Home Shopping - Germany

Home Shopping - Germany

About this report
Mintel European Retail Intelligence provides independent, expert coverage of the major retail sectors throughout Europe. Each title in this series analyses retailing trends in up to 19 European markets, including the Scandinavian nations and Eastern European countries such as the Czech Republic and Poland as well as the major Western European markets.

The coverage provided by each report is as accurate, relevant and up-to-date as possible, combining in-house sector expertise with retailer performance data, taken directly from industry and trade sources.

With titles ranging from 'DIY Retailing in Europe' through to 'Food Retailing in Europe', each market examination includes studies of:

background economic and demographic data
market sizes
regional retailing trends and issues
market drivers
consumer expenditure
consumer trends
leading pan-European retailers
domestic retailers
market forecasts

Contents

Market in Brief
Home shopping showing steady growth…
…but e-commerce really taking off
Traditional mail order in decline
A brighter economy during 2006
High penetration of Internet users
Broader Market Environment

Number of Internet users rising rapidly…
Figure 1: Leading European economies, growth in number of Internet users, 2000-07
Figure 2: Germany: Internet usage, Q1 2005 and Q1 2006
Figure 3: Germany: Internet usage by purpose, Q1 2006
Population
Figure 4: Germany: Population trends, 2002-06
Economy looking brighter, at last
Figure 5: Germany: Gross domestic product, 1995-2006
Inflation
Figure 6: Germany: Consumer price inflation, 2002-06
The Market in Context

The mail order, direct selling & e-commerce markets
Market size
Figure 7: Germany: Home shopping market size by major sub-sector, 2003-05
Figure 8: Germany: Home shopping market sector shares, 2005
Figure 9: Germany: Relative performance, mail order specialists & e-commerce sectors, 2001-05
Figure 10: Germany: Selected goods bought by internet shoppers, 12 months to 2005
Market Size and Forecast

Outlook
Figure 11: Germany: Non-store specialists’ retail sales, 2002-12
Figure 12: Germany: Mail order specialists and other non-store retailers as % of all retail sales, 2002-12
Outlet trends
European Consumer Context

Mail order – Key consumer research findings
Figure 13: Mail order use in GB, France, Germany, and Spain, 2006
Agency mail order
Figure 14: Are you acurrently an agent, GB, France, Germany & Spain, 2006
Home shopping technology
Figure 15: Internet usage in GB, Germany, France and Spain, 2006
Figure 16: Agreement with statements relating to new technology and shopping, GB, Germany, France and Spain, 2006
Retailer Competitor Analysis

Leading retailers
Figure 17: Germany: Leading non-store retailers, 2005
Market shares
Figure 18: Germany: Non-store retailers’ market shares, 2005
Figure 19: Germany: Non-store retailers’ market shares, 2005
Evaluation
Figure 20: Germany: Leading home shopping retailers, evaluation, 2007
Major Company Profiles

Bertelsmann DirectGroup
Figure 21: Bertelsmann DirectGroup: Sales as share of non-store retailers’ sales in Germany and Europe, 2001-05
Strategic evaluation
Background
Financial performance
Figure 22: Bertelsmann DirectGroup: Group financial performance, 2001-05
Figure 23: Bertelsmann Group: Share of revenues by region, 2005
Figure 24: Bertelsmann Group: Share of revenues by category, 2005
Figure 25: Bertelsmann Group: Share of revenues by business division, 2004 and 2005
Figure 26: Bertelsmann DirectGroup: Share of revenues by category, 2005
Figure 27: Bertelsmann DirectGroup: Share of revenues by region, 2005
Retail offering
Market positioning
Brands
Figure 28: 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
KarstadtQuelle Mail Order
Figure 29: 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 30: KarstadtQuelle Mail order: Sales by region, 2001-06
Rising importance of foreign businesses
Figure 31: KarstadtQuelle Mail Order: Sales by region, 2005 and projected
Figure 32: KarstadtQuelle Mail Order: Group financial performance, 2001-05
First Choice not Neckermann?
Figure 33: KarstadtQuelle Mail Order: Neckermann, sales performance, 2001-05
Store portfolio
Figure 34: KarstadtQuelle Mail Order: Stores, as at end 2006
Retail offering
Market positioning
Figure 35: KarstadtQuelle Mail Order: Speciality catalogues, 2006
Co-operation with PPR’s Redcats
Brands
Figure 36: KarstadtQuelle Mail order: Own brands, 2006
Product offer
e-commerce & home shopping
Figure 37: KarstadtQuelle Mail Order: E-commerce as % of all sales, 2005 and projected
Otto Group

Strategic evaluation
Background
Financial performance
Figure 38: Otto Group: Sales by division, 2005/06
Figure 39: Otto Group: Sales by region, 2005/06
Figure 40: Otto Group: Group financial performance, 2001/02-2005/06
Figure 41: Otto UK: Share of all non-store retailers’ sales, 2002-06
Retail offering
Market positioning
Brands
Product offer
Figure 42: Otto: Multi-channel retail operations, 2006
Operational issues
E-commerce & home shopping
Amway

Strategic evaluation
Background
Financial performance
Figure 43: Alticor: Financial performance, 2000/01-2004/05
Figure 44: Alticor: Estimated sales by region, 2004/05
Figure 45: Amway UK: Financial performance, 2001-05
Store portfolio
Figure 46: Amway: European operations, dates of entry
Retail offering
Market positioning
Product offer/brands
Figure 47: Alticor: Exclusive brands, 2006
Operational issues
Advertising & marketing
e-commerce
Figure 48: Amway: European websites, 2006
Avon
Figure 49: Avon: Sales as share of non-store retailers’ sales in Europe, 2001-05
Strategic evaluation
Background
Financial performance
Figure 50: Avon: Group financial performance, 2001-05
The European division
Around the world
Retail offering
Market positioning
Brands
Product offer
Pricing
Operational issues
Advertising & marketing
e-commerce & home shopping
Tupperware

Strategic evaluation
Background
Financial performance
Figure 51: Tupperware Group: Financial performance, 2001-05
Figure 52: Tupperware Group: Sales by geographic region, 2001 and 2005
Figure 53: Tupperware Group: European sales & profit as share of group sales & profit, 2001-05
Figure 54: Tupperware: Sales in Germany, 2001-05
Figure 55: Tupperware: UK & Republic of Ireland, financial performance, 2001-05
Store portfolio
Figure 56: Tupperware: Websites, 2006/07
Retail offering
Market positioning
Brands/product offer
Figure 57: Tupperware Group: Product category mix
Figure 58: Tupperware Group: Brands, 2006
Operational issues
Advertising & marketing
Vorwerk

Strategic evaluation
Background
Figure 59: Vorwerk: Group divisions, 2006/07
Figure 60: Vorwerk: Geographical presence through Vorwerk companies, 2006/07
Financial performance
Figure 61: Vorwerk: Financial performance, 2001-05
Figure 62: Vorwerk: Group sales by geographic region, 2001-05
Figure 63: Vorwerk: Europe’s share of group sales, 2001-05
Figure 64: Vorwerk: Direct sales by operation, 2001-05
Figure 65: Vorwerk: Share of direct sales by operation, 2001 and 2005
Distribution channels
Figure 66: Vorwerk: Sales advisers, 2001-05
Online activity
Retail offering
Market positioning
Figure 67: Vorwerk: Brands, 2006/07
Operational issues
Advertising & marketing
Amazon.com Inc

Strategic evaluation
Background
Financial performance
Figure 68: Amazon.com Inc: Group financial performance, 2002-06
Figure 69: Amazon.com: Segment reporting, 2005 and 2006
Retail offering
Market positioning
Brands
Product offer
Pricing
Operational issues
Advertising & marketing
eBay Inc

Strategic evaluation
Background
Financial performance
Figure 70: eBay Inc: Group financial performance, 2002-06
Figure 71: eBay.com: Financial performance, 2002-06
Other revenue streams
Figure 72: eBay.com: Revenue stream segmental breakdown, 2006
International division continues to outperform the US
Figure 73: eBay.com: Net revenue by geography, 2001-05
Figure 74: eBay: Growth in net revenues by region, 2001-05
Europe driving sales
Figure 75: eBay: Share of net revenue by region, 2001-05
eBay and retail sales
How eBay auction platform operates
Feedback
Product offer
QVC
Figure 76: QVC UK: As share of non-store retailers sales in UK, 2001-05
Figure 77: QVC Germany: As share of non-store retailers sales in Germany, 2001-05
Strategic evaluation
Background
Financial performance
Figure 78: QVC: Group financial performance, 2001-05
Store portfolio
Retail offering
Market positioning and customer profile
Product offer
Brands
Operational issues
e-commerce & home shopping
Mini Company Profiles

Conrad

Background
Financial performance
Figure 79: Conrad: Estimated group financial performance, 2001-05
Store portfolio
Figure 80: Conrad: Outlet data, 2001-05
Klingel
Figure 81: Klingel: Estimated group sales as share of non-store retailers in Europe, 2001-05
Background
Financial performance
Figure 82: Klingel: Estimated group sales performance, 2001-05
Store portfolio
Retail offering
Market positioning
Product offer
Brands
Pricing
e-commerce & home shopping