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Electrical Goods Retailing - Germany - February 2014

INTRODUCTION – EUROPE
Looking at a fragmented market
Consumer questions
Scope and coverage
Definitions
Financial definitions
Currencies
Sales per store, sales per sq m
VAT rates
Abbreviations
Country codes
EXECUTIVE SUMMARY
The market
The specialists sector
Leading specialist retailers
Online
The consumer: Where they shop
The consumer: What’s important
What we think
SPENDING, INFLATION AND UNIT SALES
Key points
Spending sees only modest growth
Figure 1: Germany: Consumer spending on electrical goods (incl. VAT), 2013
Figure 2: Germany: Consumer spending (incl. VAT), 2008-13
Inflation (and deflation)
Figure 3: Germany: Harmonised indices of consumer prices: Annual % change, January-December 2013
Unit volumes
Figure 4: Germany: Unit volume sales of selected major electrical goods categories, 2012-14
Figure 5: Germany: Definitions for unit volume market data
CHANNELS OF DISTRIBUTION
Figure 6: Germany: Estimated distribution of spending on electrical goods, 2012 and 2013
SECTOR SIZE AND FORECAST
Key points
Specialists lost out in 2013
Figure 7: Germany: Retail sales (excl. VAT), 2008-13
Figure 8: Germany: Retail sales forecasts (excl. VAT), 2014-18
Enterprise, outlet and employee numbers
Figure 9: Germany: Number of retail enterprises, 2008-11
Figure 10: Germany: Number of retail outlets, 2008-11
Figure 11: Germany: Number employed in retail, 2008-11
THE LEADING SPECIALISTS: FINANCIALS AND OUTLETS
Key points
Media-Saturn performs strongly
Figure 12: Germany: Leading electrical goods specialists’ net revenues (ranked by 2012 revenues), 2011-13
Figure 13: Germany: Leading electrical goods specialists’ outlet numbers, 2011-13
Figure 14: Germany: Leading electrical goods specialists’ annual sales per outlet, 2011-13
LEADING SPECIALISTS: MARKET SHARES
Figure 15: Germany: Leading electrical goods specialists’ shares of consumer spending on electrical goods, 2011-13
ONLINE
Key points
Market size: Germany among Europe’s leaders
Leading online retailers: Amazon maintains strong lead
Figure 16: Major internet retailers’ sales of electrical goods online (excl vat), 2013
The consumer online
Figure 17: Germany: Percentage of all individuals having purchased electricals online in the past 12 months, selected categories, 2009-13
Figure 18: Germany: The consumer: Retailers from which electrical goods were purchased online in the past 12 months, leading options, January 2014
THE CONSUMER: WHERE THEY SHOP
Key points
What we asked
Media-Saturn retains strong lead over Amazon
Figure 19: Germany: The consumer: Stores from which electrical goods were purchased in the past 12 months, whether in-store or online, January 2014
In-store/online split: Media-Saturn narrowing the gap with Amazon
Figure 20: Germany: The consumer: Stores from which electrical goods were purchased in the past 12 months, by in-store or online, January 2014
Average age and affluence
Figure 21: Germany: The consumer: Stores from which electrical goods were purchased in the past 12 months, by average age and affluence of respondent, January 2014
By type of retailer: Specialists retain dominance, even online
Figure 22: Germany: The consumer: Types of stores from which electrical goods were purchased in the past 12 months, whether in-store or online, January 2014
Figure 23: Germany: The consumer: Types of stores from which electrical goods were purchased in the past 12 months, by in-store or online, January 2014
THE CONSUMER: WHAT’S IMPORTANT
Key points
What we asked
Ease, price, brands prove most important
Figure 24: Germany: The consumer: Most important factors in choosing the retailer for electrical goods, January 2014
By average age and affluence
Figure 25: Germany: The consumer: Most important factors in choosing the retailer for electrical goods, by average age and affluence of respondent, January 2014
By level of importance
Figure 26: Germany: The consumer: Ranking of important factors in choosing the retailer for electrical goods, January 2014
AMAZON EUROPE
What we think
Ease of transaction, excellence of fulfilment
€8 billion electricals sales
A brand as well as a retailer
Popularity across Europe
Figure 27: The consumer: Percentage of respondents having bought electrical goods from Amazon in the past 12 months, November 2013
Company background
Company performance
Figure 28: Amazon Europe: Group sales performance, excl. sales tax, 2008-13
Retail offering
Figure 29: Number of products listed on Amazon.co.uk, by category, December 2013
Figure 30: Amazon.co.uk: Product mix, by number of SKUs, December 2013
CONRAD ELECTRONIC
What we think
Benefitting from the rise of online shopping
Acquisitions to strengthen synergies in marketing, sales and purchasing
Company background
Company performance
Figure 31: Conrad: Estimated group sales performance, excl. sales tax, 2009-13
Figure 32: Conrad: Outlet data, 2009-13
Retail offering
ELECTRONICPARTNER (EP)
What we think
A tough market for buying groups
Online a challenge
Acquiring new areas of business
Company background
Online
Company performance
Figure 33: ElectronicPartner: Group financial performance, 2008-13
Figure 34: ElectronicPartner Branded Affiliated store numbers, by country, 2013
Retail offering
E-SQUARE
What we think
Company background
Figure 35: E-Square: Members and websites, by country of operation, 2014
Figure 36: E-Square: Affiliated online stores, 2014
Company performance
Figure 37: E-Square: Members’ estimated retail sales, by country/region, 2011-13
Figure 38: E-Square: Members’ approximate store numbers, by country/region, 2011-13
Denmark
Finland
France
Germany
Greece
Italy
Portugal
Spain
UK
Ukraine
Retail offering
EURONICS INTERNATIONAL
What we think
Company background
Figure 39: Euronics: Members, countries and trading names, 2014
Company performance
Figure 40: Euronics International: Group sales performance (excl. VAT), 2009-13
Figure 41: Euronics International: Outlet data, 2009-13
Figure 42: Euronics International: Sales per outlet, 2009-13
Retail offering
EXPERT INTERNATIONAL (EUROPE)
What we think
A tough market place for all
Challenging conditions in some markets
Behaving more like a multiple
Company background
Online
Figure 43: Expert International, online shopping availability, 2014
Company performance
Figure 44: Expert: Estimated sales at retail (excl. sales tax), 2009-13
Figure 45: Expert: Outlet data, 2009-13
Expert Germany
Expert Italy
Expert Spain
Expert France
Expert Norway (Expert AS)
Expert Denmark
Expert Finland
Expert Sweden
Expert Greece
Expert Czech Republic
Expert Hungary
Retail offering
Store formats
MEDIA-SATURN
What we think
Online
Outside Germany
Ownership
Company background
Company performance
For the nine months to September 2013
The first quarter of 2013/14 was dull
Online sales
Profitability
Figure 46: Media Markt/Saturn: Group sales performance, 2008/09-2012/13
Figure 47: Media Markt/Saturn: Outlet data, 2008/09-2012/13
Retail offering
APPENDIX – BROADER MARKET ENVIRONMENT
Online
Figure 48: Europe: Percentage of households with a broadband internet connection, by country, 2009-13
Figure 49: Europe: Percentage of all individuals accessing the internet daily, 2009-13
Consumer confidence
Figure 50: Europe: Consumer confidence levels, February 2013-January 2014
Population
Figure 51: Europe: Population, total and by age group, 2010
Figure 52: Europe: Forecast population, total and by age group, 2015
Figure 53: Europe: Forecast population, total and by age group, 2020
Gross domestic product
Figure 54: Europe: Gross domestic product, at current prices, 2012
Figure 55: Europe: Real-terms year-on-year GDP growth, 2009-14
Consumer spending
Figure 56: Europe: Consumer spending, at current prices, 2012
Figure 57: Europe: Real-terms year-on-year growth in consumer spending, 2009-12
Inflation
Figure 58: Europe: Harmonised indices of consumer prices – Annual % change, all items, 2009-13
Figure 59: Europe: Harmonised indices of consumer prices – Annual % change, personal care products, 2009-13
Interest rates
Figure 60: Europe: Central bank interest rates, 2009-13
APPENDIX – THE CONSUMER – GERMANY
Figure 61: Most popular stores from where electrical goods were purchased – In-store/Online, by demographics, Germany, January 2014
Figure 62: Next most popular stores from where electrical goods were purchased – In-store/Online, by demographics, Germany, January 2014
Figure 63: Other stores from where electrical goods were purchased – In-store/Online, by demographics, Germany, January 2014
Figure 64: Least popular stores from where electrical goods were purchased – In-store/Online, by demographics, Germany, January 2014
Figure 65: Most popular stores from where electrical goods were purchased – In-store, by demographics, Germany, January 2014
Figure 66: Next most popular stores from where electrical goods were purchased – In-store, by demographics, Germany, January 2014
Figure 67: Other stores from where electrical goods were purchased – In-store, by demographics, Germany, January 2014
Figure 68: Most popular stores from where electrical goods were purchased – Online, by demographics, Germany, January 2014
Figure 69: Next most popular stores from where electrical goods were purchased – Online, by demographics, Germany, January 2014
Figure 70: Other stores from where electrical goods were purchased – Online, by demographics, Germany, January 2014
Figure 71: Least popular stores from where electrical goods were purchased – Online, by demographics, Germany, January 2014
Figure 72: Most popular most important factors in choosing the retailer for electrical goods, by demographics, Germany, January 2014
Figure 73: Next most popular most important factors in choosing the retailer for electrical goods, by demographics, Germany, January 2014
Figure 74: Most important factors in choosing the retailer for electrical goods, by most popular stores from where electrical goods were purchased – In-store/Online, Germany, January 2014
Figure 75: Most important factors in choosing the retailer for electrical goods, by next most popular stores from where electrical goods were purchased – In-store/Online, Germany, January 2014
Figure 76: Most important factors in choosing the retailer for electrical goods, by most popular stores from where electrical goods were purchased – In-store, Germany, January 2014
Figure 77: Most important factors in choosing the retailer for electrical goods, by next most popular stores from where electrical goods were purchased – In-store, Germany, January 2014
Figure 78: Most important factors in choosing the retailer for electrical goods, by stores from where electrical goods were purchased – Online, Germany, January 2014

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