Euronics: members, countries and trading names, 2015
EXPERT INTERNATIONAL (EUROPE)
What we think
A diverse group
The difficulties
The positives
Company background
Online
Figure 41: Expert International, online shopping availability, 2015
Company performance
Figure 42: Expert: Estimated sales at retail (excl. sales tax), 2010-14
Figure 43: Expert Europe: Outlet data, 2010-14
Expert Germany
Expert Italy
Expert Spain
Expert France
Expert in the Nordics
Retail offering
Store formats
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 44: Media Markt/Saturn: Group financial performance, 2010-14
Figure 45: Media Markt/Saturn: Outlet data, 2010-2014
Retail offering
EUROPEAN RESEARCH METHODOLOGY
Sample sizes by demographics and geographies
Our research partner – Lightspeed GMI

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