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Electrical Goods Retailing - Germany - February 2014

For our report, we surveyed representative samples of consumers. This year our survey asked consumers in the German market:

  • Which retailers, if any, have you bought electrical goods from, either online or in-store, in the last 12 months?
  • Which factors are most important to you when choosing one retailer over another?

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Table of contents

  1. Introduction – Europe

    • Looking at a fragmented market
      • Consumer questions
        • Scope and coverage
          • Definitions
            • Financial definitions
              • Currencies
                • Sales per store, sales per sq m
                  • VAT rates
                    • Abbreviations
                      • Country codes
                      • Executive Summary

                        • The market
                          • The specialists sector
                            • Leading specialist retailers
                              • Online
                                • The consumer: Where they shop
                                  • The consumer: What’s important
                                    • What we think
                                    • Spending, Inflation and Unit Sales

                                      • Key points
                                        • Spending sees only modest growth
                                          • Figure 1: Germany: Consumer spending on electrical goods (incl. VAT), 2013
                                          • Figure 2: Germany: Consumer spending (incl. VAT), 2008-13
                                        • Inflation (and deflation)
                                          • Figure 3: Germany: Harmonised indices of consumer prices: Annual % change, January-December 2013
                                        • Unit volumes
                                          • Figure 4: Germany: Unit volume sales of selected major electrical goods categories, 2012-14
                                          • Figure 5: Germany: Definitions for unit volume market data
                                      • Channels of Distribution

                                          • Figure 6: Germany: Estimated distribution of spending on electrical goods, 2012 and 2013
                                      • Sector Size and Forecast

                                        • Key points
                                          • Specialists lost out in 2013
                                              • Figure 7: Germany: Retail sales (excl. VAT), 2008-13
                                              • Figure 8: Germany: Retail sales forecasts (excl. VAT), 2014-18
                                            • Enterprise, outlet and employee numbers
                                              • Figure 9: Germany: Number of retail enterprises, 2008-11
                                              • Figure 10: Germany: Number of retail outlets, 2008-11
                                              • Figure 11: Germany: Number employed in retail, 2008-11
                                          • The Leading Specialists: Financials and Outlets

                                            • Key points
                                              • Media-Saturn performs strongly
                                                  • Figure 12: Germany: Leading electrical goods specialists’ net revenues (ranked by 2012 revenues), 2011-13
                                                  • Figure 13: Germany: Leading electrical goods specialists’ outlet numbers, 2011-13
                                                  • Figure 14: Germany: Leading electrical goods specialists’ annual sales per outlet, 2011-13
                                              • Leading Specialists: Market Shares

                                                  • Figure 15: Germany: Leading electrical goods specialists’ shares of consumer spending on electrical goods, 2011-13
                                              • Online

                                                • Key points
                                                  • Market size: Germany among Europe’s leaders
                                                    • Leading online retailers: Amazon maintains strong lead
                                                      • Figure 16: Major internet retailers’ sales of electrical goods online (excl vat), 2013
                                                    • The consumer online
                                                      • Figure 17: Germany: Percentage of all individuals having purchased electricals online in the past 12 months, selected categories, 2009-13
                                                      • Figure 18: Germany: The consumer: Retailers from which electrical goods were purchased online in the past 12 months, leading options, January 2014
                                                  • The Consumer: Where they Shop

                                                    • Key points
                                                      • What we asked
                                                        • Media-Saturn retains strong lead over Amazon
                                                            • Figure 19: Germany: The consumer: Stores from which electrical goods were purchased in the past 12 months, whether in-store or online, January 2014
                                                          • In-store/online split: Media-Saturn narrowing the gap with Amazon
                                                              • Figure 20: Germany: The consumer: Stores from which electrical goods were purchased in the past 12 months, by in-store or online, January 2014
                                                            • Average age and affluence
                                                                • Figure 21: Germany: The consumer: Stores from which electrical goods were purchased in the past 12 months, by average age and affluence of respondent, January 2014
                                                              • By type of retailer: Specialists retain dominance, even online
                                                                  • Figure 22: Germany: The consumer: Types of stores from which electrical goods were purchased in the past 12 months, whether in-store or online, January 2014
                                                                  • Figure 23: Germany: The consumer: Types of stores from which electrical goods were purchased in the past 12 months, by in-store or online, January 2014
                                                              • The Consumer: What’s Important

                                                                • Key points
                                                                  • What we asked
                                                                    • Ease, price, brands prove most important
                                                                        • Figure 24: Germany: The consumer: Most important factors in choosing the retailer for electrical goods, January 2014
                                                                      • By average age and affluence
                                                                          • Figure 25: Germany: The consumer: Most important factors in choosing the retailer for electrical goods, by average age and affluence of respondent, January 2014
                                                                        • By level of importance
                                                                            • Figure 26: Germany: The consumer: Ranking of important factors in choosing the retailer for electrical goods, January 2014
                                                                        • Amazon Europe

                                                                            • What we think
                                                                              • Ease of transaction, excellence of fulfilment
                                                                                • €8 billion electricals sales
                                                                                  • A brand as well as a retailer
                                                                                    • Popularity across Europe
                                                                                      • Figure 27: The consumer: Percentage of respondents having bought electrical goods from Amazon in the past 12 months, November 2013
                                                                                    • Company background
                                                                                      • Company performance
                                                                                          • Figure 28: Amazon Europe: Group sales performance, excl. sales tax, 2008-13
                                                                                        • Retail offering
                                                                                          • Figure 29: Number of products listed on Amazon.co.uk, by category, December 2013
                                                                                          • Figure 30: Amazon.co.uk: Product mix, by number of SKUs, December 2013
                                                                                      • Conrad Electronic

                                                                                          • What we think
                                                                                            • Benefitting from the rise of online shopping
                                                                                              • Acquisitions to strengthen synergies in marketing, sales and purchasing
                                                                                                • Company background
                                                                                                  • Company performance
                                                                                                    • Figure 31: Conrad: Estimated group sales performance, excl. sales tax, 2009-13
                                                                                                    • Figure 32: Conrad: Outlet data, 2009-13
                                                                                                  • Retail offering
                                                                                                  • ElectronicPartner (EP)

                                                                                                      • What we think
                                                                                                        • A tough market for buying groups
                                                                                                          • Online a challenge
                                                                                                            • Acquiring new areas of business
                                                                                                              • Company background
                                                                                                                • Online
                                                                                                                  • Company performance
                                                                                                                    • Figure 33: ElectronicPartner: Group financial performance, 2008-13
                                                                                                                    • Figure 34: ElectronicPartner Branded Affiliated store numbers, by country, 2013
                                                                                                                  • Retail offering
                                                                                                                  • E-Square

                                                                                                                      • What we think
                                                                                                                        • Company background
                                                                                                                            • Figure 35: E-Square: Members and websites, by country of operation, 2014
                                                                                                                            • Figure 36: E-Square: Affiliated online stores, 2014
                                                                                                                          • Company performance
                                                                                                                            • Figure 37: E-Square: Members’ estimated retail sales, by country/region, 2011-13
                                                                                                                            • Figure 38: E-Square: Members’ approximate store numbers, by country/region, 2011-13
                                                                                                                          • Denmark
                                                                                                                            • Finland
                                                                                                                              • France
                                                                                                                                • Germany
                                                                                                                                  • Greece
                                                                                                                                    • Italy
                                                                                                                                      • Portugal
                                                                                                                                        • Spain
                                                                                                                                          • UK
                                                                                                                                            • Ukraine
                                                                                                                                              • Retail offering
                                                                                                                                              • Euronics International

                                                                                                                                                  • What we think
                                                                                                                                                    • Company background
                                                                                                                                                      • Figure 39: Euronics: Members, countries and trading names, 2014
                                                                                                                                                    • Company performance
                                                                                                                                                      • Figure 40: Euronics International: Group sales performance (excl. VAT), 2009-13
                                                                                                                                                      • Figure 41: Euronics International: Outlet data, 2009-13
                                                                                                                                                      • Figure 42: Euronics International: Sales per outlet, 2009-13
                                                                                                                                                    • Retail offering
                                                                                                                                                    • Expert International (Europe)

                                                                                                                                                        • What we think
                                                                                                                                                          • A tough market place for all
                                                                                                                                                            • Challenging conditions in some markets
                                                                                                                                                              • Behaving more like a multiple
                                                                                                                                                                • Company background
                                                                                                                                                                  • Online
                                                                                                                                                                      • Figure 43: Expert International, online shopping availability, 2014
                                                                                                                                                                    • Company performance
                                                                                                                                                                      • Figure 44: Expert: Estimated sales at retail (excl. sales tax), 2009-13
                                                                                                                                                                      • Figure 45: Expert: Outlet data, 2009-13
                                                                                                                                                                    • Expert Germany
                                                                                                                                                                      • Expert Italy
                                                                                                                                                                        • Expert Spain
                                                                                                                                                                          • Expert France
                                                                                                                                                                            • Expert Norway (Expert AS)
                                                                                                                                                                              • Expert Denmark
                                                                                                                                                                                • Expert Finland
                                                                                                                                                                                  • Expert Sweden
                                                                                                                                                                                    • Expert Greece
                                                                                                                                                                                      • Expert Czech Republic
                                                                                                                                                                                        • Expert Hungary
                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                            • Store formats
                                                                                                                                                                                            • Media-Saturn

                                                                                                                                                                                                • What we think
                                                                                                                                                                                                  • Online
                                                                                                                                                                                                    • Outside Germany
                                                                                                                                                                                                      • Ownership
                                                                                                                                                                                                        • Company background
                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                            • For the nine months to September 2013
                                                                                                                                                                                                              • The first quarter of 2013/14 was dull
                                                                                                                                                                                                                • Online sales
                                                                                                                                                                                                                  • Profitability
                                                                                                                                                                                                                    • Figure 46: Media Markt/Saturn: Group sales performance, 2008/09-2012/13
                                                                                                                                                                                                                    • Figure 47: Media Markt/Saturn: Outlet data, 2008/09-2012/13
                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                                                                                    • Online
                                                                                                                                                                                                                      • Figure 48: Europe: Percentage of households with a broadband internet connection, by country, 2009-13
                                                                                                                                                                                                                      • Figure 49: Europe: Percentage of all individuals accessing the internet daily, 2009-13
                                                                                                                                                                                                                    • Consumer confidence
                                                                                                                                                                                                                      • Figure 50: Europe: Consumer confidence levels, February 2013-January 2014
                                                                                                                                                                                                                    • Population
                                                                                                                                                                                                                      • Figure 51: Europe: Population, total and by age group, 2010
                                                                                                                                                                                                                      • Figure 52: Europe: Forecast population, total and by age group, 2015
                                                                                                                                                                                                                      • Figure 53: Europe: Forecast population, total and by age group, 2020
                                                                                                                                                                                                                    • Gross domestic product
                                                                                                                                                                                                                      • Figure 54: Europe: Gross domestic product, at current prices, 2012
                                                                                                                                                                                                                      • Figure 55: Europe: Real-terms year-on-year GDP growth, 2009-14
                                                                                                                                                                                                                    • Consumer spending
                                                                                                                                                                                                                      • Figure 56: Europe: Consumer spending, at current prices, 2012
                                                                                                                                                                                                                      • Figure 57: Europe: Real-terms year-on-year growth in consumer spending, 2009-12
                                                                                                                                                                                                                    • Inflation
                                                                                                                                                                                                                      • Figure 58: Europe: Harmonised indices of consumer prices – Annual % change, all items, 2009-13
                                                                                                                                                                                                                      • Figure 59: Europe: Harmonised indices of consumer prices – Annual % change, personal care products, 2009-13
                                                                                                                                                                                                                    • Interest rates
                                                                                                                                                                                                                      • Figure 60: Europe: Central bank interest rates, 2009-13
                                                                                                                                                                                                                  • Appendix – The Consumer – Germany

                                                                                                                                                                                                                      • Figure 61: Most popular stores from where electrical goods were purchased – In-store/Online, by demographics, Germany, January 2014
                                                                                                                                                                                                                      • Figure 62: Next most popular stores from where electrical goods were purchased – In-store/Online, by demographics, Germany, January 2014
                                                                                                                                                                                                                      • Figure 63: Other stores from where electrical goods were purchased – In-store/Online, by demographics, Germany, January 2014
                                                                                                                                                                                                                      • Figure 64: Least popular stores from where electrical goods were purchased – In-store/Online, by demographics, Germany, January 2014
                                                                                                                                                                                                                      • Figure 65: Most popular stores from where electrical goods were purchased – In-store, by demographics, Germany, January 2014
                                                                                                                                                                                                                      • Figure 66: Next most popular stores from where electrical goods were purchased – In-store, by demographics, Germany, January 2014
                                                                                                                                                                                                                      • Figure 67: Other stores from where electrical goods were purchased – In-store, by demographics, Germany, January 2014
                                                                                                                                                                                                                      • Figure 68: Most popular stores from where electrical goods were purchased – Online, by demographics, Germany, January 2014
                                                                                                                                                                                                                      • Figure 69: Next most popular stores from where electrical goods were purchased – Online, by demographics, Germany, January 2014
                                                                                                                                                                                                                      • Figure 70: Other stores from where electrical goods were purchased – Online, by demographics, Germany, January 2014
                                                                                                                                                                                                                      • Figure 71: Least popular stores from where electrical goods were purchased – Online, by demographics, Germany, January 2014
                                                                                                                                                                                                                      • Figure 72: Most popular most important factors in choosing the retailer for electrical goods, by demographics, Germany, January 2014
                                                                                                                                                                                                                      • Figure 73: Next most popular most important factors in choosing the retailer for electrical goods, by demographics, Germany, January 2014
                                                                                                                                                                                                                      • Figure 74: Most important factors in choosing the retailer for electrical goods, by most popular stores from where electrical goods were purchased – In-store/Online, Germany, January 2014
                                                                                                                                                                                                                      • Figure 75: Most important factors in choosing the retailer for electrical goods, by next most popular stores from where electrical goods were purchased – In-store/Online, Germany, January 2014
                                                                                                                                                                                                                      • Figure 76: Most important factors in choosing the retailer for electrical goods, by most popular stores from where electrical goods were purchased – In-store, Germany, January 2014
                                                                                                                                                                                                                      • Figure 77: Most important factors in choosing the retailer for electrical goods, by next most popular stores from where electrical goods were purchased – In-store, Germany, January 2014
                                                                                                                                                                                                                      • Figure 78: Most important factors in choosing the retailer for electrical goods, by stores from where electrical goods were purchased – Online, Germany, January 2014

                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                  Electrical Goods Retailing - Germany - February 2014

                                                                                                                                                                                                                  US $1,596.61 (Excl.Tax)