Contents
The Market in Brief
Home shopping at €1.8 billion
Mail order still leads
A polarised market
High street yet to make its mark
Beginnings of an economic turnaround
Pricing pressures sustainable?
The future of home shopping
Home shopping to outperform
Broader Market Environment
Internet reach expanding
Figure 1: Top 5 EU Countries: Internet penetration as a share of overall population, 2006
Surfing for the middle-aged
Figure 2: The Netherlands: Internet users by age and gender, 2002-04
Population trends
Figure 3: The Netherlands: Population trends, 2002-06
Continued economic development
Figure 4: The Netherlands: Gross domestic product, 1995-2005
Figure 5: The Netherlands: Consumer prices, 2002-06
The Market in Context
Home Shopping Market Size
Figure 6: The Netherlands: Estimated home shopping market size by major sub-sector, 2005
Mail order
Figure 7: The Netherlands Mail order sales, 2001-06
Figure 8: Netherlands: Mail order and E-commerce sector, estimated breakdown, 2005
E-commerce
Figure 9: The Netherlands: Online retail sales, 2001-05
Figure 10: The Netherlands E-commerce market as % of home shopping*, 2000-05
Figure 11: The Netherlands: Goods and services purchased by e-commerce users in 2005
Direct selling
Figure 12: The Netherlands Direct selling sales, 1999-2005
The broader environment – key products of home shopping underperform
Figure 13: Netherlands: Consumer spending on key home shopping products, 2001-05
Figure 14: Netherlands: Consumer spending on key home shopping products as share of all consumer spending, 2001-05
Figure 15: Netherlands: Performance of home shopping retailers as share of spending on key home shopping product categories, 2001-05
Market Size and Forecast
Economic outlook
Non-store and mail-order specialists
Figure 16: Netherlands: Non-store specialists’ retail sales, 2002-12
Figure 17: Mail order and other non-store sector as % all retail sales, 2002-12
Enterprises
Figure 18: Netherlands: Non-store specialists, enterprise numbers, 2002-06
Retail Competitor Analysis
Leading retailers
Figure 19: Netherlands: Leading non-store retailers, 2005
Market shares
Figure 20: Netherlands: Non-store retailers’ estimated narket shares, 2005
Evaluation
Figure 21: Netherlands: Leading home shopping retailers evaluation, 2007
Major Company Profiles
Bertelsmann DirectGroup
Figure 22: Bertelsmann DirectGroup: Sales as share of non-store retailers’ sales in Germany and Europe, 2001-05
Strategic evaluation
Background
Financial performance
Figure 23: Bertelsmann DirectGroup: Group financial performance, 2001-05
Figure 24: Bertelsmann Group: Share of revenues by region, 2005
Figure 25: Bertelsmann Group: Share of revenues by category, 2005
Figure 26: Bertelsmann Group: Share of revenues by business division, 2004 and 2005
Figure 27: Bertelsmann DirectGroup: Share of revenues by category, 2005
Figure 28: Bertelsmann DirectGroup: Share of revenues by region, 2005
Retail offering
Market positioning
Brands
Figure 29: Bertelsmann: DirectGroup clubs and businesses, 2005
Operational issues and product development
Bruno Bader
Strategic evaluation
Background
Financial performance
Store portfolio
Retail offering
Market positioning
Product offer
Pricing
e-commerce & home shopping
Damartex
Figure 30: Damartex Europe: Sales as share of non-store retailers’ sales in Europe, 2002-06
Figure 31: Damartex France: Sales as share of non-store retailers’ sales in France, 2002-06
Figure 32: Damartex UK: Sales as share of non-store retailers’ sales in UK, 2002-06
Strategic evaluation
Background
Financial performance
Figure 33: Damartex: Financial performance, 2001/02-2005/06
2005/06 results
Store portfolio
Figure 34: Damartex: Retail outlets, 2002, 2004 and 2006
Retail offering
Market positioning
Product offer
Brands
Pricing
Operational issues and product development
Advertising & marketing
e-commerce & home shopping
H&M Rowells
Strategic evaluation
Background
Financial performance
Retail offering
Market positioning
Brands
Product offer
Operational issues
Advertising & marketing
KarstadtQuelle Mail Order
Figure 35: KarstadtQuelle Mail Order: German sales as share of non-store retailers’ sales in Germany, 2001-05
Strategic evaluation
Background
Karstadt + Quelle = KarstadtQuelle AG
Financial performance
Figure 36: KarstadtQuelle Mail order: Sales by region, 2001-06
Rising importance of foreign businesses
Figure 37: KarstadtQuelle Mail Order: Sales by region, 2005 and projected
Figure 38: KarstadtQuelle Mail Order: Group financial performance, 2001-05
First Choice not Neckermann?
Figure 39: KarstadtQuelle Mail Order: Neckermann, sales performance, 2001-05
Store portfolio
Figure 40: KarstadtQuelle Mail Order: Stores, as at end 2006
Retail offering
Market positioning
Figure 41: KarstadtQuelle Mail Order: Speciality catalogues, 2006
Co-operation with PPR’s Redcats
Brands
Figure 42: KarstadtQuelle Mail Order: Own brands, 2006
Product offer
e-commerce & home shopping
Figure 43: KarstadtQuelle Mail Order: E-commerce as % of all sales, 2005 and projected
Otto Group
Strategic evaluation
Background
Financial performance
Figure 44: Otto Group: Sales by division, 2005/06
Figure 45: Otto Group: Sales by region, 2005/06
Figure 46: Otto Group: Group financial performance, 2001/02-2005/06
Figure 47: Otto UK: Share of all non-store retailers’ sales, 2002-06
Retail offering
Market positioning
Brands
Product offer
Figure 48: Otto: Multi-channel retail operations, 2006
Operational issues
E-commerce & home shopping
Amway
Strategic evaluation
Background
Financial performance
Figure 49: Alticor: Financial performance, 2000/01-2004/05
Figure 50: Alticor: Estimated sales by region, 2004/05
Figure 51: Amway UK: Financial performance, 2001-05
Store portfolio
Figure 52: Amway: European operations, dates of entry
Retail offering
Market positioning
Product offer/brands
Figure 53: Alticor: Exclusive brands, 2006
Operational issues
Advertising & marketing
e-commerce
Figure 54: Amway: European websites, 2006
Tupperware
Strategic evaluation
Background
Financial performance
Figure 55: Tupperware Group: Financial performance, 2001-05
Figure 56: Tupperware Group: Sales by geographic region, 2001 and 2005
Figure 57: Tupperware Group: European sales & profit as share of group sales & profit, 2001-05
Figure 58: Tupperware: Sales in Germany, 2001-05
Figure 59: Tupperware: UK & Republic of Ireland, financial performance, 2001-05
Store portfolio
Figure 60: Tupperware: Websites, 2006/07
Retail offering
Market positioning
Brands/product offer
Figure 61: Tupperware Group: Product category mix
Figure 62: Tupperware Group: Brands, 2006
Operational issues
Advertising & marketing
Vorwerk
Strategic evaluation
Background
Figure 63: Vorwerk: Group divisions, 2006/07
Figure 64: Vorwerk: Geographical presence through Vorwerk companies, 2006/07
Financial performance
Figure 65: Vorwerk: Financial performance, 2001-05
Figure 66: Vorwerk: Group sales by geographic region, 2001-05
Figure 67: Vorwerk: Europe’s share of group sales, 2001-05
Figure 68: Vorwerk: Direct sales by operation, 2001-05
Figure 69: Vorwerk: Share of direct sales by operation, 2001 and 2005
Distribution channels
Figure 70: Vorwerk: Sales advisers, 2001-05
Online activity
Retail offering
Market positioning
Figure 71: Vorwerk: Brands, 2006/07
Operational issues
Advertising & marketing
eBay Inc
Strategic evaluation
Background
Financial performance
Figure 72: eBay Inc: Group financial performance, 2002-06
Figure 73: eBay.com: Financial performance, 2002-06
Other revenue streams
Figure 74: eBay.com: Revenue stream segmental breakdown, 2006
International division continues to outperform the US
Figure 75: eBay.com: Net revenue by geography, 2001-05
Figure 76: eBay: Growth in net revenues by region, 2001-05
Europe driving sales
Figure 77: eBay: Share of net revenue by region, 2001-05
eBay and retail sales
How eBay auction platform operates
Feedback
Product offer
Mini Company Profiles
Klingel
Figure 78: Klingel: Estimated group sales as share of non-store retailers in Europe, 2001-05
Background
Financial performance
Figure 79: Klingel: Estimated group sales performance, 2001-05
Store portfolio
Retail offering
Market positioning
Product offer
Brands
Pricing
e-commerce & home shopping
