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Electrical Goods Retailing - Germany - February 2018

“Consumer spending on electrical goods continued to weaken in 2017 as higher inflation in other product categories led consumers to spend more elsewhere. Online is now the channel of choice for Germans shopping for electricals, with 70% of electrical goods shoppers buying via any device in the past year and 58% shopping from an online-only retailer.”

- Thomas Slide, Retail Analyst

This report will look at the following areas:

  • How online and in-store compares by product category
  • What can Ceconomy do next to stay ahead?

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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: Germany: consumer spending, year-on-year % change, 2013-17
            • Specialists outperform
              • Figure 2: Germany: electricals specialists’ sales, year-on-year % change, 2013-17
            • Inflation
              • Specialists account for over half of spending
                • Figure 3: Germany: estimated distribution of spending on electricals/electrical goods, 2017
              • Companies and brands
                • Key metrics
                  • Market shares
                    • Figure 4: Germany: leading specialist electrical specialists’ estimated shares of spending on electrical goods, 2017
                  • Online
                    • The consumer
                      • What they buy
                        • Figure 5: Germany: electrical products bought in the last 12 months, December 2017
                      • How they shop – Online and in-store
                        • Figure 6: Germany: channel and device used to buy electrical goods, December 2017
                      • Where they shop
                        • Figure 7: Germany: retailers electrical goods bought from in the last 12 months, December 2017
                      • Attitudes to buying electrical/electronic products
                        • Figure 8: Germany: attitudes to buying electrical goods, December 2017
                      • What we think
                      • Issues and Insights

                        • How online and in-store compares by product category
                          • The facts
                            • The implications
                              • What can Ceconomy do next to stay ahead?
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Spending on electricals slows
                                      • Specialists outperform
                                        • Rising inflation
                                          • Specialists account for over half of spending
                                          • Consumer Spending

                                            • German economy continues to grow in 2016
                                              • Spending on electricals slows
                                                  • Figure 9: Germany: consumer spending on electrical items (incl. VAT), 2013-17
                                              • Product Market Breakdown

                                                  • Figure 10: Germany: main electricals markets, volume sales, 2013-17
                                              • Sector Size and Forecast

                                                • Specialists outperform all retail sales
                                                  • Figure 11: Germany: electricals specialists, sales, excl VAT, 2012-17
                                                  • Figure 12: Germany: electricals specialists, forecast sales, excl VAT, 2018-22
                                              • Inflation

                                                  • Figure 13: Germany: consumer prices, annual % change, 2013-17
                                                  • Figure 14: Germany: consumer price inflation on electrical items, annual % change, July 2016 –December 2017
                                              • Channels of Distribution

                                                • Specialists continue to account for most electrical sales
                                                  • Figure 15: Germany: estimated distribution of spending on electricals/electrical goods, 2017
                                              • Companies and Brands – What You Need to Know

                                                • Ceconomy posts good growth
                                                  • Ceconomy accounts for a quarter of sales
                                                    • Online shopping dominates electricals
                                                    • Leading Players

                                                      • Growth from newly formed Ceconomy
                                                        • Mixed performance of the buying groups
                                                          • Notebooksbilliger.de continues excellent growth
                                                            • Figure 16: Germany: leading specialist electrical retailers, sales, 2014-17
                                                          • Media-Saturn shrinks to grow
                                                            • Figure 17: Germany: leading specialist electrical retailers, outlets, 2014-17
                                                          • Sales per outlet
                                                            • Figure 18: Germany: leading specialist electrical retailers, sales per outlet, 2014-17
                                                        • Market Shares

                                                          • Media-Saturn steadily growing market share
                                                            • Figure 19: Germany: leading specialist electrical retailers’ estimated shares of spending on electricals items, 2015-17
                                                        • Online

                                                            • Online activity
                                                              • Shopping online
                                                                • Figure 20: Germany: online buyers of electrical items in last 12 months, 2012-17
                                                              • Online shopping dominates in electricals
                                                                • Figure 21: Germany: channel and device used to buy electrical goods, December 2017
                                                              • Online sales
                                                                • Leading online players
                                                                  • Figure 22: Germany: estimated online sales of electricals by leading retailers, 2015-17
                                                              • The Consumer – What You Need to Know

                                                                • Three-quarters shopped for electrical goods in the past year
                                                                  • Online shopping leads
                                                                    • Pureplays are most popular
                                                                      • Promotions are undermining trust
                                                                        • Young men most likely to want the latest technology
                                                                        • What They Buy

                                                                          • Almost three-quarters have bought electrical goods
                                                                            • Mobile phones the most popular purchase
                                                                              • Figure 23: Germany: electrical products bought in the last 12 months, December 2017
                                                                            • Wearable tech remains the preserve of the wealthy
                                                                              • Figure 24: Germany: electrical products purchased in the past 12 months, by age and household income, December 2017
                                                                          • How They Shop – Online and In-store

                                                                            • Online shopping leads
                                                                              • Figure 25: Germany: channel and device used to buy electrical goods, December 2017
                                                                            • Smartphone shopping skewed towards the young
                                                                              • Figure 26: Germany: channel and device used to buy electrical goods, by age and household income, December 2017
                                                                          • Where They Shop

                                                                            • Online pureplays are now leaders in electricals
                                                                              • Figure 27: Germany: where they shop for electricals whether in-store or online, December 2017
                                                                            • Amazon attracts older shoppers than Media Saturn
                                                                              • Smaller specialists appeal to more affluent shoppers
                                                                                • Figure 28: Germany: where they shop for electricals, by age and household income, December 2017
                                                                              • Grocery stores popular for small appliances
                                                                                • Figure 29: Germany: what they bought by where they shopped, December 2017
                                                                            • Attitudes to Buying Electrical/Electronic Products

                                                                              • Too many promotions undermine trust
                                                                                • Young men most likely to want the latest technology
                                                                                  • Figure 30: Germany: attitudes to buying electrical goods, December 2017
                                                                                • Euronics shoppers most likely to want the latest technology at any cost
                                                                                  • Figure 31: Germany: agreement with the statement “It is important to have the latest technology regardless of the price” by where they shopped for electrical goods in the past 12 months, December 2017
                                                                              • Other Consumer Research

                                                                                  • Household device ownership
                                                                                      • Figure 32: Germany: technology products owned by the household, Q3 2017
                                                                                    • Personal device ownership
                                                                                        • Figure 33: Germany: technology products personally owned, Q3 2017
                                                                                      • Smartphones almost universal among under 45s
                                                                                          • Figure 34: Germany: mobile phone ownership, by age, Q3, 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 35: Amazon: sales breakdown, by source of income, 2015-17
                                                                                                                      • Figure 36: Amazon: sales breakdown, by source of income, 2017
                                                                                                                    • Gross transaction revenue (GTV)
                                                                                                                        • Figure 37: Amazon: estimated group gross transaction revenue, 2015-17
                                                                                                                      • GTV by country
                                                                                                                        • Figure 38: Amazon.com Inc: group financial performance, 2013-17
                                                                                                                      • Sales of electricals
                                                                                                                        • Figure 39: Amazon Europe: estimated sales of electrical goods, 2015-17
                                                                                                                      • Retail offering
                                                                                                                      • AO World Plc

                                                                                                                          • What we think
                                                                                                                            • Mobile shopping launched across all territories
                                                                                                                              • Building brand awareness
                                                                                                                                • Enhanced customer proposition in Europe
                                                                                                                                  • Reaching out to new customers via marketplaces
                                                                                                                                    • Logistics investment to meet increased demand
                                                                                                                                      • Bolstering commitment to the environment
                                                                                                                                        • Company background
                                                                                                                                          • Company performance
                                                                                                                                            • Figure 40: AO World Plc: group financial performance, 2012/13-2016/17
                                                                                                                                          • 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 41: Apple Retail UK: group financial performance, 2012/13-2016/17
                                                                                                                                                            • Figure 42: Apple Retail UK: outlet data, 2012/13-2016/17
                                                                                                                                                            • Figure 43: Apple Retail: European stores, 2014-18
                                                                                                                                                          • Retail offering
                                                                                                                                                          • Ceconomy (MediaMarkt/Saturn)

                                                                                                                                                              • What we think
                                                                                                                                                                • Fnac Darty deal strengthens Ceconomy’s position
                                                                                                                                                                  • Expanded online range and flexible delivery options
                                                                                                                                                                    • Focusing on services and solutions rather than just products
                                                                                                                                                                      • Less queuing thanks to digital payment solution
                                                                                                                                                                        • New store concepts to draw customers in
                                                                                                                                                                          • Enhanced loyalty cards winning new members
                                                                                                                                                                            • Company background
                                                                                                                                                                              • Company performance
                                                                                                                                                                                • Figure 44: Ceconomy: group financial performance, 2012/13-2016/17
                                                                                                                                                                                • Figure 45: Ceconomy: outlet data, 2012/13-2016/17
                                                                                                                                                                              • Retail offering
                                                                                                                                                                              • Conrad Electronic

                                                                                                                                                                                  • What we think
                                                                                                                                                                                    • Rental commerce
                                                                                                                                                                                      • New B2B marketplace for technology and electricals
                                                                                                                                                                                        • 3D printing production just a click away
                                                                                                                                                                                          • Digital specialist apprenticeship scheme to bolster employees tech-savviness
                                                                                                                                                                                            • Company background
                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                • Figure 46: Conrad Electronic (Germany): group sales performance, 2011-16
                                                                                                                                                                                                • Figure 47: Conrad Electronic: outlet data, 2011-16
                                                                                                                                                                                              • Retail offering
                                                                                                                                                                                              • E-Square

                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                    • Key figures
                                                                                                                                                                                                      • Members
                                                                                                                                                                                                        • Figure 48: 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 49: Euronics International: estimated group financial performance, 2012-16
                                                                                                                                                                                                                        • Figure 50: 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 51: Expert Europe: group sales performance, 2013-17
                                                                                                                                                                                                                                    • Figure 52: Expert Europe: outlet data, 2013-17
                                                                                                                                                                                                                                  • Retail offering

                                                                                                                                                                                                                                  Electrical Goods Retailing - Germany - February 2018

                                                                                                                                                                                                                                  US $1,272.90 (Excl.Tax)