Radoslav Škapa
Retail in Czech Republic(overview)
Retail market of consumer goods
Dynamical development in the past 10 yearsSupplier’s dominance transformed into customer’s dominanceMultinational supply companies established new, more
efficient and modern distribution channels The market proportion of hypermarkets, supermarkets and
discount stores is fully comparable to the Western
European countries, following actual tendencies
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%19
93
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
družstva
státní
místní
mezinárodní
Sh
are
on
tu
rnover
TO
P50
Coop
StateLocalInternatioal
Pramen: INCOMA Research
The share of turnover per proprietor type
THE MAIN SHOPPING PLACE FOR FOOD (development 1997-2007)
0
10
20
30
40
50
60
70
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
% č
esk
ých n
akupující
ch
malé prodejny
supermarket
diskont
hypermarket
Small shops
THE MAIN SHOPPING PLACE FOR FOOD (development 1997-2007)
Cumulative number of hypermarkets
Tendencies in Czech retail 2008
• Large-area shops (hypermarkets, discounts and supermarkets) as a whole have been permanently strengthening their market share but have been losing customers in sensitive goods categories.
• Remain the main point for shopping of durable food products as packed food products, beverages (Consumers preferences are usually from 75% to 83%
• Loosing in fresh food products (bread, pastry etc.) or specialized assortment of drugstore and cosmetics products (which are interesting from point of view of the margin!!!)
0
20
40
60
80
100
do 999 obyvatel 1000-4999obyv.
5000-19999obyv.
20000-99999obyv.
od 100000obyv.
velikost obce
% n
akupující
ch
jinde
menší prodejny
diskont
supermarket
hypermarket
Market share and the size of municipality
Floor space of hypermarkets in squere meters per 1000 inhabitants
The differences in per capita purchasing power
in the Czech regions
Source: Purchasing power in the Czech districts and municipalities 2005 (GfK + INCOMA)
Cities with the highest shopping center space per 1,000 inhabitants
Western Europe * Eastern Europe
Leonding (Austria)1,558 m2
Ljubljana (Slovenia) 1,667 m2
Sankt Pölten (Austria)1,444 m2
Karlovy Vary (Czech Republic ) 1,343 m2
Wiener Neustadt (Austria)1,406 m2
Hradec Kralove (Czech Republic) 1,040 m2
Stockholm (Sweden)1,165 m2
Plzen (Czech Republic) 922 m2
Geneva (Switzerland) 891 m2
Olomouc (Czech Republic) 899 m2
* (Germany and France are not included in the statistics. Germany is available separately as “GfK GeoMarketing Retail Location Guide Germany“. The guide for France is currently under way. All retail location studies are updated annually.)
Czech Rep. Germany
Purchasing parity level
66% 100%
Floor space in square meters per inhabitnat
75% 100%
7 812
1518
24
34
4144
4750 52 53
63
0
10
20
30
40
50
60
7019
93
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
rok
podíl T
OP10 ř
etě
zců v
rych
loobrá
tkovém
zboží
[%
]Retail TOP10: process of concentration
Pramen: INCOMA Research
205
14
311
127
345
216
378
261
0
50
100
150
200
250
300
350
400
obra
t v
milia
rdách
Kč
1993 2000 2006 2010rok
retail
TOP10
Retail TOP10: process of concentration (turnover on Czech market)
7%
70%
Pramen: INCOMA Research
TOP10 SKUPIN PODLE MALOOBCHODNÍCH TRŽEB(na základě předběžných výsledků r.2006)
Skupina Schwarz se stala největším českým maloobchodníkem
Celkové tržby TOP10 přesáhly 250 mld. Kč
Meziroční nárůst tržeb činí přes 30 mld. Kč
Tržby jsou uvedeny včetně DPH* = odhad INCOMA ResearchPramen: INCOMA Research + Moderní obchod
Pořadí Skupina / Firma2005 2006 změna
1. Schwarz ČR 38,0 * 43,5 * 5,5KauflandLidl ČR
2. - 3. Ahold Czech Republic 36,5 * 38,5 * 2,0HypernovaAlbert
2. - 3. Tesco Stores ČR 22,5 * 38,5 * 16,0Tesco hypermarket (vč. ex-Carrefour)Tesco obchodní důmTesco supermarket (vč. ex-Edeka)
4. Makro Cash&Carry ČR 37,5 38,3 0,85. REWE ČR 23,2 * 25,8 * 2,6
BillaPenny Market
6. Globus ČR 19,0 20,5 1,57. Tengelmann ČR 19,2 * 19,5 * 0,3
Plus - DiscountOBI - systémová centrála
8. GECO TABAK 12,5 14,9 2,49. SPAR ČR 11,0 * 12,0 * 1,0
Spar Česká obchodní společnost
Spar Šumava
10. Delvita 9,0 * 8,8 * -0,21.-10. TOTAL 228,4 * 261,3 * 32,9
tržby (mld. Kč)
The main shopping place for food- 2006
nejpreferovanější řetězec (hlavní nákupní místo) Kaufland
nejznámější řetězec bez nápovědy Tesco
nejznámější řetězec s nápovědou Lidl
Nejnavštěvovanější řetězec Kaufland
Nejvyšší znalost letáků Tesco
nejlépe hodnocené ceny Kaufland
nejlépe hodnocená šíře sortimentu Globus
nejlépe hodnocené prostředí a atmosféra prodejny Globus
nejlépe hodnocená čerstvost a kvalita zboží Globus
nejlépe hodnocená dostupnost a kvalita personálu Tip, Konzum
CELKOVĚ NEJLÉPE HODNOCENÝ ŘETĚZEC Globus
HODNOCENÍ OBCHODNÍCH ŘETĚZCŮ ZÁKAZNÍKY
Pramen: Shopping Monitor 2006 (INCOMA Research + GfK Praha)
SHOPPING AS A WAY OF SPENDING TIME
Source: SHOPPING MALL 2004 (INCOMA + GfK)
HOW MUCH TIME DO YOU USUALLY SPEND WHEN YOU LAST IN YOUR SHOPPING CENTER?
2% 5% 19%
52%
22%
5 hours and more
3-4 hours
2-3 hours
1-2 hours
less than one hour
man woman man woman
Selling time restriction
Shops open during red-letter day?
Non-stop Open untill 22:00?
GfK Praha, 2004
85 8066 61 63 69
60 57 49 53 5739 40 37 32 24 22 29
17
12 1526 30 27 21
29 3036 32 24
27 2520
1923 23 14
14
01020304050
60708090
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pos
sib
ility
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cash
less
pay
men
t
loya
lty
sch
emes
in %
rather important
very important
1,191,27 1,44 1,50 1,48
1,681,59 1,691,71
2,542,10 2,16
2,712,652,77
3,232,99
1,42 1,54
WHAT IS IMPORTANT FOR YOU WHEN BUYING FOOD?
A new contradictious tendency?
Alternative trade channels • In accordance with PriceWaterhouse
Coopers, more than 50% of food will be traded outside classical retail. (That is, in independent convenience stores, stalls, in marketplace or multiplex.)
• Time-saving
• People-centered not technology-centered
Two-way shopping
Why ATC?
• Aging population
• Single parent families, singles, one child f.
• No time for shopping
ATC in Czech rep.
• Turnover 5-10 mdl. CZK per year
• Rate of grow: 10 – 20%
A new contradictious tendency?
THE PER CAPITA PURCHASING PARITY LEVEL
IN CENTRAL EUROPE RELATED TO EU 15
Shoppers typology
Unpretentious stoic
14%
Saver17% Influenceable
14%
Ambitious19%
Mobile pragmatic
14%
Loyal housewife
11%
Cautious conservatie
11%
Unpretentious stoic
Loyal housewife
Mobile pragmatic
Cautious Conservatie
Saver
Ambitious Influenceable
60
80
100
120
140
50 60 70 80 90 100 110 120 130
Prefer smaller stores
Prefer hypermarkets
Buy necessary thing only
Buy avoidable things as well
Shopping behaviour
Trademarks of retail chainseconomical (best price)
Clever (Billa)Euro Shopper (Albert, Hypernova)
Mince (J. Meinl)Tesco výhodný nákup (Tesco)
1 (Carrefour)365 (Delvita)
standard quality for better priceAlbert (Albert)
Carrefour (Carrefour)Delvita (Delvita)
Hypernova (Hypernova)Spar (Interspar)Tesco (Tesco)
special (selected range of products)Best farm (Kaufland)
Selský dvůr (Hypernova)Chef Menü (Billa)
Extra kvalita (Delvita)Quality first (Billa)
Julius Meinl (J. Meinl)