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8/9/2019 European Home Presentation
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European Home Report
2014
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Sir Ian Cheshire
Group Chief Executive, Kingfisher
!roni"ue #aur$
Chief Executive, Castorama %rance
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&'out Kingfisher ( Europe)s *ea+ing home improvement retai*er an+ r+ *argest in
the -or*+
( .ver 1,10 stores in 10 countries
( Sa*es of /11'n
( ain retai* 'ran+s are 3, Castorama, Scre-fix an+ Koctas
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Kingfisher European Home Report 2014Background
( Comprehensive surve$ of over 1,000 peop*e in nineEuropean countries, *oo5ing at home improvement tren+s
( & uni"ue snapshot of the -a$ Europeans vie- their homes( .ur aim as a 'usiness6 to he*p peop*e have 'etter homes
an+ therefore 'etter *ives
( 7e+icate+ to un+erstan+ing ho- the$ vie- their homes an+ho- the$ -ant to improve them
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The Adaptable Home
Expan+ing or a+apting
home space for changing
fami*$, socia* an+ -or58*ifenee+s
Spending on the home,
back on the agenda
Spen+ing tren+s an+priorities
%our Ke$ 9hemes
The fear factor: rising
energy bills
Rising energ$ costs are
the 'iggest concern
DIY confidence
:hich countries are the
most capa'*e;
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9he a+apta'*e home
=
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hanging lifestyles and demographic shifts mean that
homes need to be increasingly fle!ible spaces
Increasing space is one of the top home improvements that
Europeans p*an to ma5e over the next five $ears
9he a+apta'*e home
Ena'*e ore %ami*$ em'ers to #ive8In
Ena'*e :or5ing from Home
a5e Space for Entertainment
Create ore Space
Improve Energ$ Efficienc$
0> 10> 1 20> 2 0>
"riorities
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Homes are needed for #ork, rest and play
( > of Europeans -ant to a+apt their homes to accommo+atechanging fami*$ nee+s, to accommo+ate 'a'ies, teens, an+ e*+er*$
re*atives?( 9o+a$, near*$ ha*f @4>A of peop*e have, or -ou*+ *i5e, a home office
( 24> have a*rea+$ up+ate+ their home for entertainment purposes
( 1> p*an to a+apt their home for entertainment purposes
9he a+apta'*e home
Home office Home cinema
0>
10>
20>
,0>
40> :ou*+ *i5e
&*rea+$ have
$ork%"lay &eatures
B
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$e're becoming more aspirational
( ost +esire+ features6
( 2B> -ou*+ *i5e a s-imming poo*
( 2=> -ou*+ *i5e a firep*ace( 2> -ou*+ *i5e a conservator$
( 22> -ou*+ *i5e a hot tu'
9he a+apta'*e home
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10
Spen+ing on the home,
'ac5 on the agen+a
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The economic do#nturn affected home impro(ement
> of peop*e re+uce+ spen+ on home improvement as a
resu*t of the fragi*e econom$
)conomic Impact:
Spen+ing on the home, 'ac5 on the agen+a
4>
1>
4>
4>
I'(e done much less
I'(e done slightly less
I'(e done slightly more
I'(e done much more
11
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But home spending is becoming a priority again
( .n average, peop*e are no- p*anning three home proDects for the$ear ahea+
( 9he Russians are p*anning the most @avg? 4 proDectsA( 9he %rench are p*anning the fe-est proDects @avg? 2 proDectsA
A(erage number of pro*ects planned in the ne!t + months
Spen+ing on the home, 'ac5 on the agen+a
France UK European Average Russia0
1
2
3
4
5
12
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Home impro(ement seen as (alue creator once again
Desire to increase (alue in our homes has -uadrupled
( =B> of Europeans are ma5ing home improvement changes to
increase the va*ue of their home( In 2012, this -as Dust 1>
Increasing the (alue of the home as a moti(ation for doing home impro(ement
Spen+ing on the home, 'ac5 on the agen+a
2012 2014
0%
20%
40%
60%
80%
1
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$e're staying longer in our homes
( peop*e inten+ to sta$ in their current home for 10 $ears ormore
( In 2012 this -as ( S*ight*$ more peop*e are p*anning to move this $ear
@> vs in 2012A
Ho# long do #e plan to stay in our homes.
Spen+ing on the home, 'ac5 on the agen+a
One year 10 years +0%
10%
20%
30%
40%50%
60%
2012
2014
14
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1<
9he fear factor6 rising energ$ 'i**s
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Increasing energ$ 'i**s are the 'iggest concern in a** mar5ets
( = fear rising energ$ prices
( 40> -orr$ a'out pa$ing 'i**s
( 2> -orr$ a'out 5eeping up -ith mortgage pa$ments
Biggest home fears
9he fear factor6 rising energ$ 'i**s
0ortgageERent pa$ments
Heating
.ther uti*it$ 'i**s
Rising energ$ prices
0% 10% 20% 30% 40% 50% 60% 0%
1=
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30%
44%
16%
10%
( 1> are p*anning to ma5e energ$ efficient changes vs? 4> in 2012
( 4> are motivate+ to +o home improvements to improve energ$ efficienc$an+ sustaina'i*it$
( Energ$ efficienc$ is a financia* imperative, rather than an environmenta* one
)nergy efficiency as a home impro(ement moti(ator
9he fear factor6 rising energ$ 'i**s
Strong*$ agree
S*ight*$ agree
S*ight*$ +isagree
Strong*$ +isagree
1
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1B
7IF confi+ence
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eing capa'*e aroun+ the house is consi+ere+ the thir+
most +esira'*e feature in a potentia* partner across Europe
$hat are the most desirable -ualities in a partner.1? Inte**igent =>
2? Cu*ture+
? ractica* aroun+ the house 4B>
4? Can coo5 40>
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9he K6 & snapshot( ost *i5e*$ nation to 'u$ 7IF pro+ucts on*ine @4=>A an+ most
*i5e*$ to use c*ic5 co**ect) services @2B>A
( 2n+ most *i5e*$ nation to have a gar+en she+ @4>A,
after the Irish @A
( B> p*an to move house in the next
12 months, up from in 2012
( ritain remains a nation of
gar+eners, -ith a'ove average
confi+ence in vegeta'*e gro-ing
@A( 9op of the K)s -ish *ist is to have
a conservator$ @2>A
21
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The Adaptable Home
Spending on the home,
back on the agenda
In summar$
The fear factor: risingenergy bills
DIY confidence
( The home is a key priority for people( $e #ant more and more from our homes( There are common consumer themes across )urope
Country Highlights
22
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3ES9I.LS
2
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European Home Report
2014