Table of Contents
AMA Research are pleased to announce the publication of the 3rd edition of the report ‘Internet Garden Market Report - UK 2014-2018 Analysis’. This unique report comprises a detailed study of the developing online garden products market and analyses current trends by product sector. It reviews recent market trends and forecasts over the next few years for both specialist garden e-tailers and non-specialists in this market.
This report provides both online retailers and product suppliers with a detailed and comprehensive review of this rapidly changing market.
The market includes ‘specialist e-tailers’ (that primarily sell garden products and use the Internet as their main distribution channel) and non-specialists (which offer garden products online but this does not represent their main product range or distribution channel). Consumer shopping behaviour is changing, influenced by digital technology, with consumers increasingly demanding a multi-channel approach, which has lead to a developing omni-channel strategy that provides a seamless shopping experience regardless of the channel used.
Key features of the report include:
• DETAILED ASSESSMENT OF INTERNET GARDEN PRODUCTS MARKET – analysis of market structure and developments.
• MIX OF SPECIALIST GARDEN E-TAILERS AND NON-SPECIALIST SUPPLIERS IN THE INTERNET GARDEN PRODUCTS MARKET.
• MARKET SIZE ESTIMATES AND FORECASTS OF MARKET DEVELOPMENT TO 2018.
• INTERNET MARKET - ANALYSIS BY PRODUCT GROUP
• Market sizes, supplier mix and sector trends.
• Product sectors included: horticulture, garden buildings, garden leisure, garden equipment, garden chemicals and garden sundries.
Areas of particular interest:
• Overview of Garden Products market –size/forecasts to 2018.
• Review of Internet garden products market – market value estimates at over £300m in 2013 - market segmentation, online product mix estimates, forecasts to 2018.
• Continuingly evolving competitive market as non-specialists realise the benefits of online trading.
• Review of key internet suppliers - profiles of the main garden products e-tailers and non-specialists.
• Market forecasts – growth prospects in 2014-2018, key sectors, opportunities.
Leading suppliers mentioned in the report include:
Calgary Just Companies, crocus.co.uk, Dobbies Garden Centres, Garden Direct, Garden Supply Direct, Garden XL, Garden4less, Gardening Express, Gerrico, Great Little Garden, Greenfingers Trading, Hall’s Garden Supplies, Hillier Garden Centres, J D Williams & Company, Jersey Choice, Keengardener, Kybotech, Lead the Good Life, Lighting for Gardens, MBL Group, Meika, Moneta UK, MowDIRECT, Notcutts, Otto Group, Parker Dutch Bulbs (Wholesale), Shedstore, Simply Paving, Summer Garden and Leisure Building, Taylors Garden Buildings, The Garden Centre Group, The Garden Superstore, The Internet Gardener, Timber Garden, Water Garden.
Key areas covered in the report include:
• Overall Garden products market – size, structure and forecasts 2008-2018 – relative market performance, key drivers. Distribution channel mix shares, role of Internet etc.
• Overall Internet garden products market - size by value 2008-2018, annual rates of change, current trends, future prospects. Comparisons of Internet sector and total market 2008-18.
• Definition of ‘online’ channels – specialist garden e-tailers, non-specialists with online operations (DIY Outlets, Argos / Mail Order, Screwfix, etc). Channel shares, trends.
• Future Prospects – forecasts up to 2018, key drivers, changes in supply structure.
• Overall product mix of Internet channel – share by value by product group within the Internet channel.
• Review of product groups: horticulture, garden buildings, garden leisure, garden equipment, garden chemicals and garden sundries (garden decoration, fencing, trellis & garden structures, decking, water & transfer products and propagation & netting).
• Product groups – definition, market size and review of recent trends and factors affecting each sector.
• Internet distribution mix for each product group – specialist garden e-tailers and non-specialists – relative shares, differences between sectors, trends etc.
• Overview of Internet garden products sector – fragmented structure, role of Internet within overall garden products distribution.
• Market shares – mix between specialist garden product e-tailers and non-specialists, blurring of definitions, changing trends, new market entrants, product mix estimates etc.
• Review of leading specialist garden e-tailers – key players, market shares, product ranges, profiles, strengths & weaknesses etc.
• Summary of leading non-specialist suppliers with an online presence, including estimated shares of key supplier channels (catalogue / mail order, DIY, others) – changes / trends.
• Market positioning of Internet retailers – specialists / non-specialists, areas of differentiation – major variations between product sectors.
INTERNET TRENDS & OPERATIONAL CHARACTERISTICS
• Internet trends - including overall UK ownership, e-retail market, broadband and mobile access, typical purchaser profile by age and gender, trends in online household goods purchases, online retail strategies.
• Buying trends - including online research and user expectations, growth in social networking, influence of customer reviews and blogs, online advertising.
• Pricing & Distribution - online price comparison tools, price matching facility, available discounts/vouchers. Comment on delivery times, cost of delivery, order processing, delivery service, returns policies etc.
• Marketing & Customer Support - word of mouth promotion, effectiveness of online advertising, social networking, impact of customer reviews, live help facility, email facility, videos, FAQs.
Underpinned by the performance of the overall garden products market, the Internet garden products market has grown to an estimated size of around £308 million in 2013. The Internet channel accounted for an estimated 8% share of the overall garden products market in 2013. The market includes the ‘specialist e-tailers’ (which primarily sell garden products and use the Internet as their main distribution channel) and non-specialists (which offer garden products online but this does not represent their main product range or distribution channel).The structure of the Internet distribution channel has changed substantially in recent years. Initially, the Internet garden products market was typically characterised by a large number of small specialist garden products e-tailers that traded purely on the Internet.
However, increasing numbers of traditional store-based retailers have recognised Internet retailing as a growth area and developed transactional websites. Consequently consumers now expect online retailing as part of a companies offering with the result that the multi-channel approach is now developing into an omni-channel approach, in which a seamless shopping experience is provided to the consumer regardless of the channel used. This approach allows companies to monitor their customer base by gathering data about their customer browsing behaviour, purchasing history and demographics from each platform used. They will subsequently be more able to use customer data to provide a fully customised online shopping environment, including individualised web pages, targeted advertising & offers and specific product suggestions.
In 2013, the Internet channel accounts for around 8% of the overall garden products market, although selling over the Internet tends to favour some product categories over others, with garden leisure, garden equipment and horticulture being key products for sales online. There are also significant differences in mix between the specialists and non-specialists by product group. For example, garden sundries and chemicals are dominated by the non-specialists, whilst the specialist e-tailers compete well in garden leisure and horticulture.
The outlook for the Internet garden products market continues to be positive with market value forecast to reach over £700m by 2018, accounting for an estimated 15% share of the overall garden products distribution market. The future performance of the Internet garden products market is expected to be driven by overall trends in online shopping & technological improvements, the speed and scale of conversion of the non-specialists as well as other more product related factors. However, it is likely that the pace of growth will start to slow as Internet channel development starts to mature.
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