Contents
Executive Summary – UK
UK is second-largest home shopping market in Europe
E-commerce driving ahead
Pure players small but rapidly growing
Store-based retailers exploit their brand recognition
Agency sales in terminal decline
Big books fundamentally flawed
Shop Direct Group and Littlewoods continue to operate independently
Direct catalogues exploit weakness of agency operators
Direct selling
TV shopping
Report Scope
Home shopping – A definition and methods of selling
Figure 1: Home shopping market: Sector type and methods of selling
Background Data – United Kingdom
Population
Figure 2: UK: Population trends, 1999-2003
Figure 3: UK: Population, by age group and sex, 2003
Figure 4: UK: Households, 2003
Figure 5: UK: Regions and major cities, 2002
Economy
Figure 6: UK: Gross domestic product, 1995-2003
Figure 7: UK: Consumer prices, 1997-2003
Figure 8: UK: Consumer expenditure, 1995-2003
Figure 9: UK: Detailed breakdown of consumer expenditure, 1999-2003
The UK Home Shopping Sector
Introduction
Market value
Figure 10: UK: Home shopping market by sector, 2003
Figure 11: UK: Home shopping market by sector, 2003
Mail order sector
Agency
Direct big books
Other direct books
Direct response
Littlewoods and GUS Home Shopping under one owner
GUS renamed and Littlewoods divided into distinct entities
Final separation could turn the spotlight on home shopping
Sector value and trends
Figure 12: UK: Mail order market, 1999-2004
Agency houses
Figure 13: UK: Mail order sales by type and leading players, 1999-2003
Figure 14: UK: Mail order % of sector sales by type, 1999-2003
Estimated agency market shares
Figure 15: UK: Mail order houses, estimated agency sales, 2003/04
Figure 16: UK: Agency mail order, market shares, 2003
Leading players
Figure 17: UK Mail order retailers: Selective leading players, 2004
Direct selling sector
Sector value and trends
Figure 18: UK: Direct selling sector sales, 1998-2003
Figure 19: UK: DSA members, sales of goods by product, 1993 and 2002
Figure 20: Direct selling, sales by category, 2002
Leading players
Figure 21: UK: Direct selling association, selected members, 2004
E-commerce sector
Sector value and trends
ONS classification
ONS experimental online data
Mintel analysis
Figure 22: UK: Estimated online retail sales, 2003
Grocers
Tesco leads
Sainsbury’s struggles with operational problems
Beyond the marker leaders
Online accounts for under 1% of grocers’ sales
Non-food retailers
Mixed goods retailers dominate the non-food sector
Argos voted consumer-friendly
M&S ditches catalogue, but John Lewis supports web offer with a catalogue
Mail order retailers
Figure 23: UK: mail order retailers, Internet sales, 2003
Pureplay Internet retailers
Figure 24: UK: Selective pure players, by sector, 2004
Television shopping sector
European Consumer Trends
Comparison of mail order shopping patterns across Europe
Figure 25: Europe: Mail order use in GB, Germany, France and Spain, 2004
Comparison of mail order shopping patterns since 2001
Figure 26: Europe: Mail order use in GB, Germany, France and Spain, 2001 and 2004
Figure 27: 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 28: Agreement with statements relating to new technology and shopping in Europe, by GB, Germany, France and Spain, 2004
UK Consumer Trends
Shopping by mail order
Figure 29: Penetration of purchasing from a mail order catalogue or acting as a mail order agent, by gender, age, family income and region, GB, 2003/04
The Consumer
Key findings
Home shopping patterns
Trend data
Figure 30: Use of home shopping channel, UK, 2000-04
2004 home shopping patterns
Figure 31: Type of home shopping channel consumers have bought from in the last 12 months, December 2004
Figure 32: Internet home shopping, by socio-economic group, December 2004
Figure 33: Internet home shopping, by age group, December 2004
Figure 34: Which type of home shopping channel consumers have bought from in the last 12 months, by gender, age and socio-economic group, December 2004
Figure 35: Which type of home shopping channel consumers have bought from in the last 12 months, by lifestage and presence of children, December 2004
What people buy
Trend data
Figure 36: Products purchased through home shopping channels, 2001, 2003 and 2004
2004 shopping patterns
Figure 37: Products consumers have bought via home shopping in the past six months, summary, December 2004
Figure 38: Which type of products consumers have bought from home in the last six months, by gender, age and socio-economic group, December 2004
Figure 39: Which type of products consumers have bought from home in the last six months, by gender, age and socio-economic group, December 2004
UK Advertising Expenditure
Mail order advertising by product category
Figure 94: Mail order catalogue and direct response advertising expenditure, by product sub-category, 12 months to December 2000-04
Mail order advertising spend by company
Figure 95: Mail order advertising expenditure, by top 25 advertisers, 12 months to December 2000-04
Online advertising expenditure by product category
Figure 96: Online advertising expenditure, by product category, 12 months to December 2000-04
Leading Retailers
Market shares
Figure 97: UK: Leading home shopping companies and market shares, 2003
Prospects and Forecasts
Prospects
Agency mail order
Direct big books
Big books fundamentally flawed
But Klingel plans to enter the market
Other direct operators will continue to exploit agency weakness
Direct selling
E-commerce
TV shopping
Kiala collection points due to launch in 2006
Forecasts
Figure 98: UK: Mail order sales forecasts, 2004-09f
Figure 99: UK: Mail order sales as % all retail sales, 1999-2009
Major Company Profiles
Company Profile: Bertelsmann DirectGroup
Background
Market share
Figure 100: Bertelsmann DirectGroup: Sales as % all mail order sales, 2001-03
Financial data
Bertelsmann Group
Figure 101: Bertelsmann Group: Financial performance, 1999-2003
Bertelsmann DirectGroup
Figure 102: Bertelsmann DirectGroup: Financial performance, 2000-03
DirectGroup operations
Figure 103: Bertelsmann DirectGroup: Sales by region and business type, 2003
Figure 104: Bertelsmann: DirectGroup clubs and businesses, 2003
Europe
European book clubs
Figure 105: BCA: Leading clubs, 2003
US
Asia
SWOT
Company Profile: Damart (Damartex)
Figure 106: Damart France, sales relative to French mail order sales, 1999-2003
Figure 107: Damart, sales relative to European mail order sales, 1999-2003
Background
Figure 108: Damartex: Sales by country, 2003/04
Financial data
Figure 109: Damart: Financial performance, 1999/00-2003/04
2004/05
Outlets
Figure 110: Damartex: Retail outlets, 2002 and 2004
Catalogues
E-commerce
SWOT
Company Profile: Littlewoods/Shop Direct Group
Littlewoods
Shop Direct Group
Market shares
Figure 111: Shop Direct Group: share of mail order market, 1999/2000-2003/04
Figure 112: Littlewoods home shopping: share of mail order market, 1999/2000-2003/04
Background
History
But both businesses struggled through the late 20th century
Littlewoods change of ownership in 2002
Followed by the acquisition of GUS home shopping in 2003
GUS home shopping renamed Shop Direct Group
Separation of Littlewoods Limited into distinct and separate businesses
Where next?
Financial data
Littlewoods
Figure 113: Littlewoods home shopping: Financial performance, 2000-04
GUS Home Shopping
Figure 114: GUS Home shopping: financial performance, 1999-2003
Figure 115: GUS UK Home Shopping: Sales by business, 2000-03
Shop Direct Group
Overseas activities – Halens and Cellbes
Catalogues and products
A word on agency
Littlewoods
Shop Direct Group
Halens and Cellbes
E-commerce
Figure 116: GUS Home Shopping: online sales, 2001/02-2002/03
Figure 117: Littlewoods: E-commerce sites, 2005
SWOT
Company Profile: KarstadtQuelle
Figure 118: KarstadtQuelle Germany: Mail order sales as % all German mail order sales, 1999-2004
Figure 119: KarstadtQuelle: German mail order sales as % all German mail order sales, 1999-2004
Figure 120: 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 121: KarstadtQuelle: Group financial performance, 1999-2004
E-commerce
Figure 122: KarstadtQuelle: Major websites, 2003
Sales by country
Figure 123: KarstadtQuelle Mail order: Estimated sales by country, 2003
Catalogues
Universal mail order
Speciality mail order
Figure 124: KarstadtQuelle: Specialist catalogue businesses, 2003
Operations and systems
SWOT
Company Profile: Next Directory
Market shares
Figure 125: Next: share of mail order market, 1999/2000-2003/04
Background
History
Strong performance in a tough market
Other activities
Financial data
Figure 126: Next: Financial performance, 2000-04
Interim results 2004/05
Figure 127: Next: Interim results, 2003/04 and 2004/05
Company downgrades 2004/05 full year profit forecast
Catalogue
Products
Product mix, positioning and own brand
Enhanced value
Sub brands
Womenswear
Menswear
Childrenswear
Home
Page allocation
Figure 128: Next Directory: Page allocations, 2002/03 and 2003/04
E-commerce
SWOT
Company Profile: Otto
Figure 129: Otto Europe: Sales as % of all European Home shopping sales, 1998-2003
Background
History and ownership
E-commerce
Mail order development
Figure 130: Otto: Key acquisitions, 1976-2002
European retail outlets
European joint ventures
Non-retail activities
Financial data
Group performance
Figure 131: Otto Group: Financial performance, 1999/2000-2002/03
European retail performance
Figure 132: Otto Group: European retail sales performance, 1999/2000 and 2002/03
Figure 133: Otto Group: European retail sales by subsidiary company, 2003/04
European retail sales by country
Figure 134: Otto group: Estimated European retail sales by country, 2003
European operating companies
Figure 135: Otto Group: European home shopping interests by country and brand, 2002/03
Germany
Figure 136: Otto, share of German mail order sales, 1999-2003
Schwab
Figure 137: Schwab Group, Sales relative to German mail order sales, 1999-2003
Figure 138: Heiine Group, sales relative to German mail order sales, 1999-2003
Figure 139: Baur versand, Sales relative to German mail order sales, 1999-2003
Figure 140: Bon Prix, Sales relative to German mail order sales, 1999-2003
Figure 141: 3 Suisses, sales relative to French mail order sales, 1999-2003
Otto (UK) – Grattan and Freemans
Figure 142: Otto (UK) share of UK mail order sales, 1998-2003
Operations and systems
E-commerce
Figure 143: Otto Group: European websites, 2003
SWOT
Company Profile: Redcats (PPR)
Market shares
Figure 144: Redcats: Share of French mail order market, 1999-2003
Figure 145: Redcats: Share of UK mail order market, 1999-2003
Background
Group
Figure 146: PPR: Group sales by division, 2004
Redcats
Future growth
Financial data
Figure 147: Redcats: Financial performance, 1999-2003
2004 sales figures
2003 detailed sales analysis
Sales by division
Figure 148: Redcats: Turnover by division, 2001-2003
Sales by channel
Figure 149: Redcats: Turnover by channel, 2001-03
Sales by product category
Figure 150: Redcats: Sales by product category, 2002 and 2003
Sales by geographic region
Figure 151: Redcats: Sales by region, 2002 and 2003
International presence
Figure 152: Redcats: International interests of European catalogues, 2004
Outlets
Figure 153: Redcats: Outlet data, 2003
Catalogues and products
Big books
Specialist catalogues
E-commerce
Figure 154: PPR: Internet sales, 2000-04
Figure 155: Redcats: Main e-commerce sites, 2004
SWOT
Company Profile: Alticor (Amway)
Background
Rich DeVos and Jay Van Andel
International expansion
Figure 156: Amway: European operations, dates of entry
Quixtar
Amway's multi-level marketing
Selling through independent business owners (IBOs)
Financial data
Figure 157: Alticor: Financial performance, 2000-04
Figure 158: Amway UK: Financial performance, 1998-2002
Figure 159: Alticor: Sales by region, 2003
Figure 160: Amway Europe: Sales by country, 2003
Products
E-commerce
Figure 161: Amway: European websites, 2004
SWOT
Company Profile: Avon
Background
Internationalisation
Figure 162: Avon: Year of entry in European countries
Channels of distribution
Direct selling channel
Store-based retailing
Financial data 2004
Figure 163: Avon: Financial performance, 1999-2003
The European division
The Asia Pacific Division
The Latin America Division
The U.S.A Division
Figure 164: Avon: Group sales and profits by geographic region, 2003
Figure 165: Avon European division: Sales relative to estimated European home shopping sales, 2000-03
Figure 166: Avon: European divisional sales by country, 2003
Products
Figure 167: Avon: Global sales by product breakdown, 2001-03
Figure 168: Avon: Global sales by product breakdown, 2003
Figure 169: Avon: Key beauty own brands by category
E-commerce
Figure 170: Avon: European Websites, 2004
SWOT
Company Profile: Tupperware
Market share
Figure 171: Tupperware: European sales as % total European direct sales, 2000-03
Background
Selling strategy
Financial data
Figure 172: Tupperware Group: Financial performance, 1999-2003
Figure 173: Tupperware: Sales performance in Germany vs the rest of Europe, 1999-2003
The UK and Ireland
Figure 174: Tupperware: UK & Republic of Ireland: financial performance, 1999-2003
Mixed results in 2004
Products
Figure 175: Tupperware: Websites, 2003
E-commerce
SWOT
Company Profile: Vorwerk
Market share
Figure 176: Vorwerk: European sales as % total European direct sales, 2000-03
Background
Financial data
Figure 177: Vorwerk: Financial performance, 1999-2003 (a)
Figure 178: Vorwerk Group: Sales by main operating division, 2003
Figure 179: Vorwerk: Direct sales performance, 1999-2003
Products
E-commerce
Figure 180: Vorwerk websites, 2004
SWOT
Company Profile: amazon.com
Market share
Figure 181: Amazon: Sales as % all mail order sales, 2000-03
Background
History
International expansion
Customer focus
Financial data
Figure 182: Amazon.com: Financial performance, 2000-04
International division outperforms North America
Figure 183: Amazon.com: Sales and Gross Profit by segment, 2001-04
Figure 184: Amazon: Sales by division, 2000-04
Products
Operations and systems
SWOT
Company Profile: TV-Shop (MTG)
Market share
Figure 185: TV-Shop: Sales as % all European home shopping sales, 2000-03
Background
MTG Group
Figure 186: MTG Group structure: Sales by main operating division, 2003
TV-Shop
Financial data
Figure 187: MTG: Financial performance, 1999-2003
Figure 188: MTG: TV-Shop division by major component, 2000-03
2004 interim results
E-commerce
SWOT
Company Profile: QVC
Figure 189: QVC (UK), sales relative to all UK mail order sales, 1998-2003
Figure 190: QVC (Deutschland), sales relative to all German mail order sales, 1998-2004 (e)
Background
History
The concept
Figure 191: QVC: key operating facts, 2002-03
Niche market
E-commerce
Further European expansion
Financial data
Figure 192: QVC: Financial data, 1999-2003
UK
Germany
Products
Operations
SWOT
Mini Company Profiles
Ann Summers
Background
Financial data
Figure 193: Ann Summers, Financial performance, 1998/99-2002/03
Catalogues
ASOS.com
Background
Financial data
Figure 194: ASOS, financial performance, 2002-04
Website
Betterware UK
Market share
Figure 195: Betterware: Sales (%) relative to all UK mail order retailers’ sales, 1999-2003
Background
Financial data
Figure 196: Betterware UK, financial performance, 2000-03
Catalogues
JP Boden
Market shares
Figure 197: Boden: Share of UK mail order retailers’ sales, 1999-2003
Background
Financial data
Figure 198: JP Boden, financial performance, 1999-2003
Catalogues
Britannia/Universal Group Direct Ltd
Market shares
Figure 199: Universal Group Direct: Share of UK home shopping retailers’ sales, 2000/01-2003/04
Background
Financial data
Figure 200: Britannia Music Company, financial performance, 2000-03
Catalogues
N Brown Group
Background
Launches interactive TV
Financial data
Figure 201: N Brown Group plc, financial performance, 2001-04
Catalogues
Cotton Traders
Market shares
Figure 202: Cotton traders: share of UK mail order retailers’ sales, 1999/2000-2003/04
Background
Financial data
Figure 203: Cotton Traders, financial performance, 1999/2000-2003/04
Catalogues
Outlet data
Figure 204: Cotton Traders, outlet data, 1999/2000-2003/04
Direct Wines
Market shares
Figure 205: Direct Wines: Share of UK home shopping retailers’ sales, 1999/2000-2003/04
Background
Financial data
Figure 206: Direct Wines, financial performance, 1999/2000-2003/04
Products
Farepak
Market shares
Figure 207: Farepak: Share of UK mail order retailers’ sales, 1999/2000-2003/04
Background
Financial data
Figure 208: Farepak, financial performance, 1999/2000-2003/04
Catalogues
Findel
Market share
Figure 209: Findel home shopping: Sales as % of all UK mail order retailers’ sales, 2000-03
Background
Financial data
Figure 210: Findel Home Shopping, financial performance, 2001-04
Catalogues
Flying Brands
Figure 211: Flying brands: Sales relative to UK mail order sales, 1999-2003
Background
Financial data
Figure 212: Flying Brands financial performance, 1999-2003
Catalogues
Kleeneze plc
Background
Farepak
Market shares
Figure 213: Farepak: Share of UK home shopping retailers’ sales, 1999/2000-2003/04
Background
Financial data
Figure 214: Farepak: Financial performance, 1999/2000-2003/04
Catalogues
Kleeneze
Market shares
Figure 215: Kleeneze: Share of UK home shopping retailers’ sales, 2000/01-2003/04
Background
Financial data
Figure 216: Kleeneze: Financial performance, 2000/01-2003/04
Catalogues
Lakeland Limited
Market share
Figure 217: Lakeland: Sales as % of all UK mail order retailers’ sales, 2000-03
Background
Financial data
Figure 218: Lakeland, financial performance, 2000-03
Catalogues
Lands’ End
Market shares
Figure 219: Lands’ End: Share of UK mail order retailers’ sales, 1999-2003
Background
Financial data
Figure 220: Lands’ End, sales performance, 1999/2000-2003/04
Catalogues
Park Group
Market share
Figure 221: Park Group, share of UK home shopping retailers’ sales, 1999/2000-2003/04
Background
Financial data
Figure 222: Park Group, financial performance, 1999/2000-2003/04
Catalogues
