Contents
Executive Summary – Italy
Italy’s home shopping sector remains underdeveloped
Vorwerk leads the market
Mail order underperforms against all retail sales
Direct sales dominate the home shopping sector
E-commerce sector growing rapidly
Mail order forecast to decline as a proportion of all retail sales
Report Scope
Home shopping – A definition and methods of selling
Figure 1: Home shopping market: Sector type and methods of selling
Background Data – Italy
Population
Figure 2: Italy: Population trends, 1999-2002
Figure 3: Italy: Population, by age group and sex, January 2002
Figure 4: Italy: Households, by number of members, 1981-2002
Figure 5: Italy: Population, by region, January 2001 and 2002
Figure 6: Italy: Major cities, 2001 and 2002
Economy
Figure 7: Italy: Gross domestic product, 1995-2003
Figure 8: Italy: Consumer prices, 1997-2003
Figure 9: Italy: Consumer expenditure, 1995-2003
Figure 10: Italy: Detailed breakdown of consumer expenditure, 1999-2003
The Italian Home Shopping Market
Market value
Figure 11: Italy, Home shopping sales, 2003
Figure 12: Italy: Home shopping market size by segment, 2003
Mail order sector
Sector value and trends
Figure 13: Italy: Mail order sector, 1999-2003
European Consumer Trends
Comparison of mail order shopping patterns across Europe
Figure 14: Europe: Mail order use in GB, Germany, France and Spain, 2004
Comparison of mail order shopping patterns since 2001
Figure 16: Europe: Agency Mail order use in GB, Germany, France and Spain, 2001 and 2004
Comparison of attitudes towards new technology and shopping across Europe
Figure 17: Agreement with statements relating to new technology and shopping in Europe, by GB, Germany, France and Spain, 2004
Leading Players
Figure 18: Italy: Members of ANVED, 2003
Direct selling sector
Sector value and trends
Figure 19: Italy: Direct selling sales (AVEDISCO Members), 1999-2003
Leading players
Figure 20: Italy: Members of the Direct Selling Association, 2003/04
E-commerce sector
Enterprise data
Figure 21: Italy: Mail order enterprises and employees, 1999-2001
Leading home shopping retailers
Market shares
Figure 22: Italy: Leading home shopping retailers, 2003/04
Prospects and Forecasts
Prospects
Forecasts
Figure 23: Italy: Mail order, 2004-09 (f)
Figure 24: Italy: Mail order share of all retail sales, 2004-09
Major Company Profiles
Bertelsmann DirectGroup
Background
Market share
Figure 25: Bertelsmann DirectGroup: Sales as % all mail order sales, 2001-03
Financial data
Bertelsmann Group
Figure 26: Bertelsmann Group: Financial performance, 1999-2003
Bertelsmann DirectGroup
Figure 27: Bertelsmann DirectGroup: Financial performance, 2000-03
DirectGroup operations
Figure 28: Bertelsmann DirectGroup: Sales by region and business type, 2003
Figure 29: Bertelsmann: DirectGroup clubs and businesses, 2003
Europe
European book clubs
Figure 30: BCA: Leading clubs, 2003
US
Asia
SWOT
KarstadtQuelle
Figure 31: KarstadtQuelle Germany: Mail order sales as % all German mail order sales, 1999-2004
Figure 32: KarstadtQuelle: German mail order sales as % all German mail order sales, 1999-2004
Figure 33: KarstadtQuelle: Foreign mail order sales as % of non-German European mail order sales, 1999-2004
Background
Reorganisation and restructuring
The scale of the problems
Restructuring
History
Multi-channel strategy
Financial data
Figure 34: KarstadtQuelle: Group financial performance, 1999-2004
E-commerce
Figure 35: KarstadtQuelle: Major websites, 2003
Sales by country
Figure 36: KarstadtQuelle Mail order: Estimated sales by country, 2003
Catalogues
Universal mail order
Speciality mail order
Figure 37: KarstadtQuelle: Specialist catalogue businesses, 2003
Operations and systems
SWOT
Otto
Figure 38: Otto Europe: Sales as % of all European Home shopping sales, 1998-2003
Background
History and ownership
E-commerce
Mail order development
Figure 39: Otto: Key acquisitions, 1976-2002
European retail outlets
European joint ventures
Non-retail activities
Financial data
Group performance
Figure 40: Otto Group: Financial performance, 1999/2000-2002/03
European retail performance
Figure 41: Otto Group: European retail sales performance, 1999/2000 and 2002/03
Figure 42: Otto Group: European retail sales by subsidiary company, 2003/04
European retail sales by country
Figure 43: Otto group: Estimated European retail sales by country, 2003
European operating companies
Figure 44: Otto Group: European home shopping interests by country and brand, 2002/03
Germany
Figure 45: Otto, share of German mail order sales, 1999-2003
Schwab
Figure 46: Schwab Group, sales relative to German mail order sales, 1999-2003
Figure 47: Heiine Group, sales relative to German mail order sales, 1999-2003
Figure 48: Baur versand, sales relative to German mail order sales, 1999-2003
Figure 49: Bon Prix, sales relative to German mail order sales, 1999-2003
Figure 50: 3 Suisses, sales relative to French mail order sales, 1999-2003
Otto (UK) – Grattan and Freemans
Figure 51: Otto (UK), share of UK mail order sales, 1998-2003
Operations and systems
E-commerce
Figure 52: Otto Group: European websites, 2003
SWOT
Alticor (Amway)
Background
Rich DeVos and Jay Van Andel
International expansion
Figure 53: Amway: European operations, dates of entry
Quixtar
Amway's multi-level marketing
Selling through independent business owners (IBOs)
Financial data
Figure 54: Alticor: Financial performance, 2000-04
Figure 55: Amway UK: Financial performance, 1998-2002
Figure 56: Alticor: Sales by region, 2003
Figure 57: Amway Europe: Sales by country, 2003
Products
E-commerce
Figure 58: Amway: European websites, 2004
SWOT
Avon
Background
Internationalisation
Figure 59: Avon: Year of entry in European countries
Channels of distribution
Direct selling channel
Store-based retailing
Financial data 2004
Figure 60: Avon: Financial performance, 1999-2003
The European division
The Asia Pacific Division
The Latin America Division
The U.S.A Division
Figure 61: Avon: Group sales and profits by geographic region, 2003
Figure 62: Avon European division: Sales relative to estimated European home shopping sales, 2000-03
Figure 63: Avon: European divisional sales by country, 2003
Products
Figure 64: Avon: Global sales by product breakdown, 2001-03
Figure 65: Avon: Global sales by product breakdown, 2003
Figure 66: Avon: Key beauty own brands by category
E-commerce
Figure 67: Avon: European Websites, 2004
SWOT
Tupperware
Market share
Figure 68: Tupperware: European sales as % total European direct sales, 2000-03
Background
Selling strategy
Financial data
Figure 69: Tupperware Group: Financial performance, 1999-2003
Figure 70: Tupperware: Sales performance in Germany vs the rest of Europe, 1999-2003
The UK and Ireland
Figure 71: Tupperware: UK & Republic of Ireland: Financial performance, 1999-2003
Mixed results in 2004
Products
Figure 72: Tupperware: Websites, 2003
E-commerce
SWOT
Vorwerk
Market share
Figure 73: Vorwerk: European sales as % total European direct sales, 2000-03
Background
Financial data
Figure 74: Vorwerk: Financial performance, 1999-2003 (a)
Figure 75: Vorwerk Group: Sales by main operating division, 2003
Figure 76: Vorwerk: Direct sales performance, 1999-2003
Products
E-commerce
Figure 77: Vorwerk websites, 2004
SWOT
amazon.com
Market share
Figure 78: Amazon: Sales as % all mail order sales, 2000-03
Background
History
International expansion
Customer focus
Financial data
Figure 79: Amazon.com: Financial performance, 2000-04
International division outperforms North America
Figure 80: Amazon.com: Sales and gross profit by segment, 2001-04
Figure 81: Amazon: Sales by division, 2000-04
Products
Operations and systems
SWOT
Mini Company Profile
Postalmarket
Background
Financial data
