Electrical Goods Retailing – Germany – 2020
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Online will continue to grow
Online is growing rapidly in Germany and more consumers buy electricals online than in-store. This has been to the benefit of Amazon, with store-based retailers playing catch-up. Ensuring a link between the two channels is crucial, allowing customers to collect products in-store and buy online in-store if that is their preference.
Product demonstrations are still crucial
A majority of consumers still value seeing electrical products physically before buying, but for store-based players this can mean their stores are used as a showroom for online rivals. Retailers need to create engaging displays that break the mould and ensure this translates into a sale there and then rather than at a later point.
A focus on service and education is needed
A store-based retailer's key USPs against online is its staff. However for many this is an under-utilized tool against online. Retailers need to ensure staff are trained not only in selling, but educating and helping consumers understand products, particularly more complex new products such as connected home devices.
The German electricals market is the largest in Europe, and one undergoing change as online becomes an ever bigger threat to stores.
Jan Urbanek, Research Analyst - Consumer Technology
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