How Britain Shops 2008: Electricals

Publication Date	June 2008
Publisher	Verdict
Product Type	Report
Pages	121
ISBN Number	not applicable
Product Code	VDT00369

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Summary

Introduction

Verdict Research: Based on a representative survey of 6,000 adults, this report provides a detailed analysis of consumer trends, customer loyalty and shopper profiles for key players in the UK Electricals sector.

Scope

A thorough analysis of the way customers shop in the electricals sector, complete with profiles of leading retailers.
Each report provides visitor and main user shares, conversion rates, loyalty rates with reasons and key competitors.
Data is segmented regionally and by demographic and socio-economic group. Five year historic data is provided so trends can be analysed further.

Highlights

Currys continues to dominate the sector. The retailer has achieved the highest level of growth among profiled retailers in main user share, putting further distance between itself and the rest of the market. Visitor share has grown to 44.2%, an increase of 2.1 percentage points while main user share has grown by 0.8 percentage points to 23.3%.
Electricals' achieved the biggest advance in share of shoppers of any sector, equal with food & grocery. It grew by 2.3 percentage points to 47.1% in our latest survey and is now only 0.6 points away from the top of its 2.9 point range of the past five years.
Range is the fastest growing factor cited by shoppers as a reason for remaining loyal to a store. This year it grew by 3.3 percentage points to 44.3% and is now not far behind price as the most important loyalty driver for the sector.

Reasons to Purchase

How Britain Shops is one of the most comprehensive studies of its kind drawing on a nationwide survey of 6,000 shoppers.
Use this report to understand what drives the loyalty of your customers and find out where they also shop.
Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers.

Content

CHAPTER 1 INTRODUCTION
What is cDNA?
CHAPTER 2 EXECUTIVE SUMMARY
Key Findings
Retailer Highlights
Profile of Electricals Shoppers
Penetration of Electricals Shoppers
Retailer Usage
Main User Share by Region
Conversion Rates
Shopping Around
Loyalty
Drivers of Loyalty/Disloyalty
CHAPTER 3 ARGOS
Key Findings
Visitors
Main Users
Conversion Rates
Loyalty
Competitors
CHAPTER 4 ASDA
Key Findings
Visitors
Main Users
Conversion Rates
Loyalty
Competitors
CHAPTER 5 COMET
Key Findings
Visitors
Main Users
Conversion Rates
Loyalty
Competitors
CHAPTER 6 CURRYS
Key Findings
Visitors
Main Users
Conversion Rates
Loyalty
Competitors
CHAPTER 7 JOHN LEWIS
Key Findings
Visitors
Main Users
Conversion Rates
Loyalty
Competitors
CHAPTER 8 TESCO
Key Findings
Visitors
Main Users
Conversion Rates
Loyalty
Competitors
CHAPTER 9 APPENDIX
Basic Methodology
Selection of Parliamentary Constituencies
Metropolitan County
Other 100% Urban
Mixed Urban/Rural
Rural
Selection of Enumeration Districts
Selection of Respondents
Post Survey Weighting
List of Tables
- Table 1: Profile of electricals shoppers - by region 2008
- Table 2: % of active electricals shoppers regularly using each retailer 2004-2008
- Table 3: Share of active electricals shoppers using a given retailer as their main store 2004-2008
- Table 4: Share of active electricals shoppers naming a retailer as their main store - by TV region 2008
- Table 5: Average rate of conversion from visitor to main user - by TV region 2008
- Table 6: Average number of other stores used by TV region 2008
- Table 7: % of electricals shoppers that are loyal to their main store - by TV region 2008
- Table 8: Detailed drivers of loyalty (%) 2008
- Table 9: Electricals loyalty scores by retailer 2004-2008
- Table 10: Electricals disloyalty scores by retailer 2004-2008
- Table 11: What disloyal users preferred about other electricals stores 2004-2008
- Table 12: Visitor share - by region 2008
- Table 13: Main user share - by region 2008
- Table 14: Conversion rates - by region 2008
- Table 15: Loyalty - by region 2008
- Table 16: Drivers of loyalty 2008
- Table 17: Drivers of disloyalty 2008
- Table 18: Potential change 2008
- Table 19: Top retailers used in other sectors 2008
- Table 20: Other electricals stores used 2004-2008
- Table 21: Visitor share - by region 2008
- Table 22: Main user share - by region 2008
- Table 23: Conversion rates - by region 2008
- Table 24: Loyalty - by region 2008
- Table 25: Drivers of loyalty 2008
- Table 26: Drivers of disloyalty 2008
- Table 27: Potential change 2008
- Table 28: Top retailers used in other sectors 2008
- Table 29: Other electricals stores used 2004-2008
- Table 30: Visitor share - by region 2008
- Table 31: Main user share - by region 2008
- Table 32: Conversion rates - by region 2008
- Table 33: Loyalty - by region 2008
- Table 34: Drivers of loyalty 2008
- Table 35: Drivers of disloyalty 2008
- Table 36: Potential change 2008
- Table 37: Top retailers used in other sectors 2008
- Table 38: Other electricals stores used 2004-2008
- Table 39: Visitor share - by region 2008
- Table 40: Main user share - by region 2008
- Table 41: Conversion rates - by region 2008
- Table 42: Loyalty - by region 2008
- Table 43: Drivers of loyalty 2008
- Table 44: Drivers of disloyalty 2008
- Table 45: Potential change 2008
- Table 46: Top retailers used in other sectors 2008
- Table 47: Other electricals stores used 2004-2008
- Table 48: Visitor share - by region 2008
- Table 49: Main user share - by region 2008
- Table 50: Conversion rates - by region 2008
- Table 51: Loyalty - by region 2008
- Table 52: Drivers of loyalty 2008
- Table 53: Drivers of disloyalty 2008
- Table 54: Potential change 2008
- Table 55: Top retailers used in other sectors 2008
- Table 56: Other electricals stores used 2004-2008
- Table 57: Visitor share - by region 2008
- Table 58: Main user share - by region 2008
- Table 59: Conversion rates - by region 2008
- Table 60: Loyalty - by region 2008
- Table 61: Drivers of loyalty 2008
- Table 62: Drivers of disloyalty 2008
- Table 63: Potential change 2008
- Table 64: Top retailers used in other sectors 2008
- Table 65: Other electricals stores used 2004-2008
- Table 66: Sample sizes by sector 2008
List of Figures
- Figure 1: Electricals share of shopper % 2004-2008
- Figure 2: Profile of electricals shoppers % - by gender 2004-2008
- Figure 3: Profile of electricals shoppers % - by age bracket 2004-2008
- Figure 4: Profile of electricals shoppers % - by socio-economic class 2004-2008
- Figure 5: % of consumers who shop for electricals - by demographics 2008
- Figure 6: % of consumers who shop for electricals - by TV region 2008
- Figure 7: Concentration of main user share of Top Five retailers 2006
- Figure 8: Concentration of main user share of Top Five retailers 2007
- Figure 9: Concentration of main user share of Top Five retailers 2008
- Figure 10: Average rate of conversion from visitor to main user % 2004-2008
- Figure 11: Rate of conversion from visitors to main users by retailer % 2008
- Figure 12: Average number of other stores used 2004-2008
- Figure 13: Average number of other stores used by retailer 2008
- Figure 14: % of electricals shoppers that are loyal to their main store 2004-2008
- Figure 15: % of electricals shoppers that are loyal to their main store - by demographic group 2008
- Figure 16: % of electricals shoppers that are loyal to their main store - by retailer 2008
- Figure 17: Percentage point change in loyalty rates since last year by retailer 2008
- Figure 18: % of loyal main users identifying drivers of loyalty 2004-2008
- Figure 19: Visitor share % 2004-2008
- Figure 20: Visitor share % - by demographic group 2008
- Figure 21: Main user share % 2004-2008
- Figure 22: Main user share % - by demographic group 2008
- Figure 23: Conversion rates % 2004-2008
- Figure 24: Conversion rates % - by demographic group 2008
- Figure 25: Loyalty % 2004-2008
- Figure 26: Loyalty % - by demographics 2008
- Figure 27: Preference stores % 2008
- Figure 28: Shopping around 2004-2008
- Figure 29: Visitor share% 2004-2008
- Figure 30: Visitor share % - by demographic group 2008
- Figure 31: Main user share % 2004-2008
- Figure 32: Main user share % - by demographic group 2008
- Figure 33: Conversion rates % 2004-2008
- Figure 34: Conversion rates % - by demographic group 2008
- Figure 35: Loyalty % 2004-2008
- Figure 36: Loyalty % - by demographics 2008
- Figure 37: Preference stores % 2008
- Figure 38: Shopping around 2004-2008
- Figure 39: Visitor share % 2004-2008
- Figure 40: Visitor share % - by demographic group 2008
- Figure 41: Main user share % 2004-2008
- Figure 42: Main user share % - by demographic group 2008
- Figure 43: Conversion rates % 2004-2008
- Figure 44: Conversion rates % - by demographic group 2008
- Figure 45: Loyalty % 2004-2008
- Figure 46: Loyalty % - by demographics 2008
- Figure 47: Preference stores % 2008
- Figure 48: Shopping around 2004-2008
- Figure 49: Visitor share % 2004-2008
- Figure 50: Visitor share % - by demographic group 2008
- Figure 51: Main user share % 2004-2008
- Figure 52: Main user share % - by demographic group 2008
- Figure 53: Conversion rates % 2004-2008
- Figure 54: Conversion rates % - by demographic group 2008
- Figure 55: Loyalty % 2004-2008
- Figure 56: Loyalty % - by demographics 2008
- Figure 57: Preference stores % 2008
- Figure 58: Shopping around 2004-2008
- Figure 59: Visitor share % 2004-2008
- Figure 60: Visitor share % - by demographic group 2008
- Figure 61: Main user share % 2004-2008
- Figure 62: Main user share % - by demographic group 2008
- Figure 63: Conversion rates % 2004-2008
- Figure 64: Conversion rates % - by demographic group 2008
- Figure 65: Loyalty % 2004-2008
- Figure 66: Loyalty % - by demographics 2008
- Figure 67: Preference stores % 2008
- Figure 68: Shopping around 2004-2008
- Figure 69: Visitor share % 2004-2008
- Figure 70: Visitor share % - by demographic group 2008
- Figure 71: Main user share % 2004-2008
- Figure 72: Main user share % - by demographic group 2008
- Figure 73: Conversion rates % 2004-2008
- Figure 74: Conversion rates % - by demographic group 2008
- Figure 75: Loyalty % 2004-2008
- Figure 76: Loyalty % - by demographics 2008
- Figure 77: Preference stores % 2008
- Figure 78: Shopping around 2004-2008