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Electrical Goods Retailing - Spain - February 2016

“Our consumer research shows that, on the whole, shoppers are less satisfied with the service proposition of electrical retailers than the product-related elements of their offer. However the major players are now stepping up their investment in multichannel strategies and as part of that we expect to see customer service improvements in an increasingly complex consumer market.”
– Hilary Monk, Senior Retail Analyst

This report examines the following areas:

  • Who will win the omnichannel race?
  • Price and promotions – a changing marketplace

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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: Spain: Harmonised indices of consumer prices: year-on-year % change, September 2014-November 2015
            • Channels of distribution
              • Figure 2: Spain: Estimated distribution of spending on electricals goods, 2015
            • Sector size and forecast
              • Leading players
                • Key metrics
                  • Market shares
                    • Figure 3: Spain: Leading specialist electrical retailers: Estimated shares of spending on electricals items, 2015
                  • Online
                    • The consumer
                      • Where they shop
                        • Figure 4: Spain: Where they bought electrical goods in the last 12 months, in-store versus online/catalogue, January 2016
                      • Levels of satisfaction
                        • Figure 5: Spain: Levels of satisfaction with last electricals retailer purchased from, January 2016
                      • What we think
                      • Issues and Insights

                        • Who will win the omnichannel race?
                          • The facts
                            • The implications
                              • Price and promotions – a changing marketplace
                                • The facts
                                  • Implications
                                  • The Market – What You Need to Know

                                    • Market recovers
                                      • Deflation eases
                                        • Black Friday event grows
                                          • Channels of distribution
                                            • Sector size and forecast
                                            • Spending and Inflation

                                              • Consumer spending picks up in 2014
                                                • Figure 6: Spain: Consumer spending at current prices (incl. VAT), 2010-15
                                              • Inflation
                                                • Figure 7: Spain: Harmonised indices of consumer prices – annual % change, 2010-15
                                                • Figure 8: Spain: Harmonised indices of consumer prices: Annual % change, September 2014-November 2015
                                              • Unit volumes
                                                • Figure 9: Spain: Unit volume of selected major electrical goods categories, 2010-19
                                                • Figure 10: Spain: Definitions for unit volume market data
                                            • Channels of Distribution

                                              • Specialists dominate the sector
                                                • Figure 11: Spain: Estimated distribution of spending on electrical goods, 2014-15
                                                • Figure 12: Spain: Estimated distribution of spending on electricals goods, 2015
                                            • Sector Size and Forecast

                                              • Sector sales recover
                                                • Figure 13: Spain: Electrical specialists sales, 2010-15
                                                • Figure 14: Spain: Electrical specialists sales, 2015-20
                                                • Figure 15: Spain: Electrical specialists sales as share of total spending on electricals, 2010-15
                                            • Leading Players – What You Need to Know

                                              • Media Markt stands out
                                                • Leading chains focus on omnichannel
                                                  • Market shares
                                                    • Online electricals spending
                                                      • Amazon leads in the online sector
                                                      • Leading Players

                                                        • Media Markt growth accelerates in 2015
                                                          • Worten – driving omnichannel and a new store concept
                                                            • Click & mag drives Fnac omnichannel sales
                                                              • Figure 16: Spain: Leading specialists – sales, 2012-15
                                                              • Figure 17: Spain: Leading specialists – outlet numbers, 2012-15
                                                              • Figure 18: Spain: Leading specialists – sales per outlet, 2012-15
                                                          • Market Shares

                                                              • Figure 19: Spain: Leading electrical specialists – estimated share of all spending on electrical goods, 2012-15
                                                          • Online

                                                            • Market size
                                                              • Online retailers
                                                                  • Figure 20: Spain: Where they bought electrical goods online in the last 12 months, January 2016
                                                                • Online shoppers
                                                                  • Figure 21: Spain: Percentage of all individuals having purchased electrical goods online in the past 12 months, selected categories, 2009-15
                                                              • The Consumer – What You Need to Know

                                                                • Shopping across channels
                                                                  • Amazon dominates the online sector
                                                                    • Consumers are satisfied with product-related issues
                                                                      • But less satisfied with services
                                                                        • Most satisfied with Amazon and El Corte Inglés
                                                                        • Where They Shop for Electrical Goods

                                                                          • Non-specialists not far behind specialists
                                                                            • Figure 22: Spain: Where they bought electrical goods in the last 12 months, in-store or online/catalogue, January 2016
                                                                          • Amazon dominates the online sector
                                                                            • Figure 23: Spain: Where they bought electrical goods in the last 12 months, in-store versus online/catalogue, January 2016
                                                                          • Average age and affluence
                                                                            • Figure 24: Spain: Where they bought electrical goods, by age and income, January 2016
                                                                            • Figure 25: Spain: Selected retailers and channels where they bought electrical goods, by age, January 2016
                                                                            • Figure 26: Spain: Selected retailers where they bought electrical goods, by income, January 2016
                                                                        • Levels of Satisfaction

                                                                          • Differences in satisfaction levels
                                                                            • Figure 27: Spain: Levels of satisfaction with last electricals retailer purchased from, January 2016
                                                                          • Ease of returns ranks higher
                                                                            • Figure 28: Spain: More detailed levels of satisfaction with last electricals retailer purchased from, January 2016
                                                                            • Figure 29: Spain: Ranking of satisfaction levels with last electricals retailer purchased from, January 2016
                                                                          • Satisfaction with specific retailers
                                                                            • Media Markt
                                                                              • Figure 30: Spain: Those agreeing they were satisfied at Media markt relative to electrical retailer average, January 2016
                                                                            • El Corte Inglés
                                                                              • Figure 31: Spain: Those agreeing they were satisfied with El Corte Inglés relative to electrical retailer average, January 2016
                                                                            • Amazon
                                                                              • Figure 32: Spain: Those agreeing they were satisfied with Amazon relative to electrical retailer average, January 2016
                                                                            • Any grocery store
                                                                              • Figure 33: Spain: Those agreeing they were satisfied with a grocery store relative to electrical retailer average, January 2016
                                                                          • Amazon Europe

                                                                              • What we think
                                                                                • An evolving offer
                                                                                  • Amazon Prime extends its breadth and reach
                                                                                    • A sense of occasion
                                                                                      • Product development continues
                                                                                        • Delivery gets quicker, but pushes fulfilment costs higher
                                                                                          • Click & Collect points limited to US universities
                                                                                            • Looking ahead
                                                                                              • Company background
                                                                                                • Company performance
                                                                                                  • Growth slows in Europe
                                                                                                    • Figure 34: Amazon.com Inc: Group financial performance, 2010-15
                                                                                                  • Sales mix
                                                                                                    • Figure 35: Amazon: Composition of net sales, 2015
                                                                                                  • Retail offering
                                                                                                  • Apple Retail

                                                                                                      • What we think
                                                                                                        • It’s all about the iPhone
                                                                                                          • The importance of innovation
                                                                                                            • Apple stores an important to success of the brand
                                                                                                              • Company background
                                                                                                                • Company performance
                                                                                                                  • Worldwide
                                                                                                                    • Figure 36: Apple Retail: sales and operating profit, 2011-15
                                                                                                                    • Figure 37: Apple Retail: Outlet data, 2010/11-2016
                                                                                                                  • Apple Retail UK
                                                                                                                    • Figure 38: Apple Retail UK: Group financial performance, 2009/10-2014/15
                                                                                                                    • Figure 39: Apple Retail UK: Outlet data, 2010/11-2016
                                                                                                                    • Figure 40: Apple Retail: European stores, 2014-16
                                                                                                                  • Retail offering
                                                                                                                  • E-Square

                                                                                                                      • What we think
                                                                                                                        • Weaknesses
                                                                                                                          • Other businesses
                                                                                                                            • Company background
                                                                                                                              • E-Square
                                                                                                                                • Electronic Partner
                                                                                                                                  • E-Square members
                                                                                                                                    • Figure 41: E-Square members, 2015
                                                                                                                                  • Company performance
                                                                                                                                    • Figure 42: E-Square: Estimated retail sales, 2011-15
                                                                                                                                    • Figure 43: E-Square: Members’ approximate store numbers, by country/region, 2011-15
                                                                                                                                  • Germany
                                                                                                                                    • Other Germany
                                                                                                                                      • Denmark
                                                                                                                                        • Finland
                                                                                                                                          • France
                                                                                                                                            • Greece
                                                                                                                                              • Italy
                                                                                                                                                • Portugal
                                                                                                                                                  • Spain
                                                                                                                                                    • UK
                                                                                                                                                      • Ukraine
                                                                                                                                                        • Kazakhstan
                                                                                                                                                        • Euronics International

                                                                                                                                                            • What we think
                                                                                                                                                              • Company background
                                                                                                                                                                • Company performance
                                                                                                                                                                    • Figure 44: Euronics International: Group financial performance, 2010-14
                                                                                                                                                                    • Figure 45: Euronics International: Outlet data, 2010-14
                                                                                                                                                                  • Euronics membership
                                                                                                                                                                    • Figure 46: Euronics: Members, countries and trading names, 2016
                                                                                                                                                                • Expert Europe

                                                                                                                                                                    • What we think
                                                                                                                                                                      • The up-sides
                                                                                                                                                                        • The downsides
                                                                                                                                                                          • Company background
                                                                                                                                                                            • Online
                                                                                                                                                                              • Figure 47: Expert International, online shopping availability, 2016
                                                                                                                                                                            • Company performance
                                                                                                                                                                              • Figure 48: Expert Europe: Estimated sales at retail, excl. VAT, 2011-15
                                                                                                                                                                              • Figure 49: Expert Europe: Outlet data, 2011-15
                                                                                                                                                                            • Expert Germany
                                                                                                                                                                              • Expert Italy
                                                                                                                                                                                • Expert Spain
                                                                                                                                                                                  • Expert France
                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                      • Store formats
                                                                                                                                                                                      • Fnac

                                                                                                                                                                                          • What we think
                                                                                                                                                                                            • Darty deal
                                                                                                                                                                                              • Fnac Kids roll-out completed
                                                                                                                                                                                                • Aiming for market leadership in the fast-growing connected devices sector
                                                                                                                                                                                                  • Expanding its digital cultural offering
                                                                                                                                                                                                    • Enhanced marketplace offering puts it in direct competition with Amazon
                                                                                                                                                                                                      • Company background
                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                          • 2015
                                                                                                                                                                                                            • Figure 50: Fnac: Group financial performance, 2010-15
                                                                                                                                                                                                            • Figure 51: Fnac: Outlet data, 2010-15
                                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                                          • Media-Saturn

                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                • Increasing the channels to market
                                                                                                                                                                                                                  • Adding new store concepts
                                                                                                                                                                                                                    • Market-leading delivery services
                                                                                                                                                                                                                      • Encouraging innovation
                                                                                                                                                                                                                        • Company background
                                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                                              • Figure 52: Media Markt/Saturn: Group financial performance, 2010/11-2014/15
                                                                                                                                                                                                                              • Figure 53: Media Markt/Saturn: Outlet data, 2010/11-2014/15
                                                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                                                                • Data sources

                                                                                                                                                                                                                                Companies Covered

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

                                                                                                                                                                                                                                Electrical Goods Retailing - Spain - February 2016

                                                                                                                                                                                                                                £995.00 (Excl.Tax)