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Electrical Goods Retailing - Germany - February 2017

“German consumers across all ages are now completely at ease with shopping for electrical goods both online and in-store simultaneously allowing the market leader, Media-Saturn, to return to growth. The challenge for smaller specialists is finding a way to differentiate themselves in a sector where consumer spending has continued to fall despite a buoyant economy.”
– Thomas Slide, Retail Analyst

For our consumer research this year we asked questions on the following topics:

  • Which electricals products had been purchased over the last year
  • How consumers are shopping: in-store or online
  • Which retailers had been used for electricals shopping
  • Reasons for shopping online or in-store.

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive Summary

          • The market
            • Spending and inflation
              • Figure 1: Germany: consumer spending, year on year % change, 2012-16
            • Channels of distribution
              • Figure 2: Germany: estimated distribution of spending on electrical goods, 2015-16
            • Sector size and forecast
              • Figure 3: Germany: electricals specialists’ sales, year-on-year % growth, 2011-16
            • Leading players
              • Key metrics
                • Market shares
                  • Figure 4: Germany: leading specialist electrical specialists’ estimated shares of spending on electrical goods, 2016
                • Online
                  • The consumer
                    • What electricals they buy
                      • Figure 5: Germany: types of electrical products purchased, January 2017
                    • How they shop
                      • Figure 6: Germany: how they shop for electricals, in-store vs online, January 2017
                    • Where they shop
                      • Figure 7: Germany: where they shop for electrical products, whether online or in-store, January 2017
                    • What we think
                    • Issues and Insights

                      • Omnichannel shopping is now the norm
                        • The facts
                          • The implications
                            • How can smaller specialists compete?
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Spending on electricals goes negative again
                                    • Spending on appliances up
                                      • Inflation remains low
                                        • Specialists increase their share of spending
                                          • Specialists grow their sales
                                          • Spending and Inflation

                                            • Solid and steady economic growth
                                              • Electricals spending falls
                                                • Figure 8: Germany: consumer spending on electrical items (incl. VAT), 2012-16
                                              • Inflation
                                                • Figure 9: Germany: consumer prices, annual % change, 2012-16
                                                • Figure 10: Germany: consumer price inflation on electrical items, annual % change, July 2015-December 2016
                                            • Product Market Breakdown

                                                  • Figure 11: Germany: main electricals markets, volume sales, 2012-16
                                                  • Figure 12: Germany: main electricals markets, volume sales forecasts, 2016-20
                                              • Channels of Distribution

                                                • Specialists gain share
                                                    • Figure 13: Germany: estimated distribution of spending on electricals/electrical goods, 2016
                                                • Sector Size and Forecast

                                                  • Sales via the specialists improve
                                                    • Figure 14: Germany: electricals specialists’ sales, excl VAT, 2011-16
                                                    • Figure 15: Germany: electricals specialists’ sales, forecasts, excl VAT, 2017-21
                                                    • Figure 16: Germany: electricals specialists’ sales relative to all spending on electricals, 2010-16
                                                • Leading Players – What You Need to Know

                                                  • Media-Saturn continues to grow
                                                    • Leading specialists account for a steady share of the market
                                                      • Online accounts for over a quarter of sales
                                                      • Leading Players

                                                        • Media-Saturn continues to improve
                                                          • Buying groups manage low growth
                                                            • Challenging year for mobile phone companies
                                                              • AO growing from a small base
                                                                • Figure 17: Germany: leading specialist electrical retailers, sales, 2014-16
                                                                • Figure 18: Germany: leading specialist electrical retailers, outlets, 2014-16
                                                                • Figure 19: Germany: leading specialist electrical retailers, estimated sales per outlet, 2014-16
                                                            • Market Shares

                                                                • Figure 20: Germany: leading specialist electrical retailers, estimated shares of spending on electricals items, 2014-16
                                                            • Online

                                                              • Online activity and device usage
                                                                • Shopping online
                                                                  • Figure 21: Germany: online buyers of electrical items in last three months, 2012-16
                                                                • Online sales
                                                                  • Leading online players
                                                                    • Figure 22: Germany: estimated sales of electricals online by leading retailers, 2014-16
                                                                • The Consumer – What You Need to Know

                                                                  • 70% have bought electricals in the past year
                                                                    • Omnichannel shopping has become the norm
                                                                      • Over half shop at Media-Saturn
                                                                        • Price perception driving online sales
                                                                          • Stores preferred for seeing products and advice
                                                                          • What Electricals They Buy

                                                                            • 70% have bought electrical goods in the past year
                                                                              • Figure 23: Germany: types of electrical products purchased, January 2017
                                                                            • Men more likely to buy electrical goods than women
                                                                              • Figure 24: Germany: types of electrical products purchased, by gender, January 2017
                                                                            • Electrical buyers have higher than average income
                                                                              • Figure 25: Germany: electrical goods purchased, by average age and household income, January 2017
                                                                          • How They Shop for Electricals – Online vs In-Store

                                                                            • Omnichannel shopping has become the norm
                                                                              • Figure 26: Germany: how they shop for electricals, in-store vs online, January 2017
                                                                            • Women more likely to use stores than men
                                                                              • Figure 27: Germany: how they shop for electricals, in-store vs online, by gender, January 2017
                                                                            • Wealthier shoppers use multiple channels to market
                                                                              • Figure 28: Germany: how they shop for electricals, in-store vs online, by average age and household income, January 2017
                                                                            • Gender can determine how items are purchased
                                                                              • Figure 29: Germany: what they bought by how they shopped, January 2017
                                                                          • Where They Shop for Electricals and Why

                                                                            • Specialists and non-specialists evenly split
                                                                              • Figure 30: Germany: where they shop for electrical products, whether online or in-store, January 2017
                                                                            • Media-Saturn dominates in-store shopping
                                                                              • Figure 31: Germany: where they shop for electrical products in-store, January 2017
                                                                            • While Amazon leads online
                                                                              • Figure 32: Germany: where they shop for electrical products online, January 2017
                                                                            • Amazon and Media-Saturn target similar shoppers
                                                                              • Figure 33: Germany: where they shop for electrical goods, by average age and household income, January 2017
                                                                            • Reasons for shopping online
                                                                              • Figure 34: Germany: reasons for shopping for electricals online, January 2017
                                                                            • Women like to compare products
                                                                              • Figure 35: Germany: reasons for shopping for electricals online, by gender, January 2017
                                                                            • Online pureplays trade on a range and price
                                                                              • Figure 36: Germany: reasons for shopping for electricals online, by retailer used, January 2017
                                                                            • Reasons for shopping in-store
                                                                                • Figure 37: Germany: reasons for shopping for electricals in-store, January 2017
                                                                              • Women want to see the products
                                                                                • Figure 38: Germany: reasons for shopping for electricals in-store, by gender, January 2017
                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                              • Abbreviations
                                                                                • Data sources
                                                                                • Amazon.com

                                                                                    • What we think
                                                                                      • Marketplace is growing
                                                                                        • Disruptive influence
                                                                                          • Does Amazon need stores?
                                                                                            • Maturity beckoning?
                                                                                              • Where next?
                                                                                                • Company background
                                                                                                  • Company performance
                                                                                                    • Figure 39: Amazon.com Inc.: group financial performance, 2011/12-2015/16
                                                                                                  • Electricals sales
                                                                                                    • Figure 40: Amazon: estimated electricals sales in Europe, 2015-16
                                                                                                  • Marketplace
                                                                                                    • Retail offering
                                                                                                    • AO World

                                                                                                        • What we think
                                                                                                          • Broader variety of electrical products
                                                                                                            • Enhanced online customer experience
                                                                                                              • Increased brand awareness attracting new customers and driving repeat business
                                                                                                                • Bolstering logistical infrastructure to better serve customers
                                                                                                                  • European operation to enter profitability in 2020
                                                                                                                    • Company background
                                                                                                                      • Company performance
                                                                                                                        • Figure 41: AO World Plc: group financial performance, 2011/12-2015/16
                                                                                                                      • Retail offering
                                                                                                                      • Apple Retail

                                                                                                                          • What we think
                                                                                                                            • Over-reliance on the iPhone?
                                                                                                                              • A price rise too far?
                                                                                                                                • All about the image
                                                                                                                                  • Company background
                                                                                                                                    • Company performance
                                                                                                                                      • Worldwide
                                                                                                                                        • Figure 42: Apple Inc.: sales and operating profit, 2012-16
                                                                                                                                      • Apple Retail UK
                                                                                                                                        • Figure 43: Apple Retail UK: group financial performance, 2011/12-2015/16
                                                                                                                                        • Figure 44: Apple Retail UK: outlet data, 2011/12-2015/16
                                                                                                                                        • Figure 45: Apple Retail: European stores, 2014-17
                                                                                                                                      • Retail offering
                                                                                                                                      • Conrad Electronic

                                                                                                                                          • What we think
                                                                                                                                            • Predictive analytics technology driving m-commerce sales
                                                                                                                                              • New delivery service
                                                                                                                                                • Local techie support and troubleshooting service tool
                                                                                                                                                  • The Internet of Things
                                                                                                                                                    • Company background
                                                                                                                                                      • Company performance
                                                                                                                                                        • Figure 46: Conrad Electronic (Germany): group financial performance, 2012-16
                                                                                                                                                        • Figure 47: Conrad Electronic: outlet data, 2012-16
                                                                                                                                                      • Retail offering
                                                                                                                                                      • E-Square

                                                                                                                                                          • What it does
                                                                                                                                                            • Company background
                                                                                                                                                              • Key figures
                                                                                                                                                                • Members
                                                                                                                                                                  • Figure 48: E-Square membership, 2016
                                                                                                                                                                • Sales
                                                                                                                                                                • ElectronicPartner

                                                                                                                                                                    • What we think
                                                                                                                                                                      • Structural weaknesses
                                                                                                                                                                        • Where next?
                                                                                                                                                                          • Company background
                                                                                                                                                                            • Company performance
                                                                                                                                                                              • Figure 49: Electronic Partner: Group sales performance, 2012-16
                                                                                                                                                                            • Retail offering
                                                                                                                                                                            • Euronics International

                                                                                                                                                                                • What we think
                                                                                                                                                                                  • Bringing its members new and innovative products
                                                                                                                                                                                    • Brand communication
                                                                                                                                                                                      • Bolstering multi-channel proposition
                                                                                                                                                                                        • Services add value to physical stores
                                                                                                                                                                                          • Company background
                                                                                                                                                                                            • Company performance
                                                                                                                                                                                              • Figure 50: Euronics International: group sales performance, 2011-15
                                                                                                                                                                                              • Figure 51: Euronics International: estimated outlet data, 2011-15
                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                            • Expert Europe

                                                                                                                                                                                                • What we think
                                                                                                                                                                                                  • National network, local availability
                                                                                                                                                                                                    • Strength in common branding is being eroded
                                                                                                                                                                                                      • Increased focus on brand and product expertise and service…
                                                                                                                                                                                                        • …and online presence
                                                                                                                                                                                                          • Where now?
                                                                                                                                                                                                            • Company background
                                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                                • Figure 52: Expert Europe: group sales performance, 2012-16
                                                                                                                                                                                                                • Figure 53: Expert Europe: outlet data, 2012-16
                                                                                                                                                                                                              • Retail offering
                                                                                                                                                                                                              • Media-Saturn

                                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                                    • Looking for opportunities in rentals
                                                                                                                                                                                                                      • The important of the connected home
                                                                                                                                                                                                                        • Services potential
                                                                                                                                                                                                                          • Digital stores
                                                                                                                                                                                                                            • Being proactive with innovation
                                                                                                                                                                                                                              • Redcoon brought pureplay online expertise
                                                                                                                                                                                                                                • Where now?
                                                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                                                      • Figure 54: Media Markt/Saturn: group financial performance, 2011/12-2015/16
                                                                                                                                                                                                                                      • Figure 55: Media Markt/Saturn: outlet data, 2011/12-2015/16
                                                                                                                                                                                                                                    • Retail offering

                                                                                                                                                                                                                                    Companies Covered

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

                                                                                                                                                                                                                                    Electrical Goods Retailing - Germany - February 2017

                                                                                                                                                                                                                                    US $1,333.00 (Excl.Tax)