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Robot vacuum report apr 19 Spain

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Robot Vacuum pricing report

Robot vacuum report apr 19 Spain

  1. 1. Online Price Report Robot Vacuum Apr ‘19 Stramina Price Intelligence | stramina.com Picture by Kārlis Dambrāns
  2. 2. Introduction The study was created from the compilation of data on prices and availability of Vacuum Robots in the Spanish market from 1 March to 23 April 2019. All models from all manufacturers in all the shops that were audited are included. The prices are the mid-monthly prices calculated from the published prices (including VAT) for the ecommerce audited and for all the products available. 6 eCommerces 77 Brands 15.800 Prices 330 Models
  3. 3. SKUs, Prices & Brands3 The market for vacuum robots is very fragmented, when searching for brands, we found up to 77 different brands, and for this reason we made a selection of the brands with the greatest representation and which have a more robust image and brand in our country, grouping the brands which are either unknown or have a very low presence under the title of “others”. We found that iRobot was among the more established brands in this market, holding the leading position both for its range and for the number of offers, with an average price of around 450€. The second most representative brand is Cecotec, with an average price of 219€ and 27 different models. 0 150 300 450 600 750 0 10 20 30 40 50 60 70 AEG Cecotec Ecovacs Hoover iLife iRobot LG Neato Philips Rowenta Samsung Vileda Xiaomi Other SKUs ASP Circle Surface means number of offers 130
  4. 4. eCommerces, Models & Prices4 The widest range was found on Amazon which displays over 250 different models. This is followed by Carrefour Market, which is some way behind, and where you can find up to 118 different models. As for prices, Amazon, Carrefour, Carrefour Market and Mediamarkt are in the middle between 306 (Mediamarkt) and 327 (Carrefour). Both El Corte Inglés and Worten have a more limited range, but with higher average prices of 561 (ECI) and 398 (Worten). SKUs ASP 0 150 300 450 600 0 25 50 75 100 125 150 175 200 225 250 275 300 Amazon Carrefour El Corte Ingles MediaMarkt Worten CRF Market Circle Surface means number of offers
  5. 5. Distribution by Price Point5 The most numerous offers are found in the price range of 150-299 with 150 models in this price range. A distance behind, the second group has prices between 300 and 449€. Lastly, the prices for the entry-level range, the mid- high range and the high range display a similar number of offers. 0 40 80 120 160 <150 150-299 300-449 450-600 >600 29 37 94 150 41 12% 43% 27% 11% 8%Share 70% of the offers are between 150€ and 449€
  6. 6. Price Positioning by Brand6 Entry Level range is dominated by the “Others” category where a large part of the models from the lesser-known brands are concentrated. The positioning of Vileda is noteworthy, as it represents 20% of this price segment. The positioning of iRobot means it controls the market within the medium and high range, which is a similar positioning to that of Ecovacs although with less of a presence. For its part, Cecotec is positioned as the alternative to iRobot and Ecovacs, but covering the lower part of the market. 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 % <150 150-299 300-449 450-599 >600 11 %8 %6 % 22 % 57 % 1 %4 % 2 % 20 % 7 % 8 %2 % 2 % 1 % 3 % 8 % 1 % 3 % 12 % 5 % 16 % 16 % 5 % 7 % 21 % 8 % 2 % 37 % 33 % 32 %15 % 1 % 1 % 7 % 2 % 2 % 2 % 4 % 11 % 11 % 16 % 9 % 1 % 6 % 27 % 14 % 7 % 1 %3 % AEG Cecotec Ecovacs Hoover iLife iRobot LG Neato Philips Rowenta Samsung Vileda Xiaomi Other
  7. 7. Assortment by Brand & Ecommerce7 The range on Amazon is the largest (251 refs.) due in part to its offer being complemented by the groups of brands under “Others” and accumulating 38% of the offer. The Carrefour range is based on more well-known brands. El Corte Inglés is the ecommerce with the most limited range and with a clear lean towards the market leaders, although it makes space for Rowenta. Mediamarkt has a very balanced range of brands and gives the largest display to iLife (25% of the display share). In the same way as ECI, Worten strongly favours the iRobot (44% of the display share) and iLife (21%) Lastly, Carrefour Market has the second largest and varied range, favouring iRobot (24%), iLife (23%) and Others (19%). 251 71 18 46 25SKUs 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 % Amazon Carrefour El Corte Ingles Mediamarkt Worten CRF Market 19 %6 %9 %7 %6 %38 % 2 % 3 % 1 % 2 % 3 % 3 % 5 % 5 % 3 % 8 % 8 % 15 % 4 % 4 % 4 % 5 % 9 % 7 % 6 % 3 % 7 % 5 % 5 % 6 % 12 % 6 % 3 % 24 % 44 % 22 % 51 % 23 % 8 % 3 % 6 % 7 % 4 % 3 % 3 % 8 %11 % 3 %27 % 14 % 10 % 23 % 21 % 25 % 19 % 6 % 1 % 4 % 2 % AEG Cecotec Ecovacs Hoover iLife iRobot LG Neato Philips Rowenta Samsung Vileda Xiaomi Other 118
  8. 8. ecommerce Assortment by Price8 In general, all ecommerce has opted for a price range between 150 and 449€ where they concentrate the majority of their offers. Of note, in this sense, is MediaMarkt who concentrates up to 82% of its offer. Ecommerce with smaller ranges abandon the entry ranges (ECI and Worten), in the case of El Corte Ingles, it is notable for also being an ecommerce that has a linear rate, with some 31% of high range products. Amazon takes advantage of having the widest range to give visibility to the entry range (17%) 251 71 18 46 25SKUs 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 % Amazon Carrefour El Corte Ingles MediaMarkt Worten CRF Market 10 %12 %4 %31 %10 %7 % 3 % 10 % 4 % 6 % 5 % 7 % 31 % 27 % 20 % 23 % 24 %19 % 48 % 51 % 62 % 40 % 50 % 50 % 8 % 10 %11 % 17 % <150 150-299 300-449 450-599 >600 118
  9. 9. Price Differences. eCommerces9 The most competitive prices can be found on Amazon and Carrefour, closely followed by Worten. There are large price differences among some models (differences greater than 30%), particularly on Amazon and Carrefour, and to a lesser degree at El Corte Inglés and Worten. Carrefour Market presents itself as the least aggressive channel. Amazon Carrefour El Corte Ingles MediaMarkt Worten CRF Market 0 0,25 0,5 0,75 1 16 % 5 % 4 % 1 % 2 % 1 % 17 % 12 % 2 % 9 % 5 % 3 % 12 % 7 % 4 % 16 % 6 % 3 % 15 % 10 % 13 % 6 % 7 % 3 % 9 % 14 % 15 % 12 % 11 % 19 % 15 % 21 % 22 % 9 % 18 % 22 % 10 % 16 % 15 % 21 % 18 % 18 % 3 % 11 % 16 % 17 % 18 % 19 % 3 % 4 % 9 % 9 % 15 % 12 % < (30%) (21%) - (30%) (11%) - (20%) (1%) - (10%) 0% 1% - 10% 11% - 20% 21% -30% >30%
  10. 10. Price Differences. Brands10 In the price differences according to manufacturers, Cecotec and Xiaomi are notable due to being the ones with the least spread in their pricing. On the opposing side, we find Philips and Rowenta with very large price differences between ecommerce, and we could save around 30% or more on approximately 30% of their offers. AEG Cecotec Ecovacs Hoover iLife iRobot LG Neato Philips Rowenta Vileda Xiaomi Other 0 0,25 0,5 0,75 1 5 % 1 % 13 % 16 % 19 % 5 % 6 % 26 % 10 % 2 % 3 % 9 % 12 % 6 % 13 % 29 % 4 % 11 % 2 % 3 % 10 % 3 % 13 % 9 % 3 % 9 % 3 % 8 % 2 % 10 % 11 % 7 % 5 % 10 % 11 % 10 % 45 % 15 % 3 % 13 % 11 % 8 % 18 % 13 % 8 % 13 % 7 % 22 % 12 % 10 % 17 % 3 % 1 % 5 % 33 % 10 % 20 % 48 % 20 % 6 % 6 % 13 % 21 % 19 % 29 % 13 % 17 % 21 % 12 % 9 % 4 % 9 % 18 % 5 % 8 % 3 % 22 % 23 % 7 % 20 % 13 % 22 % 9 % 21 % 18 % 30 % 29 % 4 % 17 % 2 % 4 % 13 % 4 % 18 % 7 % 1 % 23 % 30 % 19 % 5 % 9 % 26 % 12 % 1 % 4 % < (30%) (21%) - (30%) (11%) - (20%) (1%) - (10%) 0% 1% - 10% 11% - 20% 21% -30% >30%
  11. 11. Because we understand that the information needed by a manufacturer is different to that needed by an eCommerce, we present the first application of Price Benchmark, designed by and for brands. 
 We wanted to go a step further with the compiling of daily prices of the eCommerces, by including information about technical specifications and tracking of Recommended Retail Prices with their corresponding filters to make the tracking of your business strategy or the launching and positioning of products to be as simple as possible. Price Intelligence
  12. 12. Financial
 highLight Price Intelligence Specs email alerts with price variations Reports of decreases and increases in price Analysis of current and historic prices and pricing trends Product analysis of technical specifications Daily Reports 7/7 Analysis of Brand positioning by eCommerce
  13. 13. Financial
 highLight13 The prices of your market? We know how complex it can become managing channels of distribution where the price is an important variable. That’s why we propose Price Intelligence to you, whatever the product, we can compile its prices and process the information so you can see and analyse the prices and selections of your products and of your competition. Do you want to see it in action?
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