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Electrical Goods Retailing - France - February 2018

“The electricals market in France is robust, but the retail landscape has been changed dramatically by digitalisation. As Amazon has increased its dominance, the established players have fought back with a series of acquisitions and partnerships, with the purchase of Darty by Fnac the most high profile.  The online and offline worlds are merging and the successful retailers will be those that can maximise the synergies between them, offering an integrated proposition of products and services to the consumer.”

- Natalie Macmillan, Senior European Retail Analyst

This report will look at the following areas:

  • Digital integration in electrical goods retailing
  • Targeting younger men and women

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive Summary

          • The market
            • Consumer spending
              • Figure 1: France: consumer spending on electrical items (incl. VAT), 2012-17
            • Sector size and forecast
              • Channels of distribution
                • Figure 2: France: estimated distribution of spending on electrical/electronic goods, 2016/17
              • Companies and brands
                • Key metrics
                  • Market shares
                    • Figure 3: France: leading specialist electrical retailers’ shares of spending on electrical items, 2017
                  • Online
                    • The consumer
                      • What they buy
                        • Figure 4: France: types of electrical products purchased, December 2017
                      • How they shop - Online and in-store)
                        • Figure 5: France: usage of stores vs online when buying electrical/electronic products, by gender, December 2017
                      • Where they shop
                        • Figure 6: France: where they shop for electricals, whether in-store or online, December 2017
                      • Attitudes to buying electrical/electronic products
                        • Figure 7: France: attitudes to buying electrical/electronic goods, by age and gender, December 2017
                      • What we think
                      • Issues and Insights  

                        • Digital integration in electrical goods retailing
                          • The facts
                            • The implications
                              • Targeting younger men and women
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Economy picking up after prolonged period of subdued growth
                                      • Market spending on electrical items on the up
                                        • Specialist retailers outperforming the market
                                          • Specialists dominate distribution
                                          • Consumer Spending

                                            • Signs of growth in the French economy
                                              • Spending on electricals on the up
                                                  • Figure 8: France: consumer spending on electrical items (incl. VAT), 2013-17
                                                  • Figure 9: France: breakdown of consumer spending on electrical and electronic items (incl. VAT), 2016
                                                  • Figure 10: France: consumer spending on electrical items, volume change year-on-year, 2012-16
                                              • Product Market Breakdown

                                                  • Figure 11: France: main electricals markets, volume sales, 2013-17
                                              • Sector Size and Forecast

                                                • Total retail sales recovering, further growth forecast in 2017
                                                  • Electricals specialists gaining share
                                                    • Figure 12: France: electricals specialists, sales, excl VAT, 2012-17
                                                    • Figure 13: France: electricals specialists, forecast sales, excl VAT, 2018-22
                                                • Inflation

                                                    • Figure 14: France: consumer prices, annual % change, 2013-17
                                                    • Figure 15: France: consumer price inflation on electrical items, annual % change, July 2016-December 2017
                                                • Channels of Distribution

                                                    • Figure 16: France: where they shop for electricals, whether in-store or online, January 20178
                                                  • Specialists dominate, but independents in decline
                                                    • Intense competition from non-specialists and online
                                                        • Figure 17: France: estimated distribution of spending on electrical/electronic goods, 2014-16
                                                    • Companies and Brands – What You Need to Know

                                                      • An increasingly concentrated market
                                                        • Fnac/Darty strengthened
                                                          • Independents regrouping
                                                            • LDLC growing in importance
                                                              • Leading retailers capture almost half of spending
                                                                • Online spending around €4.8 billion
                                                                • Leading Players

                                                                  • Increasingly consolidated
                                                                    • Alliances between rivals in buying strengthen positions
                                                                      • Fnac/Darty strengthened
                                                                        • Independents regrouping
                                                                          • Telecoms specialists
                                                                            • LDLC growing in importance
                                                                              • Figure 18: France: leading specialist electrical retailers, sales, 2013-17
                                                                              • Figure 19: France: leading specialist electrical retailers, outlets, 2013-17
                                                                              • Figure 20: France: leading specialist electrical retailers, sales per outlet, 2013-17
                                                                          • Market Shares

                                                                              • Figure 21: France: leading specialist electrical retailers’ shares of spending on electrical items, 2013-17
                                                                          • Online

                                                                            • Online activity
                                                                              • France between Germany/UK and Spain/Italy
                                                                                • Broadband penetration lower
                                                                                  • Technology ownership is lower
                                                                                    • Figure 22: France: ways in which the internet was accessed in the last three months, Q3 2017
                                                                                  • Shopping online
                                                                                    • Figure 23: France: online buyers of electrical items in last 12 months, France vs EU, 2013-17
                                                                                  • Online sales
                                                                                    • Leading online players
                                                                                      • Figure 24: France: estimated sales of electricals online by leading retailers, 2014-17
                                                                                      • Figure 25: France: top retail sites by number of unique visitors, July-September 2017
                                                                                  • The Consumer – What You Need to Know

                                                                                    • Less than three quarters bought electricals last year
                                                                                      • Buyers are younger and wealthier
                                                                                        • Half of buyers bought online
                                                                                          • Mobile devices used by a small proportion but have an important role to play
                                                                                            • The specialist store format dominates
                                                                                              • Amazon overtakes Darty to become single most popular retailer
                                                                                                • Younger men a key target group
                                                                                                  • Make do and mend
                                                                                                  • What They Buy

                                                                                                    • 70% have bought electrical goods in the past year
                                                                                                      • Figure 26: France: types of electrical products purchased, December 2017
                                                                                                    • Men more likely to buy electrical goods than women
                                                                                                      • Figure 27: France: types of electrical products purchased, by gender, December 2017
                                                                                                      • Figure 28: France: types of electrical products purchased, by gender and age, December 2017
                                                                                                    • Electrical buyers have higher than average income
                                                                                                      • Figure 29: France: electrical goods purchased, by average age and household income, December 2017
                                                                                                  • How They Shop – Online and In-Store

                                                                                                    • Online shopping almost equal with stores
                                                                                                      • Figure 30: France: usage of stores vs online when buying electrical/electronic products, December 2017
                                                                                                    • Women more likely to use stores than men
                                                                                                      • Figure 31: France: usage of stores vs online when buying electrical/electronic products, by gender, December 2017
                                                                                                      • Figure 32: France: usage of stores vs online when buying electrical/electronic products, by age and income, December 2017
                                                                                                  • Where They Shop

                                                                                                    • The specialist store format dominates
                                                                                                      • Amazon overtakes Darty to become single most popular retailer
                                                                                                        • Non-specialist stores
                                                                                                          • Figure 33: France: where they shop for electricals, whether in-store or online, December 2017
                                                                                                          • Figure 34: France: profile of those who had bought electricals in-store or online, by retailer used, December 2017
                                                                                                          • Figure 35: France: where they shop for electricals by product purchased, December 2017
                                                                                                          • Figure 36: France: where they shop for electricals, in-store vs online, December 2017
                                                                                                      • Attitudes to Buying Electrical/Electronic Products

                                                                                                        • The young want new technologies but older people prepared to wait
                                                                                                          • Younger men a key target group
                                                                                                            • Make do and mend
                                                                                                              • Figure 37: France: attitudes to buying electrical/electronic goods, December 2017
                                                                                                              • Figure 38: France: attitudes to buying electrical/electronic goods, by age and gender, December 2017
                                                                                                          • Appendix: Data sources, abbreviations and supporting information

                                                                                                            • Abbreviations
                                                                                                              • Data sources
                                                                                                              • Amazon.com Inc

                                                                                                                  • What we think
                                                                                                                    • Where next?
                                                                                                                      • Geographical expansion
                                                                                                                        • Prime
                                                                                                                          • Marketplace
                                                                                                                            • AWS
                                                                                                                              • Profitability
                                                                                                                                • Where next?
                                                                                                                                  • Company background
                                                                                                                                    • Company performance
                                                                                                                                      • Published sales and total sales volumes
                                                                                                                                          • Figure 39: Amazon: sales breakdown, by source of income, 2015-17
                                                                                                                                          • Figure 40: Amazon: sales breakdown, by source of income, 2017
                                                                                                                                        • Gross transaction revenue (GTV)
                                                                                                                                            • Figure 41: Amazon: estimated group gross transaction revenue, 2015-17
                                                                                                                                          • GTV by country
                                                                                                                                            • Figure 42: Amazon.com Inc: group financial performance, 2013-17
                                                                                                                                          • Sales of electricals
                                                                                                                                            • Figure 43: Amazon Europe: estimated sales of electrical goods, 2015-17
                                                                                                                                          • Retail offering
                                                                                                                                          • Apple Retail UK

                                                                                                                                              • What we think
                                                                                                                                                • The human face of Apple Inc.
                                                                                                                                                  • Stores becoming larger and more informal…
                                                                                                                                                    • …as well as more experiential
                                                                                                                                                      • Where next?
                                                                                                                                                        • Company background
                                                                                                                                                          • Company performance
                                                                                                                                                            • Figure 44: Apple Retail UK: group financial performance, 2012/13-2016/17
                                                                                                                                                            • Figure 45: Apple Retail UK: outlet data, 2012/13-2016/17
                                                                                                                                                            • Figure 46: Apple Retail: European stores, 2014-18
                                                                                                                                                          • Retail offering
                                                                                                                                                          • E-Square

                                                                                                                                                              • Company background
                                                                                                                                                                • Key figures
                                                                                                                                                                  • Members
                                                                                                                                                                    • Figure 47: E-Square: membership, 2017
                                                                                                                                                                • Euronics International

                                                                                                                                                                    • What we think
                                                                                                                                                                      • New store concepts dedicated to helping consumers make the right mobile choice
                                                                                                                                                                        • Ditching the tech jargon
                                                                                                                                                                          • Focusing on VR and smart home solutions
                                                                                                                                                                            • A more dynamic in-store shopping experience
                                                                                                                                                                              • Selling fitted kitchens, a potential new revenue earner for UK stores
                                                                                                                                                                                • Company background
                                                                                                                                                                                  • Company performance
                                                                                                                                                                                    • Figure 48: Euronics International: estimated group financial performance, 2012-16
                                                                                                                                                                                    • Figure 49: Euronics International: estimated outlet data, 2012-16
                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                  • Expert Europe

                                                                                                                                                                                      • What we think
                                                                                                                                                                                        • Lack of transactional website is hurting Expert in some countries
                                                                                                                                                                                          • ‘We are the experts’ positioning hard to maintain
                                                                                                                                                                                            • Company background
                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                • Figure 50: Expert Europe: group sales performance, 2013-17
                                                                                                                                                                                                • Figure 51: Expert Europe: outlet data, 2013-17
                                                                                                                                                                                              • Retail offering
                                                                                                                                                                                              • Fnac Darty

                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                    • Shop-in-shop cross-selling opportunities
                                                                                                                                                                                                      • Compelling online offering
                                                                                                                                                                                                        • Integration brings enhanced delivery options
                                                                                                                                                                                                          • More dynamic in-store experience
                                                                                                                                                                                                            • Purchasing alliance with Carrefour could lower prices in France
                                                                                                                                                                                                              • Company background
                                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                                  • Figure 52: Fnac Darty : pro forma group financial performance, 2015-17
                                                                                                                                                                                                                  • Figure 53: Fnac Darty: store network, pro forma, 2015-17
                                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                                • HTM Group

                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                      • Committed to owned stores
                                                                                                                                                                                                                        • Service and experience focus aims to create a link between online and offline
                                                                                                                                                                                                                          • What next?
                                                                                                                                                                                                                            • Company background
                                                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                                                • Figure 54: HTM Group: estimated sales, 2013-17
                                                                                                                                                                                                                                • Figure 55: HTM Group: outlet data, 2013-17
                                                                                                                                                                                                                              • Retail offering

                                                                                                                                                                                                                              Electrical Goods Retailing - France - February 2018

                                                                                                                                                                                                                              US $1,272.90 (Excl.Tax)