Table of Contents
Overview
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- Technical notes
- Market sizes – Consumer spending on electricals products
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- Figure 1: Electrical products, main classification codes, 2018
- Market sizes – Retail data
- Leading retailers
- Amazon, eBay and marketplaces
- GTV or consolidated sales
- Financial definitions
- Abbreviations
- VAT rates
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- Figure 2: VAT rates around Europe, 2014-19
Executive Summary – Europe – The Market
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- The market
- Consumer spending
- Brown and grey goods weak
- White goods recovering
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- Figure 3: Europe: Spending on electricals by broad product type, 2013 and 2017
- Recovery from the 2014 low point
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- Figure 4: Europe: Spending on electrical goods as % all consumer spending, 2012-17
- Relative importance of electricals
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- Figure 5: Europe: Spending on electricals products by type of product as % all consumer spending, 2017
- All electricals spending
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- Figure 6: Europe: All spending on electricals (inc VAT), 2013-17
- Spending on white goods
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- Figure 7: Europe: Spending on household appliances (inc. VAT), 2013-17
- Spending on brown goods
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- Figure 8: Europe: Spending on Audio Visual and IT goods (inc. VAT), 2013-17
- Telecoms
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- Figure 9: Europe: Spending on telecoms and telefax equipment (inc. VAT), 2013-17
- Retail sales
- IT and telecoms retailers
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- Figure 10: Europe: IT and telecoms specialists, sales (ex VAT), 2013-18
- Figure 11: Europe: IT and telecoms specialists, forecast sales (ex VAT), 2019-23
- Household electricals retailers
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- Figure 12: Europe: Household electrical goods specialists, sales (ex VAT), 2013-18
- Figure 13: Europe: Household electrical goods specialists, forecast sales (ex VAT), 2019-23
- Store-based retailers’ share declining
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- Figure 14: Europe: Sales by specialist electricals retailers as % all spending on electricals, 2012-17
- Online
- Online buyers
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- Figure 15: Europe: Proportion of people buying computer hardware online in the last 12 months, 2009-18
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- Figure 16: Europe: Proportion of people buying electronic equipment online in the last 12 months, 2009-18
- Figure 17: Europe: Proportion of people buying household goods online in the last 12 months, 2009-18
- Online sales
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- Figure 18: Online spending on electricals by country, 2018
- Companies and brands
- Leading players
- Amazon, eBay and other online pureplayers
- Other multiples
- Voluntary groups
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- Figure 19: Europe: Top 20 electrical goods retailers, Sales, 2015/16 – 2018/19
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- Figure 20: Europe: Top 20 electrical goods retailers, Outlets, 2015/16 – 2018/19
- Sales per outlet
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- Figure 21: Europe: Top 20 electrical goods retailers, Sales per outlet, 2015/16 – 2018/19
- Market shares
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- Figure 22: Europe: Leading electricals retailers’ shares of all spending on electricals goods, 2015-18
- What we think
- The move online
- Overcapacity
Executive Summary – Europe – The Consumer
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- The research
- Proportion of people buying electricals
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- Figure 23: Europe: Proportion of people buying electrical goods in the last 12 months, January 2019
- What they buy
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- Figure 24: Europe: electrical products bought in the last 12 months, by country, January 2019
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- Figure 25: Europe: Ranking of electricals products by number of buyers, by country, January 2019
- Online vs in-store
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- Figure 26: Europe: Proportion of electrical buyers shopping in-store and online, by country, January 2019
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- Figure 27: Europe: In-store vs online and device used to buy electricals online, by country, January 2019
- Where they shop
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- Figure 28: Europe: where they shopped for electricals in the last 12 months, leading two players, by country, January 2019
- Attitudes to shopping for electricals
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- Figure 29: Those agreeing with statements about shopping for electrical products, by country, January 2019
Executive Summary – Europe - Innovations and Launch Activity
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- Scan-and-go electricals store
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- Figure 30: Saturn Smartpay, Hamburg
- Live streaming of domestic appliances bargains
- Next-generation airport electricals shops
- Reinventing the electrical store experience
- ‘Voice shopping’
- Express smartphone repairs
France
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- Overview
- What you need to know
- Areas covered in this report
- Executive summary
- The market
- Consumer spending
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- Figure 31: France: Consumer spending on electrical items (incl. VAT), 2014-18
- Sector size and forecast
- Channels of distribution
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- Figure 32: France: estimated distribution of spending on electrical/electronic goods by channel, 2018
- Companies and brands
- Key metrics
- Market shares
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- Figure 33: France: Leading electrical retailers’ shares of spending on electricals, 2018
- Online
- The consumer
- What they buy
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- Figure 34: France: electrical products bought in the last 12 months, January 2019
- How they shop
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- Figure 35: France: usage of stores vs online when buying electrical/electronic products, by gender, January 2019
- Where they shop
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- Figure 36: France: where they shop for electricals, whether in-store or online, January 2019
- Attitudes to shopping for electricals
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- Figure 37: France: attitudes to shopping for electrical/electronic goods, January 2019
- What we think
- Issues and insights
- The influence of online
- The facts
- The implications
- The cost of discounting
- The facts
- The implications
- The market – What you need to know
- Economy picking up after prolonged period of low growth
- Specialists remain strong
- Ongoing deflation
- Specialists account for over half of spending
- Consumer spending
- Signs of growth in the French economy
- Low growth in spending on electricals
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- Figure 38: France: Consumer spending on electrical items (incl. VAT), 2014-18
- Sector size and forecast
- Total retail sales recovering, further growth forecast for 2018
- Specialists outperform all retail sales
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- Figure 39: France: Electricals specialists, sales excl VAT, 2014-18
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- Figure 40: France: Electricals specialists, forecast sales, excl VAT, 2019-23
- Inflation
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- Figure 41: France: Consumer price inflation (HICP*), Annual % change, 2014-18
- Figure 42: France: Consumer price inflation on electrical items (HICP*), annual % change, July 2017-January 2019
- Channels of distribution
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- Figure 43: France: Channels used to buy electrical goods, January 2019
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- Figure 44: France: estimated distribution of spending on electrical/electronic goods by channel, 2018
- Companies and brands – What you need to know
- Fnac Darty leads
- Multiples growing share as independents decline
- Online market worth some €5.8 billion
- Leading players
- Challenges for Fnac Darty
- Retail partnerships
- Marketplaces driving growth
- Online retailers
- Telecoms specialists
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- Figure 45: France: Leading electrical retailers, sales, 2014-18
- Figure 46: France: Leading electrical retailers, outlet numbers, 2014-18
- Sales per outlet
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- Figure 47: France: Leading electrical retailers, sales per outlet, 2014-18
- Market shares
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- Figure 48: France: Leading electrical retailers’ shares of spending on electricals, 2014-18
- Online
- Online activity
- Shopping online
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- Figure 49: France: Proportion of people buying electrical items online in the last 12 months, 2014-18
- Online sales of electricals
- Leading online players
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- Figure 50: France: Estimated sales of electricals online by leading retailers, 2014-18
- The consumer – What you need to know
- Almost 70% shopped for electrical goods in the past year
- In-store still the channel of choice
- Darty the most used store
- Promotions eroding full price sales
- Research before buying
- What they buy
- Men, the young and more affluent most likely to buy
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- Figure 51: France: Proportion of people buying any kind of electrical product in the last 12 months by generation group, January 2019
- Mobile phones the most popular purchase
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- Figure 52: France: electrical products bought in the last 12 months, January 2019
- How they shop – Online and in-store
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- Figure 53: France: Channels used to buy electrical goods in the last 12 months, January 2019
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- Figure 54: France: usage of stores vs online when buying electrical/electronic products, by gender, January 2019
- Channels used by retailers bought from
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- Figure 55: France: channel used by retailer bought from, January 2019
- Where they shop
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- Figure 56: France: where they shop for electricals by store category, whether in-store or online, January 2019
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- Figure 57: France: where they shop for electricals, whether in-store or online, January 2019
- Who shops where
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- Figure 58: France: profile of electricals shoppers by retailer used, January 2019
- Attitudes to shopping for electrical products
- Too many promotions undermine trust
- Research before buying
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- Figure 59: France: attitudes to shopping for electrical/electronic goods, January 2019
- Attitudes by retailers used
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- Figure 60: France: agreement with the statement “Amazon is often the first site I go to when looking for electrical goods online” by where they shopped for electrical goods in the past 12 months, January 2019
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- Figure 61: France: agreement with the statement “I often view electrical products in-store but buy them online ” by where they shopped for electrical goods in the past 12 months, January 2019
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- Figure 62: France: agreement with the statement “Frequent promotions make paying full price for electrical products unnecessary” by where they shopped for electrical goods in the past 12 months, January 2019
- Appendix: Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
Germany
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- Overview
- What you need to know
- Areas covered in this report
- Executive summary
- The market
- Consumer spending
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- Figure 63: Germany: consumer spending on electrical items as % all consumer spending, 2013-18
- Sector size and forecast
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- Figure 64: Germany: Sales by electrical specialists as % all retail sales, 2013-23
- Inflation
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- Figure 65: Germany: consumer price inflation on electrical items, annual % change, July 2017–November 2018
- Channels of distribution
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- Figure 66: Germany: Estimated distribution of spending on electrical goods by channel, 2018
- Companies and brands
- Market shares
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- Figure 67: Germany: leading electrical retailers’ shares of all spending on electricals, 2018
- Online
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- Figure 68: Germany: Proportion of people buying electrical items online in the last 12 months, 2009-18
- The consumer
- What they bought
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- Figure 69: Germany: Electrical goods purchased in the last 12 months, January 2019
- How they bought electricals
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- Figure 70: Germany: Channels used to buy electrical goods in the last 12 months, January 2019
- Where they bought electricals
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- Figure 71: Germany: Where electrical goods were bought the last 12 months, January 2019
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- Figure 72: Germany: Retailers electrical products bought from either in-store or online in the last 12 months, January 2019
- Attitudes to shopping for electricals
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- Figure 73: Germany: Attitudes to shopping for electricals goods, January 2019
- What we think
- Issues and insights
- What’s the future of store-based electricals retailing in Germany?
- The facts
- The implications
- Can retailers restore trust in their pricing?
- The facts
- The implications
- The market – What you need to know
- Spending on electricals just holding on to share of all spending
- Specialist retailers losing share
- Deflation in electrical goods the norm
- Specialists dominant
- Consumer spending
- Weaker spending in electricals
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- Figure 74: Germany: consumer spending on electrical items (incl. VAT), 2014-18
- Sector size and forecast
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- Figure 75: Germany: electricals specialists, sales excl VAT, 2013-18
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- Figure 76: Germany: electricals specialists, forecast sales excl VAT, 2019-23
- Inflation
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- Figure 77: Germany: consumer prices, annual % change, 2013-17
- Figure 78: Germany: consumer price inflation on electrical items, annual % change, July 2017–November 2018
- Channels of distribution
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- Figure 79: Germany: Estimated distribution of spending on electrical goods by channel, 2018
- Companies and brands – What you need to know
- MediaMarkt/Saturn still the market leader
- But Amazon growing
- Voluntary groups in decline
- Online now takes over 40% of electricals spending
- Leading players
- MediaMark/Saturn (Ceconomy) the market leader
- Amazon and other online retailers
- Mobile phone boom slowing
- Voluntary groups in decline
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- Figure 80: Germany: leading electrical retailers, sales, 2014/15-2018/19
- Figure 81: Germany: leading specialist electrical retailers, outlets, 2014/15-2018/19
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- Figure 82: Germany: leading specialist electrical retailers, sales per outlet, 2014/15-2018/19
- Market shares
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- Figure 83: Germany: leading specialist electrical retailers’ estimated shares of spending on electricals items, 2014-18
- Online
- Online usage
- Online buying
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- Figure 84: Germany: Proportion of people buying electrical items online in the last 12 months, 2009-18
- Online sales
- Leading online retailers
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- Figure 85: Germany: Estimated sales of electricals online by leading retailers, 2016/17-2018/19
- The consumer – What you need to know
- Almost three-quarters bought electrical products in the last year
- Online the most used channel
- But store-based retailers still have the larger market share
- Amazon has the largest number of shoppers
- Price cutting is hitting trust in the retailers
- What they buy
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- Figure 86: Germany: Electrical goods purchased in the last 12 months, January 2019
- By housing tenure
- How they shop – Online and in-store
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- Figure 87: Germany: Channels used to buy electrical goods in the last 12 months, January 2019
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- Figure 88: Germany: Online vs in-store buyers of electrical goods in the last 12 months, January 2019
- Online vs in-store by product
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- Figure 89: Germany: Those buying products online vs those buying in-store by product, % point difference buying online to in-store, January 2019
- Where they shop
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- Figure 90: Germany: where they shopped for electricals in the last 12 months, whether in-store or online, January 2019
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- Figure 91: Germany: where they shop for electricals by store category, January 2019
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- Figure 92: Germany: Profile of shoppers at leading retailers by age and income, Jan 2019
- Who bought what by where they shop
- Attitudes to shopping for electricals
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- Figure 93: Germany: Attitudes to shopping for electricals goods, January 2019
- Attitudes to shopping for electricals by retailers used
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- Figure 94: Germany: Attitudes to shopping for electricals, Amazon and MediaMarkt, January 2019
- Appendix: Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
Italy
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- Overview
- What you need to know
- Areas covered in this report
- Executive summary
- The market
- Consumer spending
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- Figure 95: Italy: Consumer spending on electrical items (incl. VAT), 2014-18
- Sector size and forecast
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- Figure 96: Italy: Household goods specialists’ sales, excl VAT, 2014-18
- Channels of distribution
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- Figure 97: Italy: estimated distribution of spending on electrical/electronic goods by channel, 2018
- Companies and brands
- Key metrics
- Market shares
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- Figure 98: Italy: Leading electrical retailers’ shares of spending on electricals, 2018
- Online
- The consumer
- What they buy
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- Figure 99: Italy: electrical products purchased in the last 12 months, January 2019
- How they shop
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- Figure 100: Italy: how they shop for electricals, in-store and online, January 2019
- Where they shop
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- Figure 101: Italy: where they shop for electricals, January 2019
- Attitudes to shopping for electricals
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- Figure 102: Italy: attitudes to shopping for electrical/electronic goods, January 2019
- What we think
- Issues and insights
- What are the opportunities for store-based retailers?
- The facts
- The implications
- Is online retailing of electricals finally taking off in Italy?
- The facts
- The implications
- The market - What you need to know
- Electrical spending growth outstrips the market
- Specialist retailers likely to have lost share
- Prices of most electrical goods are falling
- Specialists still account for the majority of spending on electricals
- Consumer spending
- Economy weakening
- Electrical spending growth outstrips the market
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- Figure 103: Italy: Consumer spending on electrical items (incl. VAT), 2014-18
- Sector size and forecast
- Specialist retailers likely to have lost share
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- Figure 104: Italy: Household goods specialists, sales, excl VAT, 2014-18
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- Figure 105: Italy: Household goods specialists, forecast sales, excl VAT, 2019-23
- Inflation
- Prices of most electrical goods are falling
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- Figure 106: Italy: Consumer prices, Annual % change, 2014-18
- Figure 107: Italy: Consumer price inflation on electrical items, annual % change, July 2017-December 2018
- Channels of distribution
- Specialists claim the majority of spending on electricals
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- Figure 108: Italy: estimated distribution of spending on electrical/electronic goods by channel, 2018
- Companies and brands – What you need to know
- Expert/Unieuro is market leader
- Unieuro on strong growth trajectory
- Media World struggles to keep pace
- Amazon growth outstrips Unieuro
- Unieuro overtakes Media World to become biggest chain
- Electricals one of the most well-developed sectors of online retailing
- Leading players
- Expert/Unieuro is market leader
- Unieuro on strong growth trajectory
- Media World struggles to keep pace
- Euronics, Trony and Comet
- Amazon growth outstrips Unieuro
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- Figure 109: Italy: Leading electrical retailers, sales, 2014-18
- Figure 110: Italy: Leading electrical retailers, outlet numbers, 2014-18
- Figure 111: Italy: Leading electrical retailers, sales per outlet, 2014-18
- Market shares
- Unieuro overtakes Media World to become biggest chain
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- Figure 112: Italy: Leading electrical retailers’ shares of spending on electricals, 2015-18
- Online
- Technology ownership
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- Figure 113: Italy: personal ownership of smartphones by gender and age, Q4 2018
- Figure 114: Italy: Household technology ownership, Q4 2018
- Online activity
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- Figure 115: Italy: online purchasing in the past 12 months compared to other major European economies, 2014-18
- Shopping online
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- Figure 116: Italy: Proportion of people buying electrical items online in the last 12 months, 2009-18
- Online sales
- Leading online players
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- Figure 117: Italy: Estimated sales of electricals online by leading retailers, 2015-18
- The consumer – What you need to know
- Mobile phones most popular purchase
- Trend towards online slowing?
- Amazon is the most popular place to buy electricals
- Consumers no longer expect to pay full price and Amazon is their online default
- What they buy
- Mobile phones most popular purchase
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- Figure 118: Italy: electrical products purchased in the last 12 months, January 2019
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- Figure 119: Italy: electrical products purchased in the last 12 months, by gender, January 2019
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- Figure 120: Italy: electrical products purchased in the last 12 months, by age, January 2019
- How they shop – Online and in-store
- Trend towards online slowing?
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- Figure 121: Italy: how they shop for electricals, in-store and online, January 2019
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- Figure 122: Italy: how they shop for electricals, in-store and online, by gender and age, January 2019
- Where they shop
- Amazon is the most popular place to buy electricals
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- Figure 123: Italy: where they shop for electricals, January 2019
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- Figure 124: Italy: where they shop for electricals, by age, January 2019
- Channels used by retailers bought from
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- Figure 125: Italy: where they shop for electricals, by how they shop, January 2019
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- Figure 126: Italy: where they shop for electricals (leading specialists only), by how they shop, January 2019
- Attitudes to shopping for electricals
- Consumers no longer expect to pay full price and Amazon is their online default
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- Figure 127: Italy: attitudes to shopping for electrical/electronic goods, January 2019
- Attitudes to shopping for electrical products by how they shop
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- Figure 128: Italy: attitudes to shopping for electrical/electronic goods, by how they shop, January 2019
- Attitudes by retailers used
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- Figure 129: Italy: attitudes to shopping for electrical/electronic goods, by where they shop (Specialists), January 2019
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- Figure 130: Italy: attitudes to buying electrical/electronic goods, by where they shop (online non-Specialists), January 2019
- Appendix: Data sources, abbreviations and supporting Information
- Abbreviations
- Data sources
Spain
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- Overview
- What you need to know
- Areas covered in this report
- Executive summary
- The market
- Consumer spending
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- Figure 131: Spain: Consumer spending on electrical items (incl. VAT), 2014-18
- Sector size and forecast
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- Figure 132: Spain: IT and telecoms equipment specialists’ sales, excl VAT, 2013-18
- Channels of distribution
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- Figure 133: Spain: estimated distribution of spending on electrical goods by channel, 2018
- Companies and brands
- Leading players
- Market shares
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- Figure 134: Spain: Leading electrical retailers’ shares of spending on electricals, 2018
- Online
- The consumer
- What they buy
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- Figure 135: Spain: electrical products bought in the last 12 months, January 2019
- How they shop
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- Figure 136: Spain: usage of stores vs online when buying electrical/electronic products, January 2019
- Where they shop
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- Figure 137: Spain: where they shop for electricals, January 2019
- Attitudes to shopping for electrical goods
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- Figure 138: Spain: attitudes to shopping for electrical/electronic goods, January 2019
- What we think
- Issues and insights
- Retailers need to give consumers a reason to shop in-store
- The facts
- The implications
- Value-added goods and services to boost revenues
- The facts
- The implications
- The market - What you need to know
- Reasonable economic growth but consumers still cautious
- Sector specialists’ sales are contracting
- Specialists still losing share
- Consumer spending
- Economic growth slowing
- Electricals spending has also slowed
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- Figure 139: Spain: Consumer spending on electrical items (incl. VAT), 2014-18
- Sector size and forecast
- Sector specialists’ sales are contracting
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- Figure 140: Spain: IT and telecoms specialists, sales excl VAT, 2013-18
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- Figure 141: Spain: IT and telecoms specialists, forecast sales excl VAT, 2019-23
- Inflation
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- Figure 142: Spain: Consumer prices, annual % change, 2014-18
- Figure 143: Spain: Consumer price inflation on electrical items (HICP*), annual % change, July 2017-December 2018
- Channels of distribution
- Specialists still losing share
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- Figure 144: Spain: estimated distribution of spending on electrical goods by channel, 2018
- Companies and brands – What you need to know
- MediaMarkt clear market leader but growth slows
- Fnac growth slows too
- Worten continues to grow
- Market becomes less concentrated
- Electricals one of the most developed online markets in Spain
- Leading players
- MediaMarkt clear market leader but growth slows
- Fnac growth slows too
- Worten continues to grow
- Amazon dominates online space
- Sinersis is leading buying group
- Orange leads the phone retailers
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- Figure 145: Spain: Leading electrical retailers, Sales, 2014-18
- Figure 146: Spain: Leading electrical retailers, Outlet numbers, 2014-18
- Figure 147: Spain: Leading electrical retailers, Sales per outlet, 2014-18
- Market shares
- Market becomes less concentrated
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- Figure 148: Spain: Leading electrical retailers’ shares of spending on electricals items, 2014-18
- Online
- Technology ownership
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- Figure 149: Spain: personal ownership of smartphones, by gender and age, Q4 2018
- Figure 150: Spain: Household technology ownership, Q4 2018
- Online activity
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- Figure 151: Spain: online purchasing in the past 12 months compared to other major European economies, 2014-18
- Shopping online
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- Figure 152: Spain: Proportion of people buying electrical items online in the last 12 months, 2009-18
- Online sales
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- Figure 153: Spain: estimated online sales by product category, 2017
- Leading online players
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- Figure 154: Spain: Estimated sales of electricals online by leading retailers, 2015-18
- The consumer – What you need to know
- More than eight in ten Spaniards bought electrical goods in the past year
- Stores still most popular point of purchase but online catching up
- MediaMarkt leads market and is largely responsible for strength of specialist sector
- Retailers need to develop a more customer-focused in-store experience
- What they buy
- 83% bought electrical goods in the past year
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- Figure 155: Spain: electrical products purchased in the last 12 months, January 2019
- Men are the main buyers of electrical goods
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- Figure 156: Spain: electrical products purchased in the last 12 months, by gender, January 2019
- Phone and computer buying peaks among younger age groups
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- Figure 157: Spain: electrical products purchased in the last 12 months, by age, January 2019
- How they shop – Online and in-store
- Stores still most popular point of purchase
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- Figure 158: Spain: Channels used to buy electrical goods in the last 12 months, January 2019
- Men and younger buyers favour online, women and older buyers in-store
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- Figure 159: Spain: usage of stores vs online when buying electrical/electronic products, by gender and age, January 2019
- Where they shop
- MediaMarkt leads market and largely responsible for strength of specialist sector
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- Figure 160: Spain: where they shop for electricals, January 2019
- MediaMarkt appeal peaks among younger buyers
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- Figure 161: Spain: where they shop for electricals, by age, January 2019
- How they shop by retailer used
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- Figure 162: Spain: where they shop for electricals, by channel used, January 2019
- MediaMarkt more reliant on in-store only buyers than rivals
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- Figure 163: Spain: where they shop for electricals (leading specialists only), by channel used, January 2019
- Attitudes to shopping for electricals
- Retailers need to develop a more customer-focused in-store experience
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- Figure 164: Spain: attitudes to shopping for electrical/electronic goods, January 2019
- Attitudes to shopping for electricals by channel used
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- Figure 165: Spain: Attitudes to buying electrical/electronic goods, by channel used, January 2019
- Attitudes to shopping by retailer used
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- Figure 166: Spain: Attitudes to buying electrical/electronic goods, by where they shop (Specialists), January 2019
- Amazon’s excellence leaves few opportunities for rivals
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- Figure 167: Spain: Attitudes to buying electrical/electronic goods, by where they shop (online-only non-specialists), January 2019
- Appendix: Data sources, abbreviations and supporting Information
- Abbreviations
- Data sources
UK
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- Overview
- What you need to know
- Products covered in this Report
- Executive Summary
- The market
- Spending grows strongly driven by household appliances
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- Figure 168: Consumer spending on all electrical products: market size and forecast (including VAT), 2013-23
- Real incomes grow but uncertainty remains
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- Figure 169: Real wage growth: wages growth vs inflation, January 2014-December 2018
- Specialists have continued to see their share of spending fall
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- Figure 170: Electrical goods specialists sector sales (including VAT), 2013-18
- Online-only retailers the main benefactors to specialists’ troubles
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- Figure 171: Estimated distribution of spending on electrical goods, 2017 and 2018
- Leading retailers
- Dixons Carphone the market leader, but Amazon is gaining share
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- Figure 172: Estimated market shares of the leading specialist and non-specialist retailers of electrical goods, 2018
- Over half of spending comes online, and the share continues to grow
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- Figure 173: Estimated online share of all consumer spending on electrical goods, 2014-18
- Amazon brand scores high on trust
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- Figure 174: Attitudes towards and usage of selected brands, December 2018
- The consumer
- Three quarters purchased electricals in the past year
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- Figure 175: Types of electrical products purchased in the past 12 months, November 2018
- More purchased electricals online in the last year than in-store
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- Figure 176: How consumers purchased electrical goods, November 2016-18
- Most online purchases still come through desktops
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- Figure 177: How consumers purchased electrical goods online, November 2018
- Specialists just edge out online-only retailers overall, but Amazon is most popular
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- Figure 178: Retailers used to purchase electrical goods in the last 12 months, November 2018
- Satisfaction levels are high, but there are concerns for store-based players
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- Figure 179: Satisfaction with the retailer last used to purchase electrical goods, November 2018
- In-store service still key despite the shift to online
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- Figure 180: Attitudes towards in-store service at electrical retailers, November 2018
- Electricals most purchased category during Black Friday 2018
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- Figure 181: Products purchased during Black Friday 2018, December 2018
- What we think
- Issues and Insights
- Does Alex Baldock’s future for Dixons stack up?
- The facts
- The implications
- Is there a ceiling for online penetration in the market?
- The facts
- The implications
- The Market – What You Need to Know
- Real incomes grow but uncertainty remains
- Spending grows strongly driven by household appliances
- Specialists have continued to see their share of spending fall
- Online-only retailers the main benefactors to specialists’ troubles
- Market Drivers
- Collapsing specialist computer and telecoms retail sales value growth
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- Figure 182: Annual % change in all retail sales, electrical household appliance specialists and computers & telecoms equipment specialists, non-seasonally adjusted value series, January 2017-December 2018
- Electrical household appliances retail sales volume holding steady
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- Figure 183: Annual % change in all retail sales, electrical household appliance specialists and computers & telecoms equipment specialists, non-seasonally adjusted volume series, January 2017-December 2018
- Headline inflation at its lowest level in two years, but electrical prices remain volatile
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- Figure 184: Price inflation: annual rate of change in core electrical categories, by month, 2018
- Household appliances prices up 5.5% in 2018
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- Figure 185: Price inflation: annual rate of change in core electrical categories, 2012-18
- Pay growth outstripping inflation
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- Figure 186: Real wage growth: wages growth vs inflation, January 2016-January 2019
- Willingness from consumers to take on retail credit
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- Figure 187: Value of retail store and online credit, 2012-17
- Economic uncertainty impacting the property market
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- Figure 188: Number of property residential transactions with a value of over £40,000 completed in the UK, July 2017-December 2018
- Property transactions at their lowest level for five years
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- Figure 189: Number of property residential transactions with a value of over £40,000 completed in the UK, 2006-18
- Own outright and private renting both rising
-
- Figure 190: UK households, by tenure, 2012-17
- Market Size and Forecast
- Consumer spending on electricals continues to grow in double digits
-
- Figure 191: Consumer spending on all electrical products: market size and forecast (including VAT), 2013-23
- Figure 192: Consumer spending on all electrical products: market size and forecast (including VAT), in current and constant prices, 2013-23
- Segment forecasts
-
- Figure 193: Core electrical goods segments as a percentage of the total market, 2013-18
- Household appliances
-
- Figure 194: Household appliances: segment size and forecast (including VAT), 2013-23
- Figure 195: Household appliances: segment size and forecast (including VAT), in current and constant prices, 2013-23
- Computing and telecoms
-
- Figure 196: Computing and telecoms goods: segment size and forecast (including VAT), 2013-23
-
- Figure 197: Computing and telecoms goods: segment size and forecast (including VAT), in current and constant prices, 2013-23
- Audio-visual and photographic goods
-
- Figure 198: Audio-visual and photographic goods: segment size and forecast (including VAT), 2013-23
-
- Figure 199: Audio-visual and photographic goods: segment size and forecast (including VAT), in current and constant prices, 2013-23
- Personal care appliances
-
- Figure 200: Personal care appliances: segment size and forecast (including VAT), 2013-23
- Figure 201: Personal care appliances: segment size and forecast (including VAT), in current and constant prices, 2013-23
- Forecast methodology
- Specialist Sector Size
- Specialist share of spending continues to slide
-
- Figure 202: Electrical goods specialists sector sales (including VAT), 2013-18
-
- Figure 203: Electrical goods specialist sector sales (including and excluding VAT), 2014-19
- Sales peak around Black Friday
-
- Figure 204: Average weekly retail sales in the electrical household appliance specialists and computers and telecommunications specialists categories, October 2017-December 2018
- Specialist sector much reduced over the past decade, but still alive
-
- Figure 205: Electrical specialists enterprise numbers, 2008-17
-
- Figure 206: Number of retail outlets, 2013-18
- Channels of Distribution
- Online-only retailers continue to grow their share of the market
-
- Figure 207: Estimated distribution of spending on electrical goods, 2017 and 2018
- The Consumer – What You Need to Know
- Three quarters purchased electricals in the past year
- More purchased electricals online in the last year than in-store
- Most online purchases still come through desktops
- Specialist edge out online-only retailers overall, but Amazon is most popular
- Satisfaction levels are high, but there are concerns for store-based players
- In-store service still key despite the shift to online
- Electricals most purchased category during Black Friday 2018
- Electricals Purchased
-
- Figure 208: Types of electrical products purchased in the past 12 months, November 2018
- Changes in purchasing
-
- Figure 209: Types of electrical products purchased in the past 12 months, November 2016-18
- Repertoire of products purchased in the last year
-
- Figure 210: Repertoire of products purchased in the past 12 months, November 2018
- Online vs In-store Purchasing
- Online the dominant channel in the purchase of electricals...
-
- Figure 211: How consumers purchased electrical goods, November 2018
- ….and this is a trend that is only increasing
-
- Figure 212: How consumers purchased electrical goods, November 2016-18
- Opportunity for physical retailers to better engage with younger consumers
-
- Figure 213: How consumers purchased electrical goods, by age, November 2018
- How They Purchase Electricals Online
- Most online purchases still come through laptops/desktops…
-
- Figure 214: How consumers purchased electrical goods online, November 2018
- Younger consumers far more comfortable purchasing electricals via mobile
-
- Figure 215: How consumers purchased electrical goods online, November 2018
- Most mobile purchases come through websites
-
- Figure 216: How electrical buyers shopped via mobile devices in the last 12 months, November 2018
- Retailers Used
- Specialists remain the most popular destination overall to buy electricals
-
- Figure 217: Types of retailers used to purchase electrical goods in-store/online in the last 12 months, November 2018
- However it is Amazon that comes out on top
-
- Figure 218: Retailers used to purchase electrical goods in the last 12 months, November 2018
- As a group, Dixons Carphone speaks to a wide audience
-
- Figure 219: Average age and socio-economic group of leading electrical retailer’s customer bases, November 2018
- Currys dominates physical whilst Amazon leads digital
-
- Figure 220: Retailers used to purchase electrical goods in-store in the last 12 months, November 2018
-
- Figure 221: Retailers used to purchase electrical goods online in the last 12 months, November 2018
- Most shop with a single retailer, irrespective of channel
-
- Figure 222: Repertoire of retailers used to purchase electrical goods in the past year, by in-store and online, November 2018
- Satisfaction with the Retail Experience
- 95% of buyers at least satisfied with their last shopping experience
-
- Figure 223: Satisfaction with the retailer last used to purchase electrical goods, November 2018
- Concerns exist around key store USPs
-
- Figure 224: Key drivers of overall satisfaction with the retailer used to make the last purchase of electrical/electronic products, November 2018
- Figure 225: Overall satisfaction with the retailer used to make the last purchase of electrical/electronic products – Key driver output, November 2018
- Satisfaction levels in general high among the leading players…
-
- Figure 226: Overall satisfaction with the retailer last used to purchase electrical goods, by leading retailer, November 2018
- Currys performs well in terms of service interaction, but lags on delivery
-
- Figure 227: Satisfaction levels with aspects of the electrical buying process, by leading retailer, November 2018
- Methodology
- The Impact of Online, Promotions and Service on the Sector
- In-store service still crucial despite the shift towards online
-
- Figure 228: Attitudes towards in-store service at electrical retailers, November 2018
- Younger consumers far more likely to learn about new products via social
-
- Figure 229: ‘Yes’ responses to attitudes towards in-store service at electrical retailers, by age, November 2018
- Credit could encourage some to upgrade
-
- Figure 230: Attitudes towards promotions, guarantees and credit, November 2018
- Higher earning households more swayed by guarantees and BNPL
-
- Figure 231: Attitudes towards promotions, guarantees and credit, by household income, November 2018
- Black Friday 2018
- Two in five purchased items during Black Friday 2018
-
- Figure 232: Methods of purchasing items during Black Friday 2018, December 2018
- Purchasing on Black Friday skews younger
-
- Figure 233: Methods of purchasing items during Black Friday 2018, by age, December 2018
- Electricals most popular overall for purchases
-
- Figure 234: Products purchased during Black Friday 2018, December 2018
-
- Figure 235: Electrical products purchased during Black Friday 2018, by age, December 2018
- Amazon the dominant player during the event
-
- Figure 236: Retailers shopped with in-store/online during Black Friday 2018, December 2018
- Christmas purchasing key during Black Friday
-
- Figure 237: Behaviours of Black Friday shoppers, December 2018
- Leading Retailers – What You Need to Know
- Dixons Carphone sales slow…
- …whilst Maplin fails
- Amazon continues to grow its electricals sales
- Amazon the only leading player adding share
- Over half of spending comes online, and the share continues to grow
- Amazon brand scores high on trust
- Leading Specialists
- Dixons Carphone continues to put on growth despite a tough mobiles market
-
- Figure 238: Leading specialist retailers of electrical goods: total net revenues; 2014/15-2018/19
-
- Figure 239: Leading specialists, CAGR of net revenues, 2014/15-2017/18
- Dixons Carphone continues to consolidate its stores following merger
-
- Figure 240: Leading retailers of electrical goods, outlet numbers, 2014/15-2018/19
-
- Figure 241: Leading specialist retailers of electrical goods, annual sales per outlet, 2014/15-2018/19
- Pressure on the specialist sector has squeezed margins across the board
-
- Figure 242: Leading specialist retailers of electrical goods, operating profits, 2014/15-2017/18
- Figure 243: Leading specialist retailers of electrical goods, operating margins, 2014/15-2017/18
- Sales areas and sales densities
-
- Figure 244: Leading specialist retailers of electrical goods, estimated sales area, 2014/15-2017/18
- Figure 245: Leading specialist retailers of electrical goods, sales per square metre, 2014/15-2017/18
- Leading Non-specialists
- Amazon the leading non-specialist
-
- Figure 246: Leading non-specialists retailers’ estimated sales of electronic goods (excluding VAT), 2014-18
-
- Figure 247: Leading non-specialist retailers, CAGR in estimated electrical goods sales, 2014-18
-
- Figure 248: Estimated Amazon and eBay total GTV/GMV electrical sales, 2015-18
- Consolidation of Argos stores impacting sales
-
- Figure 249: Leading non-specialist retailers of electrical goods, outlet numbers, 2014-18
- Market Share
- Dixons Carphone the market leader, but Amazon is gaining share
-
- Figure 250: Estimated market shares of the leading specialist and non-specialist retailers of electrical goods, 2018
- Figure 251: Estimated market shares of the leading specialist and non-specialist retailers of electrical goods, 2016-18
- Mobile Phone Specialists
- The market
- Mobile network connections
-
- Figure 252: Value of mobile network connections, 2013-18
-
- Figure 253: Phone payment types, October 2018
- EE the single largest network
-
- Figure 254: Mobile network service providers, October 2018
- Network providers – Key retail metrics
-
- Figure 255: Estimated store numbers of the big four network providers, 2017
-
- Figure 256: Leading network providers: Financials, 2015-17
- Carphone Warehouse
-
- Figure 257: Dixons Carphone interim 18/19 financial results, by trading segment, October 2018
-
- Figure 258: Carphone Warehouse: Key Metrics, 2014-19
- Online
- Electricals the only category that over half comes through online
-
- Figure 259: Estimated online sales of electrical goods (Including VAT), 2014-18
-
- Figure 260: How consumers purchased electrical goods, November 2018
- Amazon the dominant player online
-
- Figure 261: Leading online retailers’ estimated share of online spending on electrical goods, 2018
- Space Allocation Summary
-
- Figure 262: Leading electricals retailers, summary space allocation estimates, January 2019
- Detailed space allocation
-
- Figure 263: Leading electricals retailers, detailed space allocation estimates, January 2019
- Electrical departments in non-specialists
-
- Figure 264: Non-specialists: estimated electricals space as a percentage of total floor space, January 2019
- Retail Product Mix
- Space allocation
-
- Figure 265: UK electricals retailers, space allocation, 2018
- Figure 266: Leading electricals retailers, electrical space, 2017/18
- Sales density
-
- Figure 267: Leading electricals retailers, estimated sales densities by broad product area, 2017/18
- Sales by broad product category
-
- Figure 268: Leading electricals retailers, estimated sales by broad product area, 2017/18
- Market shares
-
- Figure 269: Leading electrical retailers, estimated market share by broad product area, 2017/18
- Launch Activity and Innovation
- Speeding up the checkout process
- ‘See before you buy’
-
- Figure 270: Currys PC World Point and Place at the Mintel Offices, February 2019
- Same-day electricals home delivery service
- Jessops new store format aimed at the selfie generation
- Advertising and Marketing Activity
- Total advertising spend down 3.5% year-on-year in 2018
-
- Figure 271: Recorded above-the-line, online display and direct mail total advertising expenditure by UK retail advertisers of electrical products, 2014-18
- DSG Retail by far and away the sector’s biggest advertising spender
-
- Figure 272: Leading UK retail advertisers of electrical products: recorded above-the-line, online display and direct mail total advertising expenditure, 2014-18
- TV attracts the biggest chunk of total sector advertising spend
-
- Figure 273: Recorded above-the-line, online display and direct mail total advertising expenditure by UK retail advertisers of electrical products, by media type, 2014-18
- Campaign highlights
- Carphone Warehouse Mowbli campaign reboot
- Currys PC World multi-million-pound ‘Get Your TV For Free’ advertising campaign
- Currys PC World ‘The magic of Christmas, upgraded’ advert
- Leading advertisers in 2018 by media type
-
- Figure 274: Leading UK retail advertisers of electrical products: recorded above-the-line, online display and direct mail total advertising expenditure, by media type, 2018
- Nielsen Ad Intel coverage
- Brand Research
- What you need to know
- Brand map
-
- Figure 275: Attitudes towards and usage of selected brands, December 2018
- Key brand metrics
-
- Figure 276: Key metrics for selected brands, December 2018
- Brand attitudes: Amazon and AO.com provide the best online experience
-
- Figure 277: Attitudes, by brand, December 2018
- Brand personality: multichannel brand Argos very accessible
-
- Figure 278: Brand personality – Macro image, December 2018
- John Lewis style over substance
-
- Figure 279: Brand personality – Micro image, December 2018
- Brand analysis
- Amazon: a brand at the top of its game
-
- Figure 280: User profile of Amazon, December 2018
- AO.com: lower brand awareness and usage compared to rivals, but highly recommended by those that use it
-
- Figure 281: User profile of ao.com, December 2018
- Argos: universal brand awareness, but uninspiring and lacks cutting edge
-
- Figure 282: User profile of Argos, December 2018
- Apple Store: innovative, exclusive and expensive
-
- Figure 283: User profile of Apple Store, December 2018
- John Lewis: stylish and pricey
-
- Figure 284: User profile of John Lewis, December 2018
- Currys PC World: accessible and trustworthy, but lacks innovativeness
-
- Figure 285: User profile of Currys PC World, December 2018
- Carphone Warehouse: enjoys strong brand awareness, but ranks lowest in key attitudinal criteria
-
- Figure 286: User profile of Carphone Warehouse, December 2018
- Appendix – Data Sources, Abbreviations and Supporting Information
- Data sources
- Financial definitions
- Sales per store, sales per square metre
- Exchange rates
- Abbreviations
- Consumer research methodology
- Brand research
- Appendix – Key Driver Analysis
-
- Figure 287: Overall satisfaction with the retailer used to make the last purchase of electrical/electronic products – Key driver output, November 2018
-
- Figure 288: Satisfaction with the retailer used to make the last purchase of electrical/electronic products, November 2018
- Appendix – Market Size and Forecast
- Forecast methodology
- Market size definitions
- Specialist sector size
Amazon International
-
- What we think
- Prime
- Marketplace
- And what does that mean for electricals?
- Where next?
- Company background
- Company performance
-
- Figure 289: Amazon: Sales by activity, 2018
- Mintel estimates
- GTV vs Consolidated vs Direct sales
- Recent performance
-
- Figure 290: Amazon Group: Group financial performance, 2014-18
-
- Figure 291: Amazon International: Estimated retail sales performance, 2015-18
- Sales of electrical goods
-
- Figure 292: Amazon Europe: estimated sales of electrical products, 2018
- Retail offering
- Consumer profile
- Product mix
-
- Figure 293: Amazon UK: Estimated sales by product, 2017
- Marketing
AO World
-
- What we think
- New products in audio-visual and computing categories driving sales
- Scaling up existing proposition with complementary services
- New brand campaign delivering encouraging brand awareness metrics
- Developing B2B offering
- Exploring third-party logistics opportunities
- Company background
- Company performance
-
- Figure 294: AO World Plc: Group financial performance, 2013/14-2017/18
- Retail offering
Apple Retail (Europe)
-
- What we think
- iPhone remains crucial to Apple’s performance
- Growth in new products fast but still too small
- Creating reasons to visit stores through experiences and architecture
- Company background
- Company performance
-
- Figure 295: Apple Retail (Europe): group financial performance, 2013/14-2017/18
- Figure 296: Apple Retail (Europe): outlet data, 2013/14-2018/19
-
- Figure 297: Apple Retail UK and Apple Retail Germany: outlet data, 2014-18
- Retail offering
Argos
-
- What we think
- ‘Voice shopping’ service via the Google Assistant platform
- ‘See before you buy’ tool to make TV buying easier
- Pay@Browse speeding up the checkout process
- Experimenting with pop-up shops
- Company background
- Company performance
-
- Figure 298: Argos: Group financial performance, 2013/14-2017/18
-
- Figure 299: Argos: outlet data, 2013/14-2017/18
- Retail offering
Ceconomy
-
- What we think
- Trouble at the top as CEO departs
- Hits pause button on Fnac Darty tie-up for now
- Services prove lucrative ground for development
- Moving towards frictionless payment in stores
- Company background
- Company performance
-
- Figure 300: Ceconomy: Group financial performance, 2013/14-2017/18
- Figure 301: Ceconomy: Outlet data, 2013/14-2017/18
- Retail offering
Conrad Electronic
-
- What we think
- Refocusing stores on experience and learning
- Making physical retail more convenient
- Managing the overlap between trade and consumer
- Company background
- Company performance
-
- Figure 302: Conrad Electronic (Germany): Group financial performance, 2013-18
-
- Figure 303: Conrad Electronic (Germany): Outlet data, 2013-18
- Retail offering
Dixons Carphone (Europe)
-
- What we think
- Shifting mobile phone strategy in line with consumer demands
- New conveniently located phone store proposition
- Making in-store electricals shopping more exciting
- Digitalising stores to improve ease of shopping
- Augmented reality shopping to assist decision making
- In-store digital labelling in the Nordics
- Investment in online
- Express home delivery
- Tackling the problem of e-waste
- Company background
- Company performance
-
- Figure 304: Dixons Carphone: Group financial performance, 2013/14-2017/18
-
- Figure 305: Dixons Carphone: group sales performance, by new reporting segments, 2016/17-2017/18
- Figure 306: Dixons Carphone: Outlet data, 2013/14-2017/18
- Retail offering
E-Square
-
- Company background
- Key figures
- Members
-
- Figure 307: E-Square: membership, 2019
Euronics International
-
- What we think
- Multichannel strategy compromised by group structure
- Rethinking the digital sales channel
- Reinventing physical points of sale
- Company background
- Company performance
-
- Figure 308: Euronics International: estimated group financial performance, 2013-17
- Figure 309: Euronics International: estimated outlet data, 2013-17
- Retail offering
Expert Europe
-
- What we think
- The problems of operating a voluntary group
- Online weak
- Free recycling of old appliances bolsters green credentials
- Company background
- Company performance
-
- Figure 310: Expert Europe: Estimated group financial performance, 2014-18
- Figure 311: Expert Europe: Estimated outlet data, 2014-18
- Retail offering
Fnac Darty
-
- What we think
- Taking charge of the product lifecycle
- Benefits of merger close to being realised, but what next?
- Retail Alliance put on hold for now
- Company background
- Company performance
-
- Figure 312: Fnac Darty : Group financial performance, 2015-18
-
- Figure 313: Fnac Darty : Outlet data, 2015-18
- Retail offering
HTM Group
-
- What we think
- Pursuing expansion on all fronts
- Makes about turn on franchising
- Online also benefits from partnerships
- Dangers of fixed expansion targets
- Company background
- Company performance
-
- Figure 314: HTM Group: Group sales performance, 2014-18
- Figure 315: HTM Group: Outlet data, 2014-18
- Retail offering
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