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E-Commerce - UK - July 2013

“Coupled with the power of social media, mobile connectivity is giving consumers access to more information instantly than ever before. Viewed sociologically, m-commerce is changing behaviour.”

– John Mercer, European Retail Analyst

Some questions answered in this report include:

  • E-commerce, m-commerce, t-commerce: does it matter?
  • Is showrooming a problem?
  • How fragmented is e-commerce?
  • Who is winning online?
  • How can pureplays compete against Amazon?
  • Should pureplays be opening stores?

 

Online retail sales grew by a little over 15% in 2012, marking another year of strong but slowing growth. Online shopping is not only fast-growing; it is fast-changing too. Just as retailers were getting used to the cannibalisation of instore sales by the online channel, the boom in m-commerce (through smartphones) and t-commerce (via tablets) threatens further disruption.

As data in the consumer sections of this report shows, the move to shopping on mobile devices is already very substantial. And while it may be argued that mobile shopping is simply e-commerce through another device, in reality it is prompting upheavals in shopper behaviour and consumer enablement. Coupled with the power of social media, mobile devices have provided consumers with greater influence, choice and knowledge than ever before.

As ever, our report includes extensive consumer research. This year we asked consumers which channels they had used to shop from home; what products they had bought through home shopping; what devices were used to buy online from home; what they had bought via smartphones and tablets while outside the home; which retailers had been used for online shopping; and attitudes to online shopping. And our brand research includes correspondence analysis showing how consumers associate various attributes with major online retailers.

 

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Market definition
        • Financial definitions
          • VAT
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Online retail sales, 2008-18
                • Segmentation by retail sector
                  • Figure 2: Segmentation of online retail sales by retail sector, 2012
                • Online sales per capita, by sector
                  • Figure 3: Online retail sales per capita, by retail sector, 2011 and 2012
                • M-commerce
                  • Companies, brands and innovation
                    • Figure 4: Leading ten online retailers: shares of all online sales, 2012
                    • Figure 5: Online shopping brand personality – macro image, June 2013
                  • Innovations
                    • The consumer
                      • Shopping online from home
                        • Figure 6: The consumer: How they shopped from home in last 12 months, April 2013
                        • Figure 7: The consumer: Products bought online from home in the last 12 months, April 2013
                      • Shopping on the move via mobile devices
                          • Figure 8: The consumer: What they bought online via mobile devices while out and about in past 12 months, April 2013
                        • Where they shop online
                          • Figure 9: UK: The consumer: Where they shopped online in the past 12 months – any online, from home, and via mobile while out and about, April 2013
                        • Shopping habits and attitudes
                          • Figure 10: The consumer: Online shopping habits and attitudes, April 2013
                        • Online versus in-store
                          • Figure 11: The consumer: Agreement with attitudes towards online shopping, April 2013
                        • What we think
                        • Issues in the Market

                            • E-commerce, m-commerce, t-commerce: does it matter?
                              • Is showrooming a problem?
                                • How fragmented is e-commerce?
                                  • Who is winning online?
                                    • How can pureplays compete against Amazon?
                                      • Should pureplays be opening stores?
                                      • Trend Applications

                                          • Without a care
                                            • Greenfluencers
                                              • Mintel Futures: Access Anything, Anywhere
                                              • The Market Environment

                                                • Key points
                                                  • Broadband connections
                                                    • Figure 12: Percentage of all households having a broadband internet connection, total and by selected household type, 2012
                                                  • Shopping and selling by device
                                                    • Figure 13: The consumer: Percentage shopping or selling online in past three months, by device, April 2013
                                                    • Figure 14: The consumer: Percentage of tablet owners and smartphone owners shopping or selling online via tablets/smartphones in the past three months, April 2013
                                                  • Consumer confidence
                                                    • Figure 15: Consumer confidence levels, June 2012-May 2013
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Forecast
                                                        • Figure 16: UK: E-commerce sales, 2008-18
                                                        • Figure 17: UK E-commerce, detailed forecast data, 2013-18
                                                      • Market size and segmentation
                                                        • Figure 18: Online retail sales, 2007-12
                                                        • Figure 19: Online sales as % all retail sales by month, 2007-13 (April)
                                                      • A digression on downloads
                                                        • Books
                                                          • Music
                                                            • Video
                                                              • Games
                                                                • Download summary
                                                                  • Figure 20: Value of digital downloads, 2012
                                                                • Online segmentation
                                                                  • Figure 21: UK: Online sales by broad sector, 2007-12
                                                                  • Figure 22: UK: Online sales as % all retail sales by sector, 2007-2012
                                                                • Pure players vs store based retailers
                                                                  • Figure 23: Online sales by sector, 2012
                                                                • Home shopping 2012 vs 1992
                                                                  • Limits to pure player growth
                                                                    • Market size methodology
                                                                    • Leading Retailers’ Mobile Metrics

                                                                        • Figure 24: Leading online retailers’ stated mobile commerce measurables, 2012/13
                                                                    • Social Media

                                                                      • Key points
                                                                        • Social networks used
                                                                          • Figure 25: The consumer: Social networks used, March 2013
                                                                        • Attitudes towards brands and social networks
                                                                          • Figure 26: The consumer: Attitudes towards brands and companies on social networking sites, selected statements, March 2013
                                                                        • Social media in the shopping process
                                                                            • Figure 27: The consumer: Online engagement, selected statements, April 2013
                                                                            • Figure 28: The consumer: Online engagement, by age and affluence, April 2013
                                                                          • Social media follower numbers
                                                                            • Figure 29: Social media follower numbers, leading online retailers, July 2013
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • Apps that make shopping easier
                                                                              • Technology enhancing the shopping experience
                                                                                • Innovative websites and online shopping platforms
                                                                                  • Devices that track shoppers and tools that aid staff
                                                                                    • Virtual currency, same-day delivery and queue jumping solutions
                                                                                    • Strengths and Weaknesses

                                                                                      • Strengths
                                                                                        • Weaknesses
                                                                                        • Leading Online Retailers

                                                                                          • Key points
                                                                                            • Online revenues
                                                                                              • Overview: Pureplays versus catalogues versus stores
                                                                                                • Figure 30: Leading online retailers: net revenues, 2008-12
                                                                                              • Amazon leads Tesco
                                                                                                • The grocers
                                                                                                  • The catalogue retailers
                                                                                                    • Others
                                                                                                      • Online as percentage of multichannel retailers’ sales
                                                                                                        • Figure 31: Leading online retailers: multichannel retailers’ % of total sales generated online, 2010-12
                                                                                                      • Compound annual growth: Sports Direct leads
                                                                                                        • Figure 32: Leading online retailers: compound annual growth rates in net revenues, 2008-12
                                                                                                    • Market Shares

                                                                                                      • Key points
                                                                                                        • The top ten
                                                                                                          • Figure 33: Leading ten online retailers: shares of all online sales, 2012
                                                                                                        • In detail: The top 20
                                                                                                            • Figure 34: Leading 20 online retailers: Shares of all online sales, 2008-12
                                                                                                        • Brand Research

                                                                                                          • Brand map
                                                                                                              • Figure 35: Attitudes towards and usage of brands in the online shopping sector, June 2013
                                                                                                            • Correspondence analysis
                                                                                                              • Brand attitudes
                                                                                                                • Figure 36: Attitudes, by online shopping brand, June 2013
                                                                                                              • Brand personality
                                                                                                                • Figure 37: Online shopping brand personality – macro image, June 2013
                                                                                                                • Figure 38: Online shopping brand personality – micro image, June 2013
                                                                                                              • Brand experience
                                                                                                                • Figure 39: Online shopping brand usage, June 2013
                                                                                                                • Figure 40: Satisfaction with various online shopping brands, June 2013
                                                                                                                • Figure 41: Consideration of online shopping brands, June 2013
                                                                                                                • Figure 42: Consumer perceptions of current online shopping brand performance, June 2013
                                                                                                                • Figure 43: Online shopping brand recommendation – Net Promoter Score, June 2013
                                                                                                              • Brand index
                                                                                                                • Figure 44: Online shopping brand index, June 2013
                                                                                                                • Figure 45: Online shopping brand index vs. recommendation, June 2013
                                                                                                              • Target group analysis
                                                                                                                • Figure 46: Target groups, June 2013
                                                                                                                • Figure 47: Online shopping brand usage, by target groups, June 2013
                                                                                                              • Group One – Conformists
                                                                                                                • Group Two – Simply the Best
                                                                                                                  • Group Three – Shelf Stalkers
                                                                                                                    • Group Four – Habitual Shoppers
                                                                                                                      • Group Five – Individualists
                                                                                                                      • The Consumer – Participation in Online Shopping

                                                                                                                        • Key points
                                                                                                                          • Participation plateaus in 2012
                                                                                                                              • Figure 48: The consumer: Percentage of all individuals having ordered goods or services online, 2008-12
                                                                                                                              • Figure 49: Europe: The consumer: Percentage of all individuals having ordered goods or services online in the past three months, selected countries, 2012
                                                                                                                            • By category: Clothing most popular
                                                                                                                                • Figure 50: The consumer: Percentage of all individuals having ordered goods online in the past 12 months, by category, 2008-12
                                                                                                                              • Cross-border shopping
                                                                                                                                  • Figure 51: The consumer: Percentage of all individuals having ordered goods or services online, by location of seller, 2011 and 2012
                                                                                                                              • The Consumer – Shopping Channels Used From Home

                                                                                                                                • Key points
                                                                                                                                  • What we asked
                                                                                                                                    • Online channel dominates from home
                                                                                                                                        • Figure 52: Way they shopped from home in last 12 months, April 2013
                                                                                                                                      • Why they buy online
                                                                                                                                        • Who shops which way
                                                                                                                                            • Figure 53: Way they bought in last 12 months, by age and affluence, April 2013
                                                                                                                                        • The Consumer – Where They Shop Online

                                                                                                                                          • Key points
                                                                                                                                            • What we asked
                                                                                                                                              • Where consumers buy online
                                                                                                                                                  • Figure 54: UK: Where they shopped online, April 2013
                                                                                                                                                • What they think of online retailers
                                                                                                                                                  • Who shops where
                                                                                                                                                      • Figure 55: Where they buy online, by age and affluence, April 2013
                                                                                                                                                    • Shopping online from home or on the move
                                                                                                                                                        • Figure 56: Where they shopped online, at home versus out and about, April 2013
                                                                                                                                                      • What they think of online shopping when out and about
                                                                                                                                                      • The Consumer – What They Buy From Home and On The Move

                                                                                                                                                        • Key points
                                                                                                                                                          • What we asked
                                                                                                                                                            • What they buy online from home
                                                                                                                                                              • Figure 57: UK: what they bought from home in last 12 months, April 2013
                                                                                                                                                            • Clothing and footwear overtakes hard copy media
                                                                                                                                                                • Figure 58: UK: What they bought online from home in last 12 months, May 2012 and April 2013
                                                                                                                                                              • Almost half the population buys groceries online
                                                                                                                                                                  • Figure 59: Online grocery shopping, by region, April 2013
                                                                                                                                                                • What they buy online while out and about
                                                                                                                                                                    • Figure 60: UK: what they bought online from home in last 12 months vs what they bought online while out and about, Aril 2013
                                                                                                                                                                  • Some resistance remains
                                                                                                                                                                    • What they buy from catalogues
                                                                                                                                                                        • Figure 61: UK: What they bought from home in last 12 months vs what they bought from a catalogue at home, April 2013
                                                                                                                                                                      • What they buy from other home shopping channels
                                                                                                                                                                        • Figure 62: UK: What they bought from home in last 12 months vs what they bought from TV shopping, direct selling and party plan, April 2013
                                                                                                                                                                    • The Consumer – What Devices They Use To Shop Online From Home

                                                                                                                                                                      • Key points
                                                                                                                                                                        • What we asked
                                                                                                                                                                          • Laptops and desktops still the most common device used
                                                                                                                                                                              • Figure 63: Those who bought online from home by what device used, April 2013
                                                                                                                                                                              • Figure 64: Activities normally undertaken on a tablet computer, June 2012
                                                                                                                                                                              • Figure 65: What products bought online from home by which device, April 2013
                                                                                                                                                                              • Figure 66: UK: What they bought online from laptop/desktop at home in last 12 months, April 2013
                                                                                                                                                                              • Figure 67: What they bought online from smartphones at home in last 12 months, April 2013
                                                                                                                                                                              • Figure 68: What they bought online from tablet computer at home in last 12 months, April 2013
                                                                                                                                                                              • Figure 69: What they bought online from any other device at home in last 12 months, April 2013
                                                                                                                                                                          • The Consumer – Online Shopping Habits and Attitudes

                                                                                                                                                                            • Key points
                                                                                                                                                                              • What we asked
                                                                                                                                                                                • 80% of people browse online to secure the best deal
                                                                                                                                                                                    • Figure 70: Online shopping habits and attitudes, April 2013
                                                                                                                                                                                  • Saving time matters
                                                                                                                                                                                    • Turning negative user generated content into a positive
                                                                                                                                                                                      • Courting the influential
                                                                                                                                                                                        • Collection points
                                                                                                                                                                                          • Who does what
                                                                                                                                                                                              • Figure 71: Online shopping habits and attitudes by age and affluence, April 2013
                                                                                                                                                                                            • The gender divide
                                                                                                                                                                                                • Figure 72: Online shopping habits and attitudes by gender, April 2013
                                                                                                                                                                                            • The Consumer – Online Shopping Attitudes

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • What we asked
                                                                                                                                                                                                  • Making shopping easier and quicker
                                                                                                                                                                                                      • Figure 73: Online shopping attitudes, April 2013
                                                                                                                                                                                                    • Saving money online?
                                                                                                                                                                                                      • Gateway to the unusual
                                                                                                                                                                                                        • The sandwich generation
                                                                                                                                                                                                            • Figure 74: Online shopping attitudes, All who agree or disagree, April 2013
                                                                                                                                                                                                          • More people enjoy shopping from tablets than smartphones
                                                                                                                                                                                                            • Who thinks what
                                                                                                                                                                                                                • Figure 75: Online shopping attitudes by gender, April 2013
                                                                                                                                                                                                              • People with young children find shopping online convenient
                                                                                                                                                                                                                  • Figure 76: Online shopping attitude by select demographic breaks, April 2013
                                                                                                                                                                                                              • Amazon Europe

                                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                                    • Troubles in Europe
                                                                                                                                                                                                                      • Amazon’s scope for growth
                                                                                                                                                                                                                        • But can it become Europe’s largest retailer?
                                                                                                                                                                                                                          • Figure 77: Amazon Europe: Projected revenues of Amazon Europe and Schwarz Group, 2008-22
                                                                                                                                                                                                                        • Beyond retailing
                                                                                                                                                                                                                          • Slimming the offer
                                                                                                                                                                                                                            • Popularity for electricals shopping – Mintel’s consumer data
                                                                                                                                                                                                                              • Figure 78: Europe: Percentage of consumers who have purchased electrical goods from Amazon in the past 12 months (past three years for the UK survey) and (in brackets) Amazon’s position among named retailers for buying electrical goods online, January 2013 (November 2012 for UK survey)
                                                                                                                                                                                                                            • Company background
                                                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                                                  • Figure 79: Amazon Europe: Group financial performance, 2008-12
                                                                                                                                                                                                                                  • Figure 80: Amazon Europe: Europe as percentage of Amazon Inc.’s total revenues, 2008-12
                                                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                                                • Apple Retail

                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                      • A brand or a retailer
                                                                                                                                                                                                                                        • Company background
                                                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                                                              • Figure 81: Apple Retail: Financial performance, 2007/08-2011/12
                                                                                                                                                                                                                                              • Figure 82: Apple Retail: European stores, 2012-13
                                                                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                                                                            • Argos

                                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                                  • Reinventing itself as digital leader
                                                                                                                                                                                                                                                    • Company background
                                                                                                                                                                                                                                                      • Company performance
                                                                                                                                                                                                                                                        • Multi-channel sales
                                                                                                                                                                                                                                                          • Figure 83: Argos: Group financial performance, 2008/09-2012/13
                                                                                                                                                                                                                                                        • Store network under review
                                                                                                                                                                                                                                                          • Figure 84: Argos: Outlet data, 2008/09-2012/13
                                                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                                                        • Asos

                                                                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                                                                              • Positioning itself as the world’s leading online fashion destination for twenty-somethings
                                                                                                                                                                                                                                                                • One-stop fashion portal driving web traffic and extra sales
                                                                                                                                                                                                                                                                  • Decision to expand beyond UK is paying off
                                                                                                                                                                                                                                                                    • Tapping into the demand for affordable fashion in an austere climate
                                                                                                                                                                                                                                                                      • Company background
                                                                                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                                                                                          • Majority of ASOS sales now come from outside of the UK
                                                                                                                                                                                                                                                                            • Figure 85: ASOS: Group financial performance, 2008/09-2011/12
                                                                                                                                                                                                                                                                          • Current trading boosted by exclusive collaborations, growing mobile traffic and price reductions
                                                                                                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                                                                                                            • Debenhams.com

                                                                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                                                                  • Debenhams internet sales now more profitable than its store sales
                                                                                                                                                                                                                                                                                    • Working to improve the efficiency of the fulfilment and delivery service
                                                                                                                                                                                                                                                                                      • Beyond the desktop and into stores
                                                                                                                                                                                                                                                                                        • Debenhams TV is an entertaining alternative to the traditional online shopping experience
                                                                                                                                                                                                                                                                                          • Enhanced website features
                                                                                                                                                                                                                                                                                            • 50% of what Debenhams sells can only be bought at Debenhams
                                                                                                                                                                                                                                                                                              • Company background
                                                                                                                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                                                                                                                  • Online sales up almost 40%
                                                                                                                                                                                                                                                                                                    • Figure 86: Debenhams: Group financial performance, 2008/09-2011/12
                                                                                                                                                                                                                                                                                                  • Online sales show no signs of slowing in 2013
                                                                                                                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                                                                                                                    • Dell Retail

                                                                                                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                                                                                                          • Move to third party
                                                                                                                                                                                                                                                                                                            • Looking to improve price positioning
                                                                                                                                                                                                                                                                                                              • Company background
                                                                                                                                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                                                                                                                                  • Figure 87: Dell B2C Retail: Estimated Group financial performance, 2008-12
                                                                                                                                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                                                                                                                                • Dixons Retail

                                                                                                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                                                                                                      • Restructuring puts multi-channel model back on track
                                                                                                                                                                                                                                                                                                                        • Integrating online to multi-channel
                                                                                                                                                                                                                                                                                                                          • Currys PC World megastore takes specialist electrical retailing to a new level
                                                                                                                                                                                                                                                                                                                            • Company background
                                                                                                                                                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                                                                                                                                                • Online
                                                                                                                                                                                                                                                                                                                                  • Figure 88: Dixons retail: Online sales, 2012/13
                                                                                                                                                                                                                                                                                                                                  • Figure 89: Dixons Retail Plc: Group financial performance, 2008/9-2012/13
                                                                                                                                                                                                                                                                                                                                  • Figure 90: Dixons Retail Plc: Outlet data, 2008/9-2012/13
                                                                                                                                                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                                                                                                                                                • eBay Inc.

                                                                                                                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                                                                                                                      • Not a retailer – and no longer an auction site
                                                                                                                                                                                                                                                                                                                                        • Positive attributes
                                                                                                                                                                                                                                                                                                                                          • Transacting revenues
                                                                                                                                                                                                                                                                                                                                            • Company background
                                                                                                                                                                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                                                                                                                                                                • Figure 91: eBay Inc.: Group financial performance, 2008-12
                                                                                                                                                                                                                                                                                                                                              • eBay in graphs
                                                                                                                                                                                                                                                                                                                                                • Figure 92: eBay Inc. Marketplaces segment: Gross merchandise volume and number of active users, 2006-12
                                                                                                                                                                                                                                                                                                                                                • Figure 93: eBay Inc. Marketplaces segment: Annual % change in gross merchandise volume and number of active users, 2006-12
                                                                                                                                                                                                                                                                                                                                                • Figure 94: eBay Inc. Marketplaces segment: % of gross merchandise volume accounted for by fixed-price sales, 2006-12
                                                                                                                                                                                                                                                                                                                                                • Figure 95: eBay Inc. Payments segment: Total net payment values, 2006-12
                                                                                                                                                                                                                                                                                                                                            • Johnlewis.com

                                                                                                                                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                                                                                                                                  • A multichannel retailing success
                                                                                                                                                                                                                                                                                                                                                    • In-store supporting network strengthening the online offering
                                                                                                                                                                                                                                                                                                                                                      • Click & collect orders double
                                                                                                                                                                                                                                                                                                                                                        • Flexible omni-channel store format driving physical expansion
                                                                                                                                                                                                                                                                                                                                                          • Award-winning e-commerce proposition backed by a compelling price match promise
                                                                                                                                                                                                                                                                                                                                                            • Company background
                                                                                                                                                                                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                                                                                                                                                                                • Soaring online sales
                                                                                                                                                                                                                                                                                                                                                                  • Figure 96: John Lewis Partnership: Group financial performance, 2008/09-2012/12
                                                                                                                                                                                                                                                                                                                                                                • Online sales smash £1bn barrier
                                                                                                                                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                                                                                                                                  • M and M Direct

                                                                                                                                                                                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                                                                                                                                                                                        • Company background
                                                                                                                                                                                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                                                                                                                                                                                            • Figure 97: M and M Direct Ltd: Group financial performance, 2008-13
                                                                                                                                                                                                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                                                                                                                                                                                                          • Next Directory

                                                                                                                                                                                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                                                                                                                                                                                • Brand appeal
                                                                                                                                                                                                                                                                                                                                                                                  • Next store network strengthens cross-channel shopping experience
                                                                                                                                                                                                                                                                                                                                                                                    • Growing overseas business
                                                                                                                                                                                                                                                                                                                                                                                      • Company background
                                                                                                                                                                                                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 98: Next UK: Group financial performance, 2008/09-2012/13
                                                                                                                                                                                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                        • Otto Group (Multichannel Retail)

                                                                                                                                                                                                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                                                                                                                                                                                                              • Falling behind Amazon
                                                                                                                                                                                                                                                                                                                                                                                                • Failing to take advantage of the web
                                                                                                                                                                                                                                                                                                                                                                                                  • Failing to compete on price
                                                                                                                                                                                                                                                                                                                                                                                                    • Catalogue brands need more focus
                                                                                                                                                                                                                                                                                                                                                                                                      • Company background
                                                                                                                                                                                                                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 99: Otto Group (Multichannel Retail): Group financial performance, 2008/09-2012/13
                                                                                                                                                                                                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 100: Otto Group: Main European Brands, June 2013
                                                                                                                                                                                                                                                                                                                                                                                                      • Rakuten Ichiba

                                                                                                                                                                                                                                                                                                                                                                                                          • What we think
                                                                                                                                                                                                                                                                                                                                                                                                            • Company background
                                                                                                                                                                                                                                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 101: Rakuten: Gross merchandise sales, 2008-12
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 102: Rakuten: Consolidated operating results by division, 2010-12
                                                                                                                                                                                                                                                                                                                                                                                                            • Redcats

                                                                                                                                                                                                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 103: Redcats: Group financial performance, 2008-12
                                                                                                                                                                                                                                                                                                                                                                                                                      • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                      • Shop Direct Group

                                                                                                                                                                                                                                                                                                                                                                                                                          • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                            • Where next?
                                                                                                                                                                                                                                                                                                                                                                                                                              • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 104: Shop Direct Group: Financial performance, 2007/08-2012/13
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 105: Shop Direct: Estimated sales breakdown, 2012/13
                                                                                                                                                                                                                                                                                                                                                                                                                                • Tesco Direct

                                                                                                                                                                                                                                                                                                                                                                                                                                    • Strategic evaluation
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Company background
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 106: Tesco Plc: Group financial performance, 2008/09-2012/13
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 107: Tesco Plc: Online performance, 2008/09-2012/13
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Brand Research

                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 108: Brand usage, June 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 109: Brand commitment, June 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 110: Brand momentum, June 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 111: Brand diversity, June 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 112: Brand satisfaction, June 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 113: Brand recommendation, June 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 114: Brand attitude, June 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 115: Brand image – macro image, June 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 116: Brand image – micro image, June 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 117: Profile of target groups, by demographics, June 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 118: Psychographic segmentation by target groups, June 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 119: Brand usage, by target groups, June 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Brand index
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 120: Brand index, June 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Appendix Consumer – Where and What They Have Purchased

                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 121: Most popular retailers used to buy products online from the home (any online), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 122: Next most popular retailers used to buy products online from the home (any online), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 123: Other retailers used to buy products online from the home (any online), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 124: Least popular retailers used to buy products online from the home (any online), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 125: Most popular retailers used to buy products online from the home (online from home), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 126: Next most popular retailers used to buy products online from the home (online from home), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 127: Other retailers used to buy products online from the home (online from home), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 128: Least popular retailers used to buy products online from the home (online from home), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 129: Retailers used to buy products online from the home (online whilst out and about (using your smartphone or tablet), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 130: Retailers used to buy products online from the home, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 131: Products bought from home in the last 12 months (all online and mail order), by next most popular retailers used to buy products online from the home (any online), April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 132: Products bought from home in the last 12 months (all online and mail order), by other retailers used to buy products online from the home (any online), April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 133: Products bought from home in the last 12 months (all online and mail order), by least popular retailers used to buy products online from the home (any online), April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 134: Most popular where you have shopped from home for both food and non-food products in the last 12 months, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 135: Next most popular where you have shopped from home for both food and non-food products in the last 12 months, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 136: Most popular products bought from home in the last 12 months (all home buyers), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 137: Next most popular products bought from home in the last 12 months (all home buyers), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 138: Other products bought from home in the last 12 months (all home buyers), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 139: Most popular products bought from home in the last 12 months (all online and mail order), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 140: Next most popular products bought from home in the last 12 months (all online and mail order), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 141: Other products bought from home in the last 12 months (all online and mail order), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 142: Most popular products bought from home in the last 12 months (online from home), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 143: Next most popular products bought from home in the last 12 months (online from home), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 144: Other products bought from home in the last 12 months (online from home), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 145: Most popular products bought from home in the last 12 months (mail order catalogue), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 146: Next most popular products bought from home in the last 12 months (mail order catalogue), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 147: Products bought from home in the last 12 months (other home shopping (eg TV shopping, direct selling, party plans etc), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 148: Products bought from home in the last 12 months, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Consumer – Most Popular Devices Used

                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 149: Most popular devices used to buy products online from home (online from laptop/desktop computer), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 150: Next most popular devices used to buy products online from home (online from laptop/desktop computer), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 151: Other devices used to buy products online from home (online from laptop/desktop computer), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 152: Most popular devices used to buy products online from home (online from smartphone), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 153: Next most popular devices used to buy products online from home (online from smartphone), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 154: Most popular devices used to buy products online from home (online from tablet computer eg iPad, Kindle Fire), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 155: Next most popular devices used to buy products online from home (online from tablet computer eg iPad, Kindle Fire), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 156: Devices used to buy products online from home (online from any other device (eg games console, internet enabled TV), by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 157: Most popular products bought online (using your smartphone or tablet) whilst out and about, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 158: Next most popular products bought online (using your smartphone or tablet) whilst out and about, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 159: Devices used to buy products online from home, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Consumer – Shopping Attitudes

                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 160: Consumer habits and attitudes towards shopping online, by most popular retailers used to buy products online from the home (any online), April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 161: Consumer habits and attitudes towards shopping online, by next most popular retailers used to buy products online from the home (any online), April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 162: Consumer habits and attitudes towards shopping online, by other retailers used to buy products online from the home (any online), April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 163: Consumer habits and attitudes towards shopping online, by least popular retailers used to buy products online from the home (any online), April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 164: Agreement with attitudes towards online shopping, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 165: Most popular consumer habits and attitudes towards shopping online, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 166: Next most popular consumer habits and attitudes towards shopping online, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 167: Agreement with the statements ‘I like shopping online because it avoids the crowds’ and ‘Shopping online is less stressful’, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 168: Agreement with the statements ‘I don’t like shopping online because it lacks the human contact’ and ‘It’s easier to find unique/unusual products online’, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 169: Agreement with the statements ‘It’s easier to find what I want when shopping online’ and ‘Shopping online saves me money’, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 170: Agreement with the statements ‘I find shopping online more convenient because I am less mobile than I used to be’ and ‘I’m happy to shop online on behalf of other people’, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 171: Agreement with the statements ‘I enjoy browsing retailers websites or apps on a smartphone’ and ‘I enjoy browsing retailers websites or apps on a tablet computer’, by demographics, April 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 172: Agreement with the statement ‘Shopping online is a greener way to buy products’, by demographics, April 2013

                                                                                                                                                                                                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                                                                                                                                                                                                        • Amazon.co.uk
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Arcadia Group
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Argos
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                                                                                                                                                                                                                                                                                        • ASOS (UK retail sales)
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Burton old
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Dorothy Perkins old
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Ebuyer
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Freemans Plc
                                                                                                                                                                                                                                                                                                                                                                                                                                        • John Lewis Partnership
                                                                                                                                                                                                                                                                                                                                                                                                                                        • LOVEFiLM International Ltd
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Miss Selfridge
                                                                                                                                                                                                                                                                                                                                                                                                                                        • N Brown Group Plc
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Next Directory
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Nightingales Ltd
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Ocado
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Pixmania
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Shop Direct Group
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Tesco (UK)
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Topman old
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Topshop old
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Waitrose
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Wallis old
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Wm Morrison Supermarkets

                                                                                                                                                                                                                                                                                                                                                                                                                                        E-Commerce - UK - July 2013

                                                                                                                                                                                                                                                                                                                                                                                                                                        US $2,583.33 (Excl.Tax)