Robot Vacuum pricing report

1. Online Price Report
Robot Vacuum Apr ‘19
Stramina Price Intelligence | stramina.com
Picture by Kārlis Dambrāns

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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? Arrange a Meeting

14. Núñez de Balboa, 120 | Madrid
+34 918 281 855
hola@stramina.com
stramina.com