Home Shopping - Germany - March 2009

Table of Contents

• Market in Brief
• The future
• Market size and performance
• Leading players
• Report Scope
• Technical notes
• Market definitions
• E-commerce
• Mail order
• Direct selling
• Direct response
• Television shopping
• Market shares
• Company profiles
• Abbreviations
• Financial definitions
• Currencies
  • Figure 1: Exchange rates, € to other European currencies, 2004-08
• Country codes
  • Figure 2: Country codes
• VAT
  • Figure 3: Europe: Standard VAT rates, 2008
• Broader Market Environment
• Key points
• Population in decline
  • Figure 4: Germany: Population trends, 2003-07
  • Figure 5: Germany: Births, deaths, immigration & emigration, 2000-07
  • Figure 6: Germany: Population, by age group, 2007, 2010 and 2015
• Recession hits Germany
  • Figure 7: Germany: Gross domestic product, 1998-2008
• Weak consumer spending
  • Figure 8: Germany: Consumer expenditure, 1999-2008
• Inflation in free-fall
  • Figure 9: Germany: Consumer prices, 1999-2008
• The Market in Context
• Key points
• Spending on home shopping
  • Figure 10: Germany: Home shopping market size, by major sub-sector, 2003-08
  • Figure 11: Germany: Home shopping market sector shares, 2008
• Mail order
• E-commerce
  • Figure 12: Germany: Products and services purchased online, 2006
• Direct selling
• Teleshopping
• Sector Size and Forecast
• Key points
• Economic outlook
• Consumer outlook
• Retail sales forecasts
  • Figure 13: Germany: Retail sales, 2004-13
• Retail Competitor Analysis
• Key points
• Otto is the market leader
• Arcandor decreases reliance on Germany
• Strong growth for Amazon
• Neckermann under new ownership
  • Figure 14: Germany: Leading non-store retailers, 2007/08
• Market shares
  • Figure 15: Germany: Market share of leading players, 2007/08
• Amazon Europe
  • Figure 16: Amazon Europe: Sales as share of non-store retailers in Europe, 2004-08
• Strategic evaluation
• History
• Financial performance
  • Figure 17: Amazon Europe: Group financial performance, 2004-08
• Retail offering
• Market positioning
• Brands
• Product offer
  • Figure 18: Amazon: B2B Services, 2009
• Pricing
• Operational issues
• Advertising and marketing
• e-commerce and home shopping
  • Figure 19: Amazon: Operational websites, 2009
• Avon
  • Figure 20: Avon Europe: Sales as share of non-store retailers in Europe, 2004-08
  • Figure 21: Avon Cosmetics Ltd: Sales as share of non-store retailers in UK, 2003-07
• Strategic evaluation
• History
• Financial performance
  • Figure 22: Avon: Group financial performance, 2004-08
• Store portfolio
• Catalogues
• Retail offering
• Market positioning
• Brands
• Product offer
• Pricing
• Operations
• Advertising and marketing
• e-commerce
• Bertelsmann DirectGroup
  • Figure 23: Bertelsmann DirectGroup: Sales as share of non-store retailers in Europe, 2003-07
  • Figure 24: Bertelsmann DirectGroup: Sales as share of non-store retailers in Germany, 2003-07
• Strategic evaluation
• Focus on core markets
• The future of book clubs?
• History
• Financial performance
  • Figure 25: Bertelsmann DirectGroup: Revenues, by region, 2007
• Europe
• Germany
• US business hampers profitability
  • Figure 26: Bertelsmann DirectGroup: Group financial performance, 2003-07
• Interim results 2008
• Store portfolio
  • Figure 27: Bertelsmann DirectGroup: European store portfolio, February 2009
• Retail offering
• Market positioning
• Brands
  • Figure 28: Bertelsmann DirectGroup: European brands portfolio, February 2009
• Product offer
• Pricing
• e-commerce and home shopping
• Bruno Bader
• Strategic evaluation
• History
• Financial performance
• Store portfolio
• Retail offering
• Market positioning
• Product offer
• Pricing
• e-commerce and home shopping
• Conrad
  • Figure 29: Conrad: Sales as share of non-store retailers in Europe, 2004-08
• History
• Financial performance
  • Figure 30: Conrad: Estimated group sales, 2004-08
• Store portfolio
  • Figure 31: Conrad: Outlet data, 2005-08
• Retail offering
• Market positioning
• Brands
• Product offer
• Pricing
• Operational issues
• e-commerce and home shopping
• Klingel
• Strategic evaluation
• History
• Financial performance
  • Figure 32: Klingel: Estimated group sales performance, 2002-06
• Store portfolio
• Retail offering
• Market positioning
• Product offer
  • Figure 33: Klingel, Overview of brands and markets, 2009
• Brands
• Pricing
• e-commerce and home shopping
• Otto Group
  • Figure 34: Otto Group: Retail sales as share of non-store retailers in Europe, 2003-07
  • Figure 35: Otto UK: Retail sales as share of UK non-store retailers, 2003-07
• Strategic evaluation
• History
• Financial performance
  • Figure 36: Otto multichannel retail division: Financial performance, 2003/04-2007/08
• Store portfolio
• Catalogues
  • Figure 37: Otto Europe: Multichannel retail operations, 2008
• Retail offering
• Market positioning
• Brands
• Product offer
• Advertising and marketing
• e-commerce
• Primondo (Arcandor)
  • Figure 38: Primondo: Sales as share of non-store retailers in Europe, 2004-08
• Strategic evaluation
• Recent history
• Financial performance
  • Figure 39: Primondo: Group financial performance, 2003-07/08
• Store portfolio
• Retail offering
• Market positioning and brands
  • Figure 40: Primondo: Specialty catalogues, 2009
  • Figure 41: Primondo, Own brands, 2009
• Product offer
• e-commerce and home shopping
• QVC
  • Figure 42: QVC: Sales as share of non-store retailers' sales in Europe, 2004-08
• Strategic evaluation
• History
• Financial performance
  • Figure 43: QVC: Group financial performance, 2003-08
  • Figure 44: QVC: Number of homes receiving QVC, 2003-08
• Store portfolio
• Retail offering
• Market positioning
  • Figure 45: QVC: Shopper age profile, Germany, 2008
• Brands
• Product offer
  • Figure 46: QVC: Sales by product type, Germany, 2007
• Pricing
• Advertising and marketing
• E-commerce
• Tupperware
• Strategic evaluation
• History
  • Figure 47: Tupperware Group: Brands, 2009
• Financial performance
  • Figure 48: Tupperware Group: Financial performance, 2003-08
  • Figure 49: Tupperware Group: Sales, by segment, 2008
  • Figure 50: Tupperware Group: European sales & profit as share of group sales & profit, 2003-08
• Europe
  • Figure 51: Tupperware: Sales in Germany, 2003-07
  • Figure 52: Tupperware: UK & Republic of Ireland, financial performance, 2002-06
• Store portfolio
  • Figure 53: Tupperware: Sales force by region, 2006-08
• Retail offering
• Market positioning
• Brands/product offer
• Operational issues
• Advertising and marketing
• Vorwerk
  • Figure 54: Vorwerk: Sales as share of non-store retailers in Europe, 2003-07
• Strategic evaluation
• History
  • Figure 55: Vorwerk: Group divisions, 2007
• Financial performance
  • Figure 56: Vorwerk: Group sales performance, 2003-07
• Direct sales
  • Figure 57: Vorwerk: Direct sales by operation, 2003-07
• Retail offering
• Market positioning
  • Figure 58: Vorwerk: Brands, 2009
• Brands
  • Figure 59: Vorwerk: Direct selling operations in Europe
• Operational issues
• e-commerce and home shopping