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Electrical Goods Retailing - UK - May 2012

“The electricals sector is heading for further major changes. John Lewis and Currys are showing how it is possible to compete effectively against pure play online retailers, Amazon shows how an online retailer can prosper through the excellence of its fulfilment processes. But we are not convinced that a price led model is enough. Improved information and price matching is taking price out of the retail equation. Retailers must have some other USP and that is what Argos and Comet, both of which are struggling, seem to lack at the moment.”

– Richard Perks, Director of Retail Research

Some questions answered in this report include:

  • What is the role of service in electricals retailers?
  • Can an Internet retailer really lead on price?
  • Will online grow further?
  • Is it still possible to make a distinction between online and in-store sales?
  • So are we heading for major changes in the market?

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Table of contents

  1. Introduction

      • Definitions
        • Financial definitions
          • Abbreviations
          • Executive Summary

              • The market
                • The forecast
                    • Figure 1: Electrical goods specialists sector sales and forecast, 2006-16
                  • Online
                    • Companies, brands and innovation
                        • Figure 2: Leading retailers estimated share of electrical goods spending*, 2010 and 2011
                      • Space allocation
                        • Figure 3: Electricals retailers, summary space allocation, April 2012
                        • Figure 4: Estimated sales breakdown, 2011/12
                      • Brand positioning
                        • Figure 5: Attitudes towards and usage of brands in the electrical retail sector, March 2012
                        • Figure 6: Consumer perceptions of current electrical goods retail brand performance, March 2012
                      • The Consumer
                        • Figure 7: proportion of consumers who have bought electricals from leading retailers, 2012
                        • Figure 8: Main stores used for buying brown goods, April 2012
                      • Consumers are more cautious
                        • Figure 9: Consumer Attitudes to buying electrical products, 2011 and 2012
                      • Buying electricals online
                        • Figure 10: Consumer attitudes to buying and researching electrical goods, March 2012
                        • Figure 11: Profile of attitudes to shopping online, March 2012
                      • What we think
                      • Issues in the Market

                          • What is the role of service in electricals retailers?
                            • Can an Internet retailer really lead on price?
                              • Will online grow further?
                                • Is it still possible to make a distinction between online and in-store sales?
                                  • So are we heading for major changes in the market?
                                  • Future Opportunities

                                      • Trend: Experience is all
                                        • Trend: Why buy
                                        • Economic and Demographic Context

                                          • Key Points
                                            • Ageing population
                                              • Figure 12: UK: Over-65s as a percentage of the total UK population, 1991-2020
                                            • The economy
                                              • Figure 13: UK: Real-terms, year-on-year GDP growth, Q1 2009 – Q1 2012
                                            • Confidence
                                              • Figure 14: UK: Consumer confidence and retail trade confidence, Jan 2011 – mar 2012
                                            • Inflation
                                              • Figure 15: consumer prices index household appliances, jan 2011-jan 2012
                                              • Figure 16: consumer prices index audio-visual, telecoms, recording media, Jan 2011-jan 2012
                                              • Figure 17: consumer prices index photographic and IT goods, Repairs, Jan2011-Feb 2012
                                          • Consumer Spending on Electrical Products

                                            • Key Points
                                              • Electricals spending continues to be hit by deep deflation
                                                  • Figure 18: UK: Consumer spending on electrical goods, by major category, 2007-11
                                                • A very different picture in constant prices
                                                    • Figure 19: UK: Consumer spending on electrical goods, by major category, 2007-11
                                                  • Electrical goods as a share of all spending
                                                    • Figure 20: UK: Consumer spending on electrical goods as % of all consumer spending, 2007-11
                                                  • Category performance and prospects
                                                  • Sector Size and Forecast

                                                    • Key Points
                                                      • Sector size
                                                        • Figure 21: Electrical goods specialists sales, 2006-11
                                                        • Figure 22: Electrical goods specialists sales relative to all retailers sales, 2001-11
                                                        • Figure 23: Electrical goods specialists’ sales as % all spending on electrical goods, 2001-11
                                                      • Sector sales forecast
                                                          • Figure 24: Electrical goods specialists sector sales and forecast, 2006-16
                                                          • Figure 25: Electricals retailers sales, 2006-16f
                                                        • Outlet data
                                                          • Figure 26: UK: Electrical goods specialists: outlet numbers, 2008 and 2009
                                                        • Forecast methodology
                                                        • Strengths and Weaknesses

                                                            • Weaknesses
                                                            • Who’s Innovating

                                                              • Try before you buy
                                                                • Figure 27: Ybuy’s homepage, April 2012
                                                              • New store formats
                                                                • Figure 28: Google Chrome store in Currys-PC World, Tottenham Court Road, London, April 2012
                                                                • Figure 29: Currys Black, Westfield Stratford, May 2012
                                                              • Harrods expands with Dixons
                                                                • Figure 30: Harrods Technology, April 2012
                                                              • Currys diversifies
                                                                • Figure 31: Dixon’s Knowhow movie site, April 2012
                                                              • Improved purchasing options
                                                                • Improving own brand
                                                                  • Innovative marketing
                                                                  • Channel of Distribution

                                                                    • Key Points
                                                                        • Figure 32: UK: Electricals market, estimated channels of distribution, 2011
                                                                      • Specialists and non-specialists
                                                                        • Home shopping
                                                                          • Direct from manufacturer
                                                                            • Trade distributors
                                                                            • Space Allocation Summary

                                                                              • Key Points
                                                                                • Space allocation estimates
                                                                                  • Figure 33: Leading electricals retailers, summary space allocation, April 2012
                                                                                  • Figure 34: Electricals retailers, summary space allocation, April 2012
                                                                                  • Figure 35: Summary sales area estimates, April 2012
                                                                              • Retail Product Mix

                                                                                    • Figure 36: Estimated sales breakdown, 2011/12
                                                                                  • Estimated sales density by product
                                                                                    • Figure 37: Estimated sales densities, 2011/12
                                                                                  • Market shares
                                                                                    • Figure 38: Electricals retailers: Estimated Market share, by product category, 2011
                                                                                • Leading Retailers

                                                                                  • Key Points
                                                                                    • Leading Electrical Specialists
                                                                                      • Sector consolidation
                                                                                        • Three main groupings remain
                                                                                          • Best Buy exits while Comet returns to its low price roots
                                                                                            • Further sales contraction in 2011
                                                                                              • Figure 39: UK: Leading electrical and computing specialists, 2010/11
                                                                                            • Leading Non-Specialists and Non-Store Retailers
                                                                                              • Figure 40: leading non-specialists and non-store retailers, 2010/11
                                                                                            • Non-specialist and non-store retailers’ profiles
                                                                                              • Argos
                                                                                                  • Figure 41: Argos shoppers in last three years, by gender, age and socio-economic group, April 2012
                                                                                                  • Figure 42: Argos shoppers in last three years, by region and working status, April 2012
                                                                                                • Amazon
                                                                                                    • Figure 43: Amazon shoppers in last three years, by gender, age and socio-economic group, April 2012
                                                                                                    • Figure 44: Amazon shoppers in last three years, by region and working status, April 2012
                                                                                                  • John Lewis
                                                                                                      • Figure 45: John Lewis shoppers in last three years, by gender, age and socio-economic group, April 2012
                                                                                                      • Figure 46: John Lewis shoppers in last three years, by region and working status, April 2012
                                                                                                    • Tesco
                                                                                                        • Figure 47: Tesco shoppers in last three years, by gender, age and socio-economic group, April 2012
                                                                                                        • Figure 48: Tesco shoppers in last three years, by region and working status, April 2012
                                                                                                      • J. Sainsbury
                                                                                                      • Market shares

                                                                                                          • Leading retailers of electrical goods – share of all consumer spending on this category
                                                                                                            • Figure 49: Leading retailers estimated share of electrical goods spending*, 2010 and 2011
                                                                                                          • Electricals specialists - share of all sales through the electricals specialists sector
                                                                                                            • Figure 50: Leading electrical and computing specialists’ estimated shares of the specialists sector*, 2010 and 2011
                                                                                                        • Online

                                                                                                            • A fragmented online market
                                                                                                              • Can pure play specialists survive?
                                                                                                                • Play.com will be hit by the tax loophole closure
                                                                                                                  • Non-specialists have a rosier future
                                                                                                                    • Direct from suppliers
                                                                                                                      • Online spending
                                                                                                                        • Leading players
                                                                                                                          • Figure 51: leading online retailers: estimated online electrical sales, 2010 and 2011
                                                                                                                        • Online buying trends
                                                                                                                          • Figure 52: UK: types products purchased on the internet in the last three months, 2009-2011
                                                                                                                        • Electrical specialists – online visitor data
                                                                                                                          • Figure 53: Leading electrical retailers and suppliers websites, three-month average to march 2012
                                                                                                                      • Advertising and Promotion

                                                                                                                        • Key Points
                                                                                                                          • Leading advertisers
                                                                                                                            • Figure 54: Leading electricals retailers’ advertising spending, 2007-11
                                                                                                                          • Spending relative to turnover
                                                                                                                            • Figure 55: Leading electricals specialists’ advertising spending as % of sales, 2007-10
                                                                                                                          • Spending by media
                                                                                                                              • Figure 56: Leading electricals retailers’ spending on advertising, by media, 2011
                                                                                                                            • Major TV campaigns
                                                                                                                              • Figure 57: Currys-PC World’s Star Wars campaign
                                                                                                                          • Brand Research

                                                                                                                            • Brand map
                                                                                                                                • Figure 58: Attitudes towards and usage of brands in the electrical retail sector, March 2012
                                                                                                                              • Correspondence analysis
                                                                                                                                • Brand attitudes
                                                                                                                                  • Figure 59: Attitudes, by electrical goods retail brand, March 2012
                                                                                                                                • Brand personality
                                                                                                                                  • Figure 60: Electrical good retail brand personality – macro image, March 2012
                                                                                                                                  • Figure 61: Electrical goods retail brand personality – micro image, March 2012
                                                                                                                                • Brand experience
                                                                                                                                  • Figure 62: Electrical goods retail brand usage, March 2012
                                                                                                                                  • Figure 63: Satisfaction with various electrical goods retail brands, March 2012
                                                                                                                                  • Figure 64: Consideration of electrical goods retail brands, March 2012
                                                                                                                                  • Figure 65: Consumer perceptions of current electrical goods retail brand performance, March 2012
                                                                                                                                  • Figure 66: Electrical goods retail brand recommendation – Net Promoter Score, March 2012
                                                                                                                                • Brand index
                                                                                                                                  • Figure 67: Electrical goods retail brand index, March 2012
                                                                                                                                  • Figure 68: Electrical goods retail brand index vs. recommendation, March 2012
                                                                                                                                • Target group analysis
                                                                                                                                  • Figure 69: Target groups, March 2012
                                                                                                                                  • Figure 70: Electrical goods retail brand usage, by target groups, March 2012
                                                                                                                                • Group One – Conformists
                                                                                                                                  • Group Two – Simply the Best
                                                                                                                                    • Group Three – Shelf Stalkers
                                                                                                                                      • Group Four – Habitual Shoppers
                                                                                                                                        • Group Five – Individualists
                                                                                                                                        • Consumer – Where People Buy Electricals

                                                                                                                                          • Key Points
                                                                                                                                            • Who has bought what
                                                                                                                                                • Figure 71: Electricals products bought in the last three years, April 2012
                                                                                                                                                • Figure 72: Who buys what electrical goods, April 2012
                                                                                                                                              • Where do people buy?
                                                                                                                                                  • Figure 73: Electricals products bought in the last three years, April 2012
                                                                                                                                                • Retailer customer profile – all purchases
                                                                                                                                                    • Figure 74: Retailer customer profile for all electricals purchases, April 2012
                                                                                                                                                  • Retailer customer profile – brown goods
                                                                                                                                                      • Figure 75: Main stores used for buying brown goods, April 2012
                                                                                                                                                    • Retailer customer profile – White goods
                                                                                                                                                        • Figure 76: Main stores used for buying White goods, April 2012
                                                                                                                                                      • What people buy and where they buy it
                                                                                                                                                      • The Consumer - Attitudes to Buying Electrical Goods

                                                                                                                                                        • Key Points
                                                                                                                                                            • Figure 77: Consumer attitudes to buying electrical products, March 2012
                                                                                                                                                            • Figure 78: Consumer attitudes to buying electrical products, 2010- 2012
                                                                                                                                                            • Figure 79: Consumer attitudes to buying electrical goods, by age and socio-economic group, March 2012
                                                                                                                                                            • Figure 80: Consumer attitudes to shopping and shops used for electricals products, March 2012
                                                                                                                                                            • Figure 81: Consumer attitudes to shopping and shops used for electricals products, March 2012 (cont)
                                                                                                                                                            • Figure 82: Consumer attitudes to shopping and electricals products bought, March 2012
                                                                                                                                                            • Figure 83: Consumer attitudes to shopping and electricals products bought, March 2012 (Cont)
                                                                                                                                                        • The Consumer - Electricals and the Internet – Consumer Attitudes

                                                                                                                                                          • Key Points
                                                                                                                                                              • Figure 84: Consumer attitudes to retailers used, March 2012
                                                                                                                                                              • Figure 85: Profiles of electricals buyers attitudes, March 2012
                                                                                                                                                            • 35-44 year-old C1 male
                                                                                                                                                              • 35-44-year-old C2 female
                                                                                                                                                                • Attitudes by products bought
                                                                                                                                                                    • Figure 86: Consumer attitudes to retailers and electricals products bought, March 2012
                                                                                                                                                                    • Figure 87: Consumer attitudes to retailers and electricals products bought, March 2012
                                                                                                                                                                    • Figure 88: Consumer attitudes to retailers, by retailer bought from, March 2012
                                                                                                                                                                    • Figure 89: Consumer attitudes to retailers, by retailer bought from, March 2012 (cont)
                                                                                                                                                                • The Consumer - Target groups

                                                                                                                                                                      • Figure 90: Electricals shoppers, target groups, March 2012
                                                                                                                                                                      • Figure 91: Attitudes of target group, March 2012
                                                                                                                                                                      • Figure 92: Target groups profile, March 2012
                                                                                                                                                                    • Target groups shopping habits
                                                                                                                                                                      • Figure 93: Target groups use of electricals retailers, March 2012
                                                                                                                                                                      • Figure 94: Target group shopping preferences, March 2012
                                                                                                                                                                  • Apple Retail

                                                                                                                                                                      • Figure 95: Apple Retail UK: Sales as share of electrical/PC/telecoms specialists’ sales in UK, 2007-11
                                                                                                                                                                    • Strategic evaluation
                                                                                                                                                                      • Retail outlets
                                                                                                                                                                        • Background
                                                                                                                                                                          • Company performance
                                                                                                                                                                            • UK sales
                                                                                                                                                                              • Figure 96: Apple Retail: Group financial performance, 2006/7-2010/11
                                                                                                                                                                            • 2011/12
                                                                                                                                                                              • Figure 97: Apple Retail: Outlet data, 2006/7-2010/11
                                                                                                                                                                              • Figure 98: Apple Retail: European stores, May 2012
                                                                                                                                                                            • Store formats
                                                                                                                                                                              • Retail offering
                                                                                                                                                                                • Space allocation
                                                                                                                                                                                  • Figure 99: Apple Retail, Summary space allocation, April 2012
                                                                                                                                                                                  • Figure 100: Apple Retail: space allocation, April 2012
                                                                                                                                                                                • E-commerce
                                                                                                                                                                                  • Figure 101: Apple.com: Online consumer demographics, three month average to March 2012
                                                                                                                                                                              • Comet Group Ltd

                                                                                                                                                                                  • Figure 102: Comet Group Ltd: Sales as share of all electricals specialists’ sales in UK, 2007-11(est)
                                                                                                                                                                                • Strategic evaluation
                                                                                                                                                                                  • Cut loose from Kesa
                                                                                                                                                                                    • Figure 103: Comet’s refreshed store look (post-2010), Croydon store
                                                                                                                                                                                  • Heading in the wrong direction?
                                                                                                                                                                                    • Long-term growth demands investment
                                                                                                                                                                                      • Synergies with Game?
                                                                                                                                                                                        • Background
                                                                                                                                                                                          • Company performance
                                                                                                                                                                                            • Figure 104: Comet Group Ltd: Financial performance, 2006/7-2010/11
                                                                                                                                                                                            • Figure 105: Comet Group Ltd: Financial performance, H1 2011/12
                                                                                                                                                                                            • Figure 106: Comet Group Ltd: Outlet data, 2006/7-2010/11
                                                                                                                                                                                          • Consumer profile
                                                                                                                                                                                            • Figure 107: Comet shoppers in last three years, by gender, age, and socio-economic group, April 2012
                                                                                                                                                                                            • Figure 108: Comet shoppers in last three years, by gender, age, and socio-economic group, April 2012
                                                                                                                                                                                            • Figure 109: Comet shoppers in last three years, by gender, age, and socio-economic group, April 2012
                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                            • Space allocation
                                                                                                                                                                                              • Figure 110: Comet, Summary space allocation, April 2012
                                                                                                                                                                                              • Figure 111: Comet space allocation, April 2012
                                                                                                                                                                                              • Figure 112: Currys/PC World sales, space and market share estimates, 2011/12
                                                                                                                                                                                            • Online allocation
                                                                                                                                                                                              • Figure 113: Comet Group Ltd: Online product offer broken down, by number of SKUs offered, April 2012
                                                                                                                                                                                            • E-commerce
                                                                                                                                                                                              • Figure 114: Comet Group Ltd: Estimated e-commerce sales, years ending April, 2007-11
                                                                                                                                                                                              • Figure 115: Comet.co.uk: Profile of visitors, three-month average to March 2012
                                                                                                                                                                                          • Dixons Retail (UK)

                                                                                                                                                                                              • Figure 116: Dixons Retail UK: Sales as share of electrical/PC/telecoms specialists’ sales in UK, 2007-11
                                                                                                                                                                                            • Strategic evaluation
                                                                                                                                                                                              • Economic climate holds back Renewal and Transformation programme
                                                                                                                                                                                                • Encouraging 2011/12 sales after a poor first half
                                                                                                                                                                                                  • Dual model
                                                                                                                                                                                                    • Online developments
                                                                                                                                                                                                      • Competition eases in the UK
                                                                                                                                                                                                        • Background
                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                            • Turbulent times
                                                                                                                                                                                                              • Figure 117: Dixons Retail: UK and Ireland financial performance, 2007/08-2010/11
                                                                                                                                                                                                            • Challenging first half in 2011/12
                                                                                                                                                                                                              • Figure 118: Dixons Retail plc: First half financial performance, 2010/11-2011/12
                                                                                                                                                                                                            • 2011/12 preliminary figures – strong recovery in the final quarter
                                                                                                                                                                                                              • Figure 119: Dixons Retail: sales performance, 2011/12
                                                                                                                                                                                                            • Planning fewer but larger stores
                                                                                                                                                                                                              • Figure 120: Google Chrome shop-in-shop at Currys/PC world, April 2012
                                                                                                                                                                                                              • Figure 121: Bose shop-in-shop at Currys/PC world, April 2012
                                                                                                                                                                                                            • Sales densities slide again
                                                                                                                                                                                                              • Figure 122: Dixons Retail: Group and UK & Ireland Outlet data, 2005/06-2010/11
                                                                                                                                                                                                            • New format development slows
                                                                                                                                                                                                              • Figure 123: Dixons Retail: UK new format store numbers 2009-12
                                                                                                                                                                                                            • Black
                                                                                                                                                                                                              • Consumer profiles
                                                                                                                                                                                                                • Currys Digital (high street stores)
                                                                                                                                                                                                                  • Figure 124: Currys.digital shoppers in last three years, by gender, age, and socio-economic group, April 2012
                                                                                                                                                                                                                  • Figure 125: Currys.digital shoppers in last three years, by region and working status, April 2012
                                                                                                                                                                                                                • Currys/PC world (2-in-1 superstores)
                                                                                                                                                                                                                  • Figure 126: Currys/PC world shoppers in last three years, by gender, age, and socio-economic group, April 2012
                                                                                                                                                                                                                  • Figure 127: Currys/PC world shoppers in last three years, by region and working status, April 2012
                                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                                  • Space allocation
                                                                                                                                                                                                                    • Figure 128: Currys/PC World stores: Summary space allocation, April 2012
                                                                                                                                                                                                                    • Figure 129: Currys.digital: Summary space allocation, April 2012
                                                                                                                                                                                                                    • Figure 130: Currys/PC World and Currys.digital space allocation, April 2012
                                                                                                                                                                                                                    • Figure 131: Currys/PC World: sales, space and market share estimates, 2011/12
                                                                                                                                                                                                                    • Figure 132: Currys.digital, space and market share estimates, 2011/12
                                                                                                                                                                                                                  • e-commerce
                                                                                                                                                                                                                    • Figure 133: Currys: Online consumer demographics, three month average to April 2012
                                                                                                                                                                                                                    • Figure 134: PC World: Online consumer demographics, three month average to April 2012
                                                                                                                                                                                                                • E-Square

                                                                                                                                                                                                                    • Strategic evaluation
                                                                                                                                                                                                                      • Online still a challenge for EP
                                                                                                                                                                                                                        • Background
                                                                                                                                                                                                                          • Figure 135: E-Square: Members and websites, by country of operation, 2012
                                                                                                                                                                                                                        • EP
                                                                                                                                                                                                                          • EDA
                                                                                                                                                                                                                            • Company performance
                                                                                                                                                                                                                              • Figure 136: E-Square: Estimated Retail sales, by country, 2010/11
                                                                                                                                                                                                                              • Figure 137: ElectronicPartner: Group financial performance, 2007-11
                                                                                                                                                                                                                            • Store portfolio
                                                                                                                                                                                                                              • Figure 138: E-Square: Store numbers, by country, 2010/11
                                                                                                                                                                                                                              • Figure 139: ElectronicPartner: Membership data, 2007-11
                                                                                                                                                                                                                              • Figure 140: ElectronicPartner: Affiliated branded stores and membership, by country, 2011
                                                                                                                                                                                                                            • Store formats
                                                                                                                                                                                                                              • Retail offering
                                                                                                                                                                                                                                • E-commerce
                                                                                                                                                                                                                                  • Figure 141: E-Square: Affiliated online stores, 2012
                                                                                                                                                                                                                              • Euronics International

                                                                                                                                                                                                                                  • Figure 142: Euronics: Estimated sales as share of electrical specialists’ sales in Europe, 2007-11
                                                                                                                                                                                                                                  • Figure 143: Euronics: Estimated sales as share of electrical/pc/telecoms specialists’ sales in UK, 2007-11
                                                                                                                                                                                                                                • Strategic evaluation
                                                                                                                                                                                                                                  • Three strands to growth
                                                                                                                                                                                                                                    • Leveraging the brand name
                                                                                                                                                                                                                                      • Slowly embracing multi-channel
                                                                                                                                                                                                                                        • Growing threat in the UK
                                                                                                                                                                                                                                          • Background
                                                                                                                                                                                                                                            • Figure 144: Euronics: European members and fascia, by country of operation, 2012
                                                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                                                            • European electricals sector slows in 2011
                                                                                                                                                                                                                                              • Figure 145: Euronics International: Sales, 2001-11
                                                                                                                                                                                                                                            • Retail sales by country
                                                                                                                                                                                                                                                • Figure 146: Euronics International: Total retail sales for major countries, 2006 and 2009-11
                                                                                                                                                                                                                                              • Wide coverage with smaller than average stores
                                                                                                                                                                                                                                                • Run by owner/managers
                                                                                                                                                                                                                                                  • Store numbers volatile
                                                                                                                                                                                                                                                    • Euronics fascia growing
                                                                                                                                                                                                                                                      • Figure 147: Euronics International: Outlet data 2011-12
                                                                                                                                                                                                                                                    • Membership developments
                                                                                                                                                                                                                                                      • Retail offering
                                                                                                                                                                                                                                                        • E-commerce
                                                                                                                                                                                                                                                        • Maplin Electronics Ltd

                                                                                                                                                                                                                                                            • Figure 148: Maplin Electronics Ltd: Sales as share of all electricals retailers’ sales in UK, 2006-2011(e)
                                                                                                                                                                                                                                                          • Strategic evaluation
                                                                                                                                                                                                                                                            • Background
                                                                                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                                                                                • Figure 149: Maplin Electronics Ltd: Group financial performance, 2006-2011*
                                                                                                                                                                                                                                                                • Figure 150: Maplin: Direct sales as % of total sales and annual % change in direct sales, 2006-10
                                                                                                                                                                                                                                                                • Figure 151: Maplin Electronics Ltd: Outlet data, 2006-2011
                                                                                                                                                                                                                                                              • E-commerce
                                                                                                                                                                                                                                                                  • Figure 152: Maplin: Online customer profile, three-month average to March 2012
                                                                                                                                                                                                                                                              • Appendix – Brand Research

                                                                                                                                                                                                                                                                  • Figure 153: Brand usage, March 2012
                                                                                                                                                                                                                                                                  • Figure 154: Brand commitment, March 2012
                                                                                                                                                                                                                                                                  • Figure 155: Brand momentum, March 2012
                                                                                                                                                                                                                                                                  • Figure 156: Brand diversity, March 2012
                                                                                                                                                                                                                                                                  • Figure 157: Brand satisfaction, March 2012
                                                                                                                                                                                                                                                                  • Figure 158: Brand recommendation, March 2012
                                                                                                                                                                                                                                                                  • Figure 159: Brand attitude, March 2012
                                                                                                                                                                                                                                                                  • Figure 160: Brand image – macro image, March 2012
                                                                                                                                                                                                                                                                  • Figure 161: Brand image – micro image, March 2012
                                                                                                                                                                                                                                                                  • Figure 162: Profile of target groups, by demographic, March 2012
                                                                                                                                                                                                                                                                  • Figure 163: Psychographic segmentation, by target group, March 2012
                                                                                                                                                                                                                                                                  • Figure 164: Brand usage, by target group, March 2012
                                                                                                                                                                                                                                                                • Brand index
                                                                                                                                                                                                                                                                  • Figure 165: Brand index, March 2012
                                                                                                                                                                                                                                                              • Appendix – Broader Market Environment

                                                                                                                                                                                                                                                                • Population
                                                                                                                                                                                                                                                                  • Figure 166: Europe: Population, by age group, 2005
                                                                                                                                                                                                                                                                  • Figure 167: Europe: Population, by age group, 2010
                                                                                                                                                                                                                                                                  • Figure 168: Europe: Population, by age group, 2015
                                                                                                                                                                                                                                                                  • Figure 169: Europe: Population, by age group, 2020
                                                                                                                                                                                                                                                                • GDP
                                                                                                                                                                                                                                                                  • Figure 170: Europe: GDP, at current prices, 2011
                                                                                                                                                                                                                                                                  • Figure 171: Europe: GDP growth rates, at current prices, 2001-11
                                                                                                                                                                                                                                                                  • Figure 172: Europe: GDP growth rates, at constant prices, 2001-11
                                                                                                                                                                                                                                                                • Consumer spending
                                                                                                                                                                                                                                                                  • Figure 173: Europe: Households’ consumer spending, at current prices, 2011
                                                                                                                                                                                                                                                                  • Figure 174: Europe: Households’ consumer spending growth rates, at current prices, 2001-11
                                                                                                                                                                                                                                                                  • Figure 175: Europe: Households’ consumer spending growth rates, at constant prices, 2001-11
                                                                                                                                                                                                                                                                • Consumer prices
                                                                                                                                                                                                                                                                  • Figure 176: Europe: Harmonised index of consumer prices, 2001-11
                                                                                                                                                                                                                                                                • Unemployment
                                                                                                                                                                                                                                                                  • Figure 177: Europe: Average rate of unemployment, 2001-2011
                                                                                                                                                                                                                                                                • Interest rates
                                                                                                                                                                                                                                                                  • Figure 178: Europe: Interest rates, 2005 – Q4 2011
                                                                                                                                                                                                                                                                • Consumer confidence
                                                                                                                                                                                                                                                                  • Figure 179: Europe: Consumer confidence, Apr 2011 – Mar 2012
                                                                                                                                                                                                                                                              • Appendix – Where People Buy Electricals

                                                                                                                                                                                                                                                                  • Figure 180: Most popular electrical products bought in the last three years, March 2012
                                                                                                                                                                                                                                                                  • Figure 181: Next most popular electrical products bought in the last three years, March 2012
                                                                                                                                                                                                                                                                  • Figure 182: Other electrical products bought in the last three years, March 2012
                                                                                                                                                                                                                                                                  • Figure 183: Most popular electrical products bought in the last three years, March 2012
                                                                                                                                                                                                                                                                  • Figure 184: Next most popular electrical products bought in the last three years, March 2012
                                                                                                                                                                                                                                                                  • Figure 185: Other electrical products bought in the last three years, March 2012

                                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                                              • AEG Domestic Appliances
                                                                                                                                                                                                                                                              • Amazon.co.uk
                                                                                                                                                                                                                                                              • Apple Retail UK
                                                                                                                                                                                                                                                              • Argos
                                                                                                                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                                                                                                                              • Bang & Olufsen
                                                                                                                                                                                                                                                              • Bank of England
                                                                                                                                                                                                                                                              • Bebo Inc
                                                                                                                                                                                                                                                              • Bennetts (Retail) Ltd
                                                                                                                                                                                                                                                              • Best Buy Co.
                                                                                                                                                                                                                                                              • Bose Ltd
                                                                                                                                                                                                                                                              • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                                                                              • Carrefour
                                                                                                                                                                                                                                                              • Clas Ohlson UK
                                                                                                                                                                                                                                                              • Comet Group Ltd
                                                                                                                                                                                                                                                              • Currys
                                                                                                                                                                                                                                                              • CVC Capital Partners Limited
                                                                                                                                                                                                                                                              • Debenhams Total (GTV)
                                                                                                                                                                                                                                                              • Dell Inc.
                                                                                                                                                                                                                                                              • Dixons Retail Plc
                                                                                                                                                                                                                                                              • Dyson Inc.
                                                                                                                                                                                                                                                              • Euronics UK (C.I.H)
                                                                                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                                                                                              • Foursquare
                                                                                                                                                                                                                                                              • Google UK
                                                                                                                                                                                                                                                              • Harrods Group Total
                                                                                                                                                                                                                                                              • Hewlett-Packard Ltd (UK)
                                                                                                                                                                                                                                                              • House of Fraser Plc
                                                                                                                                                                                                                                                              • Ipsos MORI
                                                                                                                                                                                                                                                              • J. Sainsbury
                                                                                                                                                                                                                                                              • John Gillman & Sons (Electricals) Ltd
                                                                                                                                                                                                                                                              • John Lewis Plc (department store)
                                                                                                                                                                                                                                                              • Kelkoo S.A.
                                                                                                                                                                                                                                                              • Kingfisher Group
                                                                                                                                                                                                                                                              • L'Oréal SA
                                                                                                                                                                                                                                                              • LinkedIn
                                                                                                                                                                                                                                                              • Logitech Inc.
                                                                                                                                                                                                                                                              • London Stock Exchange plc
                                                                                                                                                                                                                                                              • M&C Saatchi Worldwide Ltd
                                                                                                                                                                                                                                                              • Maplin Electronics Ltd
                                                                                                                                                                                                                                                              • Media Markt/Saturn
                                                                                                                                                                                                                                                              • Microsoft Ltd (UK)
                                                                                                                                                                                                                                                              • Miele
                                                                                                                                                                                                                                                              • Montagu Private Equity Limited
                                                                                                                                                                                                                                                              • Musta Pörssi
                                                                                                                                                                                                                                                              • MySpace.com
                                                                                                                                                                                                                                                              • Ocado Ltd
                                                                                                                                                                                                                                                              • Office for National Statistics
                                                                                                                                                                                                                                                              • Office of Fair Trading
                                                                                                                                                                                                                                                              • Panasonic
                                                                                                                                                                                                                                                              • PC World (DSG UK Computing)
                                                                                                                                                                                                                                                              • Pet World Superstores Ltd
                                                                                                                                                                                                                                                              • Philips Consumer Electronics UK
                                                                                                                                                                                                                                                              • Richer Sounds Plc
                                                                                                                                                                                                                                                              • Samsung Electronics (UK) Ltd
                                                                                                                                                                                                                                                              • Selfridges Total
                                                                                                                                                                                                                                                              • Shop Direct Home Shopping Ltd
                                                                                                                                                                                                                                                              • Siemens plc
                                                                                                                                                                                                                                                              • Somerfield
                                                                                                                                                                                                                                                              • Sony Corporation
                                                                                                                                                                                                                                                              • Tesco Plc
                                                                                                                                                                                                                                                              • The Carphone Warehouse Ltd
                                                                                                                                                                                                                                                              • The Jessops Group Ltd
                                                                                                                                                                                                                                                              • Toshiba Corporation
                                                                                                                                                                                                                                                              • Twitter, Inc.
                                                                                                                                                                                                                                                              • Walt Disney Company, The
                                                                                                                                                                                                                                                              • Warner Bros. Entertainment Inc.
                                                                                                                                                                                                                                                              • Westfield Group
                                                                                                                                                                                                                                                              • Wm Morrison Supermarkets
                                                                                                                                                                                                                                                              • YouTube, Inc.
                                                                                                                                                                                                                                                              • Zanussi

                                                                                                                                                                                                                                                              Electrical Goods Retailing - UK - May 2012

                                                                                                                                                                                                                                                              £1,995.00 (Excl.Tax)