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1、RXADE24RPRetailX Germany 360Performance,consumer insights and market dynamics a 360 view of retail,ecommerce and D2C in Germany,2024499|June 2024WWW.RETAILX.NETIn partnership with:2|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|INTRODUCTIONContentsIntroductionStrategic overview 03Market review 05

2、Market dynamics:Sustainability 10Market dynamics:Retail media 12The consumer view 15Focus on subscriptions 21Focus on:Instore services 22The RetailX Germany Top100 23Performance:Fulfilment 25Performance:Payments 27Performance:Marketplaces 28Company profile:adidas 29Company profile:Douglas 30Company

3、profile:Hornbach 31Company profile:Lidl 32Company profile:Otto 33Company profile:Rewe 34Company profile:Rossmann 35Company profile:Zalando 36Key learnings 37Partner perspective:Avalara 39Partner perspective:Navan 41Partner perspective:Semrush 43Partner perspective:Tealium 45Figures 46Research parame

4、ters 47FeaturedWelcome to the first edition of the RetailX Germany 360 report.This new format reports on the German digital landscape,its consumers attitudes to shopping online and details of the retailers that lead the market.These are analysed through charts and the RetailX ranking.The report then

5、 goes deeper by investigating market dynamics,retailer performance and the ongoing trends that are shaping online and omnichannel retailing in Germany.Sustainability,retail media,subscriptions,instore services,payments and marketplaces are covered in individual sections.Company profiles showcase the

6、 eight retailers standing out in the market.Germany is a mature ecommerce market which still offers potential for growth.While customer numbers are increasing,this report is published at a time when global and local issues are forcing retailers to work harder to capture sales and drive loyalty.Retai

7、lX Germany 360 is one of a series of reports offering a practical guide to retailers selling in different countries either from within the market or outside or those looking for the opportunities within a new market.We welcome your feedback and comments and are interested to hear your ideas and insi

8、ghts as we develop this series.Ian Jindal,CEO,RetailXMarket review:The essential facts about the digital landscape in GermanyPerformance:The RetailX Germany Top100 and analysis of their servicesConsumerX explores the online behaviour of German shoppersOverview of key retail businesses in this market

9、P.03P.23P.15P.293|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|STRATEGIC OVERVIEWGermany is one of Europes more mature ecommerce markets and a rich country in terms of GDP.A large percentage of its population shop online and this number is increasing as more people expand their internet usage fr

10、om activities such as reading the news and engaging with social media to actually making a purchase.This is despite the countrys economic challenges of 2023,which look to be behind it,to a certain extent at least.More than half of the leading retailers in the German ecommerce market have their headq

11、uarters in Germany.This includes global brands,such as adidas,as well as omnichannel retailers Douglas and Lidl to name just two with store estates extending across Europe.There is plenty of scope for market entry and for international retailers to gain market share from the German leaders.This is e

12、specially true for retailers using a marketplace to test or expand online in The German market is challenging but also growingAlthough German consumers like to shop online,challenging economic conditions mean retailers have to work hard for sales Germany since a large number of consumers prefer to s

13、hop on marketplaces rather than direct with retailers or brands.Despite 55%of the RetailX Germany Top100 brands,retailers and marketplaces being based in Germany,these only account for 24%of web traffic from German consumers.The majority of traffic is directed at companies which have their headquart

14、ers in other countries.Marketplaces alone account for 83%of traffic originating in Germany.ECONOMIC OUTLOOK Germany is Europes largest economy.The country holds its own on the world stage thanks to the high levels of exports from its automotive,engineering,pharmaceutical and chemical industries.Over

15、all,Germany is the third-largest economy globally,having moved up a place at the end of 2023 when Japan fell into recession.Germanys GDP is$4.59tn,according to the International Monetary Fund(IMF)meaning only the USA and China are larger.1The Germany economy was under pressure in 2022 and 2023,due t

16、o high energy prices caused by the war in Ukraine and the shutting off of cheap Russian gas,an energy source on which Germanys manufacturing base relied.This resulted in rising inflation,interest rates and wages,and lower consumer spending.In 2023,Germanys economy contracted by 0.3%.The future is lo

17、oking stronger for the country,with positive growth of 0.3%predicted for 2024 and a greater 1%forecast for 2025.This is despite the Federal Government saying that the country is“not out of choppy water yet.”The IMF predicts even stronger growth,up to 1.6%in 2025.However,an aging population,along wit

18、h under-investment in public infrastructure and bureaucracy are all areas that could derail future growth,believes the IMF.2Rewe is investing 3bn in infrastructure,modernisation,digitalisation,innovation and sustainability Rewe4|RetailX|June 2024RXADE24RP 2024 Scrapping red tape is among its governm

19、ents plans to bolster the business environment.Its 2024 Annual Economic Report includes ten key areas that will be addressed to improve Germany as a business location,including boosting investment,supporting innovation and increasing the availability of renewable energy.The government also aims to e

20、xpand international trade agreements.3ONLINE DEMAND These economic conditions resulted in a drop in consumer confidence and,in turn,people spending less online,which made trading conditions more challenging for retailers.In 2023,online sales fell by 11.8%to just below 80bn,according to German ecomme

21、rce association bevh.Retailers in some product sectors saw“significant double-digit declines,”it says.Multichannel retailers saw the biggest drop in sales(-18.1%)but some of this is likely to be at the expense of increasing sales in their bricks-and-mortar stores.In 2023,department stores saw a 3.9%

22、decline in sales,reflecting perhaps changing consumer behaviour and increased competition from online marketplaces.Brands following a D2C model saw sales decline by 11.1%,according to bevh,although figures were still 62%higher than 2019s pre-pandemic level.With 8.5%and 14.7%declines respectively,mar

23、ketplaces and pureplays both reported sales higher in 2023 than their pre-pandemic equivalents.2023 closed with a Q4 decline of 7.1%which in itself was the first quarter with only a single-digit decrease since early summer 2022.Online sales during the first quarter of 2024 reached 18.9bn,a decline o

24、f 2.6%compared to the same three months of 2023.Some sectors are starting to see sales increasing.Sales of shoes increased by 1.1%in Q1 2024,which partially offsets the 1.2%decline in the clothing sector overall.The grocers saw an increase as well,with sales rising by 1.6%in the quarter.The same can

25、not be said for other sectors.Online jewellery sales are down 9%,the household and home textiles sector dropped 8.1%and book sales fell by 6.7%.Bevh is“mildly optimistic,”about online sales in 2024 since 2023 closed with smaller declines than had been seen during the previous nine months and even lo

26、wer declines in the first quarter of 2024.While not positive,data collected by the association is showing“less negative signs,”says Frank Dssler,spokesperson for bevh.Together,bevh and the EHI Retail Institute predict online sales will grow by 2%during 2024.THE RETAIL RESPONSE Retailing in Germany r

27、emains challenging in 2024.Inflation has returned to a lower level but consumers are still sensitive to price changes,being attracted by promotions and special deals.This is especially the case in the grocery sector,where consumers are attracted to private label and entry-level products,according to

28、 grocery firm Rewe.The company,which saw sales in Germany increase by 7.8%in 2023,is continuing with its strategy of investing in infrastructure,modernisation,digitalisation,innovation and sustainability.Investment in logistics,IT and customer-focused artificial intelligence initiatives are the way

29、forward for retail and services group Otto,with plans to grow its marketplace already underway.Otto Group aims to finish the 2023/24 financial year with a year-on-year improvement in its operating profit.The company“has weathered the storm and will emerge stronger from this crisis,”says Sebastian Kl

30、auke,executive board member for ecommerce,technology,business intelligence and corporate ventures at the Otto Group.“2024/25 will continue to be challenging,”he adds.“But we now can see at least small rays of light on the horizon.Inflation is falling and people have more money at their disposal agai

31、n.This is,in part,due to recent reasonable wage settlements that have already been reached and are still to come.“At the same time,the proportion of people who shop online is growing across almost all age groups.For the 2024/25 financial year,we expect the Otto Group to see ecommerce grow again.Howe

32、ver,we do not expect a more noticeable recovery until 2025.”1 www.politico.eu/article/germany-now-world-third-largest-economy-japan-recession/2 www.imf.org/en/News/Articles/2024/03/27/germanys-real-challenges-are-aging-underinvestment-and-too-much-red-tape3 www.bundesregierung.de/breg-en/news/annual

33、-economic-report-2024-2261744GERMANY 360 2024|STRATEGIC OVERVIEW5|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|MARKET REVIEWGermanys population is the largest in Europe 82.5mn people were living in the country in 2023,down from 83.4mn in 2019.This decline is not a temporary blip but one that is

34、expected to continue,putting increasing pressure on the economy as the population ages.Todays Baby Boomers,of whom there are 19.03mn in Germany,have either retired or are close to doing so.The next age group,Generation X(made up of people born between 1965 and 1980),will start leaving the workforce

35、in 2032,putting further pressure on a declining tax-paying labour force.An increased ratio of retirees to workers will impact GDP per capita.Currently,Millennials,Gen Z and Gen Alpha make up a large proportion of the population.There are 16.89mn Millennials born between 1981 and 1996.From a short-te

36、rm perspective,this is good news for online retailers,since this group is currently actively working,earning money and raising families,so will likely be spending more on essentials while also having the disposable income for additional discretionary spending.The largest population in EuropeGermanys

37、 population is declining but the number shopping online continues to riseMARKET REVIEW6|RetailX|June 2024RXADE24RP 2024 Gen Z account for 13.09mn of the population,with 7.87mn younger people in the Gen Alpha group.Germanys population decline is in opposition to that seen across Europe as a whole,whi

38、ch actually grew by 0.56%in 2023.The situation with the population decline is yet to impact Germanys GDP per capita.In 2023,this was 60,090 a huge 6,550 above the average for Europe and far ahead of the global figure.Germanys GDP per capita has risen almost 10,000 since 2019,when it was at a level o

39、f 51,220.This is despite the pandemic,war in Ukraine,issues around energy and the Middle East situation.Germany was the only country among the G7 to see its economy decline in 2023 and the IMF predicts it will be“the groups slowest-growing economy again this year”.INTERNET USAGEInternet usage in Ger

40、many is high and has been since at least 2019,when 94%of the population was using it.In 2023,93.42%of the population used the internet on a regular basis for activities such as reading the news and engaging with social media.This is above the 88.73%average for Europe and the 70%of the global populat

41、ion that uses the internet.The percentage of German consumers who use the internet to shop online is also higher than European and global averages.More than three-quarters(80.57%)of German internet users shopped online in 2023.This is a figure that continues to grow,albeit at a slower rate than was

42、seen in 2020,when it jumped to 76%from 2019s rate of 72%.RXADE24RP-DE-SC-4-v1Germany:Internet user analysisPercentage of internet usersSource:RetailX,drawing on data from EurostatRetailX 2024201920202021202220230%50%100%GermanyEuropeWorldwideRXADE24RP-DE-SC-5-v1Percentage of internet users who shop

43、onlineSource:RetailX,drawing on data from StatistaRetailX 2024201920202021202220230%50%100%GermanyEuropeWorldwideRXADE24RP-DE-SC-6-v1Ecommerce revenue growth(indexed)Index 2019=100Source:RetailX,drawing on data from StatistaRetailX 202420192020202120222023100pp150pp200pp250ppGermanyEuropeWorldwideGE

44、RMANY 360 2024|MARKET REVIEWMARKET REVIEW7|RetailX|June 2024RXADE24RP 2024 Subsequently,levels of ecommerce have grown,with ups and downs in individual years.RetailX puts the Germany ecommerce position in 2023 at 186 percentage points(pp).This is in comparison to the 100pp index level in 2019.ECOMME

45、RCE GROWTHThe maturity of Germanys ecommerce market means that online retailing is not growing as fast as it is across Europe as a whole or other parts of the world.Yet it is a growing market and,as German ecommerce association bevh predicts,Germany will record year-on-year ecommerce growth of 2%in

46、2024.However,the economic conditions and drop in consumer confidence in 2022 and 2023 have made online retailing challenging,especially off the back of the surge in internet usage and ecommerce in the previous two years.Onlines share of total retail fell by 10.2%in 2023.This follows a fall of 11.8%i

47、n 2022.“To some extent,its because people are going back to bricks-and-mortar stores,but we have to be careful with assumptions since the figures from bricks-and-mortar retail businesses are not much better,”says Frank Dssler,spokesperson for bevh.CHANNEL MIX AND PRODUCT CATEGORIESMalls and high str

48、eets remain the predominant shopping channel for Germanys consumers.In 2023,88%of retail revenue was earned through bricks-and-mortar stores.The ratio of online to offline sales has only varied slightly in the last five years,with offlines share of total revenue dropping to its lowest point of 85%in

49、 2021.GERMANY 360 2024|MARKET REVIEWMARKET REVIEW8|RetailX|June 2024RXADE24RP 2024 Of course,onlines share of different product sectors does vary.For example,51%of fashion sales are now made online,up from 39%in 2019.Fashion and clothing account for the largest share of Germanys total online sales.B

50、evh puts a value of 14.61bn on this product sectors sales online in 2023.Electronics&telecommunications accounted for the second-largest share.Out of a total online market of 79.7bn,electronics and telecoms sales reached 12.38bn.These bevh figures differ slightly to those from Statista.Luxury good o

51、nline sales have also seen a rise in recent years,with digital channels accounting for 42%of the total revenue in this market segment.In 2021,online accounted for 32%of total sales.Retailers in the electronics and beauty and personal care spaces also report close to a quarter,if not more,of their sa

52、les coming through online channels.Electronics retailers see 38%of their total revenue coming from online,while the figure for beauty and personal care retailers is 24%.Both have grown by around 10pp since 2019.Overall,the actual amount consumers spent online in 2023 is comparable to pre-pandemic le

53、vels,with consumer spending during the first quarter of 2024 similar to the figures for Q1 2020,according to bevh.MORE SHOPPERS SPENDING LESSOtto Group,Germanys catalogue-to-online retail pioneer,says negative consumer sentiment has manifested in a decline in average basket sizes and a significant d

54、rop in sales in some areas of its business.“The revenue forecast for the Otto Groups RXADE24RP-DE-ST-2-v3Share of the market taken by ecommerce,by sector,Germany,2019-23Source:Statista Digital Market InsightsRetailX 2024201920202021202220230%20%40%60%Beauty&Personal CareElectronicsFashionFurnitureLu

55、xury GoodsOtherGERMANY 360 2024|MARKET REVIEWMARKET REVIEW9|RetailX|June 2024RXADE24RP 2024 RXADE24RP-DE-ST-4-v2Annual revenue for the ecommerce market(bn EUR),Germany,2019-23Source:Statista Digital Market InsightsRetailX 202419.820.419.718.219.724.325.125.0201920202021202220230.050.0100.0OtherLuxur

56、y GoodsFurnitureFashionElectronicsBeauty&Personal Care52.967.881.779.175.0RXADE24RP-DE-ST-6-v3Annual change in revenue for the ecommerce market(%),Germany,2019-23Source:Statista Digital Market InsightsRetailX 20242019202020212022202320.0%0.0%20.0%40.0%Beauty&Personal CareElectronicsFashionFurnitureL

57、uxury GoodsOtherecommerce activities shows little difference in trend between the international and German markets.Online sales are expected to fall by almost 9%in foreign markets and by just over 9%in Germany,”it says of its FY2024 results.The company,which operates Germanys second-largest marketpl

58、ace,said partner sales on the platform have significantly increased.Ottos results are actually ahead of the level that bevh believes the market fell by in 2023,meaning some retailers returned worse figures online during the year,putting Otto ahead of the market.As Otto says,average basket sizes have

59、 declined as consumers spent less online.This is being seen across the industry and a variety of product categories.It appears that 2021 was a high point for e-shoppers average spend.Electronics saw a high in the average spend per customer of 877.50 in 2021.This has since dropped to 591.10.Likewise,

60、furniture sales have dropped to 614.90 from a 2021 peak of 800.60.Going forward though,there are more people shopping online and more people shopping across multiple product categories.The number of consumers buying fashion online has risen from 27mn in 2019 to 36mn in 2023.Beauty and personal care

61、shoppers have grown from 10.85mn in 2019 to 17.14 five years later.The numbers across all of the five categories measured have increased each year since 2019.GERMANY 360 2024|MARKET REVIEWMARKET REVIEW10|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|SUSTAINABILITYConsumers are concerned about the

62、 environment and whether retailers act in positive ways when sourcing or manufacturing products.These ideals are translating into action as consumers actively look for sustainability criteria,with 47%willing to pay more for goods that have been produced and transported in environmentally conscious w

63、ays.However,less than 10%of Top100 retailers include details of their sustainability plans on their ecommerce sites,while just 7%provide information about how they plan to meet sustainability goals.Some retailers believe their customers feel strongly enough about sustainability that they want to be

64、kept informed.6%of the Top100 provide up-to-date statistics or information on their sustainability progress.Brands and fashion retailers are the most likely to show in-depth information.Zalando tries to keep customers,investors and the rest of the fashion industry updated.The fashion platform aims t

65、o achieve its science-based targets to reduce greenhouse gas emissions,including an How the Top100 collaborate for a sustainable futureLegislation,employees and consumers want retailers to be sustainable but is this translating into action?MARKET REVIEW11|RetailX|June 2024RXADE24RP 2024 80%reduction

66、 in emissions from its own operations compared to 2017,by the end of 2025.This is one part of Zalandos extensive ambitions,with the company trying to shape the fashion industry through knowledge sharing and collaborative partnerships with brands,customer input,industry groups and NGOs.Otto Group is

67、another of the Top100 with validated science-based targets.It is striving to achieve net zero emissions along its entire value chain,including marketplace sellers,by 2045 at the latest.The company already halved carbon output between 2006 and 2020.This responsibility for the entire supply chain is s

68、omething that German retailers have been managing for a while since the countrys legislation is the foundation for the EU-wide Corporate Sustainability Due Diligence Directive currently going through parliament.This requires companies,suppliers and distributors to end or mitigate adverse impacts on

69、human rights and the environment.Sustainability endeavours go further than production,encompassing a long,full and useful product lifecycle.Retailers have been introducing a variety of schemes and services which prolong the life of products,which also go some way to educate consumers about more circ

70、ular ways of working.The most prominent circular service offered by Top100 brands and retailers in Germany is product mending and repair.In 2024,18%of the cohort offers such a service to customers.6%share information on how a customer can repair an item themselves.9%have a rental service for their p

71、roducts.MARKET REVIEWGERMANY 360 2024|SUSTAINABILITY12|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|RETAIL MEDIA,MERCHANDISING&PROMOTIONSRetailers have valuable real estate both on their ecommerce sites and in bricks-and-mortar stores.This real estate,when combined with the data retailers have c

72、ollected on customers,constitutes an asset both for retailers and the brands they sell.The utilisation of this information to provide a link between brands and shoppers is something that omnichannel retailers have been doing for many years via instore media.Special offers and promotions are common i

73、n bricks-and-mortar stores,with shelf-edge promotion,point-of-sale material,end-of-aisle offers and pop-ups all being familiar territory for partnerships.Consumers are familiar with these advertising techniques and happily look for promotions when shopping.Less obvious to the consumer are the tie-up

74、s in retailers adverts paid for by the brands that promote a number of products or special offers.These extend from television to out-of-home advertising spaces such as magazines,newspapers and train stations.How the Germany Top100 optimise selling space Ecommerce provides retailers with valuable on

75、line real estate and customer data,which can be optimised through retail media,merchandising and promotionsMARKET REVIEWRXADE24RP-BM-1-v6Merchandising techniques used by the Germany Top1002024The RetailX Germany Top100 2024,measured in April 2024RetailX 202489%85%70%54%44%Banner advertisementsUp-sel

76、lRecommend complementary productsActive discount promotionsRecommend similar productsRXADE24RP-BM-2-v5Germany Top100 retailers incorporating written product reviews2024,by sectorThe RetailX Germany Top100 2024,measured in April 2024RetailX 202487%86%73%72%53%Sports&leisureMulti-sectorConsumer electr

77、onicsHomewareFashion13|RetailX|June 2024RXADE24RP 2024 More recently,retail loyalty schemes have enabled brands to work closely with a retailer to target specific customer segments.The first-party customer data gathered by retailers through areas such as loyalty cards,customer online browsing behavi

78、our and purchasing across channels has become a value asset not just for retailers to use but also as an additional revenue stream optimising communications between brands and customers.Online,this is being translated into brand adverts and products being promoted among longer listings.One German re

79、tailer understanding the importance of these connections is fashion platform Zalando.As part of its strategy to become the go-to destination for quality fashion and lifestyle shopping as well as inspiration,it is introducing greater amounts of rich content on its site.This high-quality content,inclu

80、ding videos,emphasises product details,aesthetics and their use rather than just showing each item against a traditional white background.This type of content has been shown to increase engagement by more than 10%,something that is important for retail media.Since some of this can be produced with A

81、I,it can also be done cost effectively.As Zalando points out,additional inspirational content and social features increase user engagement and the time that consumers spend on the mobile app,resulting in higher advertising revenue from brands and partners.As well as spending more time on Zalandos ap

82、p,consumers are also three times more likely to buy something and less likely to return purchases.MARKET REVIEWGERMANY 360 2024|RETAIL MEDIA,MERCHANDISING&PROMOTIONSRXADE24RP-BM-3-v2Germany Top100 retailers using a best seller ribbon2024,by sectorThe RetailX Germany Top100 2024,measured in April 202

83、4RetailX 202427%18%16%10%9%Sports&leisureConsumer electronicsHomewareMulti-sectorFashion“Our B2C strategy around quality,lifestyle and inspiration clearly sets us apart from the competition and will continue to win us market share,”says David Schneider,co-CEO of Zalando.“Our customers want even bett

84、er usability,convenience and digital experience.But beyond that,new digital-first generations of customers want inspiration and entertainment while shopping online.Using our data and technology,we can integrate engaging content into ecommerce and enable personalised conversations with our customers.

85、There is a massive opportunity to engage with customers on a whole new level.”A VIEW OF MERCHANDISING ACROSS THE TOP100Customers can be attracted by individual products as well as ranges and brand marketing.A single item can be an inspirational purchase or match the criteria of what someone is looki

86、ng for.Brands,retailers and marketplaces are adept at using tools,levers and merchandising techniques to help customers on these different purchasing journeys.For example,search and filtering,which almost all of the Top100 retailers use,narrow down the range of products a customer has to choose from

87、 while also helping them to find an exact match.Reviews from other customers help to build trust in products,while cross-selling and upselling can increase customer spend.Promotions and discounts help sell stock,nudge customers into making a purchase and reduce what otherwise could end up as waste.R

88、etailX researchers have investigated the methods that Germany Top100 brands,retailers and marketplaces use on their ecommerce sites to make product visible to consumers and help them decide what to buy.The key results of this research follow:14|RetailX|June 2024RXADE24RP 2024 HOW TOP100 RETAILERS SH

89、OWCASE PROMOTIONSAll of the Germany Top100 brands and retailers use banner advertising on their ecommerce site to showcase products or services.This is something that consumers are used to seeing and where they are likely to look for what promotions and discounts are being offered at the time of the

90、ir visit.RetailX researchers found that 85%of retailers offer,or strongly suggest,discounts or promotions.Some consumers are known for only buying when items are on special offer or waiting for free delivery promotions,feeling that they are getting a better value proposition.Free delivery when items

91、 in the checkout basket meet a certain price point is commonly seen by the RetailX researchers.43%of the Top100 offer customers free delivery with a minimum spend.HOW LEADING RETAILERS HELP CUSTOMERS SEARCH FOR PRODUCTSSearch is almost ubiquitous among the leading ecommerce companies,with 98%of the

92、Top100 including search functionality on their site.What is more surprising is that 89%of the leading retailers return a blank page when the item the customer is searching for cannot be found.They do,however,allow shoppers to filter search results to cut down the number of products on view.RetailX r

93、esearchers measured the number that enable this by brand name,price or price range.85%of the Top100 sites include a way for shoppers to filter search results by brand or label,while 82%give an option to filter by price or across a range.HOW THE GERMANY TOP100 DISPLAY PRODUCTSThe majority of the Germ

94、any Top100 display multiple images on product pages,making it easier for customers to view an item fully and come to a purchasing decision.73%of the companies visited do this,with 13%also including video on the product page.Consumer electronics retailers are the most likely to show product videos on

95、 their site,with 35%including them.8%of fashion retailers include video on product pages.Rating and reviews are both popular with leading retailers.Almost three-quarters include both on their site in a bid to help customers better understand products in use and discover what other customers think ab

96、out them.74%of the Germany Top100 utilise product ratings and 73%include written reviews on their site.They are most commonly seen on the ecommerce sites of sports&leisure retailers(87%)and least likely to be used by fashion retailers(53%).Overall,3%of the Top100 enable customers to submit their own

97、 photographs as part of a review.Another popular merchandising method used by leading retailers in Germany is showing consumers products similar to the one they are looking at.This helps to show the breadth of product ranges and is something that 89%of the Top100 do.Retailers of homeware are the mos

98、t likely to do this(93%),while consumer electronics retailers are the least likely.Although,with 84%of consumer electronics retailers showing similar items on product pages,it is still a much used lever.Many retailers recommend complementary products to browsing consumers as well.70%show other items

99、 the consumer might want to buy along with the item they are looking at.54%try to upsell.HOW TOP100 RETAILERS USE MOBILE Mobile app downloads are included in the Product Value Chain,highlighting how consumers engaged with a brand or retailer and its products might behave.40 mobile apps from the lead

100、ing brands and retailers have been measured.Research shows that each app is downloaded from the Google Play Store by an average of 219,000 new users a month.These apps see monthly engagement reaching more than 4mn unique users across both Android and iOS smartphones.On a daily basis,this equates to

101、680,000 unique active users.The figures for the median app give a slightly different viewpoint,highlighting the disparity between the highest used apps and others and how some large retailers and marketplaces are gaining high levels of engagement from mobile users.Rather than the average of 4mn uniq

102、ue users,the median app sees 131,000 unique users across a month and 8,050 each day.It has been downloaded 22,800 times a month from the Play Store.GERMANY 360 2024|RETAIL MEDIA,MERCHANDISING&PROMOTIONSMARKET REVIEW15|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|CONSUMER FOCUSThe extent to which

103、 consumers shop for certain products online varies across product categories.Generally,there are some items that consumers prefer to buy online,while others they would rather purchase in a bricks-and-mortar store.For example,61%of German consumers have bought fashion clothing or accessories online i

104、n the last 12 months,with 49%saying they mostly buy such items online.38%say they buy fashion items equally from bricks-and-mortar stores as well as online,according to research by ConsumerX.Only 13%mostly buy from physical stores.Less physically tangible items,such as travel tickets,music and films

105、,are more likely to be bought online than in physical stores.85%of consumers mostly buy travel and accommodation online and 77%buy music,film and television programmes online.Overall,43%of the consumers asked by ConsumerX have booked travel or accommodation online in the last year.Music,film or TV h

106、as been paid for online by 35%of consumers in GermanyPrices being cheaper is given as the main reason for choosing to shop online,with 49%of consumers in the country putting pricing among their top How consumers in Germany shop ConsumerX research explores shopper behaviour as well as how theyd like

107、to purchase onlineTHE CONSUMER VIEW16|RetailX|June 2024RXADE24RP 2024 three reasons for shopping on the internet.The convenience of having items delivered to their home is also popular(43%),as is the time saving that shopping online affords and the availability of goods offered(both 35%).The majorit

108、y of consumers(67%)conduct research,including looking at the product reviews(59%)left by other shoppers,before making a purchase.HOW CONSUMERS SHOP ONLINESmartphones have become the single-most used device for shopping online.29%of consumers use a smartphone for all of their online shopping,with a f

109、urther 28%saying they use one most of the time.Only 18%have never shopped online from a smartphone.28%of consumers use a desktop computer to shop online either all of the time or most of the time.However,if laptop computers are included in an overall computer category,these devices remain the most p

110、opular choice.Overall,65%of consumers shop on either a laptop or desktop device all or most of the time.23%of the consumers surveyed shop online more than once a week,with 1%clicking to buy multiple times a day.More than once a month is the most likely response,given by 48%of people surveyed.4%spend

111、 more than 1,200 online each month but the majority of shoppers spent between 12 and 300 online each month over the last year.Of these shoppers,43%spent under 120 and 30%between 120 and 300.GERMANY 360 2024|CONSUMER FOCUSTHE CONSUMER VIEW17|RetailX|June 2024RXADE24RP 2024 HOW CONSUMERS FIND PRODUCTS

112、 ONLINEAdvertising works well with German consumers and leads to the majority of shoppers buying something theyve seen advertised on different channels.Coupons and discounts,including those that are specifically personalised to them,are effective,highlighting both the desire for cheaper prices that

113、drives consumers online and the cost of living conditions which consumers were under at the time of the ConsumerX survey.More than one-fifth of consumers have bought something after seeing it advertised on television,with the same number influenced by print advertising.Social media posts have driven

114、 a purchase for 19%of consumers more than those who see something in an email.Instagram drives more purchases than other social media platforms,with 53%of consumers saying theyve shopped on the site.43%have shopped on Facebook and 26%on TikTok.Overall,one-fifth of consumers have clicked to purchase

115、directly on a social media site,as opposed to browsing products on a social network before then buying on a retailers own site.THE SERVICES THAT CONSUMERS EXPECT FROM RETAILERSThere are a number of services and benefits that retailers can offer in order to help consumers choose to buy from them rath

116、er than a competitor.Being reliable is a core requirement according to consumers.75%say this is very important to them.GERMANY 360 2024|CONSUMER FOCUSTHE CONSUMER VIEW18|RetailX|June 2024RXADE24RP 2024 Having the product in stock is also very important to 64%of consumers,followed closely by offering

117、 the shoppers preferred payment method.Consumers are less influenced by price,although being the cheapest is still very important to 45%of consumers.Almost an equal number say having the lowest price is somewhat important.Price becomes more of a factor for retention and driving customer loyalty.63%o

118、f shoppers say they return to a retailer because of prices.64%say its due to familiarity.Convenient delivery,good customer service and the consumer having an account with a retailer matter to a lesser extent.Some services that retailers offer are“entirely insignificant”for some customers.36%are not

119、concerned whether or not a retailer offers a subscription service,while 70%of consumers believe its important or very important for a retailer to use environmentally friendly packaging.This concern for the environment,and having to dispose of non-recyclable or excesses packaging,is something that ex

120、tends into delivery as well.62%of consumers in Germany are looking for retailers to deliver their online orders in a way that is carbon-neutral.This is more important than next-day delivery or the utilisation of collection lockers.GERMANY 360 2024|CONSUMER FOCUSTHE CONSUMER VIEW19|RetailX|June 2024R

121、XADE24RP 2024 CONSUMER FULFILMENT PREFERENCESWhen it comes to delivery,shoppers like this to be free of charge on all orders,especially during busy online shopping periods such as Christmas.71%of consumers havent paid for next-day delivery at all during the last year,while 70%havent paid for same-da

122、y delivery over the same time period.Yet there is a small percentage of consumers who always pay for a speedy delivery.3%always pay for next-day delivery and 4%always pay for a same-day service.These numbers rise to 11%each for consumers who either pay for next-or same-day delivery most of the time.

123、35%of shoppers kept everything they bought online in the 12 months preceding the survey.A greater number(53%)didnt return any of their instore purchases.Among consumers who are loyal to a particular brand,retailer or marketplace,having a subscription to a service giving free delivery on orders is an

124、 important part of the overall service.86%of these shoppers like the free delivery aspect,while 77%also receive their orders faster than they would have done if they didnt pay for the subscription.22%of the services that the respondents subscribe to offer greater product availability to subscription

125、 members.GERMANY 360 2024|CONSUMER FOCUSTHE CONSUMER VIEW20|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|CONSUMER FOCUSFUTURE SHOPPING BEHAVIOURConsumerX asked shoppers to think ahead to how they will shop over the coming year and the services they may use.The majority(72%)think they will carry

126、on shopping online and instore at the same ratio they do now.13%expect to increase their spend online while buying less from bricks-and-mortar stores.42%of consumers expect to spend more on groceries both,online and instore,over the coming year.The biggest decreases in spend are likely to be in the

127、luxury goods and jewellery categories.33%of consumers will buy less from luxury retailers,with the same percentage expecting their spending with jewellers to decline.25%will reduce their spending on consumer electronics,although this will be offset partially by the 21%that expect to increase their s

128、pend.40%predict their level of spend on this category will remain consistent.THE CONSUMER VIEW21|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|SUBSCRIPTIONSMore than half of Germanys consumers spend money on a regular subscription delivering products or a service,according to research by RetailX.

129、Music and video services are the most popular,having grown in popularity since the likes of market leader Spotify first launched in the country in 2012.Since then,German listeners have streamed music more than 450bn times.Between January 2017 and December 2021,German consumers also listened to 1.3bn

130、 hours of podcasts on the service.In 2021,two-thirds of Spotify users paid for a subscription,the remainder using the free service financed by adverts.In all,half of German consumers say they have a subscription to one such music or video streaming service.A quarter of consumers subscribe to a retai

131、lers delivery pass enabling them to pay upfront and have orders delivered for free throughout the year.45%of the consumers who pay for these services say they do so because it offers value for money.The convenience of having such a subscription is also a driver for this market.Only 36%of online shop

132、pers in Germany dont have a regular subscription of any kind.Subscriptions are popular in Germany 64%of German online shoppers have taken out a product or delivery subscriptionTHE CONSUMER VIEW22|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|INSTORE SERVICESBeing able to collect an online order f

133、rom a delivery point such as a retailers own bricks-and-mortar store or a collection locker is important to almost half of Germanys online shoppers.Of those who use such services,8%have collected items from a store more than five times in the past year.A greater number have ordered items in a store

134、for home delivery.Click and collect is more common than weekend delivery options among Germanys leading retailers.Instore collection and locker boxes enable customers to collect their order at a time and location that fits in with their lifestyle and movements.9%of Germanys Top100 retailers operate

135、their own network of collection lockers.36%of this group of leading retailers give customers the option to collect their order,with 10%being swift enough with picking and packing so that the shopper can collect their purchase on the same day that they make the order.8%offer next-day collection.The m

136、ajority of retailers require a longer time span between the customer placing their order and it being ready for collection.The average is 74 hours.This makes collection faster than standard delivery.How online shoppers use bricks-and-mortar stores Click and collect is offered by more than one-third

137、of Germanys leading retailers THE CONSUMER VIEWRXADE24RP-CX-2-v2Frequency of types of shopping in the past yearGermanyBased on 971 respondents who shop online at least once a year in Germany(aged 17-94),Aug 2023-Mar 2024.Surveys conducted inGerman.Question:In the last year,how often have you shopped

138、 in the following ways?Source:ConsumerXRetailX 202484%17%90%91%12%52%8%8%32%Ordered online,collected from storeOrdered online,collected from distribution pointOrdered online for deliveryOrdered in-store for deliveryMore than 20 times5-20 timesFewer than?ve timesRXADE24RP-BM-7-v6Omnichannel services

139、o?ered by the Germany Top1002024,as advertisedThe RetailX Germany Top100 2024,measured in April 2024.*Only retailers with stores in Germany included in this analysisRetailX 202438%36%35%27%10%9%8%Next-day collectionCollection lockers availableSame-day collectionStore stock checker(desktop)Can return

140、 web purchases to stores*O?ers collectionStore stock checker/visibility(mobile)23|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|TOP100RetailX Germany Top100ELITEDEICHMANNDOUGLASH&MLIDLREWEROSSMANNLEADINGAMAZONAPPLEBAUHAUSBERSHKACHRISTDMEURONICSFRANKONIAGALERIAHORNBACHHUNKEMOLLERLEGONESPRESSONETTO

141、OBIPOCOSATURNTCHIBOZARATOP50ADIDASALTERNATEASOSBAURBONPRIXCONRADDECATHLONHOME24IKEALASCANALIGHTINTHEBOXLOUIS VUITTONNEXTNIKENOTEBOOKSBILLIGEROTTOPUMAS.OLIVERSAMSUNGSPORTSCHECKTHOMANNURBAN OUTFITTERSWELTBILDYOOXZALANDOTOP100&OTHER STORIESABOUTYOUALBA MODAALIEXPRESSALZABABY-MARKTBABYWALZBADERBIKE-COMP

142、ONENTSBITIBABODENBOOHOOBUCHER.DECOSCYBERPORTDOCMORRISDRUCKERZUBEHOER.ATFARFETCHFOOT LOCKERGLOBETROTTERGOOGLEHAGEBAUMARKTHEINEHOLLISTERHPINTERSPORTKLINGELLANDS ENDMANUFACTUMMASSIMO DUTTIMINDFACTORYMONKIMYPROTEINPEARLPRINTUSPULL&BEARQVCREBUYSANICARESHEEGOSONYSPREADSHIRTTHALIAVERTBAUDETVOELKNERWAYFAIRW

143、EEKDAYWESTWINGXXXLUTZZOOPLUSPERFORMANCE24|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|SANKEYPERFORMANCECategory analysis of the Germany Top100Categories of theGermany Top100Web traffic to the Germany Top100,by category25|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|FULFILMENTFulfilment is a

144、n area in which brands,retailers and marketplaces operate at scale,repeatedly and with great efficiency.It is both a cost to the business and a way to win customers.Products need to be in the right place and at the best price for the consumer as well as for the brand or retailer.Once a customer has

145、ordered and paid for an item at checkout,the company has to move what has been ordered from warehouse or store to an address of the customers choosing.A companys ability to move product,its vicinity to the customer and the speed with which it will be delivered are all important aspects not just for

146、costs incurred by the business but also for its proposition to the customer.The complexities of the operational side of ecommerce are different for each business.The large marketplaces have made operational efficiencies as much a part of their businesses as selling and customer focus.Omnichannel ret

147、ailers have an advantage of holding stock close to customers and being able to fulfil orders from bricks-and-mortar stores.Click and collect facilitates offering both easy and fast fulfilment delivery options to customers.How the Top100 fulfil ordersRetailX research reveals the fulfilment and return

148、s options most commonly offered by Germanys Top100 retailersPERFORMANCE26|RetailX|June 2024RXADE24RP 2024 Fulfilment is an area that has seen innovation in recent years.Third parties and retailers have tested swift delivery by courier and sustainable delivery by bicycle as well as easy returns,yet n

149、ot all of these developments have proved successful in the long-term.Ultrafast grocery delivery company Getir,for instance,left the German market in 2024.The delivery options offered by Germanys leading retailers give a positive view of the overall market and consumer expectations around the length

150、of time they will wait for a product to arrive and the type of fulfilment they choose.As well as showing what a standard delivery looks like,the RetailX research also highlights where and how retailers can differentiate themselves from competitors.WHICH DELIVERY OPTIONS ARE OFFERED BY THE GERMANY TO

151、P100?Only 14%of the brands,retailers and marketplaces in the Germany Top100 offer free delivery on every order,so it is common for German consumers to pay for their order to be delivered.As well as doing so,consumers in Germany are also happy to wait for the delivery to take place.The average time f

152、or standard delivery across the Top100 is 5.66 business days.The median is four days.Almost half of the Top100 use delivery as a lever to increase order values and offer free delivery once a customers basket has reached a minimum order level.With 43%of the Top100 doing this,it is the most commonly o

153、ffered delivery choice after the standard paid-for option.Delivery choice is important to consumers,who sometimes want their purchase sooner than the standard delivery option affords,regardless of whether they have paid for it or not.This can sometimes make the difference between a sale being made a

154、nd the customer buying elsewhere.Next-day and same-day delivery options are both offered by retailers in Germany,as is delivery on a Saturday or Sunday,although these latter options are not as common.A quarter of the Top100 offer next-day delivery,yet 70%of consumers say they have never paid for thi

155、s option.Fashion retailers are the most likely to offer next-day delivery,with 37%of the fashion companies in the Top 100 doing so.However,they are the least likely to offer same-day delivery.It is in the consumer electronics sector that consumers are most likely to see this choice.21%of retailers s

156、elling consumer electronics offer same-day delivery.7%of the total Top100 give consumers this option.Not many retailers allow customers to request a weekend delivery,something that would enable a greater number of people to be at home when their order is delivered.Only 3%of retailers allow shoppers

157、to specify delivery on a Saturday and even fewer(2%)offer a Sunday delivery service.HOW THE GERMANY TOP100 HANDLE RETURNSReturns are a necessary part of ecommerce and something that consumers expect to be able to do.Germanys postal service is the most popular channel for customers to use to return i

158、tems to retailers.86%of brands and retailers operate a process whereby customers can return online orders via a local post office.20%operate a service collecting products for return from the customers home.This is more popular among retailers of homeware,a sector which tends to include larger items

159、that would be difficult for a customer to take to a bricks-and-mortar store or post office.32%of homeware retailers will collect returns directly from the customers home.23%of consumer electronics retailers will do the same,as will 20%of fashion and 17%of multi-sector stores.Overall,17%of retailers

160、offer customers a recycling scheme for old products they originally sold.This includes items such as white goods.PERFORMANCEGERMANY 360 2024|FULFILMENT27|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|PAYMENTSGerman retailers are upfront with customers on many levels,including showing the range of

161、 accepted payment option on the landing page.72%of the Germany Top100 include this information in the basic form of logos of their various payment partners.Offering popular and commonly used payment methods is essential for brands,retailers and marketplaces in the country,so this is something that r

162、etailers entering the market will want to include in their localised offering.Invoices,bank transfer and debit and credit cards are all popular with German consumers more than 40%of them have used at least one of these to pay for goods online.Third-party checkout options are more popular though,with

163、 75%of consumers having used one to checkout online since August 2022.16%have used a mobile app.PayPal is the third-party payment option offered by the greatest percentage of Germany Top100 retailers.30%offer this,compared to just 8%that allow customers to checkout with Amazon Pay.Some of the leadin

164、g retailers will be saving payment card details so that customers can checkout with just one click.5%of the Top100 facilitate this speedy checkout process.40%of the Top100 expect customers to register before checking out.Payment choices on offerLocalised payment choice is a key area of focus for ret

165、ailers entering a new marketPERFORMANCE28|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|MARKETPLACESMarketplaces receive the largest share of web traffic from German consumers.38 of the RetailX Germany Top100 are classified as a marketplace but together they receive 83%of the web traffic.Some are

166、 globally known,such as Amazon and eBay.These US-headquartered marketplaces are marketplace leaders,operating in Germany via dedicated localised sites.Marketplaces offer an additional sales channel for brands and retailers,and due to their large audience numbers these platforms have become almost a

167、necessity for those brands wanting to widen their reach to new customers.A recent study for eBay ads found that half of all online product searches originate on a search engine or marketplace.53.3%of these searches begin on Google,with 49.6%starting on a marketplace such as Amazon or eBay.“The way p

168、eople find products online is constantly evolving,”says Arnaud Valion Gueutal,director central Europe advertising at eBay Ads.“It is Marketplaces dominate ecommerce in GermanyMarketplaces attract large numbers of online customers,many of whom start their product search on the platformPERFORMANCEther

169、efore important for marketers and retailers to keep an eye on these changes.According to our current survey,the focus of the customer journey is clearly on search engines such as Google and online marketplaces such as eBay.”THE US PLATFORMS ARE NOT THE ONLY MARKETPLACES IN GERMANYOther marketplaces

170、operating in Germany include Otto,etsy and Temu,the latter already securing itself a strong position in the German ecommerce market since its April 2023 European launch.Otto has continued to grow the number of sellers on its marketplace since testing and launching it in 2020.More than 6,500 partners

171、 now sell there one-third more than a year ago.Otto is following a closed marketplace model whereby companies wanting to sell on its platform have to be pre-approved rather than simply listing items for sale.Validation includes confirming that the seller is able to operate in Germany.This is done by

172、 checking that the merchant is a legal business entity in Germany,has a German VAT ID and warehouse facilities within the country.In an interview with Onlinehndler News,Robert Schlichter,vice president Otto Market,conceded that while this limits the type and number of sellers,it also enables fast de

173、livery times and oversight.1MARKETPLACE DEVELOPMENTGermany also has its share of niche marketplaces.In October 2023,DIY and garden group Hornbach added a marketplace to its ecommerce site,using independent brands and sellers to expand its available range of products.Recently,German grocery chain Kau

174、fland,which has a more established marketplace,followed Amazons example by offering its own fulfilment service to sellers.Merchants can use Fulfilment by Kaufland for warehousing,pick and packing orders,handling returns and customer service.In the fashion sector,Zalando is evolving further,extending

175、 its strategy to build the leading pan-European fashion and lifestyle ecommerce ecosystem around the two growth vectors of B2C and business-to-business operations.Its recently-launched ZEOS(Zalando Ecommerce Operating System),merges the platforms logistics,infrastructure,technology and expertise int

176、o one space to help brands sell across Europe.2As the company explains:“Over the past 15 years,Zalando has built a powerful operational logistics and technology backbone tailored to the needs of the fashion and lifestyle industry.The logistic network is made up of 12 fulfilment centres,about 20 retu

177、rn centres,and benefits from relationships with more than 40 local carriers.The technology is powered by the companys proprietary full-stack ecommerce platform and Tradebyte,the leading fashion and lifestyle marketplace integrator owned by Zalando since 2016.ZEOS is uniquely positioned to help brand

178、s and other fashion retailers overcome the complexities of cross-border ecommerce.”1 www.onlinehaendler-news.de/online-handel/marktplaetze/139856-retourenvermeidung-gebuehrenanpassung-qualitaet-ki-ottos-marktplatz-strategien2 https:/channelx.world/2023/10/zeos-zalando-ecommerce-operating-system/29|R

179、etailX|June 2024RXADE24RP 2024 GERMANY 360 2024|COMPANY PROFILESportswear brand adidas has grown to become a global company since launching in Germany in 1949.It employs more than 59,000 people across the globe and generated sales of 21.4bn in 2023.The company is known for its development of sports

180、kits for national teams as well as for its footwear,some models of which have become icons in their own right.At the time of writing,the adidas Germany website highlights the kit that the German football team will be wearing at Euro 2024.Fans can view the items and also purchase replicas on the adid

181、as site.Inclusivity is important to the brand,both in terms of the sports for which it designs apparel and in its sponsorship of athletes.Nine teams at the Paris 2024 Olympics and six Paralympic teams are sponsored by adidas,including athletes from the UK,Germany,Hungary,Poland,Ethiopia,Ireland,Bahr

182、ain,Cuba and Turkey.The company claims to be more than sportswear and workout clothes.“We partner with the best in the industry to co-create,”it says.“This way,we offer our fans the sports apparel and style that match their athletic needs,while keeping sustainability in mind.Were here to support cre

183、ators.Improve their game.Create change.And we think about the impact we have on our world.”That co-creation includes ranges with designers including Stella McCartney,while research into sustainable design and circularity saw it launch a 100%recyclable performance running shoe.The strength of these c

184、ollections and links with designers is highlighted in the navigation of the ecommerce site.Consumers can navigate by collection,by sport or by product type.Shoppers can sign up for free to become a member of its adiClub loyalty scheme in order to receive a 10%discount on purchases.Delivery is free o

185、n orders over 50,otherwise customers can pay 4.99 for standard delivery.Orders take between one and three days to arrive using this fulfilment method.Alternatively,a customer can collect their order from a store on the same day if it is stock at their chosen location or pay 5.95 for express delivery

186、.Items can be picked up from a collection locker as well.Exchanges and returns are free within 30 days.adidasadidas30|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|COMPANY PROFILEOmnichannel beauty retailer Douglas listed on the Frankfurt stock exchange in March 2024,enabling the company to reduc

187、e net debt by 1bn and increase financial flexibility.“With this important step,we have established a strong financial foundation for the coming years,”said Mark Langer,CFO of Dusseldorf-based Douglas Group.The group,which includes retail brands Douglas,Nocib,Parfumdreams and Niche Beauty,has reporte

188、d an increase of 11.5%in unaudited net sales for the second quarter of its 2024 financial year.Strong performance in both store and digital channels resulted in double-digit growth.Store sales increased by 12%,with ecommerce rising by 10.7%in the quarter.In the 2023 financial year,group sales reache

189、d 4.1bn.The group employs around 18,000 people across Europe and operates close to 1,850 bricks-and-mortar stores,as well as online channels.Its omnichannel strategy and customer experiences are seen as company strengths,along with its product proposition which sees it selling a premium range of sel

190、ective and exclusive beauty brands and own label products.These extend across fragrances,colour cosmetics,skincare,hair and accessories as well as beauty services.Douglas has ambitions to be the number one beauty destination as well as a leading premium beauty retailer in sustainability.On the Dougl

191、as ecommerce site,this aim translates to Sustainability being one of the options in the top navigation.From the subsequent page,consumers can click through to find natural products,vegan cosmetics or learn more about Douglass sustainability strategy.Videos and Douglass own products are highlighted i

192、n the top navigation,with trends,personalised highlights and inspirational content also brought up as consumers scroll.Douglas uses a range of content to help with beauty and cosmetics techniques as well as providing inspiration and helping shoppers choose products.Even in the beauty industry,it is

193、seen as something of a pioneer.Livestreaming content enables Douglas to tie in with brands,influencers and celebrities launching their own products,while short video content works across multiple channels.Livestreams provide exclusive interaction and discounts,enabling consumers to chat live with ed

194、itors and ambassadors from different brands.The mobile app facilitates further services including AI-powered skin analysis and trying on cosmetics virtually using augmented reality and the customers smartphone camera.Douglas31|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|COMPANY PROFILEHornbach

195、Group is one of the five leading DIY and garden retail companies in Europe.In the 2023/24 financial year,net sales at the family-run group reached 6.2bn.It employs around 25,000 people.The largest part of the group is Hornbach Baumarkt,a retail chain operating 171 DIY megastores with garden centres

196、and online sites across nine countries,including its home country of Germany.Net sales in Germany reached 2.8bn over the year.Although overall sales were down on a like-for-like basis compared to the previous year,Albrecht Hornbach,CEO of Hornbach Management,is positive about future growth.“Overall,

197、the DIY sector has grown to a significantly higher sales level in recent years and is enjoying great popularity,”he said.“Even though there have been certain fluctuations in the meantime,there are many opportunities ahead of us that make us very optimistic for the future.Fundamental trends like ener

198、gy efficiency,barrier-free renovations and the need to transform existing buildings remain vital and offer a variety of opportunities for us to grow.”While overall turnover has dropped by 2%,sales via the DIY retailers ecommerce sites remain well above pre-pandemic levels but below the 14.1%share in

199、 2023.Online sales,including click and collect,account for 12.7%of Hornbach Baumarkts total sales.In 2020,onlines share was 9.6%.In October 2023,the retailer added a marketplace to its German ecommerce site,enabling products from independent brands and sellers to be sold to its customers.The ecommer

200、ce site is arranged so that consumers can navigate through product categories or by the type of project they are planning or working on.These include Spring in the Garden,Designing Rooms,Renovating a House and Saving Energy.The top navigation links to the customers account and items that have been b

201、ookmarked,as well as to the local bricks-and-mortar store to show opening times and available services.Inspiration and tutorials showing how to complete a range of jobs feature strongly on the sites homepage.Payment options,including PayPal and Klarna,trust marks and delivery partners DHL,GLS,Raben

202、and IDS are also shown clearly.HornbachHornbach32|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|COMPANY PROFILEGerman grocery firm Lidl is part of the Schwarz Group,a family-controlled group with annual sales of 154bn and around 575,000 employees.As well as the Lidl supermarkets,the group encompa

203、sses food manufacturing and recycling.In September 2023,a new entity called Schwarz Digits was spun off to provide IT services across the group as well as to external clients.Schwarz Digits comprises 7,500 employees from among group brands including Schwarz IT,Schwarz Digital,Stackit,XM Cyber,Kaufla

204、nd ecommerce,Lidl ecommerce,Schwarz Media and mmmake.The move highlights the importance the company places on future digital transformation,seeing it as a“megatrend that significantly influences the transformation of society and the economy.”According to Gerd Chrzanowski,general partner of the Schwa

205、rz Group,it is the DNA of the members of the Schwarz Group to invest in business areas“that influence our society and our lives in the long term.By spinning off our own IT and digital division,we will be able to scale even more quickly in the future and position ourselves optimally in the market.”Pr

206、oviding digital capabilities across the Schwarz Group operating companies is seen as a unique selling point for Schwarz Digits.“We ourselves are our most critical customer:we only offer them externally if IT solutions for our own extensive and complex IT infrastructure function stably and create rea

207、l added value,for example our eStackit Cloud or cyber security offering from XM Cyber,”said Christian Mller,Co-CEO Schwarz Digits.Online in Germany,Lidl sells a range of products outside of its core grocery category.The online shop includes petfood,personal care and wine,items that have become part

208、of many peoples supermarket shop rather than being bought through specialist retailers.Garden items,household and kitchen gadgets,fashion,DIY,sports and leisure items are listed as part of the navigation and highlighted on the homepage.Offers and digital versions of its brochures that highlight item

209、s for sale instore feature strongly on the site and link consumers between ecommerce and the store experience.Links to social media and Lidls mobile apps highlight other channels.LidlLidl33|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|COMPANY PROFILEGermanys challenging market conditions in 2023

210、 affected Otto Group.The catalogue to retailer to online marketplace pioneer reported a drop in online sales of close to 9%in its latest financial year.This follows a Christmas period that was not as strong as the company had hoped,although it did see record traffic levels over Black Friday.The numb

211、er of sellers on its marketplace,which Otto launched in 2020 as minimum viable product,has grown by a third in the last year.6,500 partners now sell on the Otto marketplace.1“In the current financial year 2023/24,we will see a year-on-year improvement in our operating profitability,”said Sebastian K

212、lauke,executive board member for ecommerce,technology,business intelligence and corporate ventures at the Otto Group.“The Otto Group has weathered the storm and will emerge stronger from this crisis,”he added.Otto Groups global revenues in the electronics and household appliances segments remained a

213、t 2022s level while fashion sales declined.Spending by German consumers on home and living products remained static over the two years.Overall,Otto Group reported global ecommerce revenues of just under 10.8bn,a decline which will not stop the retail and services group investing for future growth.Th

214、is is being directed at strengthening logistics,IT and customer-centric solutions utilising artificial intelligence.Various Otto Group companies are piloting the use of generative artificial intelligence(GenAI)to improve the customer experience and make ecommerce more inspiring.One area it is being

215、used in is in supporting moderators during livestream events.In recent years,the marketplace has been using livestreaming as a way to engage and interact with consumers enabling them to shop and chat simultaneously.In 2024,Otto launched an app on Apple TV so that consumers can stream live on their t

216、elevisions or catch up with the recording on a screen larger than their phone.A GenAI-based chatbot is helping to moderate the chat by formulating answers to viewers questions on the fly during each livestream.1 www.onlinehaendler-news.de/online-handel/marktplaetze/139856-retourenvermeidung-gebuehre

217、nanpassung-qualitaet-ki-ottos-marktplatz-strategienOttoOtto34|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|COMPANY PROFILEFounded in 1927,Rewe Group now employs around 390,000 people across 21 countries in Europe.It operates as a co-operative encompassing both the retail(groceries,DIY and garden

218、ing supplies)and travel sectors.The company handles 85mn customer contacts each week which,in 2023,resulted in a turnover of more than 92bn.In Germany,retail sales rose by 7.8%in the Groups latest financial year.This is in spite of challenging trading conditions in the country.The company states tha

219、t inflation will have been a factor in this increase.Rewes international retail division reported revenue growth of 11.1%.Rewe Group has been investing in modernisation and growth,including digitalisation and innovation.A total of 3bn was invested in the business in 2023,with a further 3bn due to be

220、 spent in the current financial year.The Groups core retail business in Germany is the grocery chain Rewe.It is one of Germanys leading food retailers,operating more than 3,700 bricks-and-mortar stores across the country.Rewe stores are run as subsidiaries or by independent Rewe retailers.The physic

221、al stores cover a range of formats,from small convenience stores to 5,000m2 superstores.Its online operation,which launched in 2011,reaches more than 75 towns and their local areas.In all,around 90%of German households can purchase produce online from Rewe and have their order delivered to their hom

222、e or collect it from a store.Depending on location,the range offered online consists of between 15,000 and 20,000 items.To order online,customers have to first register with the service and then choose whether they want to have their order delivered or to collect it from one of the 1,800 stores that

223、 offer the service.Online orders can also be collected from locker locations away from stores.Home delivery has a minimum order value that varies depending on the customers location.There is no minimum order value for click and collect but there is a charge of 2 for orders below 50.Orders for collec

224、tion can be picked up from three hours after the order has been placed.ReweRewe35|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|COMPANY PROFILEGerman pharmacy and beauty chain Rossmann enjoyed record growth in its 2023/24 financial year.Group turnover was reported as 13.9bn,showing an increase of

225、 14.4%over the previous year,both figures exceeding the goals set by the company.According to Rossmann,this growth hasnt slowed in 2024.This growth also coincides with the companys expanded use of artificial intelligence for the benefit of employees in their daily work and for an improved customer e

226、xperience.200 projects have been instigated since the spring of 2023 as the company“intensively examined”the possibilities that AI offers.Projects developed include a machine learning model to calculate the optimal and branch-specific number of self-service checkouts required and a Rossmann chatbot

227、that can answer questions from store employees about the day-to-day business.Rossmann employs 56,200 people across more than 4,000 stores.The company is active on social channels,celebrating one million followers on TikTok in March 2024.In addition to product recommendations,competitions and the lau

228、nch of new products,current TikTok trends and collaborations with influencers and other content creators are central to Rossmanns mein_rossmann channel strategy.Rossmanns online operation offers 21,000 products,5,000 of which are exclusive to digital channels.Some of these exclusive items,including

229、saver packs of Procter&Gamble products,are highlighted in banners on the site.The current weeks special offers also feature prominently,as do special prices and links to vouchers.The company is keen to promote online shopping by using customers telling others about the advantages of shopping online

230、with Rossmann and highlighting their personal customer experience.Information given includes buying guides for baby products,household and health tips,a foundation advisor,virtual make-up tester and incontinence advisor.As a new feature,customers can activate and collect coupons in the Rossmann mobi

231、le app.These can be used when shopping on the app,the website or in a bricks-and-mortar store.Discount codes can also be entered at the online checkout.However,some coupons are only valid instore.The mobile app can be downloaded from the App Store,Google Play and Huaweis AppGallery.RossmannRossmann3

232、6|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|COMPANY PROFILEFashion platform Zalando has ambition to increase GMV and revenue by 5%to 10%each year through to 2028.This will be achieved though a two-pronged approach to expanding its B2C business as well as becoming a“key enabler”for the B2B ind

233、ustry.The latter will see the German company opening up its logistics infrastructure,software and service capability to all brands and retailers,not just the ones selling on its platform.Zalandos B2C business aims to become the go-to destination for quality fashion and lifestyle shopping as well as

234、inspiration.It will expand from its current state in three ways:quality,categories and content.Firstly,Zalando will use quality to further differentiate B2C ecommerce,thus driving customer acquisition and retention.The second growth pillar of its B2C strategy is to expand further as a lifestyle dest

235、ination,growing both the sports and kids&family categories.Sports is an increasingly important part of its customers lifestyles and social lives,according to Zalando,while a focus on kids&family enables the platform to better meet the needs of families as their children grow and develop lifestyle in

236、terests.Lifestyle is an interesting category for Zalando and will be important for its growth since the average European household spends more than half of its discretionary income on lifestyle products.Zalando also plans to roll out more of its existing propositions in more European countries.Zalan

237、dos third B2C pillar is based on integrating content into commerce and offering personalised inspiration and entertainment.It already uses data and technology to create entertaining content,acquiring Highsnobiety in 2022 and launching Stories on Zalando in 2023,but it will develop this area further

238、to enhance engagement and power more personalised conversations.Tools such as the Zalando Assistant,which gives an AI-driven conversational and contextual shopping experience to help customers navigate,will be another part of Zalandos ambitions.“Additional inspirational content and social features w

239、ill increase user engagement and time spent on the app,resulting in higher advertising revenue from brands and partners,”Zalando says.ZalandoZalando37|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|KEY LEARNINGSOnline retailing in Germany has been dampened by post-pandemic shifts in consumer behav

240、iour and challenging economic conditions,with ecommerce sales declining for the first time ever.While it looks as if 2024 will be another year of slow growth for the retail industry as a whole,there are signs that consumers are being inspired to make impulse purchases beyond just buying the daily ne

241、cessities,especially in the fashion sector.The 2%growth for online retailing in 2024 that has been predicted by ecommerce association bevh shows there is light at the end of the tunnel for those retailers able to offer what customers need.CONSUMERS EXPECT TO PAY FOR DELIVERY Fulfilment is an area in

242、 which brands,retailers and marketplaces operate at scale,repeatedly and with great efficiency.It is both a cost to the business and a way to win customers.Only 14%of the brands,retailers and marketplaces in the Germany Top100 offer free delivery on every order,so it is common for German consumers t

243、o pay for delivery.23%of German shoppers pay for a delivery pass to reduce these costs over the year.Consumers in Germany are also happy to wait for their deliveries.The average time for standard delivery across the Top100 is 5.66 business days Key learningsGermany offers growth potential to those r

244、etailers able to offer the services expected from consumers along with inspirationwhile the median is four days.43%of the Top100 use delivery as a lever to increase order values and offer free delivery once a customers basket has reached a minimum order level.This is the most commonly offered delive

245、ry choice after the standard paid-for option.Those retailers with bricks-and-mortar stores are able to offer a greater range of services to consumers.Click and collect is more common than weekend delivery options among Germanys leading retailers,with 10%being swift enough with picking and packing th

246、at the shopper can collect their purchase on the same day that they make the order.8%offer next-day collection.RETAILERS ARE INSPIRING CONSUMERS FOR GREATER ENGAGEMENT Ecommerce provides retailers with valuable online real estate and customer data,which can both be optimised through retail media and

247、 merchandising techniques.Banner adverts,search and rating and reviews are almost universal across the leading retail sites in Germany.These are features that consumers expect to see.Utilising customer expectations through partner tie-ins,increasingly rich content and retail media are opening up new

248、 opportunities for retailers and brands wanting to inspire consumers in the right moment.For example,fashion platform Zalando has found that rich content increases engagement by more than 10%something that is also important the brands that advertise on the platform.MARKETPLACES DOMINATE ECOMMERCE IN

249、 GERMANY Marketplaces receive the largest share of web traffic from German consumers.38 of the RetailX Germany Top100 are classified as marketplaces but together,these platforms receive 83%of the web traffic.Some of the globally-known marketplaces,including Amazon and eBay,operate in Germany via ded

250、icated localised sites,leading the German marketplace ecosystem despite having HQs in the US.Of course,many brands and retailers sell via these marketplaces,so are not necessarily losing sales to these platforms.Yet marketplaces can be a costly channel,despite being viewed as a necessary way to reac

251、h customers.A recent study for eBay ads found that half of all online product searches originate on a search engine or marketplace.A larger percentage of these searches carried out by consumers(53.3%)begin on Google,with 49.6%starting on a marketplace such as Amazon or eBay.SUSTAINABILITY OFFERS A W

252、AY TO DIFFERENTIATEGerman consumers are concerned about the environment and whether retailers act in positive ways when sourcing and manufacturing products.These ideals are translating into action as consumers actively look for sustainability criteria,with 47%willing to pay more for goods that have

253、been produced and transported in environmentally conscious ways.One way that retailers can differentiate themselves from competitors and test whether attitudes to sustainability translate into action is to offer product rental,repair services or advice on how to repair items themselves.38|RetailX|Ju

254、ne 2024RXADE24RP 2024 International tax compliance shouldnt turn borders into barriersExpanding your subscription business into new markets is exciting,and can be hugely rewarding.But your growing compliance obligations can become a burden,especially if youre not a tax expert.The good news is you do

255、nt have to be.From determining where you have nexus and demystifying U.S.sales tax,to preparing VAT returns and complying with e-invoicing mandates,Avalara can:Reduce tax compliance risk Lightning-fast calculation Ease of integration Smoother customs clearance Simplify manual tasks Delight your cust

256、omerDoing tax manually in a digital world?Theres a better way.To find out more,visit 39|RetailX|June 2024RXADE24RP 2024 Avalara explains why Germany should be included in European retail expansion plans as the country bounces back from recession.However,compliance remains key to ensuring the interna

257、tional opportunity is a success.The German consumer:A shift in gears While 2023 saw a dip in spending due to rising energy prices,high cost of living,and the effects of global uncertainty,there are reasons for optimism.The German economy recorded a small rebound in early 2024,fueled by rising export

258、s and consumer confidence.The growth of social commerce and the adoption of new shopping channels like smart TVs and voice assistants are key in driving consumer engagement.Maintaining tax compliance remains a key to success Expanding across borders is an exciting milestone for businesses but keepin

259、g up with varying tax rates and rules can be overwhelming for those that arent prepared.Businesses breaking into the German market will have their hands full juggling multiple VAT rates,Compliance unlocks success in GermanyExpert insightever-changing customs regulations,and new e-invoicing requireme

260、nts set for 2025.Fortunately,tax automation software can help them shoulder the weight of tax compliance and focus on their top priority growth.These solutions have never been clearer or easier to access.Retailers making shipments can now draw on automated,consistent,constantly updated databases to

261、calculate the right duties and taxes due and then apply them transparently to customers at the point of sale.Cross-border e-commerce continues to become easier,with more direct provisions in trade agreements for cross-border e-commerce,rising de minimis thresholds and expanding free trade areas bein

262、g the general trend.The right technology,when implemented correctly and strategically,can help retailers simplify tax compliance and overcome industry roadblocks on the path to success.Avalara helps businesses of all sizes simplify tax compliance via its automated,cloud-based solutions.Our global te

263、am of tax experts help implement solutions that automate and simplify the complicated and tedious tasks that pull you away from the exciting parts of your business.Each year,we process billions of indirect tax transactions,file thousands of tax returns,and manage millions of exemption certificates.A

264、valara can help you adapt to new rules and requirements as you grow,so you can hit the ground running in new markets without getting slowed down by tax compliance GERMANY 360 2024|PARTNER PERSPECTIVE40|RetailX|June 2024RXADE24RP 2024 Discover Navan,the all-in-one T&E solution loved by Finance teams

265、and employees alike.Travel andexpensemanagementmade easy.Learn more.41|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|PARTNER PERSPECTIVEaccurate reporting on the environmental impact of a companys travel programme has become a top priority for finance leaders.With tech-first travel solutions,comp

266、anies can track,measure,and report on their carbon footprint using standardised reporting systems and encourage travellers to book more eco-consciously.This helps organisations make significant progress with their sustainability initiatives.Investing in technology-driven travel and expense solutions

267、 not only modernises processes but also supports companies in achieving financial prudence,operational efficiency,and environmental responsibility.The business travel industry is evolving The recent upturn in business bookings post-Covid has coincided with a more financially cautious environment.Thi

268、s has necessitated a new approach to travel,emphasising trips with clear business objectives and raising awareness among employees to spend company money wisely.The goal:finding the balance between high-value tasks involving business travel and monitoring costs.Focus on all user personas Modern busi

269、ness software should offer a consumer-grade experience for both end users and finance teams.While oversight in the travel sector used to come at the users expense,innovative features such as Solving the 2024 travel and expense challenges through technologyExpert insightdynamic policies that adapt to

270、 the fair market price and allow auto-approvals now strike a balance between admin control and flexibility for travellers.Combined with an intuitive UI and comprehensive inventory,companies can create experiences that employees genuinely enjoy.At the same time,finance users maintain control and visi

271、bility,ensuring compliance and a seamless month-end close process.Ultimately,investing in a solution that balances the needs of all users drives adoption,policy compliance,and cost savings.Automation is key The foundation of this approach is process automation,which has transformed how finance teams

272、 manage T&E.Where travellers once stapled receipts to printed Excel sheets after a trip,they can now use smart corporate cards that check policy in real time and transfer all expense data to one system.This means travellers no longer have to submit time-consuming expense reports,and finance teams au

273、tomatically receive all receipts and information in one place.Leveraging technology to automate manual processes is especially important for scaling companies as they grow and enter new markets.Modern travel platforms should enable admins to create and adjust policies in real time with minimal effor

274、t,directly within the tool.Future-proofing for sustainability initiativesIn the context of recent EU regulations,such as the Corporate Sustainability Reporting Directive,providing Navan is the all-in-one solution that makes travel and expense easy so you can focus on being there,not getting there.Sa

275、y goodbye to time-consuming travel booking and manual expense reporting.From EAs and finance teams to travel managers and employees,Navan empowers people to concentrate on the things that matter most to them all while providing companies with real-time visibility,savings,and control.Learn more at In

276、vesting in a user-focused travel solution drives adoption,policy compliance,and cost savings,says Julia Jansen,VP Global Finance Operations at Navan.42|RetailX|June 2024RXADE24RP 2024 Request your demo hereAchieve 10X More SEO Productivity with the worlds most powerful SEO database,purpose-built for

277、 Enterprise.Understand the effects of an algorithm update up to 10 x faster using AI workflows and data analysis.Deliver impactful and digestible reports to the C-suite and other executive stakeholders in minutes,not days.Save time by eliminating cross-platform threads and giving SEO projects a digi

278、tal home.Accelerate the impact of your SEO team with exclusive access to a team of consultants and freelancers,well versed in enterprise SEO.43|RetailX|June 2024RXADE24RP 2024 Julie Farley,Head of Marketing EMEA at Semrush on leveraging advanced marketing solutions to analyze competitors,integrate a

279、dvanced SEO strategies,to create demand and ultimately increase sales.Future Predictions and Strategic Recommendations Looking ahead,the German retail market is set for gradual recovery.To thrive,retailers should prioritize mobile-friendly experiences with apps and responsive websites,utilize data a

280、nalytics for personalized marketing,and embrace sustainability with eco-friendly practices and transparent reporting.Efficient fulfillment options,such as click-and-collect and weekend deliveries,are crucial for meeting customer expectations.Investing in long-term SEO strategies will help manage ris

281、ing CPCs and maintain a competitive edge in this dynamic environment.ConclusionIn conclusion,the German retail market is at a critical juncture.Adapting to changing consumer preferences and embracing digital transformation are essential.Focusing on sustainability,personalization,advanced SEO,and dem

282、and generation will enable retailers to capitalize on opportunities in this evolving landscape.Semrush is committed to providing the insights and tools necessary to support retailers in navigating these changes successfully.As the German retail landscape evolves,staying competitive requires understa

283、nding the driving forces and seizing opportunities.With over 80%of German consumers shopping online due to convenience and product variety,the ecommerce market is mature yet constantly shifting.Shopping journeys increasingly involve the“dark funnel”untracked touchpoints where buyers engage outside t

284、raditional sales funnels.Mobile shopping is growing,with platforms like TikTok driving impulse buys;27%of its shoppers return within five months.Economic pressures like inflation led to a nearly 12%drop in online sales in 2023,with a modest 2%growth expected in 2024.Retailers must leverage data-driv

285、en insights to navigate these challenges and meet evolving consumer demands.Balancing competitive pricing with value-added services is essential as German consumers seek personalized and sustainable experiences.For Fueling retail growth in 2024 with advanced data-driven marketingExpert insightexampl

286、e,70%prioritize environmentally friendly packaging,and 62%seek carbon-neutral delivery options.This trend offers an opportunity for differentiation.Companies like Zalando and Otto are leading with commitments to net-zero emissions and transparent supply chains,showing that effective communication of

287、 sustainability efforts can provide a competitive edge.The Role of Marketplaces Marketplaces,particularly Amazon.de,which captures 76.84%of ecommerce traffic,dominate due to convenience and vast product offerings.While they offer broad reach,retailers must balance marketplace presence with direct-to

288、-consumer strategies to build brand loyalty.Key areas include detailed product pages,longtail keywords,customer reviews,and a simple checkout process to enhance the customer experience and brand familiarity.Demand Generation in Retail Generating consistent demand is crucial for growth.Effective dema

289、nd generation strategies involve creating awareness through valuable content,boosting visibility with SEO,and running paid campaigns that use emotional triggers to drive purchases.Analyzing search,competitor,and consumer behavior trends enables retailers to make data-informed decisions that optimize

290、 spending and improve conversion rates.Integrating Advanced SEO Strategies Advanced SEO strategies are vital for maintaining a competitive edge.Semrushs Enterprise SEO solutions offer AI-powered automation to streamline tasks,personalized reporting for data-driven decision-making,and AI-driven conte

291、nt optimization for real-time insights.These tools help retailers quickly adapt to algorithm changes,enhance search visibility,and support multilingual content creation,driving long-term success.Semrush,a leading online visibility management platform,recently launched its Enterprise SEO solution,a p

292、roduct unlike any other in the digital marketing space.The Platform is designed for demanding clients needing top-tier tools,including AI workflows,to expedite SEO tasks and outshine GERMANY 360 2024|PARTNER PERSPECTIVE44|RetailX|June 2024RXADE24RP 2024 Use Your Customer Datato Create Moments That M

293、atterVISIT WWW.TEALIUM.COM FOR A DEMO45|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|PARTNER PERSPECTIVEUsing the scenario of a cart being abandoned online,as long as the shopper has been identified,and given consent for their data to be used,the retailer can send a discount code as a push notif

294、ication to their phone when they next enter a bricks-and-mortar store.Information from that interaction,whether its the completion of a purchase,use of a loyalty card or being served by a member of staff with an appropriate client-serving app,will then help inform future interactions across all touc

295、hpoints.It is this level of seamless service and engagement that customers expect.It can only be achieved by having a 360 view of the customer in all channels and being able to action knowledge learned in real-time.In the evolving landscape of German ecommerce,an emphasis on customer-centricity is m

296、ore critical than ever.As this report shows,marketplaces capture 83%of the web traffic to leading retailers,leaving the rest of the RetailX Germany Top100 competing for the smaller portion of shoppers attention.On top of this,those customers are not even necessarily buying as much since their spendi

297、ng power has still not recovered fully from 2023s recession.Germanys ecommerce association bevh predicts modest growth of 2%for online retailing in 2024 overall,suggesting that retailers must not only optimise processes and prioritise customer needs but must also continue to innovate if they are to

298、maintain competitiveness.The strategic use of real-time customer data is one pivotal element in achieving this goal,since it enables Leveraging real-time data to deliver in moments that matterExpert insightbusinesses to deliver personalised experiences to customers in those vital moments that matter

299、 the most.Transparency drives real-time response Shoppers in Germany are not averse to giving information about themselves since retailers are required to share full terms,conditions and details of how that data will be managed and used.With such openness and transparency from both sides,every click

300、,product viewed,search and instore purchase made,call with customer services or view of the retailers mobile app can help a business to understand each customers behaviour and get a clearer picture of that customer as it happens.This kind of data given freely can be leveraged in real-time,informing

301、the retailers future actions.This rapid feedback loop,which can take place in the milliseconds between one click and the next,allows retailers to create highly tailored experiences.Adjustments can be made on the fly to make every engagement relevant in whichever way is best for the customer and the

302、purchasing journey they are on at that time.Conversion rates increase and a stronger connection can be built with each customer.Across all channels and touchpoints Data,like customers,doesnt remain in channel silos.Physical stores are a large part of the German retail market and while it is not as e

303、asy to track shopper behaviour instore as it is online,stores still offer opportunities to gain greater insight into customers and to utilise data collected in other channels.Tealium provides the industry-standard platform for businesses aiming to unleash innovation with a real-time,universal data f

304、oundation.More than 850 companies trust Tealium to orchestrate their customer data.These include Dominos,Gap,IBM,Molekule,Epson America,Cambia Health,Orange,TUI,Rakuten,Sportsbet and Network Frank Trefzer,Managing Director,DACH,Tealium,on the importance of responding to customer needs in the moment

305、by employing all available data46|RetailX|June 2024RXADE24RP 2024 FiguresPopulation structure by age 5Population growth 5GDP per capita 5Percentage of internet users 6Percentage of online shoppers 6Ecommerce revenue growth 6Revenue by channel 2019-23 7Device usage by revenue 2019-23 7Share of market

306、 by sector 2019-23 8Average consumer spend online 2019-23 8Annual revenue for ecommerce by sector 2019-23 9Annual change in revenue by sector 2019-23 9Consumer thoughts on sustainability 10Frequency of sustainability actions 10Sustainability purchases in the past year 11Second-hand purchases in the

307、past year 11Merchandising techniques used by the Germany Top100 12Germany Top100 retailers incorporating product reviews 12Germany Top100 retailers using a best seller ribbon 13Products bought online in the last year 15Top reasons for buying online 15Frequency of device use for online shopping 16Mon

308、thly online shopping expense 16Channels for product discovery 17Influence of various sources 17Importance of different benefits when shopping online 18Drivers of customer loyalty 18Importance of various retailer options 19Importance of next-day delivery 19Likelihood of online purchasing behaviour ov

309、er the next year 20Customer expectations in the future 20Usage of subscriptions services 21Reasons for subscribing to various services 21Frequency of types of shopping in the past year 22Omnichannel services offered by the Germany Top100 22RetailX Germany Top100 23Category analysis of the Germany To

310、p100 24Germany Top100 retailers offering free delivery 25Delivery options offered by the Germany Top100 25Payment options offered by the Germany Top100 27Online payment methods used in the past year 27GERMANY 360 2024|FIGURES47|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|RESEARCH PARAMETERSFoot

311、print Inclusion in RetailX Ranking Reports is based on the size,or Footprint,of retailers:their impact in terms of search volume,visits,stores,social reach and turnover.This report includes the largest 100 retailers in Germany.Assessment is based on their retail operations within Germany.We take int

312、o account retail revenues,both online and offline,the number of stores,the volume of web traffic,and the popularity and use of apps to give each retailer a Footprint value.Value chainsOur rankings are based on performance the services that retailers offer the consumer and how that performance is rew

313、arded via revenues,profile and profit.Four value chains drive this performance:The Customer Value Chain:optimising the value of customers,measured by profit per customer.The Product Value Chain:optimising the value derived from products sold,measured by net margin.The Operations Value Chain:the abil

314、ity to function at scale,repeatedly and profitably,measured by profit per order.The Capital Value Chain:the ability to source,harness and grow human,financial and intellectual capital,measured by return on capital employed(ROCE).Performance is optimised when we extract the maximum profit per custome

315、r from the greatest customer base,selling products for the highest margin,at the lowest cost to serve.MethodologyThe retailers named Leading in each Value Chain demonstrate best practice.KPIsEach Value Chain is assessed across nine KPIs,with RetailX metrics assigned as indicators against each of 36

316、combinations of Value Chain and KPI.For the purposes of our report we focus on the following KPIs in assessing the operations in each Value Chain:Access:how to access the market,customers,products and capital.Volume:how to get more of everything.More customers,traffic,product,capital and capacity.Ma

317、rgin:how to increase the margin on interactions.Conserve:how to eliminate margin-destroying waste.Share:increasing share of attention,customers,products and wallets.Choice:how to make the best use of scarce resources when buying,marketing,and running operations.We also look at how organisations can

318、flex,adapt and improve the business operating model:(optimising process flows and capabilities),change and innovation practice and capital access,performance and creation.Research parametersThe several hundred performance metrics we track are assigned,along with a relative weight,to one or more valu

319、e chain KPI combinations,where they serve as ranking signals of retailers performance.Occasionally,metrics are negative against one KPI and positive against another in the same value chain:Corporate:revenue,profitability,EBITDA,share price,market capitalisation,number of employees,ownership of the c

320、ompany.Customer service:speed and helpfulness of responsiveness to simple questions;access channels.Checkout friction:speed and simplicity of sign-in/sign-up and payment,number of interactions from add to basket to completed sale.Finding the store:number and spread of stores,stock visibility on webs

321、ite,ratings and reviews.Finding the website:number of visitors,duration of time on-site and bounce rate,search visibility,Google Lighthouse assessments,ratings and reviews.Fulfilment:flexibility,reliability,and speed of delivery and collection.Localisation:language,currency,customer service,seasonal

322、ity/sales cycles.Mobile app:availability,popularity and usage,usability and functions.Returns:clarity and visibility of policy and its length and terms,convenience and cost to the customer.Social media:presence,availability,the nature of interaction.Sustainability:independent standards signed up to,

323、commitments and verified compliance,transparency of product supply chains(social and environmental impact),and support for mending/repair/recycling of products sold.Website usability:intuitiveness of navigation and product selection,Google Lighthouse assessments.RankingThe final ranking of the list

324、combines both Footprint with the Value Chain results of all retailers in the list to produce a ranking where retailers are listed alphabetically within performance clusters.48|RetailX|June 2024RXADE24RP 2024 What constitutes a retailer?DefinitionDestination The retailer has created a destination tha

325、t,in the minds of customers,is a source of product,service or experience.Whether this destination is a shop,a site,a place,a time or an event,its the sense of locus that counts.Fascia-focused The assessment focuses on individual trading names,rather than a parent company that may operate more than o

326、ne brand.Since the group structure is invisible to customers,it does not have a bearing on the position of brands owned by a group.The challenge is to turn group capabilities into trading advantages that the customer would notice across brands.Purpose The retailer has created goods and/or services f

327、or the specific purpose of selling,for consumption by the purchasing consumer.Merchandising The retailer actively sells and is not just a portal for taking customers money.This means the selection,promotion and tailoring of retail offers for customers.Acquisition The retailer actively markets,recrui

328、ts and attracts customers with a promise or proposition to the destination.Sale The retailer takes the customers money.The retailer owns the transaction as the merchant of record.Recourse The retailer is responsible for the service,fulfilment and customer satisfaction owing from the sale.Exceptions

329、In every good list theres an exception,where we may include a certain business due to its influence upon retailers and retailers customers.Some of these companies will be included within the Top100 and others are tracked for information on their impact on retailers.The multichannel landscape is more

330、 complex than merely having a website or operating a store.In choosing which companies to include in the RetailX Top100,we have considered companies intent,capabilities and activities around the recruitment and monetisation of customers.The definition of a retailer for inclusion in our research is:C

331、onsumerX researchEvery year ConsumerX surveys tens of thousands of people with internet access in key ecommerce markets around the world to compile the Global Consumer Observatory and other surveys.Survey responses are expertly aggregated and combined with respondent demographics such as country of

332、residence and age,while spurious answers are filtered out and those of respondents who dont shop online at least once a year are discarded for questions about ecommerce.The number of respondents,the language or number of languages the question was asked in,the country or number of countries surveyed

333、,and the exact question asked are included in each charts caption.To explore ConsumerX research further,including charts and research that are not included in this report,visit ConsumerX.netGERMANY 360 2024|RESEARCH PARAMETERS49|RetailX|June 2024RXADE24RP 2024 GERMANY 360 2024|KNOWLEDGE PARTNERSTHANK YOUOur thanks go to our title sponsors for helping us to bring our insights and findings in this r