Table of Contents
Overview
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- What you need to know
- Areas covered in this report
Executive Summary
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- The market
- Spending and inflation
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- Figure 1: Germany: consumer spending, year on year % change, 2012-16
- Channels of distribution
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- Figure 2: Germany: estimated distribution of spending on electrical goods, 2015-16
- Sector size and forecast
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- Figure 3: Germany: electricals specialists’ sales, year-on-year % growth, 2011-16
- Leading players
- Key metrics
- Market shares
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- Figure 4: Germany: leading specialist electrical specialists’ estimated shares of spending on electrical goods, 2016
- Online
- The consumer
- What electricals they buy
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- Figure 5: Germany: types of electrical products purchased, January 2017
- How they shop
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- Figure 6: Germany: how they shop for electricals, in-store vs online, January 2017
- Where they shop
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- Figure 7: Germany: where they shop for electrical products, whether online or in-store, January 2017
- What we think
Issues and Insights
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- Omnichannel shopping is now the norm
- The facts
- The implications
- How can smaller specialists compete?
- The facts
- The implications
The Market – What You Need to Know
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- Spending on electricals goes negative again
- Spending on appliances up
- Inflation remains low
- Specialists increase their share of spending
- Specialists grow their sales
Spending and Inflation
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- Solid and steady economic growth
- Electricals spending falls
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- Figure 8: Germany: consumer spending on electrical items (incl. VAT), 2012-16
- Inflation
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- Figure 9: Germany: consumer prices, annual % change, 2012-16
- Figure 10: Germany: consumer price inflation on electrical items, annual % change, July 2015-December 2016
Product Market Breakdown
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- Figure 11: Germany: main electricals markets, volume sales, 2012-16
- Figure 12: Germany: main electricals markets, volume sales forecasts, 2016-20
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Channels of Distribution
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- Specialists gain share
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- Figure 13: Germany: estimated distribution of spending on electricals/electrical goods, 2016
Sector Size and Forecast
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- Sales via the specialists improve
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- Figure 14: Germany: electricals specialists’ sales, excl VAT, 2011-16
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- Figure 15: Germany: electricals specialists’ sales, forecasts, excl VAT, 2017-21
- Figure 16: Germany: electricals specialists’ sales relative to all spending on electricals, 2010-16
Leading Players – What You Need to Know
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- Media-Saturn continues to grow
- Leading specialists account for a steady share of the market
- Online accounts for over a quarter of sales
Leading Players
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- Media-Saturn continues to improve
- Buying groups manage low growth
- Challenging year for mobile phone companies
- AO growing from a small base
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- Figure 17: Germany: leading specialist electrical retailers, sales, 2014-16
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- Figure 18: Germany: leading specialist electrical retailers, outlets, 2014-16
- Figure 19: Germany: leading specialist electrical retailers, estimated sales per outlet, 2014-16
Market Shares
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- Figure 20: Germany: leading specialist electrical retailers, estimated shares of spending on electricals items, 2014-16
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Online
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- Online activity and device usage
- Shopping online
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- Figure 21: Germany: online buyers of electrical items in last three months, 2012-16
- Online sales
- Leading online players
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- Figure 22: Germany: estimated sales of electricals online by leading retailers, 2014-16
The Consumer – What You Need to Know
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- 70% have bought electricals in the past year
- Omnichannel shopping has become the norm
- Over half shop at Media-Saturn
- Price perception driving online sales
- Stores preferred for seeing products and advice
What Electricals They Buy
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- 70% have bought electrical goods in the past year
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- Figure 23: Germany: types of electrical products purchased, January 2017
- Men more likely to buy electrical goods than women
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- Figure 24: Germany: types of electrical products purchased, by gender, January 2017
- Electrical buyers have higher than average income
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- Figure 25: Germany: electrical goods purchased, by average age and household income, January 2017
How They Shop for Electricals – Online vs In-Store
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- Omnichannel shopping has become the norm
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- Figure 26: Germany: how they shop for electricals, in-store vs online, January 2017
- Women more likely to use stores than men
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- Figure 27: Germany: how they shop for electricals, in-store vs online, by gender, January 2017
- Wealthier shoppers use multiple channels to market
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- Figure 28: Germany: how they shop for electricals, in-store vs online, by average age and household income, January 2017
- Gender can determine how items are purchased
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- Figure 29: Germany: what they bought by how they shopped, January 2017
Where They Shop for Electricals and Why
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- Specialists and non-specialists evenly split
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- Figure 30: Germany: where they shop for electrical products, whether online or in-store, January 2017
- Media-Saturn dominates in-store shopping
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- Figure 31: Germany: where they shop for electrical products in-store, January 2017
- While Amazon leads online
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- Figure 32: Germany: where they shop for electrical products online, January 2017
- Amazon and Media-Saturn target similar shoppers
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- Figure 33: Germany: where they shop for electrical goods, by average age and household income, January 2017
- Reasons for shopping online
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- Figure 34: Germany: reasons for shopping for electricals online, January 2017
- Women like to compare products
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- Figure 35: Germany: reasons for shopping for electricals online, by gender, January 2017
- Online pureplays trade on a range and price
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- Figure 36: Germany: reasons for shopping for electricals online, by retailer used, January 2017
- Reasons for shopping in-store
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- Figure 37: Germany: reasons for shopping for electricals in-store, January 2017
- Women want to see the products
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- Figure 38: Germany: reasons for shopping for electricals in-store, by gender, January 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
Amazon.com
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- What we think
- Marketplace is growing
- Disruptive influence
- Does Amazon need stores?
- Maturity beckoning?
- Where next?
- Company background
- Company performance
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- Figure 39: Amazon.com Inc.: group financial performance, 2011/12-2015/16
- Electricals sales
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- Figure 40: Amazon: estimated electricals sales in Europe, 2015-16
- Marketplace
- Retail offering
AO World
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- What we think
- Broader variety of electrical products
- Enhanced online customer experience
- Increased brand awareness attracting new customers and driving repeat business
- Bolstering logistical infrastructure to better serve customers
- European operation to enter profitability in 2020
- Company background
- Company performance
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- Figure 41: AO World Plc: group financial performance, 2011/12-2015/16
- Retail offering
Apple Retail
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- What we think
- Over-reliance on the iPhone?
- A price rise too far?
- All about the image
- Company background
- Company performance
- Worldwide
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- Figure 42: Apple Inc.: sales and operating profit, 2012-16
- Apple Retail UK
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- Figure 43: Apple Retail UK: group financial performance, 2011/12-2015/16
- Figure 44: Apple Retail UK: outlet data, 2011/12-2015/16
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- Figure 45: Apple Retail: European stores, 2014-17
- Retail offering
Conrad Electronic
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- What we think
- Predictive analytics technology driving m-commerce sales
- New delivery service
- Local techie support and troubleshooting service tool
- The Internet of Things
- Company background
- Company performance
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- Figure 46: Conrad Electronic (Germany): group financial performance, 2012-16
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- Figure 47: Conrad Electronic: outlet data, 2012-16
- Retail offering
E-Square
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- What it does
- Company background
- Key figures
- Members
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- Figure 48: E-Square membership, 2016
- Sales
ElectronicPartner
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- What we think
- Structural weaknesses
- Where next?
- Company background
- Company performance
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- Figure 49: Electronic Partner: Group sales performance, 2012-16
- Retail offering
Euronics International
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- What we think
- Bringing its members new and innovative products
- Brand communication
- Bolstering multi-channel proposition
- Services add value to physical stores
- Company background
- Company performance
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- Figure 50: Euronics International: group sales performance, 2011-15
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- Figure 51: Euronics International: estimated outlet data, 2011-15
- Retail offering
Expert Europe
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- What we think
- National network, local availability
- Strength in common branding is being eroded
- Increased focus on brand and product expertise and service…
- …and online presence
- Where now?
- Company background
- Company performance
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- Figure 52: Expert Europe: group sales performance, 2012-16
- Figure 53: Expert Europe: outlet data, 2012-16
- Retail offering
Media-Saturn
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- What we think
- Looking for opportunities in rentals
- The important of the connected home
- Services potential
- Digital stores
- Being proactive with innovation
- Redcoon brought pureplay online expertise
- Where now?
- Company background
- Company performance
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- Figure 54: Media Markt/Saturn: group financial performance, 2011/12-2015/16
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- Figure 55: Media Markt/Saturn: outlet data, 2011/12-2015/16
- Retail offering
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