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Electrical Goods Retailing - UK - February 2013

“Apple stores have raised consumer expectations and provide a model – a Platonic ideal, perhaps – for the retailing of electricals. Retail experience – from store appearance and quality of service to merchandising of product – is arguably more important than ever: if consumers want pure functionality, they can shop online. Bricks and mortar stores must offer an element of branding and aspiration bundled up into a quality experience that provides a genuine complement to browser-based shopping.”
– John Mercer, European Retail Analyst
Some questions answered in this report include:

  • How can multichannel retailers build value in the sector?
  • What will the future of electrical goods retailing look like?
  • When can we expect a robust recovery in demand?
  • Is Apple an example of the retailer of the future?
  • How are consumers mixing online and offline shopping?

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Table of contents

  1. Introduction

      • Changes to the UK report
        • Definitions
          • Financial definitions
            • VAT
              • Sales per store, sales per sq m
                • Abbreviations
                • Executive Summary

                    • The market
                      • Figure 1: Consumer spending on all electrical goods (incl. VAT), 2007-17
                    • Online
                      • Figure 2: Estimated annual sales of electrical goods online (incl. VAT), 2008-14
                    • Channels of distribution
                      • Figure 3: Estimated distribution of consumer spending on electrical/electronic goods by channels/retailers, 2012
                    • Companies, brands and innovation
                      • Market shares
                        • Figure 4: Leading electricals retailers’ shares of consumer spending on all electrical/electronic goods, 2011 and 2012
                      • Space allocation
                        • Figure 5: Leading electricals retailers: Summary space allocation, January 2013
                      • The consumer
                        • What they buy
                          • Figure 6: UK: What electrical products they have bought in-store and online in last three years, November 2012
                        • Where they shop
                          • Figure 7: UK: Where they bought electrical goods, November 2012
                        • The shopper journey: large electrical goods
                          • Figure 8: UK: How they shop for large electrical goods, November 2012
                        • The shopper journey: small electrical goods
                          • Figure 9: UK: How they shop for small electrical goods, November 2012
                        • Attitudes to shopping for electrical goods
                          • Figure 10: UK: Consumer attitudes towards shopping for electrical goods, November 2012
                        • Attitudes to shopping via smartphones
                          • Figure 11: UK: Attitudes towards smartphone usage when buying electrical goods, November 2012
                        • What we think
                        • Issues in the Market

                            • How can multichannel retailers build value in the sector?
                              • What will the future of electrical goods retailing look like?
                                • When can we expect a robust recovery in demand?
                                  • Is Apple an example of the retailer of the future?
                                    • How are consumers mixing online and offline shopping?
                                    • Trend Application

                                        • Trend: FSTR HYPR
                                          • Trend: Prove it
                                            • 2015 trend: Brand Intervention
                                            • The Market Environment

                                              • Key points
                                                • Demography
                                                  • Figure 12: UK: Population projections by age, 2010-25
                                                  • Figure 13: Ethnic composition of England and Wales, 2011
                                                • Economy
                                                  • Figure 14: Gross domestic product: Real-terms growth, Q1 2010-Q4 2012
                                                • Consumer confidence
                                                  • Figure 15: Consumer confidence levels, Feb 2012-Jan 2013
                                                  • Figure 16: UK: Mintel tracker survey trends in consumer sentiment for the coming year, February 2012-January 2013
                                                  • Figure 17: UK: Trends in activities done and considering to do, June 2012-January 2013
                                                • Inflation
                                                  • Figure 18: Harmonised indices of consumer prices: annual % change, selected categories, Jan 2011-Dec 2012
                                                  • Figure 19: Annual % change in harmonised indices of consumer prices versus annual % change in average weekly earnings, Jan 2011-Nov 2012
                                              • Market Size, Forecast and Segmentation

                                                • Key points
                                                  • Technical notes
                                                    • Total spending on electrical goods
                                                      • Figure 20: Consumer spending on all electrical goods (incl. VAT), 2007-17
                                                      • Figure 21: Consumer spending on all electrical goods in current prices and constant prices (incl. VAT), 2007-17
                                                    • Segment forecasts
                                                      • Figure 22: Consumer spending on computing and telecoms equipment (incl. VAT), 2007-17
                                                      • Figure 23: Consumer spending on household appliances (incl. VAT), 2007-17
                                                      • Figure 24: Consumer spending on audio-visual and photographic products, 2007-17
                                                    • Unit volume sales
                                                      • Figure 25: Unit volume sales by electrical goods category, 2011-13
                                                      • Figure 26: Market definitions for unit volume sales data
                                                    • The Mintel forecast
                                                    • Retail Sector Size

                                                      • Key points
                                                        • Specialists seeing share of retail sales decline
                                                          • Figure 27: UK: Retail sales (incl. VAT), 2007-12
                                                          • Figure 28: UK: Retail sales forecasts (incl. VAT), 2013-18
                                                        • Enterprises, outlets and employment
                                                          • Figure 29: Number of retail enterprises, 2008-12
                                                          • Figure 30: Number of retail outlets, 2008-12
                                                          • Figure 31: Number of retail employees in full-time equivalent units, 2008-12
                                                      • Strengths and Weaknesses

                                                        • Strengths
                                                          • Weaknesses
                                                          • The Consumer – Customer Profile Comparisons

                                                              • Age
                                                                  • Figure 32: Age profile of main customers of leading electricals retailers, November 2012
                                                                • Socio-economic group
                                                                    • Figure 33: Socio economic group: profile of main customers of leading electricals retailers, November 2012
                                                                  • Regional
                                                                      • Figure 34: Regional profile of main customers of leading electricals retailers, November 2012
                                                                    • Financial situation
                                                                        • Figure 35: Financial situation profile of main customers of leading electricals retailers, November 2012
                                                                    • The Consumer – What They Buy

                                                                      • Key points
                                                                        • What we asked
                                                                          • What they buy
                                                                            • Mobile phones are the most popular purchase
                                                                                • Figure 36: UK: what electrical products they have bought in-store and online in last three years, November 2012
                                                                              • Tablets potential
                                                                                • Hi-fi and home audio struggles
                                                                                  • Small and large home appliances
                                                                                    • What they buy – offline/online split
                                                                                      • Figure 37: UK: what electrical products they have bought in last three years split by offline/online, November 2012
                                                                                    • Who buys what
                                                                                      • The affluent more likely to buy tablets
                                                                                        • Figure 38: What consumer electronics products they bought in last three years, by age and affluence, November 2012
                                                                                        • Figure 39: What consumer electronics products they bought in last three years, by age and affluence, November 2012
                                                                                      • Small kitchen appliances – where next?
                                                                                          • Figure 40: what household appliances they bought in last three years, by age and socio-economic group November 2012
                                                                                      • The Consumer – Where They Shop

                                                                                        • Key points
                                                                                          • What we asked
                                                                                            • Where consumers buy
                                                                                                • Figure 41: UK: Where they bought electrical products, November 2012
                                                                                              • Trend data
                                                                                                  • Figure 42: Where they bought electrical products, April 2012 and November 2012
                                                                                                • What they think of electrical specialists
                                                                                                  • Where they buy – offline/online split
                                                                                                      • Figure 43: UK: Where they bought electrical products, in-store or online, November 2012
                                                                                                    • What they think about shopping online
                                                                                                      • Who shops where
                                                                                                          • Figure 44: Where they bought electrical goods, by age and affluence, November 2012
                                                                                                      • The Consumer – How They Shop For Small Electrical Goods

                                                                                                        • Key points
                                                                                                          • What we asked
                                                                                                            • The customer journey
                                                                                                                • Figure 45: UK: How they shop for small electrical appliances, November 2012
                                                                                                              • Shopping any electronic products
                                                                                                                  • Figure 46: UK: How they shop for large and small electronic products, November 2012
                                                                                                                • Shopping any household appliances
                                                                                                                    • Figure 47: UK: How they shop for large and small electronic products, November 2012
                                                                                                                  • Who does what
                                                                                                                    • Figure 48: How they shop for small electronic gadgets, by age and affluence, November 2012
                                                                                                                  • How they shop by where they shop
                                                                                                                      • Figure 49: How they shop for small electronic gadgets, by where they shop for any electrical goods, November 2012
                                                                                                                      • Figure 50: How they shop for small household appliances, by where they shop for any electrical goods, November 2012
                                                                                                                  • The Consumer – How They Shop For Large Electrical Goods

                                                                                                                    • Key points
                                                                                                                      • What we asked
                                                                                                                        • The customer journey
                                                                                                                            • Figure 51: UK: How they shop for large electrical appliances, November 2012
                                                                                                                          • Price matters
                                                                                                                            • Who does what
                                                                                                                                • Figure 52: How they shop for large household appliances, by age and affluence, November 2012
                                                                                                                              • Regional differences
                                                                                                                                • Figure 53: UK: How they shop for large household appliances, by region, November 2012
                                                                                                                              • How they shop by where they shop
                                                                                                                                  • Figure 54: How they shop for large electronic products, by where they shop for any electrical goods, November 2012
                                                                                                                                  • Figure 55: How they shop for large household appliances, by where they shop for any electrical goods, November 2012
                                                                                                                              • The Consumer – Attitudes Towards Shopping for Electrical Goods

                                                                                                                                • Key points
                                                                                                                                  • What we asked
                                                                                                                                    • What consumers thought
                                                                                                                                      • Good after-sales service matters
                                                                                                                                        • Mixed views on extended warranties
                                                                                                                                            • Figure 56: UK: Consumer attitudes towards shopping for electrical goods, November 2012
                                                                                                                                          • Out to sell not to help
                                                                                                                                            • Image problem
                                                                                                                                              • Who thinks what
                                                                                                                                                  • Figure 57: UK: Agreements* with attitude statements by age, November 2012
                                                                                                                                                • What consumers think about smartphone usage
                                                                                                                                                    • Figure 58: UK: Attitudes towards smartphone usage when buying electrical goods, November 2012
                                                                                                                                                    • Figure 59: UK: agreement with statements about smartphone usage, by selected user groups, November 2012
                                                                                                                                                • The Consumer – Target Groups

                                                                                                                                                  • Key points
                                                                                                                                                    • Four target groups
                                                                                                                                                      • Figure 60: Target groups, November 2012
                                                                                                                                                    • Digital Fans (28%)
                                                                                                                                                      • Assurance Seekers (26%)
                                                                                                                                                        • Price Prioritisers (25%)
                                                                                                                                                          • Sceptics (20%)
                                                                                                                                                          • Who’s Innovating

                                                                                                                                                            • Key points
                                                                                                                                                              • Ground-breaking online electrical products delivery service
                                                                                                                                                                • GameStop opens holiday shops for festive period
                                                                                                                                                                  • GameStop Kids
                                                                                                                                                                    • Affordable enhanced warranty protection for electrical products
                                                                                                                                                                      • Microsoft’s Toronto store offers a real sense of interactivity
                                                                                                                                                                        • Restaurants in electrical appliances stores
                                                                                                                                                                          • Experimental photo shops
                                                                                                                                                                            • New in-store shopping experience unveiled by Best Buy
                                                                                                                                                                              • Bringing the online in-store
                                                                                                                                                                                • On-board gadget train trolley
                                                                                                                                                                                  • Maplin’s social store makes buying online easy
                                                                                                                                                                                    • Google plans to develop its own standalone outlets
                                                                                                                                                                                    • Channels of Distribution

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • In brief
                                                                                                                                                                                          • Figure 61: Estimated distribution of consumer spending on electrical/electronic goods by channels/retailers, 2012
                                                                                                                                                                                        • In detail
                                                                                                                                                                                          • Figure 62: Estimated distribution of consumer spending on electrical/electronic goods, by channels/retailers, 2011 and 2012
                                                                                                                                                                                          • Figure 63: Estimated distribution of consumer spending on electrical/electronic by channels/retailers, in absolute values (excl. VAT), 2011 and 2012
                                                                                                                                                                                      • Space Allocation Summary

                                                                                                                                                                                        • Key points
                                                                                                                                                                                            • Figure 64: Leading electricals retailers, summary space allocation, January 2013
                                                                                                                                                                                            • Figure 65: Leading electricals retailers: Summary space allocation, January 2013
                                                                                                                                                                                        • Retail Product Mix

                                                                                                                                                                                              • Figure 66: Leading electricals retailers: Estimated sales mix, 2011/12
                                                                                                                                                                                              • Figure 67: Leading electricals retailers: Estimated sales densities by product, 2011/12
                                                                                                                                                                                            • Market shares
                                                                                                                                                                                              • Figure 68: Leading electricals retailers: Estimates market share in key categories, 2011/12
                                                                                                                                                                                          • The Specialist Retailers – Financials and Outlets

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Retail failures
                                                                                                                                                                                                  • Figure 69: UK: Major failures or market exits in electrical goods and entertainment goods retailing, 2009-11
                                                                                                                                                                                                • Leading specialists by revenues
                                                                                                                                                                                                  • Dynamic sector
                                                                                                                                                                                                    • Smaller players
                                                                                                                                                                                                      • 2012 results
                                                                                                                                                                                                        • Figure 70: Leading electrical goods specialists: revenues, 2007-12
                                                                                                                                                                                                        • Figure 71: Leading electrical goods specialists: Compound annual growth rates in revenues, 2007-11
                                                                                                                                                                                                      • Outlet numbers and sales per outlet
                                                                                                                                                                                                        • Figure 72: Leading electrical goods specialists: Outlet numbers, 2007-11
                                                                                                                                                                                                        • Figure 73: Leading electrical goods specialists: Average annual sales per outlet, 2007-11
                                                                                                                                                                                                        • Figure 74: Leading electrical goods specialists: compound annual growth rates in average annual sales per outlet, 2007-11
                                                                                                                                                                                                      • Sales area and sales densities
                                                                                                                                                                                                        • Figure 75: Dixons Retail and Comet: Total sales area and average store size, 2007-11
                                                                                                                                                                                                        • Figure 76: Dixons Retail and Comet: Average annual sales per sq m, 2007-11
                                                                                                                                                                                                      • Operating profits and margins
                                                                                                                                                                                                        • Figure 77: Leading electrical goods specialists: operating profits, 2007-11
                                                                                                                                                                                                        • Figure 78: Leading electrical goods specialists: operating margins, 2007-11
                                                                                                                                                                                                    • The Non-Specialist Retailers – Financials and Profiles

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Financials
                                                                                                                                                                                                          • Figure 79: Leading non-specialist retailers’ estimated sales of electrical/electronic goods (excl. VAT), 2011 and 2012
                                                                                                                                                                                                        • Argos: set for stability
                                                                                                                                                                                                          • Amazon: Unstoppable?
                                                                                                                                                                                                            • John Lewis: sales top £1 billion
                                                                                                                                                                                                              • Tesco: needs attention
                                                                                                                                                                                                              • Market Shares

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Summary: leading retailers’ shares
                                                                                                                                                                                                                      • Figure 80: Leading electricals retailers’ shares of consumer spending on all electrical/electronic goods, 2011 and 2012
                                                                                                                                                                                                                    • In detail: five years of shares
                                                                                                                                                                                                                      • Figure 81: Major electricals retailers’ shares of consumer spending on all electrical/electronic goods, 2008-12
                                                                                                                                                                                                                  • Online and Social Media

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Online market size
                                                                                                                                                                                                                        • Figure 82: Estimated annual sales of electrical goods online (incl. VAT), 2008-14
                                                                                                                                                                                                                        • Figure 83: Estimated distribution of sales of electrical goods online, 2012
                                                                                                                                                                                                                      • Leading online retailers
                                                                                                                                                                                                                        • Figure 84: Leading retailers’ estimated electricals/electronics sales online (excl. VAT), 2011 and 2012
                                                                                                                                                                                                                      • What are consumers buying online?
                                                                                                                                                                                                                        • Figure 85: Electrical goods purchased online in the last three years, November 2012
                                                                                                                                                                                                                        • Figure 86: Balance of respondents purchasing in-store and online, by category, November 2012
                                                                                                                                                                                                                      • Where are consumers shopping online?
                                                                                                                                                                                                                        • Figure 87: Retailers used for electrical goods purchases online in the last three years, November 2012
                                                                                                                                                                                                                      • Profiling retailers’ online shoppers
                                                                                                                                                                                                                        • Figure 88: Where they buy electrical goods in the last three years, by gender, November 2012
                                                                                                                                                                                                                        • Figure 89: Where they buy electrical goods in the last three years, by age group, November 2012
                                                                                                                                                                                                                        • Figure 90: Where they buy electrical goods in the last three years, by socio-economic group, November 2012
                                                                                                                                                                                                                      • Shopping by device
                                                                                                                                                                                                                        • Figure 91: Online activities done in the last three months, September 2012
                                                                                                                                                                                                                      • Shopping for electronics online in context
                                                                                                                                                                                                                        • Figure 92: What has been bought online in the last 12 months, May 2012
                                                                                                                                                                                                                      • Social media presence
                                                                                                                                                                                                                        • Figure 93: Social media follower numbers, January 2013
                                                                                                                                                                                                                    • Advertising and Promotion

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Leading advertisers
                                                                                                                                                                                                                            • Figure 94: Leading electrical retailers’ advertising spend, 2008-12
                                                                                                                                                                                                                          • Spending relative to turnover
                                                                                                                                                                                                                            • Figure 95: Leading electrical specialists’ advertising spend as % of sales, 2008-11
                                                                                                                                                                                                                          • Spending by media
                                                                                                                                                                                                                            • Figure 96: Leading electrical retailers’ advertising spend, by media type, 2012
                                                                                                                                                                                                                          • What we saw in 2012
                                                                                                                                                                                                                            • Seasonal marketing blitz
                                                                                                                                                                                                                              • More service and advice-centric campaigns
                                                                                                                                                                                                                                • One-off event campaigns
                                                                                                                                                                                                                                  • Price match push
                                                                                                                                                                                                                                  • Brand Research

                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                        • Figure 97: Attitudes towards and usage of brands in the electrical retail sector, November 2012
                                                                                                                                                                                                                                      • Correspondence analysis
                                                                                                                                                                                                                                        • Brand attitudes
                                                                                                                                                                                                                                          • Figure 98: Attitudes by electrical retail brand, November 2012
                                                                                                                                                                                                                                        • Brand personality
                                                                                                                                                                                                                                          • Figure 99: Electrical retail brand personality – macro image, November 2012
                                                                                                                                                                                                                                          • Figure 100: Electrical retail brand personality – micro image, November 2012
                                                                                                                                                                                                                                        • Brand experience
                                                                                                                                                                                                                                          • Figure 101: Electrical retail brand usage, November 2012
                                                                                                                                                                                                                                          • Figure 102: Satisfaction with various electrical retail brands, November 2012
                                                                                                                                                                                                                                          • Figure 103: Consideration of electrical retail brands, November 2012
                                                                                                                                                                                                                                          • Figure 104: Consumer perceptions of current electrical retail brand performance, November 2012
                                                                                                                                                                                                                                          • Figure 105: Electrical retail brand recommendation – Net Promoter Score, November 2012
                                                                                                                                                                                                                                        • Brand index
                                                                                                                                                                                                                                          • Figure 106: Electrical retail brand index, November 2012
                                                                                                                                                                                                                                          • Figure 107: Electrical retail brand index vs. recommendation, November 2012
                                                                                                                                                                                                                                        • Target group analysis
                                                                                                                                                                                                                                          • Figure 108: Target groups, November 2012
                                                                                                                                                                                                                                          • Figure 109: Electrical retail brand usage, by target groups, November 2012
                                                                                                                                                                                                                                        • Group One – Conformists
                                                                                                                                                                                                                                          • Group Two – Simply the Best
                                                                                                                                                                                                                                            • Group Three – Shelf Stalkers
                                                                                                                                                                                                                                              • Group Four – Habitual Shoppers
                                                                                                                                                                                                                                                • Group Five – Individualists
                                                                                                                                                                                                                                                • Apple Retail UK

                                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                                      • Growth levelling off?
                                                                                                                                                                                                                                                        • Trouble at the top
                                                                                                                                                                                                                                                          • Stores integral to brand equity
                                                                                                                                                                                                                                                            • Company background
                                                                                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                                                                                • UK sales
                                                                                                                                                                                                                                                                  • Figure 110: Apple Retail UK: Group financial performance, 2006/07-2011/12
                                                                                                                                                                                                                                                                  • Figure 111: Apple Retail UK: Outlet data, 2006/07-2011/12
                                                                                                                                                                                                                                                                  • Figure 112: Apple Retail: European stores, 2012 and 2013
                                                                                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                                                                                • Dixons Retail

                                                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                                                      • Company background
                                                                                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                                                                                            • Figure 113: Dixons Retail Plc: Group financial performance, 2007/08-2011/12
                                                                                                                                                                                                                                                                            • Figure 114: Dixons Retail Plc: Outlet data, 2008-12
                                                                                                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                                                                                                          • Euronics International

                                                                                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                                                                                • Company background
                                                                                                                                                                                                                                                                                  • Figure 115: Euronics: Members, countries and trading names, 2013
                                                                                                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                                                                                                  • Figure 116: Euronics: International sales, 2001-12
                                                                                                                                                                                                                                                                                  • Figure 117: Euronics: Estimated sales ex-warehouse, inc VAT, by country, 2008-12
                                                                                                                                                                                                                                                                                  • Figure 118: Euronics: Outlet data, 2008-12
                                                                                                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                                                                                                • Maplin Electronics Ltd

                                                                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                                                                      • Company background
                                                                                                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                                                                                                          • Figure 119: Maplin Electronics Ltd, group financial performance, 2008-12
                                                                                                                                                                                                                                                                                          • Figure 120: Maplin Electronics Ltd, outlet data, 2008-12
                                                                                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                                                                                        • Appendix – Brand Research

                                                                                                                                                                                                                                                                                            • Figure 121: Brand usage, November 2012
                                                                                                                                                                                                                                                                                            • Figure 122: Brand commitment, November 2012
                                                                                                                                                                                                                                                                                            • Figure 123: Brand momentum, November 2012
                                                                                                                                                                                                                                                                                            • Figure 124: Brand diversity, November 2012
                                                                                                                                                                                                                                                                                            • Figure 125: Brand satisfaction, November 2012
                                                                                                                                                                                                                                                                                            • Figure 126: Brand recommendation, November 2012
                                                                                                                                                                                                                                                                                            • Figure 127: Brand attitude, November 2012
                                                                                                                                                                                                                                                                                            • Figure 128: Brand image – macro image, November 2012
                                                                                                                                                                                                                                                                                            • Figure 129: Brand image – micro image, November 2012
                                                                                                                                                                                                                                                                                            • Figure 130: Profile of target groups, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 131: Psychographic segmentation, by target groups, November 2012
                                                                                                                                                                                                                                                                                            • Figure 132: Brand usage, by target groups, November 2012
                                                                                                                                                                                                                                                                                          • Brand index
                                                                                                                                                                                                                                                                                            • Figure 133: Brand index, November 2012
                                                                                                                                                                                                                                                                                        • Appendix – The Consumer – What They Buy

                                                                                                                                                                                                                                                                                            • Figure 134: Most popular electrical goods purchased, instore and online, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 135: Next most popular electrical goods purchased, instore and online, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 136: Other electrical goods purchased, instore and online, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 137: Most popular electrical goods purchased, instore, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 138: Next most popular electrical goods purchased, instore, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 139: Other electrical goods purchased, instore, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 140: Most popular electrical goods purchased, online, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 141: Next most popular electrical goods purchased, online, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 142: Other electrical goods purchased, online, by demographics, November 2012
                                                                                                                                                                                                                                                                                        • Appendix – The Consumer – Where They Shop

                                                                                                                                                                                                                                                                                            • Figure 143: Most popular retailers used for electrical goods purchases, in store and online, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 144: Next most popular retailers used for electrical goods purchases, in store and online, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 145: Other retailers used for electrical goods purchases, in store and online, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 146: Most popular retailers used for electrical goods purchases, in store, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 147: Next most popular retailers used for electrical goods purchases, in store, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 148: Other retailers used for electrical goods purchases, in store, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 149: Most popular retailers used for electrical goods purchases, online, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 150: Next most popular retailers used for electrical goods purchases, online, by demographics, November 2012
                                                                                                                                                                                                                                                                                        • Appendix – The Consumer – How They Shop for Large Electrical Goods

                                                                                                                                                                                                                                                                                            • Figure 151: Most popular consumer journey for large household appliance, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 152: Next most popular consumer journey for large household appliance, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 153: Most popular consumer journey for large electronic product, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 154: Next most popular consumer journey for large electronic product, by demographics, November 2012
                                                                                                                                                                                                                                                                                        • Appendix – The Consumer – How They Shop for Small Electrical Goods

                                                                                                                                                                                                                                                                                            • Figure 155: Most popular consumer journey for small electronic product or gadget, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 156: Next most popular consumer journey for small electronic product or gadget, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 157: Most popular consumer journey for small household appliance, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 158: Next most popular consumer journey for small household appliance, by demographics, November 2012
                                                                                                                                                                                                                                                                                        • Appendix – The Consumer – Attitudes towards Shopping for Electrical Goods

                                                                                                                                                                                                                                                                                            • Figure 159: Agreement with the statements ‘I would be happy to buy electrical goods online using my smartphone’ and ‘When looking in-store for electrical goods, I like to compare prices online using my smartphone’, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 160: Agreement with the statements ‘It is important for retailers to offer a good after-sales service, such as a smooth repair or return service for goods within warranty’ and ‘Extended warranties are not good value for money’, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 161: Agreement with the statements ‘I think in-store assistants are just interested in selling a product, rather than helping the customer’ and ‘It is worth paying a little bit more to buy from a retailer you trust’, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 162: Agreement with the statements ‘I do not believe electrical goods retailers’ sale offers or special deals are always genuine discounts’ and ‘I value advice from in-store assistants’, by demographics, November 2012
                                                                                                                                                                                                                                                                                            • Figure 163: Agreement with the statements ‘I appreciate the peace-of-mind that extended warranties offer’ and ‘I would like to be able to buy electrical products on retailers’ Facebook pages’, by demographics, November 2012
                                                                                                                                                                                                                                                                                        • Appendix – The Consumer – Target Groups

                                                                                                                                                                                                                                                                                            • Figure 164: Target groups, by demographics, November 2012

                                                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                                                        • Apollo 2000 Ltd
                                                                                                                                                                                                                                                                                        • Apple Retail UK
                                                                                                                                                                                                                                                                                        • Argos
                                                                                                                                                                                                                                                                                        • Bennetts (Retail) Ltd
                                                                                                                                                                                                                                                                                        • Blockbuster Entertainment Ltd (UK)
                                                                                                                                                                                                                                                                                        • Brighthouse
                                                                                                                                                                                                                                                                                        • Comet Group Ltd
                                                                                                                                                                                                                                                                                        • Darty Group
                                                                                                                                                                                                                                                                                        • Dixons Retail Plc
                                                                                                                                                                                                                                                                                        • Euronics UK (C.I.H)
                                                                                                                                                                                                                                                                                        • Game Group
                                                                                                                                                                                                                                                                                        • HMV Retail Ltd
                                                                                                                                                                                                                                                                                        • Hughes Electrical Ltd
                                                                                                                                                                                                                                                                                        • John Lewis Partnership
                                                                                                                                                                                                                                                                                        • Maplin Electronics Ltd
                                                                                                                                                                                                                                                                                        • Micro Anvika Ltd
                                                                                                                                                                                                                                                                                        • Pixmania
                                                                                                                                                                                                                                                                                        • Richer Sounds Plc
                                                                                                                                                                                                                                                                                        • Sony Centre
                                                                                                                                                                                                                                                                                        • The Carphone Warehouse Ltd
                                                                                                                                                                                                                                                                                        • The Carphone Warehouse Plc
                                                                                                                                                                                                                                                                                        • The Jessops Group Ltd
                                                                                                                                                                                                                                                                                        • Webb Group Ltd

                                                                                                                                                                                                                                                                                        Electrical Goods Retailing - UK - February 2013

                                                                                                                                                                                                                                                                                        £1,995.00 (Excl.Tax)