Home Shopping - The Netherlands
About this report
About the market…
By 2003, the Dutch home shopping market had declined by 9% against 2002, impacted by the general economic slowdown and weak performance of non-food retailers. While sector was boosted by strong growth in e-commerce, the offline mail order and direct sales sectors registered a decline.
In 2003, the Dutch mail order sector fell by 27% to €1.03 billion against the previous year, although its performance had improved compared to five years earlier. However, mail order houses have been increasing their focus on online shopping and the leading mail order retailers already operate successful websites. As a proportion of all retail sales however the mail order sector has underperformed, declining from 1.6% in 1999 to 1.3% of all retail sales in 2003. The mail order sector is dominated by big book catalogues, but specialist and seasonal catalogues have also become popular.
About Mintel’s research…
Mintel’s report fuses together the latest analysis of market trends and retailers’ performance with new research into consumer trends. The results offer you all the insight and inspiration you need for designing informed, targeted and profitable business strategies in this retail sector.
Use Mintel’s research to:
Pin point market potential in the Dutch market place
Trace the impact of economic and socio-demographic trends on the market
Learn about major retailers’ operating strengths and weaknesses, the threats they are facing and the opportunities open to them
Assess the profitability of the major home shopping sectors in the Netherlands
Identify market entry points, evaluate competitors’ prospects and pin-point investment opportunities in the sector
Track the fortunes of domestic retailers vs. major international players
Benchmark key European consumer trends and expenditure in home shopping
Measure market forecasts.
Contents
Executive Summary – The Netherlands
Home shopping hit by weak retail market
Mail order sector driven by online sales
Small direct selling sector
E-commerce growing rapidly
Home shopping dominated by foreign players
Mail order sector forecast to grow
Report Scope
Home shopping – A definition and methods of selling
Figure 1: Home shopping market: Sector type and methods of selling
Background Data – The Netherlands
Population
Figure 2: The Netherlands: Population trends, 1999-2004
Figure 3: The Netherlands: Population, by age group, 2004
Figure 4: The Netherlands: Households, January 2003 (a)
Figure 5: The Netherlands: Major regions and cities, 2003
Economy
Figure 6: The Netherlands: Gross domestic product, 1995-2003
Figure 7: The Netherlands: Consumer prices, 1998-2003
Figure 8: The Netherlands: Consumer expenditure, 1995-2003
Figure 9: The Netherlands: Detailed breakdown of consumer expenditure, 1999-2003
The Dutch Home Shopping Market
Introduction
Market value
Figure 10: The Netherlands: Home shopping market size, 2003
Figure 11: The Netherlands: Home shopping market, 2003
Mail order sector
Sector value and trends
Figure 12: The Netherlands: Mail order sector sales, 1999-2003
Leading Players
Figure 13: The Netherlands: Leading mail order operators, 2003/04
Figure 14: Netherlands: Membership of Home Shopping Trade Association, 2004
Direct selling sector
Sector value and trends
Figure 15: The Netherlands: Direct selling market – FEDSA members data, 1999-2003
Leading players
Figure 16: The Netherlands: Direct selling sector – leading players, 2004
E-commerce sector
Sector value and trends
Figure 17: The Netherlands: B2C E-commerce sector sales, 1999-2003
Category breakdown
Figure 18: The Netherlands: B2C E-commerce sales by category, 1999-2004 (H1)
Figure 19: The Netherlands: B2C e-commerce sales by category, 2003
Leading players
Enterprise data
Figure 20: The Netherlands: Mail order retailers, enterprise numbers by type, 1997-2000
Leading home shopping retailers
Market shares
Figure 21: The Netherlands: Leading home shopping companies, 2003/04
Prospects and Forecasts
Forecasts
Figure 22: The Netherlands: Mail order sales forecasts, 2004-09 (f)
Figure 23: The Netherlands: Mail order sales forecasts, 2004-09 (f)
Major Company Profiles
Bertelsmann DirectGroup
Background
Market share
Figure 24: Bertelsmann DirectGroup: Sales as % all mail order sales, 2001-03
Financial data
Bertelsmann Group
Figure 25: Bertelsmann Group: Financial performance, 1999-2003
Bertelsmann DirectGroup
Figure 26: Bertelsmann DirectGroup: Financial performance, 2000-03
DirectGroup operations
Figure 27: Bertelsmann DirectGroup: Sales by region and business type, 2003
Figure 28: Bertelsmann: DirectGroup clubs and businesses, 2003
Europe
European book clubs
Figure 29: BCA: Leading clubs, 2003
US
Asia
SWOT
Bruno Bader
Background
Market share
Figure 30: Bader: Sales as % all German mail order sales, 2003
Financial data
Catalogues
Outlets
E-commerce
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
Klingel
Background
Financial data
Catalogues
Outlets
E-commerce
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
TV-Shop (MTG)
Market share
Figure 82: TV-Shop: Sales as % all European home shopping sales, 2000-03
Background
MTG Group
Figure 83: MTG Group Structure: Sales by main operating division, 2003
TV-Shop
Financial data
Figure 84: MTG: Financial performance, 1999-2003
Figure 85: MTG: TV-Shop division by major component, 2000-03
2004 Interim results
E-commerce
SWOT
Mini Company Profiles
Conrad
Market share
Figure 86: Conrad: Estimated mail order sales as % of all German mail order retailers’ sales, 1999-2003
Background
Financial data
Figure 87: Conrad: Estimated sales, 1999-2003
Wehkamp
Figure 88: Wehkamp: Share of all non-food retailers’ sales, 1999-2003
Background
Financial data
Figure 89: Wehkamp: Financial performance, 2000-04
