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Home Shopping - UK - March 2009

UK home shopping has moved online – Mintel estimates that e-commerce accounted for 70% of all retail spending from home in 2008. But, the online channel is currently dominated by store-based retailers – the leading grocers, plus the likes of Argos, DSGi, M&S, Next, and John Lewis. Collectively, their turnover is twice the size of either pureplayers or other distance sellers’ (ie catalogue, direct or TV sellers) online sales.

E-commerce will increasingly become the lead channel for the traditional home shopping operators, especially the catalogue retailers. Indeed, that is already the case at Shop Direct Group, Otto UK, Redcats, and many specialist catalogue brands like Boden.

Teleshopping company QVC’s online sales are also growing, although not as rapidly as the mail order sector. However, TV shopping as a business model is struggling to grow in the UK.

E-commerce does seem to work well in conjunction with a catalogue, stores or both. Multichannel, particularly with stores, is a convincing model. But, with the notable exception of Argos, and to some extent Tesco and Next, there is some way to go before retailers achieve that desirable mutually cohesive and supportive structure across channels. Using stores as a collection point is comparatively straightforward, but as a returns point it is much more complicated.

Despite all the talk of multichannel, the potential of the pureplay model should not be underestimated. It is a cleaner model with no legacies and no dual running costs, and the sector tends to boast the more cutting edge websites. However, their biggest challenge is getting noticed and word of mouth recommendation is likely to be key.

Main themes

  • What impact will the current economic climate have, and what are the implications for home shopping operators?

  • How is today’s home shopping market made up and how have the component parts performed?

  • What does multichannel retailing really mean and what attributes make a strong player?

  • Can pureplayers compete with the multichannel model?

  • How and what people buy from home and why?

  • What are the wider market drivers?

  • How are changing demographics likely to impact on the sector?

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Table of contents

  1. Issues in the Market

      • Main themes
        • Market definitions
          • E-commerce
            • Mail order
              • Direct selling
                • Direct response
                  • Television shopping
                    • Market shares
                      • Company profiles
                        • Abbreviations
                          • Explanations
                          • Future Opportunities

                              • Digital have-nots pave the way for new opportunities
                              • Market in Brief

                                • Future
                                  • Market size and performance
                                    • The competitive landscape
                                      • The consumer landscape
                                      • Internal Market Environment

                                        • Key points
                                          • Multichannel – the holy grail?
                                            • The online experience
                                              • The challenge from store retailers
                                                • Internet penetration continues to rise
                                                  • Figure 1: British internet penetration at home/work/place of study or elsewhere, 2003-08
                                                  • Figure 2: British internet penetration at home/work/place of study or elsewhere, by gender, age, and socio-economic group, 2003-08
                                                • But broadband drives e-commerce
                                                  • Figure 3: UK: Type of internet connection, 2006-08
                                                • And has further to go
                                                  • Figure 4: Broadband internet at home usage, by gender, age, and socio-economic group, July 2007 and July 2008
                                                • Where and how consumers access the internet
                                                  • Where they access
                                                      • Figure 5: Where consumers access the internet, UK, 2007
                                                    • How they access
                                                        • Figure 6: How consumers access the internet, UK, 2005 and 2007
                                                    • Broader Market Environment

                                                      • Key points
                                                        • Mixed impact of changing demographics
                                                          • Figure 7: Implications of changing demographics of the UK population for home shopping market, 2008-13
                                                        • The economy
                                                          • Figure 8: UK GDP growth, 1990-2008
                                                        • Consumer concerns
                                                            • Figure 9: How concerns of the British population have shifted over the past year and past two months, Feb 2008-Jan 2009
                                                            • Figure 10: Concern over property prices and job/employment prospects, by gender, January 2009
                                                            • Figure 11: Concern over job/employment prospects, by age, January 2009
                                                          • Consumer confidence
                                                            • Figure 12: Nationwide Consumer Confidence Index, Jan 2006-Oct 2008
                                                        • Who’s Innovating?

                                                          • Helping constrained shoppers
                                                            • Empowering customers
                                                              • New services
                                                                • Social shopping sites
                                                                • The Home Shopping Market

                                                                  • Key points
                                                                    • Market size
                                                                      • ‘Mail order’ sector
                                                                          • Figure 13: ‘Mail order’* retailers sales, excl. VAT, at current prices, 2004-08
                                                                        • Home shopping market
                                                                            • Figure 14: UK: Home shopping market size, and estimated breakdown by sub-sector, excl. sales tax, 2005-08
                                                                          • Market trends
                                                                            • Key product markets performed well in the boom
                                                                                • Figure 15: Consumer spending on key home shopping markets, incl VAT, 2003-07
                                                                              • All change in 2008
                                                                                  • Figure 16: Consumer spending on key home shopping markets, 2007 vs 2008 (cumulative to Q3)
                                                                                • Consumer prices
                                                                                  • Figure 17: Consumer price index on select non-food categories, 1996-2008
                                                                              • Sector Size and Forecast

                                                                                • Key points
                                                                                  • Economic and consumer outlook
                                                                                    • Retail sales forecasts
                                                                                      • Traditional channels will lose retail market share
                                                                                        • Non-store retailing losing share
                                                                                          • Figure 18: UK: Non-store specialists retail sales, current prices, excl VAT, 2003-13
                                                                                        • Store retailers and pure players will battle it out
                                                                                          • E-commerce will account for over 90% of the home shopping market by 2013
                                                                                          • Strengths and Weaknesses

                                                                                            • Retail Competitor Analysis

                                                                                              • Key points
                                                                                                • Expanding…
                                                                                                  • …and contracting
                                                                                                    • Direct sellers and direct response struggle too
                                                                                                      • Small is beautiful
                                                                                                        • Explanations
                                                                                                          • Figure 19: Major home shopping retailers, excl. sales tax, 2007/08
                                                                                                        • Market shares and evaluation
                                                                                                          • Figure 20: Leading home shopping specialists, market shares and evaluation, 2007
                                                                                                      • Retail Advertising and Promotion

                                                                                                        • Key points
                                                                                                          • Direct response features prominently
                                                                                                            • Mail order houses cut back too
                                                                                                              • E-commerce operators buck the trend
                                                                                                                  • Figure 21: Home shopping advertising expenditure, by top advertisers, 2004-07
                                                                                                              • The Consumer – Where They Shop

                                                                                                                  • Key points
                                                                                                                    • Which channels they use
                                                                                                                        • Figure 22: Where they have bought goods in the last 12 months, January 2009
                                                                                                                      • Who buys where
                                                                                                                        • Opportunities for grocers
                                                                                                                            • Figure 23: Where they have bought goods online in the last 12 months, by gender, age, socio-economic group and special groups, January 2009
                                                                                                                          • Big book revival in another form?
                                                                                                                              • Figure 24: Where they have bought goods from other home channels, in the last 12 months, by gender, age, socio-economic group and special groups, January 2009
                                                                                                                            • A changing marketplace
                                                                                                                                • Figure 25: Use of home shopping channel, UK, 2000-09
                                                                                                                            • The Consumer – What Products They Buy

                                                                                                                                • Key points
                                                                                                                                  • What people buy
                                                                                                                                      • Figure 26: What people bought from home, in the last 12 months, January 2009
                                                                                                                                    • Who buys what
                                                                                                                                      • Internet pulling in new home buyers of fashion
                                                                                                                                          • Figure 27: Clothing and footwear they have bought from home, in the last 12 months, by gender, age and socio-economic group, January 2009
                                                                                                                                        • What women want
                                                                                                                                            • Figure 28: Top six products purchased through home shopping channels, in the past 12 months, by gender, January 2009
                                                                                                                                          • The middle-aged enjoy their leisure time
                                                                                                                                            • And pensioners favour apparel
                                                                                                                                                • Figure 29: Top four products purchased through home shopping channels, in the past 12 months, by age, January 2009
                                                                                                                                              • Socio-economic preferences
                                                                                                                                                  • Figure 30: Select products purchased through home shopping channels, in the past 12 months, by socio-economic group, January 2009
                                                                                                                                                • Product winners and losers
                                                                                                                                                    • Figure 31: Products purchased through home shopping channels, 2003-09
                                                                                                                                                  • Product repertoire
                                                                                                                                                    • Growing repertoire
                                                                                                                                                      • Family lifestage and 35-44s have the widest repertoire
                                                                                                                                                        • Figure 32: Those buying five or more products from home, by age and lifestage, January 2009
                                                                                                                                                      • Women’s clothing opens the door
                                                                                                                                                          • Figure 33: number of products bought, by type of product bought, January 2009
                                                                                                                                                      • The Consumer – What They Think of Shopping From Home

                                                                                                                                                          • Key points
                                                                                                                                                            • Attitudes to home shopping
                                                                                                                                                                • Figure 34: Their attitudes to shopping from home, January 2009
                                                                                                                                                              • Who thinks what
                                                                                                                                                                • Online is cheaper – really?
                                                                                                                                                                    • Figure 35: Their attitudes to shopping from home, by gender, age and socio-economic group, January 2009
                                                                                                                                                                  • Pureplayers – a promising future
                                                                                                                                                                      • Figure 36: Their attitudes to shopping from home, by gender, age and socio-economic group, January 2009
                                                                                                                                                                    • The ABs – extra discerning
                                                                                                                                                                        • Figure 37: Their attitudes to shopping from home, by gender, age and socio-economic group, January 2009
                                                                                                                                                                    • Consumer Typologies

                                                                                                                                                                        • Key points
                                                                                                                                                                            • Figure 38: Home shopping typologies, January 2009
                                                                                                                                                                          • Group 1: Strongly Pro (20%)
                                                                                                                                                                            • Group 2: Pro (28%)
                                                                                                                                                                              • Group 3: Neutral (23%)
                                                                                                                                                                                • Group 4: Negative (18%)
                                                                                                                                                                                  • Group 4: Strongly Negative (11%)
                                                                                                                                                                                    • Most positive buy the most type of products
                                                                                                                                                                                      • Figure 39: Typology groups, by number of products bought, January 2009
                                                                                                                                                                                  • Brand Elements

                                                                                                                                                                                      • Brand map
                                                                                                                                                                                        • Figure 40: Attitudes and usage of home shopping brands, December 2008
                                                                                                                                                                                      • Amazon
                                                                                                                                                                                        • What the brand is trying to achieve
                                                                                                                                                                                          • What the consumer thinks
                                                                                                                                                                                            • Figure 41: Attitudes towards the Amazon brand, December 2008
                                                                                                                                                                                          • Avon
                                                                                                                                                                                            • What the brand is trying to achieve
                                                                                                                                                                                              • What the consumer thinks
                                                                                                                                                                                                • Figure 42: Attitudes towards the Avon brand, December 2008
                                                                                                                                                                                              • Littlewoods Direct
                                                                                                                                                                                                • What the brand is trying to achieve
                                                                                                                                                                                                  • What the consumer thinks
                                                                                                                                                                                                    • Figure 43: Attitudes towards the Littlewoods Direct brand, December 2008
                                                                                                                                                                                                  • eBay
                                                                                                                                                                                                    • What the consumer thinks
                                                                                                                                                                                                      • Figure 44: Attitudes towards the eBay brand, December 2008
                                                                                                                                                                                                    • Brand qualities of home shopping brands
                                                                                                                                                                                                      • Amazon dominates, eBay most fun and Next most stylish
                                                                                                                                                                                                        • Figure 45: Personalities of various home shopping brands, December 2008
                                                                                                                                                                                                      • Experience of home shopping brands
                                                                                                                                                                                                        • Amazon and eBay have great relevance
                                                                                                                                                                                                          • Figure 46: Consumer usage of various home shopping brands, December 2008
                                                                                                                                                                                                        • Brand intentions for home shopping brands
                                                                                                                                                                                                          • Amazon has best customer retention, several brands have decent consideration
                                                                                                                                                                                                            • Figure 47: Consideration of various home shopping brands, December 2008
                                                                                                                                                                                                          • Brand momentum for home shopping brands
                                                                                                                                                                                                            • Amazon is gaining ground the most, Next standing still
                                                                                                                                                                                                              • Figure 48: Momentum of various home shopping brands, December 2008
                                                                                                                                                                                                            • Brand satisfaction for home shopping brands
                                                                                                                                                                                                              • Amazon shows most excellent satisfaction
                                                                                                                                                                                                                • Figure 49: Satisfaction with various home shopping brands, December 2008
                                                                                                                                                                                                              • Brand commitment to home shopping brands
                                                                                                                                                                                                                • Strong recommendation but brand loyalty is lacking
                                                                                                                                                                                                                  • Figure 50: Commitment to various home shopping brands, December 2008
                                                                                                                                                                                                                • Round up
                                                                                                                                                                                                                • Amazon Europe

                                                                                                                                                                                                                    • Figure 51: Amazon Europe: Sales as share of non-store retailers in Europe, 2004-08
                                                                                                                                                                                                                  • Strategic evaluation
                                                                                                                                                                                                                    • History
                                                                                                                                                                                                                      • Financial performance
                                                                                                                                                                                                                          • Figure 52: Amazon Europe: Group financial performance, 2004-08
                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                          • Market positioning
                                                                                                                                                                                                                            • Brands
                                                                                                                                                                                                                              • Product offer
                                                                                                                                                                                                                                  • Figure 53: Amazon: B2B Services, 2009
                                                                                                                                                                                                                                • Pricing
                                                                                                                                                                                                                                  • Operational issues
                                                                                                                                                                                                                                    • Advertising and marketing
                                                                                                                                                                                                                                      • e-commerce and home shopping
                                                                                                                                                                                                                                        • Figure 54: Amazon: Operational websites, 2009
                                                                                                                                                                                                                                    • Alticor (Amway)

                                                                                                                                                                                                                                        • Figure 55: Alticor (Amway): Sales as share of non-store retailers in Europe, 2003-07
                                                                                                                                                                                                                                      • Strategic evaluation
                                                                                                                                                                                                                                        • History
                                                                                                                                                                                                                                          • Financial performance
                                                                                                                                                                                                                                              • Figure 56: Alticor (Amway): Group financial performance, 2003-08
                                                                                                                                                                                                                                              • Figure 57: Alticor (Amway): Estimated breakdown of sales by market, 2007
                                                                                                                                                                                                                                              • Figure 58: Amway UK: Financial performance, 2003-07
                                                                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                                                                              • Market positioning
                                                                                                                                                                                                                                                • Brands
                                                                                                                                                                                                                                                  • Figure 59: Amway: Brand list, 2009
                                                                                                                                                                                                                                                • Product offer
                                                                                                                                                                                                                                                  • Operational issues
                                                                                                                                                                                                                                                    • Advertising and marketing
                                                                                                                                                                                                                                                      • e-commerce and home shopping
                                                                                                                                                                                                                                                        • Figure 60: Amway: European websites, 2009
                                                                                                                                                                                                                                                    • Ann Summers

                                                                                                                                                                                                                                                        • History
                                                                                                                                                                                                                                                          • Financial performance
                                                                                                                                                                                                                                                              • Figure 61: Ann Summers Ltd: Group financial performance, 2002/03-2006/07
                                                                                                                                                                                                                                                            • Store portfolio
                                                                                                                                                                                                                                                              • Figure 62: Ann Summers Ltd: Outlet data, 2003-07
                                                                                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                                                                                              • Market positioning
                                                                                                                                                                                                                                                                • Product offer
                                                                                                                                                                                                                                                                  • Pricing
                                                                                                                                                                                                                                                                    • Advertising and marketing
                                                                                                                                                                                                                                                                      • e-commerce and home shopping
                                                                                                                                                                                                                                                                      • Primondo (Arcandor)

                                                                                                                                                                                                                                                                          • Figure 63: Primondo: Sales as share of non-store retailers in Europe, 2004-08
                                                                                                                                                                                                                                                                        • Strategic evaluation
                                                                                                                                                                                                                                                                          • Recent history
                                                                                                                                                                                                                                                                            • Financial performance
                                                                                                                                                                                                                                                                                • Figure 64: Primondo: Group financial performance, 2003-07/08
                                                                                                                                                                                                                                                                              • Store portfolio
                                                                                                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                                                                                                  • Market positioning and brands
                                                                                                                                                                                                                                                                                      • Figure 65: Primondo: Specialty catalogues, 2009
                                                                                                                                                                                                                                                                                      • Figure 66: Primondo, Own brands, 2009
                                                                                                                                                                                                                                                                                    • Product offer
                                                                                                                                                                                                                                                                                      • e-commerce and home shopping
                                                                                                                                                                                                                                                                                      • Avon

                                                                                                                                                                                                                                                                                          • Figure 67: Avon Europe: Sales as share of non-store retailers in Europe, 2004-08
                                                                                                                                                                                                                                                                                          • Figure 68: Avon Cosmetics Ltd: Sales as share of non-store retailers in UK, 2003-07
                                                                                                                                                                                                                                                                                        • Strategic evaluation
                                                                                                                                                                                                                                                                                          • History
                                                                                                                                                                                                                                                                                            • Financial performance
                                                                                                                                                                                                                                                                                                • Figure 69: Avon: Group financial performance, 2004-08
                                                                                                                                                                                                                                                                                              • Stores
                                                                                                                                                                                                                                                                                                • Catalogues
                                                                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                                                                    • Market positioning
                                                                                                                                                                                                                                                                                                      • Brands
                                                                                                                                                                                                                                                                                                        • Product offer
                                                                                                                                                                                                                                                                                                          • Pricing
                                                                                                                                                                                                                                                                                                            • Operations
                                                                                                                                                                                                                                                                                                              • Advertising and marketing
                                                                                                                                                                                                                                                                                                                • e-commerce
                                                                                                                                                                                                                                                                                                                • Cotton Traders

                                                                                                                                                                                                                                                                                                                    • Figure 70: Cotton Traders: Sales as share of non-store retailers in UK, 2003-07
                                                                                                                                                                                                                                                                                                                  • History
                                                                                                                                                                                                                                                                                                                    • Financial performance
                                                                                                                                                                                                                                                                                                                      • Figure 71: Cotton Traders: Group financial performance, 2003/04-2007/08
                                                                                                                                                                                                                                                                                                                    • Store portfolio
                                                                                                                                                                                                                                                                                                                      • Figure 72: Cotton Traders: outlet data, 2004-08
                                                                                                                                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                                                                                                                                      • Market positioning
                                                                                                                                                                                                                                                                                                                        • Brands
                                                                                                                                                                                                                                                                                                                          • Product offer
                                                                                                                                                                                                                                                                                                                            • Pricing
                                                                                                                                                                                                                                                                                                                              • Operational issues
                                                                                                                                                                                                                                                                                                                                • Advertising and marketing
                                                                                                                                                                                                                                                                                                                                  • e-commerce and home shopping
                                                                                                                                                                                                                                                                                                                                  • Damartex

                                                                                                                                                                                                                                                                                                                                      • Figure 73: Damartex: Sales as share of non-store retailers in Europe, 2003-07
                                                                                                                                                                                                                                                                                                                                    • History
                                                                                                                                                                                                                                                                                                                                      • Financial performance
                                                                                                                                                                                                                                                                                                                                          • Figure 74: Damartex: Group financial performance, 2003, 2004, 2005, 2006 and 2007
                                                                                                                                                                                                                                                                                                                                        • Store portfolio
                                                                                                                                                                                                                                                                                                                                          • Figure 75: Damartex: Retail outlets, 2002, 2004, 2006 and 2008
                                                                                                                                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                                                                                                                                          • Market positioning
                                                                                                                                                                                                                                                                                                                                            • Brands
                                                                                                                                                                                                                                                                                                                                              • Product offer
                                                                                                                                                                                                                                                                                                                                                • Pricing
                                                                                                                                                                                                                                                                                                                                                  • Operational issues
                                                                                                                                                                                                                                                                                                                                                    • e-commerce and home shopping
                                                                                                                                                                                                                                                                                                                                                      • Figure 76: Damart: Websites, 2009
                                                                                                                                                                                                                                                                                                                                                  • Direct Wines

                                                                                                                                                                                                                                                                                                                                                      • Figure 77: Direct Wines: Sales as share of non-store retailers in UK, 2003-07
                                                                                                                                                                                                                                                                                                                                                    • History
                                                                                                                                                                                                                                                                                                                                                      • Financial performance
                                                                                                                                                                                                                                                                                                                                                          • Figure 78: Direct Wines: Group financial performance, 2003, 2004, 2005, 2006 and 2007
                                                                                                                                                                                                                                                                                                                                                        • Store portfolio
                                                                                                                                                                                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                                                                                                                                                                                            • Market positioning
                                                                                                                                                                                                                                                                                                                                                              • Product offer
                                                                                                                                                                                                                                                                                                                                                                • Pricing
                                                                                                                                                                                                                                                                                                                                                                  • e-commerce and home shopping
                                                                                                                                                                                                                                                                                                                                                                  • eBay

                                                                                                                                                                                                                                                                                                                                                                      • Strategic evaluation
                                                                                                                                                                                                                                                                                                                                                                        • History
                                                                                                                                                                                                                                                                                                                                                                          • Financial performance
                                                                                                                                                                                                                                                                                                                                                                            • Group
                                                                                                                                                                                                                                                                                                                                                                                • Figure 79: eBay Inc: Group financial performance, 2004-08
                                                                                                                                                                                                                                                                                                                                                                                • Figure 80: eBay Inc: Net revenues by category, 2004-08
                                                                                                                                                                                                                                                                                                                                                                              • Marketplaces
                                                                                                                                                                                                                                                                                                                                                                                  • Figure 81: eBay.com: Marketplaces performance indicators, 2004-08
                                                                                                                                                                                                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                  • Market positioning
                                                                                                                                                                                                                                                                                                                                                                                    • Brands
                                                                                                                                                                                                                                                                                                                                                                                      • Product offer
                                                                                                                                                                                                                                                                                                                                                                                        • Pricing
                                                                                                                                                                                                                                                                                                                                                                                          • Operational issues
                                                                                                                                                                                                                                                                                                                                                                                            • Advertising and marketing
                                                                                                                                                                                                                                                                                                                                                                                            • Findel

                                                                                                                                                                                                                                                                                                                                                                                                • Figure 82: Findel: Sales as share of non-store retailers in UK, 2003-07
                                                                                                                                                                                                                                                                                                                                                                                              • History
                                                                                                                                                                                                                                                                                                                                                                                                • Financial performance
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 83: Findel: Home shopping financial performance, 2003/04-2007/08
                                                                                                                                                                                                                                                                                                                                                                                                  • Store portfolio
                                                                                                                                                                                                                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                      • Market positioning
                                                                                                                                                                                                                                                                                                                                                                                                        • Product offer
                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 84: Findel: Product ranges by consumer brand, 2009
                                                                                                                                                                                                                                                                                                                                                                                                        • Advertising and marketing
                                                                                                                                                                                                                                                                                                                                                                                                          • e-commerce and home shopping
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 85: Findel PLC: Websites by consumer brand, 2009
                                                                                                                                                                                                                                                                                                                                                                                                        • JP Boden

                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 86: JP Boden: Sales as share of non-store retailers in UK, 2003-07
                                                                                                                                                                                                                                                                                                                                                                                                          • History
                                                                                                                                                                                                                                                                                                                                                                                                            • Financial performance
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 87: JP Boden: Group financial performance, 2003-07
                                                                                                                                                                                                                                                                                                                                                                                                              • Store portfolio
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 88: JP Boden: Outlet data, 2003-07
                                                                                                                                                                                                                                                                                                                                                                                                              • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                • Market positioning
                                                                                                                                                                                                                                                                                                                                                                                                                  • Brands
                                                                                                                                                                                                                                                                                                                                                                                                                    • Product offer
                                                                                                                                                                                                                                                                                                                                                                                                                      • Pricing
                                                                                                                                                                                                                                                                                                                                                                                                                        • Advertising and marketing
                                                                                                                                                                                                                                                                                                                                                                                                                          • e-commerce and home shopping
                                                                                                                                                                                                                                                                                                                                                                                                                          • Lands' End Direct Merchants UK

                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 89: Lands' End Direct Merchants UK: Sales as share of non-store retailers in UK, 2003-07
                                                                                                                                                                                                                                                                                                                                                                                                                            • History
                                                                                                                                                                                                                                                                                                                                                                                                                              • Financial performance
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 90: Lands' End Europe: Financial performance, 2003/04-2007/08
                                                                                                                                                                                                                                                                                                                                                                                                                                • Store portfolio
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Market positioning
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Product offer
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Pricing
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Advertising and marketing
                                                                                                                                                                                                                                                                                                                                                                                                                                            • e-commerce
                                                                                                                                                                                                                                                                                                                                                                                                                                            • N Brown

                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 91: N Brown Group: Sales as share of non-store retailers in the UK, 2003-07
                                                                                                                                                                                                                                                                                                                                                                                                                                              • History
                                                                                                                                                                                                                                                                                                                                                                                                                                                • Financial performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 92: N Brown Group: group financial performance, 2003/04-2007/08
                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Market positioning
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Brands
                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Product offer
                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Pricing
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Advertising and marketing
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • e-commerce and home shopping
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 93: N Brown: Transactional websites, 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Next Directory

                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 94: Next Directory: Sales as share of non-store retailers in UK, 2004-08
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Strategic evaluation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • History
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Financial performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 95: Next Group: Group financial performance, 2003/04-2007/08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 96: Next Directory: Estimated e-commerce sales, 2004/05-2008/09
                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Store portfolio
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 97: Next Group: Outlet data, 2003/04-2007/08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Catalogues
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Market positioning
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Brands
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Product offer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Pricing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Advertising and marketing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • e-commerce
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Otto Group

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 98: Otto Group: Retail sales as share of non-store retailers in Europe, 2003-07
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 99: Otto UK: Retail sales as share of UK non-store retailers, 2003-07
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Strategic evaluation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • History
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Financial performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 100: Otto multichannel retail division: Financial performance, 2003/04-2007/08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Store portfolio
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Catalogues
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 101: Otto Europe: Multichannel retail operations, 2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Market positioning
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Brands
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Product offer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Advertising and marketing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • e-commerce
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Park Group

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 102: Park Group: Sales as share of non-store retailers in UK, 2003-07
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • History
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Financial performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 103: Park Group: Group financial performance, 2003-07
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 104: Park Group: Revenue by segment, 2004-07
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Store portfolio
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 105: Park Group: Outlet data, 2004-08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Market positioning
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Brands
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Product offer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • e-commerce and home shopping
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 106: Park Group: Websites, 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • QVC

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 107: QVC: Sales as share of non-store retailers’ sales in Europe, 2004-08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Strategic evaluation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • History
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Financial performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 108: QVC: Group financial performance, 2003-08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 109: QVC: Number of homes receiving QVC, 2003-08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Store portfolio
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Market positioning
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 110: QVC: Shopper age profile, Germany, 2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Brands
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Product offer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 111: QVC: Sales by product type, Germany, 2007
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Pricing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Advertising and marketing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • E-commerce
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Redcats Group

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 112: Redcats Europe: Sales as share of non-store retailers in Europe, 2004-08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 113: Redcats France: Sales as share of non-store retailers in France, 2004-08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 114: Redcats UK: Sales as share of non-store retailers in UK, 2004-08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Strategic evaluation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Tough times ahead
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • History
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Financial performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 115: Redcats: Group financial performance, 2004-08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Store portfolio
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Catalogues
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 116: Redcats: Main European catalogues/websites, 2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Catalogue brands and market positioning
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Brands
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Product offer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 117: Redcats: Sales by major product category, 2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Operational issues
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Marketing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • e-commerce
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 118: Redcats Group: E-commerce sales, excl. VAT, 2003-08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Shop Direct Group

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Strategic evaluation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • History
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Financial performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Underlying profits gather pace too
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 119: Shop Direct Group: financial performance, 2005-08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Store portfolio
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Catalogues
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 120: Littlewoods Shop Direct Group: Catalogues and websites, 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Market positioning
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Brands
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Product offer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Pricing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Advertising and marketing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • e-commerce
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Tupperware

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Strategic evaluation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • History
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 121: Tupperware Group: Brands, 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Financial performance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 122: Tupperware Group: financial performance, 2003-08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 123: Tupperware Group: Sales by segment, 2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 124: Tupperware Group: European sales & profit as share of group sales & profit, 2003-08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Europe
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 125: Tupperware: sales in Germany, 2003-07
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 126: Tupperware: UK & Republic of Ireland, financial performance, 2002-06
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Store portfolio
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 127: Tupperware: Sales force by region, 2006-08
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Market positioning
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Brands/product offer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Operational issues
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Advertising and marketing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Broader Market Environment

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 128: Trends and projections in UK population, by socio-economic group, 2003-13
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 129: Trends and projections in UK population, by age, 2003-13
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 130: Trends and projections in UK household size, 2003-13
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Where They Shop

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 131: Where they have bought goods in the last 12 months, by gender, age, socio-economic group, special groups, region, ACORN group, web use, daily newspaper and main supermarket, January 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 132: Where they have bought goods in the last 12 months, by gender, age, socio-economic group, special groups, region, ACORN group, web use, daily newspaper and main supermarket, January 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Appendix – What Products They Buy

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 133: What goods they have bought in the last 12 months, by gender, age, socio-economic group, special groups, region, ACORN group, web use, daily newspaper and main supermarket, January 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 134: What goods they have bought in the last 12 months, by gender, age, socio-economic group, special groups, region, ACORN group, web use, daily newspaper and main supermarket, January 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 135: What goods they have bought in the last 12 months, by gender, age, socio-economic group, special groups, region, ACORN group, web use, daily newspaper and main supermarket, January 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 136: What goods they have bought in the last 12 months, by gender, age, socio-economic group, special groups, region, ACORN group, web use, daily newspaper and main supermarket, January 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Appendix – What They Think of Shopping From Home

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 137: Their attitudes to shopping from home, by gender, age, socio-economic group, special groups, region, ACORN group, web use, daily newspaper and main supermarket, January 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 138: Their attitudes to shopping from home, by gender, age, socio-economic group, special groups, region, ACORN group, web use, daily newspaper and main supermarket, January 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Consumer Typologies

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 139: Typology groups’ response to attitudinal statements, January 2009

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Home Shopping - UK - March 2009

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        US $2,693.85 (Excl.Tax)