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Home Shopping - UK - July 2012

“The days when home shopping was distinct from store shopping are over. It’s only analysts who try to make the distinction. For everyone else it is just shopping. And shopping is changing rapidly. If there is one clear message of this report it is that home shopping and store shopping are now fully integrated. Successful retailers have to be good at both. Those that are not are at a major disadvantage and many fail (eg, most recently, Clintons.)”

– Richard Perks, Director of Retail Research

Some questions answered in this report include:

  • Why have the old market leaders not succeeded in the new environment?
  • Is there a limit for pure plays?
  • And what about all this new technology which is coming on stream?
  • So how important is price?
  • Isn’t it becoming rather difficult to distinguish between online and store based shopping?

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Table of contents

  1. Introduction

      • Market size and market shares
        • Abbreviations
        • Executive Summary

            • The market
              • Forecast
                • Figure 1: Home shopping sales, 2007-17
              • Online
                • Figure 2: Home shopping sales as % of all retail sales, 2005-12
                • Figure 3: Use of home shopping, 2000 and 2012
              • Companies, brands and innovation
                • Figure 4: Home shopping: channels of distribution, 2011
                • Figure 5: Market shares of Top 10 home shopping retailers, 2006/07-2011/12
              • Product mix
                • Figure 6: Home shopping: summary product mix, 2011
              • The consumer
                • Figure 7: Profile of home shopping users, by channel, May 2012
              • Market leaders
                • Figure 8: Top 10 websites by usage, May 2012
              • How people shop
                • Figure 9: Browsing and buying from home, May 2012
                • Figure 10: Where people browse and buy, May 2012
              • The decision making process
                • What we think
                • Issues in the Market

                    • Why have the old market leaders not succeeded in the new environment?
                      • Is there a limit for pure plays?
                        • And what about all this new technology which is coming on stream?
                          • So how important is price?
                            • Isn’t it becoming rather difficult to distinguish between online and store based shopping?
                            • Future Opportunities

                                • Access all Areas
                                  • Re-teching the Past
                                    • 2015 Trend: Old Gold
                                    • The Market Environment

                                      • Online, e-commerce, and m-commerce
                                        • Frequency of internet use
                                          • Figure 11: Frequency of internet use: percentage of all individuals, 2007-11
                                          • Figure 12: Percentage of all individuals accessing the internet daily, selected countries, 2011
                                        • Accessing the internet
                                          • Figure 13: Methods of accessing the internet in the past six months, January 2012
                                          • Figure 14: UK: Online shopping activities performed in the past three months, January 2012
                                          • Figure 15: Means of access for online shopping in the past three months, January 2012
                                        • Broadband access
                                          • Figure 16: Percentage of households having broadband internet access, 2007-11
                                          • Figure 17: Percentage of households having broadband internet access, by type of household, 2011
                                          • Figure 18: Percentage of households having broadband internet access, selected countries, 2011
                                        • E-commerce penetration levels
                                          • Figure 19: UK: Last online purchase of goods or services for personal use, percentage of all individuals, 2007-11
                                          • Figure 20: Online purchases of goods or services for personal use in the past 12 months, selected categories, percentage of all individuals, 2010 and 2011
                                          • Figure 21: Percentage of all individuals purchasing goods or services for personal use in the past three months, selected countries, 2011
                                        • The economic context
                                          • The economy
                                            • Figure 22: UK: Real-terms GDP growth, quarter-on-quarter and year-on-year, Q4 2009-Q1 2012
                                          • Confidence
                                            • Figure 23: UK: Retail trade confidence and consumer confidence, Jun 2011-May 2012
                                          • Inflation and incomes
                                            • Figure 24: Annual % change in average weekly earnings and annual % change in all-items harmonised indices of consumer prices, Jan 2010-Mar 2012
                                        • Who’s Innovating?

                                            • Augmenting collection options
                                              • … and major retailers develop click-and-collect
                                                • … while stores drive consumers online
                                                  • Further delivery innovations
                                                    • Merging online/offline payments
                                                      • Ocado’s move into general merchandise
                                                        • Broadcasting innovations
                                                          • Augmenting reality
                                                            • Try before you buy
                                                            • Sector Size and Forecast

                                                              • Key points
                                                                • What is home shopping?
                                                                  • Sources:
                                                                    • A note on markets:
                                                                      • The home shopping market
                                                                          • Figure 25: Home shopping market, 2006-12
                                                                          • Figure 26: Home shopping sales as % all retail sales, 2005-12
                                                                        • Home shopping in the 1990s
                                                                          • Home shopping in 2012
                                                                            • Figure 27: Use of Home shopping, 2000 and 2012
                                                                          • Mobile device ownership
                                                                            • Figure 28: Smartphone and tablet ownership, 2009-12
                                                                          • Channels of distribution
                                                                            • Figure 29: Home shopping, channels of distribution, 2011
                                                                          • Outlook
                                                                            • Forecasts
                                                                                • Figure 30: Home shopping sales, 2007-17
                                                                                • Figure 31: Online sales, 2007-17
                                                                            • Product Mix

                                                                              • Key points
                                                                                  • Figure 32: Home Shopping: product mix, 2011 (est)
                                                                                  • Figure 33: Home Shopping: product mix summary, 2011
                                                                              • Strengths and Weaknesses

                                                                                • Strengths
                                                                                  • Weaknesses
                                                                                  • Leading Retailers

                                                                                    • Key points
                                                                                        • Figure 34: Breakdown of identified home shopping specialists, 2011
                                                                                      • Leading home shopping specialists
                                                                                          • Figure 35: Top 30 retail sites by numbers of visitors, May 2012
                                                                                          • Figure 36: Top 20 home shopping specialists’ sales, 2006/07-2011/12
                                                                                          • Figure 37: Top 20 home shopping retailers, 2006/07-2011/12
                                                                                      • Market Shares

                                                                                          • Figure 38: Market shares of leading home shopping retailers, 2006/07-2011/12
                                                                                      • Advertising and Promotion

                                                                                        • Key points
                                                                                          • Leading home shopping advertisers
                                                                                            • Figure 39: Leading home shopping operators’ main media advertising spend, 2008-11
                                                                                          • Selected major advertisers
                                                                                            • Figure 40: Selected home shopping operators’ main media advertising spend, 2008-11
                                                                                          • Spending relative to turnover
                                                                                            • Figure 41: Selected home shopping retailers’ ad spend as % of revenues, 2008-11
                                                                                          • Spending by media
                                                                                            • Figure 42: Leading home shopping operators’ main media advertising spend, distribution by media type, 2011
                                                                                          • Notable campaigns
                                                                                          • The Consumer – Who Bought What from Home

                                                                                            • Key points
                                                                                              • How do people shop from home
                                                                                                  • Figure 43: Which methods of home shopping used, May 2012
                                                                                                • Why do you buy online?
                                                                                                    • Figure 44: Profile of home shopping users, by channel, May 2012
                                                                                                  • Click & Collect
                                                                                                    • What do people buy online?
                                                                                                        • Figure 45: What has been bought online and through which channel, May 2012
                                                                                                      • Who shops for what?
                                                                                                        • Online
                                                                                                            • Figure 46: Who buys what online, May 2012
                                                                                                          • Catalogues
                                                                                                            • Figure 47: Who buys what from catalogues, May 2012
                                                                                                          • Direct selling
                                                                                                              • Figure 48: Who buys what from catalogues, May 2012
                                                                                                          • The Consumer – Retailers Used for Home Shopping

                                                                                                            • Key points
                                                                                                              • Pure play vs multichannel
                                                                                                                  • Figure 49: Retailers used for home shopping, May 2012
                                                                                                                • Who shops where?
                                                                                                                  • Figure 50: Profile of shoppers from home shopping businesses, May 2012
                                                                                                                • Click & Collect by retailer
                                                                                                                    • Figure 51: Home delivery vs click and collect by retailer, May 2012
                                                                                                                • The Consumer – The Home Shopping Customer Journey

                                                                                                                  • Key points
                                                                                                                      • Figure 52: Browsing and buying from home, May 2912
                                                                                                                      • Figure 53: Where people browse and buy, May 2012
                                                                                                                    • Ways of shopping and retailers used
                                                                                                                        • Figure 54: How people buy and where they buy from home, May 2012
                                                                                                                    • The Consumer – Attitudes to Shopping Online

                                                                                                                      • Key points
                                                                                                                          • Figure 55: Online routes used in deciding what to buy, May 2012
                                                                                                                          • Figure 56: Profile of those with particular attitudes, May 2012
                                                                                                                          • Figure 57: Attraction of posting a review vs use of social media, by age, May 2012
                                                                                                                        • Attitudes and retailers sued
                                                                                                                            • Figure 58: Attitudes to online shopping and retailers used, May 2012
                                                                                                                          • Looking forward – the mobile
                                                                                                                          • The Consumer – Attitudes to How People Shop Online

                                                                                                                            • Key points
                                                                                                                                • Figure 59: How people shop from home, May 2012
                                                                                                                                • Figure 60: Attitudes in how people shop from home, May 2012
                                                                                                                              • Attitudes to home shopping and retailers used
                                                                                                                                  • Figure 61: Home shopping retailers used in last 12 months, by most popular attitudes to home shopping, May 2012
                                                                                                                                  • Figure 62: Home shopping retailers used in last 12 months, by next most popular attitudes to home shopping, May 2012
                                                                                                                                  • Figure 63: Home shopping retailers used in last 12 months, by other attitudes to home shopping, May 2012
                                                                                                                              • Amazon Europe

                                                                                                                                  • Figure 64: Amazon.co.uk: Sales as share of All non-store retailers sales in UK, 2007-2011
                                                                                                                                  • Figure 65: Amazon.Europe: Sales as share of All non-store retailers sales in Europe, 2007-2011
                                                                                                                                • Strategic evaluation
                                                                                                                                  • Background
                                                                                                                                    • Company performance
                                                                                                                                      • Figure 66: Amazon Europe: Estimated financial performance, 2007-11
                                                                                                                                    • Retail offering
                                                                                                                                      • Consumer profile
                                                                                                                                        • Figure 67: Amazon: Socio demographic customer profile, May 2012
                                                                                                                                        • Figure 68: Amazon: Regional profile, May 2012
                                                                                                                                        • Figure 69: Amazon: Customers’ financial situation, May 2012
                                                                                                                                      • Product mix
                                                                                                                                        • Social networks, m-commerce and apps
                                                                                                                                        • Avon

                                                                                                                                            • Figure 70: Avon Europe: Sales as share of non-store retailers’ sales in Europe, 2007-11
                                                                                                                                            • Figure 71: Avon Cosmetics Ltd: Sales as share of all non-store retailers’ sales in UK, 2007-11
                                                                                                                                          • Strategic evaluation
                                                                                                                                            • Background
                                                                                                                                              • Company performance
                                                                                                                                                • Figure 72: Avon Cosmetics Ltd: Financial performance, 2006/07-2010/11
                                                                                                                                              • Retail offering
                                                                                                                                                • Product mix
                                                                                                                                                  • Social networks, m-commerce and apps
                                                                                                                                                  • Damartex

                                                                                                                                                      • Figure 73: Damartex: Share of all non-store retailers’ sales in Europe, 2007-11
                                                                                                                                                    • Strategic evaluation
                                                                                                                                                      • Focused fascia – but investment needed
                                                                                                                                                        • Growing brands
                                                                                                                                                          • Figure 74: Damartex: Breakdown of revenues by brand, 2010/11
                                                                                                                                                        • But retreating to core markets
                                                                                                                                                          • Figure 75: Damartex: Breakdown of revenues, by territory, 2009/10-2011/12
                                                                                                                                                        • Home shopping segment varies by territory
                                                                                                                                                          • Figure 76: Damartex: Breakdown of revenues by channel, 2010/11
                                                                                                                                                          • Figure 77: Damartex: Breakdown of revenues by channel, by territory, 2009/10
                                                                                                                                                        • Background
                                                                                                                                                          • Company performance
                                                                                                                                                            • Figure 78: Damartex: Group financial performance, 2006/07-2011/12
                                                                                                                                                            • Figure 79: Damartex: Outlet data, 2009/10-2010/11
                                                                                                                                                          • Retail offering
                                                                                                                                                            • Social networks, m-commerce and apps
                                                                                                                                                            • eBay Inc

                                                                                                                                                                • Strategic evaluation
                                                                                                                                                                  • Not a retailer - but important to retailers
                                                                                                                                                                    • Refocusing on commerce
                                                                                                                                                                      • Pre-eminent shopping portal
                                                                                                                                                                        • No longer an ‘auction site’
                                                                                                                                                                          • Figure 80: Ebay Inc: Percentage of gross merchandise volumes accounted for by fixed-price transactions, 2007-11
                                                                                                                                                                        • User numbers surge
                                                                                                                                                                          • Mobile and tablet innovation
                                                                                                                                                                            • The Facebook of shopping?
                                                                                                                                                                              • Background
                                                                                                                                                                                • Company performance
                                                                                                                                                                                  • Figure 81: eBay Inc: Group financial performance, 2006/07-2010/11
                                                                                                                                                                                  • Figure 82: Ebay Inc: Marketplaces segment’s gross merchandise volumes, 1998-2011
                                                                                                                                                                                  • Figure 83: Ebay Inc: Marketplaces segment’s gross merchandise volumes, annual % change, 1999-2011
                                                                                                                                                                                  • Figure 84: Ebay Inc: Marketplaces segment’s gross merchandise volumes: Compound annual growth rates, and year-on-year growth, 1998-2011
                                                                                                                                                                                  • Figure 85: Ebay Inc: Marketplaces segment’s active users*, 2007-11
                                                                                                                                                                                • UK subsidiary
                                                                                                                                                                                  • Figure 86: Ebay UK Ltd: Group financial performance, 2005/06-2009/10
                                                                                                                                                                                • Social networks, m-commerce and apps
                                                                                                                                                                                • H&M Hennes & Mauritz

                                                                                                                                                                                    • Strategic evaluation
                                                                                                                                                                                      • Steadily rolling out online
                                                                                                                                                                                        • But making mistakes along the way
                                                                                                                                                                                          • International expansion remains store-based for now
                                                                                                                                                                                            • Driving incremental purchases online
                                                                                                                                                                                              • Background
                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                  • Figure 88: H&M Hennes & Mauritz: Group financial performance, 2006/07-2010/11
                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                  • Social networks, m-commerce and apps
                                                                                                                                                                                                  • N Brown Group Plc

                                                                                                                                                                                                      • Figure 89: N Brown Group Plc: Sales as share of all non-store retailers sales in UK, 2007-11
                                                                                                                                                                                                    • Strategic evaluation
                                                                                                                                                                                                      • Background
                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                          • Figure 90: N Brown Group Plc: Group financial performance, 2006/07-2011/12
                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                          • Consumer profile
                                                                                                                                                                                                            • Figure 91: N Brown: Socio demographic customer profile, May 2012
                                                                                                                                                                                                            • Figure 92: N Brown regional profile, May 2012
                                                                                                                                                                                                            • Figure 93: N Brown: Customers financial situation, May 2012
                                                                                                                                                                                                          • Product mix
                                                                                                                                                                                                            • Social networks, m-commerce and apps
                                                                                                                                                                                                            • Next UK

                                                                                                                                                                                                                • Figure 94: Next UK: Sales as share of all non-food retailers sales in UK, 2007-11
                                                                                                                                                                                                                • Figure 95: Next Directory: Sales as share of all non-store retailers sales in UK, 2007-11
                                                                                                                                                                                                              • Strategic evaluation
                                                                                                                                                                                                                • Background
                                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                                    • Figure 96: Next UK: Group financial performance, 2007/08-2011/12
                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                    • Consumer profile
                                                                                                                                                                                                                      • Figure 97: Next: Socio demographic customer profile, May 2012
                                                                                                                                                                                                                      • Figure 98: Next regional profile, May 2012
                                                                                                                                                                                                                      • Figure 99: Next: Customers financial situation, May 2012
                                                                                                                                                                                                                    • Product mix
                                                                                                                                                                                                                      • Social networks, m-commerce and apps
                                                                                                                                                                                                                      • Otto Group (Multichannel Retail)

                                                                                                                                                                                                                          • Strategic evaluation
                                                                                                                                                                                                                            • Multichannel, multi-fascia
                                                                                                                                                                                                                              • Online takes control…
                                                                                                                                                                                                                                • Figure 100: Otto Group (retail): Online revenues as % of all retail revenues, 2008/09-2011/12
                                                                                                                                                                                                                              • …prompting cutbacks elsewhere
                                                                                                                                                                                                                                • Germany continues to dominate
                                                                                                                                                                                                                                  • Figure 101: Otto Group (retail): Breakdown of European retail revenues by region, 2009/10-2011/12
                                                                                                                                                                                                                                • Russia particularly strong
                                                                                                                                                                                                                                  • Quelle acquisition and beyond
                                                                                                                                                                                                                                    • From multichannel to multi-device
                                                                                                                                                                                                                                      • Background
                                                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                                                          • Figure 102: Otto Group (Multichannel Retail): Group financial performance, 2007/08-2011/12
                                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                                          • Figure 103: Otto Group: Main European brands, June 2012
                                                                                                                                                                                                                                        • Social networks, m-commerce and apps
                                                                                                                                                                                                                                        • QVC

                                                                                                                                                                                                                                            • Figure 104: QVC: Sales as share of all non-store retailers sales in Europe, 2007-11
                                                                                                                                                                                                                                            • Figure 105: QVC: Sales as share of all non-store retailers sales in Germany, 2007-11
                                                                                                                                                                                                                                          • Strategic evaluation
                                                                                                                                                                                                                                            • Background
                                                                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                                                                  • Figure 106: QVC: Group financial performance, 2007-2011
                                                                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                                                                  • Product mix
                                                                                                                                                                                                                                                    • Social networks, m-commerce and apps
                                                                                                                                                                                                                                                    • Redcats

                                                                                                                                                                                                                                                        • Figure 107: Redcats: UK Sales as share of all non-store retailers sales in UK, 2007-11
                                                                                                                                                                                                                                                        • Figure 108: Redcats: French Sales as share of all non-store retailers sales in France, 2007-11
                                                                                                                                                                                                                                                        • Figure 109: Redcats: EU Sales as share of all non-store retailers sales in Europe, 2007-11
                                                                                                                                                                                                                                                      • Strategic evaluation
                                                                                                                                                                                                                                                        • Background
                                                                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                                                                              • Figure 110: Redcats: Group financial performance, 2007-11
                                                                                                                                                                                                                                                            • Store portfolio
                                                                                                                                                                                                                                                              • Retail offering
                                                                                                                                                                                                                                                                • Figure 111: Redcats: Main European catalogues/websites, 2012
                                                                                                                                                                                                                                                              • Social networks, m-commerce and apps
                                                                                                                                                                                                                                                              • Shop Direct Group

                                                                                                                                                                                                                                                                  • Figure 112: Shop Direct Group: Sales as share of all non-store retailers’ sales in UK, 2006-2011
                                                                                                                                                                                                                                                                • Strategic evaluation
                                                                                                                                                                                                                                                                  • Background
                                                                                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                                                                                      • Figure 113: Shop Direct Group: Group financial performance, 2006/07-2011/12
                                                                                                                                                                                                                                                                    • First half 2011/12
                                                                                                                                                                                                                                                                      • Retail offering
                                                                                                                                                                                                                                                                          • Figure 114: Shop Direct: Pricing of a Superdry T-shirt, June 2012
                                                                                                                                                                                                                                                                          • Figure 115: Shop Direct: Pricing of a Hotpoint fridge freezer, June 2012
                                                                                                                                                                                                                                                                        • Consumer profile
                                                                                                                                                                                                                                                                          • Figure 116: Shop Direct: Socio-demographic profile, May 2012
                                                                                                                                                                                                                                                                          • Figure 117: Shop Direct: regional profile, May 2012
                                                                                                                                                                                                                                                                          • Figure 118: Shop Direct: Customers’ financial situation, May 2012
                                                                                                                                                                                                                                                                        • Product mix
                                                                                                                                                                                                                                                                          • Social networks, m-commerce and apps
                                                                                                                                                                                                                                                                            • Figure 119: Social Media presence of Shop Direct brands, June 2012
                                                                                                                                                                                                                                                                        • Appendix – The Consumer – Who Bought What from Home

                                                                                                                                                                                                                                                                            • Figure 120: What has been bought online in the last 12 months, by demographics, May 2012
                                                                                                                                                                                                                                                                            • Figure 121: What has been bought online in the last 12 months, by demographics, May 2012
                                                                                                                                                                                                                                                                            • Figure 122: What has been bought online in the last 12 months, by demographics, May 2012
                                                                                                                                                                                                                                                                            • Figure 123: What has been bought from a catalogue in the last 12 months, by demographics, May 2012
                                                                                                                                                                                                                                                                            • Figure 124: What has been bought from a catalogue in the last 12 months, by demographics, May 2012
                                                                                                                                                                                                                                                                            • Figure 125: What has been bought from other home channels in the last 12 months, by demographics, May 2012
                                                                                                                                                                                                                                                                            • Figure 126: What has been bought from other home channels in the last 12 months, by demographics, May 2012
                                                                                                                                                                                                                                                                        • Appendix – The Consumer – Retailer Used for Home Shopping

                                                                                                                                                                                                                                                                            • Figure 127: Most popular home shopping retailers used in last 12 months, by demographics, May 2012
                                                                                                                                                                                                                                                                            • Figure 128: Next most popular home shopping retailers used in last 12 months, by demographics, May 2012
                                                                                                                                                                                                                                                                            • Figure 129: Other home shopping retailers used in last 12 months, by demographics, May 2012
                                                                                                                                                                                                                                                                            • Figure 130: Least popular home shopping retailers used in last 12 months, by demographics, May 2012
                                                                                                                                                                                                                                                                        • Appendix – The Consumer – The Home Shopping Customer Journey

                                                                                                                                                                                                                                                                            • Figure 131: Most popular usage of websites, catalogues and stores, by demographics, May 2012
                                                                                                                                                                                                                                                                            • Figure 132: Next most popular usage of websites, catalogues and stores, by demographics, May 2012
                                                                                                                                                                                                                                                                            • Figure 133: Most popular method of home shopping used, by demographics, May 2012
                                                                                                                                                                                                                                                                            • Figure 134: Next most popular method of home shopping used, by demographics, May 2012
                                                                                                                                                                                                                                                                        • Appendix – The Consumer – Attitudes to Shopping Online

                                                                                                                                                                                                                                                                            • Figure 135: Most popular attitudes to shopping online, by demographics, May 2012
                                                                                                                                                                                                                                                                            • Figure 136: Next most popular attitudes to shopping online, by demographics, May 2012
                                                                                                                                                                                                                                                                            • Figure 137: Other attitudes to shopping online, by demographics, May 2012
                                                                                                                                                                                                                                                                        • Appendix – The Consumer – Attitudes to How People Shop Online

                                                                                                                                                                                                                                                                            • Figure 138: Most popular attitudes to home shopping, by demographics, May 2012
                                                                                                                                                                                                                                                                            • Figure 139: Next most popular attitudes to home shopping, by demographics, May 2012

                                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                                        • Avon Cosmetics Ltd
                                                                                                                                                                                                                                                                        • Debenhams (UK and Republic of Ireland)
                                                                                                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                                                                                                        • J. Sainsbury
                                                                                                                                                                                                                                                                        • Liz Earle
                                                                                                                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                                                                                                                        • Sephora
                                                                                                                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                                                                                                                        • Twitter, Inc.

                                                                                                                                                                                                                                                                        Home Shopping - UK - July 2012

                                                                                                                                                                                                                                                                        US $2,672.70 (Excl.Tax)