Table of Contents
Executive Summary
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- The market
- Spending and inflation
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- Figure 1: Germany: Annual % change in total household expenditure and expenditure on electrical goods, 2011-15
- Figure 2: Germany: Consumer prices, annual % change, 2011-15
- Channels of distribution
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- Figure 3: Germany: Estimated distribution of spending on electrical goods, 2015
- Sector size and forecast
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- Figure 4: Germany: Annual % change in all retail sales (excl fuel) and electrical specialists sales, 2010-15
- Leading players
- Key metrics
- Market shares
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- Figure 5: Germany: Leading specialist electrical goods retailers, % share of total spending on electricals, 2014-15
- Online
- The consumer
- Where they shop
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- Figure 6: Germany: Where they bought electrical goods in the last 12 months, in-store versus online/catalogue, January 2016
- Levels of satisfaction
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- Figure 7: Germany: Levels of satisfaction with last electricals retailer purchased from, January 2016
- What we think
Issues and Insights
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- Closing the loop on the customer journey
- The facts
- The implications
- Amazon is raising the bar for customer expectations
- The facts
- The implications
The Market – What You Need to Know
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- Consumer spending up but electricals not keeping pace
- Audio-Visual spending down
- Inflation at its lowest level since 2009
- Channels of distribution
- Sector size and forecast
Spending and Inflation
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- Consumer spending drives economic growth
- Spending on electricals not keeping up
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- Figure 8: Germany: Consumer spending on electrical items (Incl. VAT), 2010-15
- Inflation
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- Figure 9: Germany: Consumer prices, annual % change, 2011-15
- Figure 10: Germany: Consumer price inflation on electrical items, annual % change, July 2014-Dec 2015
- Unit volumes
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- Figure 11: Germany: Main electricals market, unit volumes, 2011-19
Channels of Distribution
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- Online pureplays continue to grow
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- Figure 12: Germany: Estimated distribution of spending on electrical goods, 2013-15
Sector Size and Forecast
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- Specialists catching up with non-specialists
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- Figure 13: Germany: Electricals retailers sales, excl. VAT, 2010-15
- Figure 14: Germany: Electricals retailers sales, Forecasts, excl. VAT, 2015-20
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- Figure 15: Germany: Electrical specialists’ sales as a share of total spending on electricals, 2010-15
Leading Players – What You Need to Know
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- Media Markt/Saturn continues to dominate
- Buying groups maintain their popularity
- Market shares
- Online sales
- Amazon dominates online
Leading Players
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- Media Markt/Saturn is the dominant specialist
- Buying groups remain popular
- Telefonica’s acquisition of E-Plus increases its handset sales
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- Figure 16: Germany: Leading specialist electrical retailers sales, 2013-15
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- Figure 17: Germany: Leading electrical retailers, outlets, 2013-15
- Sales per outlet
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- Figure 18: Germany: Leading electrical retailers: Estimated sales per outlet, 2013-15
Market Shares
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- Media Markt/Saturn grows its market share
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- Figure 19: Germany: Leading electrical retailers, market shares, 2013-15
Online
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- Online activity
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- Figure 20: France: Online buyers in last 12 months of electrical items, 2011-15
- Online sales
- Leading online players
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- Figure 21: Germany: Where they bought electrical goods online in the last 12 months, January 2016
The Consumer – What You Need to Know
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- Almost three-quarters bought from a specialist
- Amazon and Media Markt dominate the sector
- Specialists remain a long way behind online
- Consumers are satisfied with prices and products
- Less satisfied with service
- Amazon customers are most satisfied
Who is Buying?
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- Men more likely to buy than women
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- Figure 22: Germany: Purchasing of electrical goods in the last 12 months, by gender, January 2016
- A broad appeal but most popular amongst the young
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- Figure 23: Germany: Purchasing of electrical goods in the last 12 months, by age, January 2016
Where They Shop for Electrical Goods
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- Media Markt/Saturn and Amazon dominate the sector
- Grocery stores a long way behind
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- Figure 24: Germany: Where they bought electrical goods in the last 12 months, January 2016
- Specialists remain a long way behind online
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- Figure 25: Germany: Where they bought electrical goods in the last 12 months, in-store versus online/catalogue, January 2016
- Customer profiles
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- Figure 26: Germany: Where they bought electrical goods, by age and income, January 2016
Levels of Satisfaction
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- Consumers are happy with quality, price and range
- More work to do on offering service
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- Figure 27: Germany: Levels of satisfaction with last electricals retailer purchased from, January 2016
- Satisfaction with specific retailers
- Media Markt/Saturn
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- Figure 28: Germany: Those agreeing they were satisfied at MediaMarkt/Saturn relative to electrical retailer average, January 2016
- Amazon
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- Figure 29: Germany: Those agreeing they were satisfied at Amazon relative to electrical retailer average,
- Specialist Retailers (excluding Media Markt/Saturn)
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- Figure 30: Germany: Those agreeing they were satisfied at any specialist retailer (excluding MediaMarkt/Saturn relative to electrical retailer average, January 2016
- Any non-specialist
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- Figure 31: Germany: Those agreeing they were satisfied at any non-specialist relative to electrical retailer average, January 2016
Amazon Europe
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- What we think
- An evolving offer
- Amazon Prime extends its breadth and reach
- A sense of occasion
- Product development continues
- Delivery gets quicker, but pushes fulfilment costs higher
- Click & Collect points limited to US universities
- Looking ahead
- Company background
- Company performance
- Growth slows in Europe
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- Figure 32: Amazon.com Inc: Group financial performance, 2010-15
- Sales mix
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- Figure 33: Amazon: Composition of net sales, 2015
- Retail offering
AO World
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- What we think
- Launching in the Netherlands…
- …and possibly Austria
- Collect+ deal widens delivery options
- Enhanced website features
- Expanding audio visual product offering
- AO.de sales progressing satisfactorily, but requiring big investment
- Company background
- Company performance
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- Figure 34: AO World Plc: Group financial performance, 2011/12-2014/15
- Retail offering
Apple Retail
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- What we think
- It’s all about the iPhone
- The importance of innovation
- Apple stores an important to success of the brand
- Company background
- Company performance
- Worldwide
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- Figure 35: Apple Retail: sales and operating profit, 2011-15
- Figure 36: Apple Retail: Outlet data, 2010/11-2016
- Apple Retail UK
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- Figure 37: Apple Retail UK: Group financial performance, 2009/10-2014/15
- Figure 38: Apple Retail UK: Outlet data, 2010/11-2016
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- Figure 39: Apple Retail: European stores, 2014-16
- Retail offering
Conrad Electronic
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- What we think
- New service concept
- Meeting increased online and retail store demand
- B2B push on back of small business reputation
- Company background
- Company performance
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- Figure 40: Conrad Electronic Germany: Group financial performance, 2010-15
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- Figure 41: Conrad Electronic: Outlet data, 2010-15
- Retail offering
E-Square
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- What we think
- Weaknesses
- Other businesses
- Company background
- E-Square
- Electronic Partner
- E-Square members
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- Figure 42: E-Square members, 2015
- Company performance
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- Figure 43: E-Square: Estimated retail sales, 2011-15
- Figure 44: E-Square: Members’ approximate store numbers, by country/region, 2011-15
- Germany
- Other Germany
- Denmark
- Finland
- France
- Greece
- Italy
- Portugal
- Spain
- UK
- Ukraine
- Kazakhstan
Euronics International
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- What we think
- Company background
- Company performance
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- Figure 45: Euronics International: Group financial performance, 2010-14
- Figure 46: Euronics International: Outlet data, 2010-14
- Euronics membership
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- Figure 47: Euronics: Members, countries and trading names, 2016
Expert Europe
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- What we think
- The up-sides
- The downsides
- Company background
- Online
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- Figure 48: Expert International, online shopping availability, 2016
- Company performance
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- Figure 49: Expert Europe: Estimated sales at retail, excl. VAT, 2011-15
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- Figure 50: Expert Europe: Outlet data, 2011-15
- Expert Germany
- Expert Italy
- Expert Spain
- Expert France
- Retail offering
- Store formats
Media-Saturn
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- What we think
- Increasing the channels to market
- Adding new store concepts
- Market-leading delivery services
- Encouraging innovation
- Company background
- Company performance
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- Figure 51: Media Markt/Saturn: Group financial performance, 2010/11-2014/15
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- Figure 52: Media Markt/Saturn: Outlet data, 2010/11-2014/15
- Retail offering
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
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