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Electrical Retailing - Spain - February 2015

Electrical Retailing - Spain - February 2015


For our report, we surveyed representative samples of consumers. This year our survey asked consumers in the Spanish 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: Spain: Spending on electrical goods as % of all consumer spending, 2009-14
Figure 2: Spain: Harmonised indices of consumer prices: Annual % change, January-December 2014
Channels of distribution
Sector size and forecast
Leading specialists – Financials and outlets
Figure 3: Spain: Leading specialists, market shares, 2014
Online
The consumer – Where they shop
Figure 4: Spain: Where they bought electrical goods in last 12 months, online versus in-store, January
2015
The consumer – Attitudes towards electricals shopping
Figure 5: 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 6: Spain: Consumer spending on electrical goods by channel (incl. VAT), estimated, 2014
Figure 7: Spain: Consumer spending at current prices (incl. VAT), 2009-14
Inflation
Figure 8: Spain: Harmonised indices of consumer prices: Annual % change, 2009-14
Figure 9: Spain: Harmonised indices of consumer prices: Annual % change, January-December 2014
Unit volumes
Figure 10: Spain: Unit volume sales of selected major electrical goods categories, 2009-18
Figure 11: Spain: Definitions for unit volume market data
CHANNELS OF DISTRIBUTION
Figure 12: Spain: Electrical goods, estimated channels of distribution, 2014
SECTOR SIZE AND FORECAST
Key points
Sector contraction slows in 2014
Figure 13: Spain: Electrical specialists sales, 2009-14
Forecasts
Figure 14: Spain: Forecast electrical specialists sales, 2015-19
Figure 15: Spain: Electrical specialists sales as share of total spending on electricals, 2009-14
Enterprise, outlet and employee numbers
Figure 16: 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 17: Spain: Leading retailers: Sales, 2011-14
Figure 18: Spain: Leading retailers: Outlet numbers, 2011-14
Figure 19: Spain: Leading retailers: Sales per outlet, 2011-14
LEADING SPECIALISTS – MARKET SHARES
Figure 20: Spain: Leading electrical specialists, share of all spending on electricals, 2011-14
ONLINE
Key points
Market size
Online retailers
Figure 21: Spain: Leading retail websites by visitor numbers, September 2014
Online shoppers
Figure 22: Spain: Percentage of all individuals having purchased electricals online in the past 12
months, selected categories, 2008-14
Figure 23: 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 24: Spain: Where they bought electrical goods in the last 12 months, online or in-store, January
2015
Shopping activity rises
Figure 25: 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 26: Spain: Where they bought electrical goods in last 12 months, online versus in-store, January
2015
Average age and affluence
Figure 27: 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 28: Spain: Most important factors in choosing the retailer for electrical goods, January 2014
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 29: Apple Retail: Group financial performance, 2008/9-2013/14
Figure 30: Apple Retail: Outlet data, 2008/9-2013/14
Figure 31: Apple Retail: European stores, 2013-15
Retail offering
E-SQUARE
What we think
Company background
Figure 32: E-Square: Members and websites, by country of operation, 2015
Company performance
Figure 33: E-Square: Members’ estimated retail sales, by country/region, 2011-14
Figure 34: 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 35: Euronics International: Group financial performance, 2009-2014
Figure 36: Euronics International: Outlet data, 2009-2014
Figure 37: Euronics International: Outlet data, 2008/9-2012/13 (continued)
Retail offering
Figure 38: Euronics: members, countries and trading names, 2015
EXPERT INTERNATIONAL (EUROPE)
What we think
A diverse group
The difficulties
The positives
Company background
Online
Figure 39: Expert International, online shopping availability, 2015
Company performance
Figure 40: Expert: Estimated sales at retail (excl. sales tax), 2010-14
Figure 41: 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 42: Fnac: Group financial performance, 2009-14
Figure 43: Fnac: Outlet data, 2009-14
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 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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