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: Spain: consumer spending on electrical items (incl. VAT), 2012-17
- Sector size and forecast
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- Figure 2: Spain: electrical specialists, sales (excl. VAT), 2012-17
- Channels of distribution
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- Figure 3: Spain: estimated distribution of spending on electrical goods, 2017
- Companies and brands
- Key metrics
- Market shares
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- Figure 4: Spain: leading specialist electrical retailers’ shares of all spending on electricals items, 2017
- Online
- The consumer
- What they buy
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- Figure 5: Figure 6: Spain: electrical products purchased, December 2017
- How they shop – Online and in-store
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- Figure 7: Spain: usage of stores vs online when buying electrical/electronic products, by gender, December 2017
- Where they shop
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- Figure 8: Spain: where they shop for electricals, whether in-store or online, December 2017
- Attitudes to buying electrical/electronic products
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- Figure 9: Spain: attitudes to buying electrical/electronic goods, December 2017
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- Figure 10: Spain: attitudes to buying electrical/electronic goods, December 2017
- What we think
Issues and insights
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- Retailers need to do more to enhance appeal of online electrical purchasing
- The facts
- The implications
- Tech rental option
- The facts
- The implications
The Market – What You Need to Know
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- Consumer spend on electricals up an estimated 5% y-o-y in 2017
- Electrical specialist retailers’ sales up in 2017
- Prices continue to fall across electricals
- Specialist electrical retailers continue to lose share
Consumer Spending
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- Economy
- Spending
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- Figure 11: Spain: consumer spending on electrical items (incl. VAT), 2013-17
Product Market Breakdown
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- Figure 12: Spain: main electricals markets, volume sales, 2013-17
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Sector Size and Forecast
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- Sector specialists’ sales forecast to fall
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- Figure 13: Spain: electricals specialists, sales, excl. VAT, 2012-17
- Figure 14: Spain: Electricals specialists, forecast sales, excl. VAT, 2017-22
Inflation
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- Figure 15: Spain: consumer prices, annual % change, 2013-17
- Figure 16: Spain: consumer prices inflation on electrical items, annual % change, July 2016-December 2017
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Channels of Distribution
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- Specialists continue to lose share
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- Figure 17: Spain: estimated distribution of spending on electrical goods, 2017
Companies and Brands – What You Need to Know
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- MediaMarkt holds dominance
- Fnac sales boosted by extended product offering
- Worten by far and away the best performing specialist in 2017
- Specialist chains hold station, while independents take a hit
- Electrical specialists accounted for 15% of all online sales in 2016
Leading Players
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- MediaMarkt outperforms sector sales growth in 2017
- Fnac extends its store and web offer with home appliances
- Worten puts in the best performance in 2017
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- Figure 18: Spain: leading specialist electrical retailers, sales, 2013-17
- Figure 19: Spain: leading specialist electrical retailers, outlets, 2013-17
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- Figure 20: Spain: leading specialist electrical retailers, estimated sales per outlet, 2013-17
Market Shares
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- Figure 21: Spain: leading specialist electrical retailers’ shares of spending on electricals items, 2013-17
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Online
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- Online activity
- Broadband penetration lags EU average but is growing
- Technology ownership in Spain is relatively well developed
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- Figure 22: Spain: technology products personally owned, Q3 2017
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- Figure 23: Spain: ways in which internet was accessed in the last three months, Q3 2017
- Shopping online
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- Figure 24: Spain: online buyers in last 12 months, by country, 2013-17
- Figure 25: Spain: online buyers of electrical items in last 12 months, 2013-17
- Online sales
- In-store vs online
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- Figure 26: Spain: how they shop for electrical products, in-store vs online, December 2017
- Leading online players
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- Figure 27: Spain: online-only retailers electrical goods bought from, December 2017
The Consumer – What You Need to Know
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- 85% of men and 83% of women bought electrical products in 2017
- 16-24 year olds the biggest purchasers of electrical products
- 70% of Spanish consumers shop in-store for electrical products
- Men more likely to shop online than women
- German-owned specialist MediaMarkt is the most popular retailer
- Over half of all consumers do not trust retailer’s pricing
What They Bought
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- 84% bought electrical goods in the last year
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- Figure 28: Spain: electrical products purchased, December 2017
- Men the biggest purchasers of electrical goods
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- Figure 29: Spain: electrical products purchased, by gender, December 2017
- Young consumers the biggest purchasers of electrical products
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- Figure 30: Spain: electrical products purchased, by age, December 2017
How They Shop – Online and In-store
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- Buying in a store is most popular
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- Figure 31: Spain: usage of stores vs online when buying electrical/electronic products, December 2017
- Men more likely to shop online than women
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- Figure 32: Spain: usage of stores vs online when buying electrical/electronic products, by gender, December 2017
- Older consumers most likely to buy in-store
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- Figure 33: Spain: how they shop for electricals, in-store vs online, by age, December 2017
Where They Shop
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- Store-based specialists dominate
- MediaMarkt the most popular retailer
- Non-specialists favoured over most specialists
- Amazon the single most-used non-specialist retailer
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- Figure 34: Spain: where they shop for electricals, whether in-store or online, December 2017
- Younger consumers more likely to shop at a store-based specialist
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- Figure 35: Spain: where they shop for electricals, whether in-store or online, by age, December 2017
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- Figure 36: Spain: where consumers shop for electricals by product purchased, December 2017
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- Figure 37: Spain: where consumers shop for electricals, by channel used, December 2017
Attitudes to Buying Electrical/Electronic Products
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- 71% prepared to wait for lower pricing
- Repairing rather than buying when money is tight
- Price transparency an issue
- A quarter of consumers are hungry for the latest technology whatever the price
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- Figure 38: Spain: attitudes to buying electrical/electronic goods, December 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
Amazon.com Inc
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- What we think
- Where next?
- Geographical expansion
- Prime
- Marketplace
- AWS
- Profitability
- Where next?
- Company background
- Company performance
- Published sales and total sales volumes
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- Figure 39: Amazon: sales breakdown, by source of income, 2015-17
- Figure 40: Amazon: sales breakdown, by source of income, 2017
- Gross transaction revenue (GTV)
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- Figure 41: Amazon: estimated group gross transaction revenue, 2015-17
- GTV by country
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- Figure 42: Amazon.com Inc: group financial performance, 2013-17
- Sales of electricals
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- Figure 43: Amazon Europe: estimated sales of electrical goods, 2015-17
- Retail offering
Apple Retail UK
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- What we think
- The human face of Apple Inc.
- Stores becoming larger and more informal…
- …as well as more experiential
- Where next?
- Company background
- Company performance
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- Figure 44: Apple Retail UK: group financial performance, 2012/13-2016/17
- Figure 45: Apple Retail UK: outlet data, 2012/13-2016/17
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- Figure 46: Apple Retail: European stores, 2014-18
- Retail offering
Ceconomy (MediaMarkt/Saturn)
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- What we think
- Fnac Darty deal strengthens Ceconomy’s position
- Expanded online range and flexible delivery options
- Focusing on services and solutions rather than just products
- Less queuing thanks to digital payment solution
- New store concepts to draw customers in
- Enhanced loyalty cards winning new members
- Company background
- Company performance
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- Figure 47: Ceconomy: group financial performance, 2012/13-2016/17
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- Figure 48: Ceconomy: outlet data, 2012/13-2016/17
- Retail offering
E-Square
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- Company background
- Key figures
- Members
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- Figure 49: E-Square: membership, 2017
Euronics International
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- What we think
- New store concepts dedicated to helping consumers make the right mobile choice
- Ditching the tech jargon
- Focusing on VR and smart home solutions
- A more dynamic in-store shopping experience
- Selling fitted kitchens, a potential new revenue earner for UK stores
- Company background
- Company performance
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- Figure 50: Euronics International: estimated group financial performance, 2012-16
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- Figure 51: Euronics International: estimated outlet data, 2012-16
- Retail offering
Expert Europe
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- What we think
- Lack of transactional website is hurting Expert in some countries
- ‘We are the experts’ positioning hard to maintain
- Company background
- Company performance
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- Figure 52: Expert Europe: group sales performance, 2013-17
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- Figure 53: Expert Europe: outlet data, 2013-17
- Retail offering
Fnac Darty
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- What we think
- Shop-in-shop cross-selling opportunities
- Compelling online offering
- Integration brings enhanced delivery options
- More dynamic in-store experience
- Purchasing alliance with Carrefour could lower prices in France
- Company background
- Company performance
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- Figure 54: Fnac Darty : pro forma group financial performance, 2015-17
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- Figure 55: Fnac Darty: store network, pro forma, 2015-17
- Retail offering
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