How Britain Shops Sector Summary 2009

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 eight retail sectors.

Scope

• Analysis of how customers shop in retail sectors including: clothing, DIY, electricals, food & grocery, homewares, music & video and personal care.
• How Britain Shops reports include visitor and main user share data, conversion rates, customer loyalty rates and reasons for loyalty / disloyalty.
• Data is segmented regionally, by demographic and socio-economic group. Historic data is provided so trends can be analysed over a four year period.

Highlights

Frugal consumers shop around seeking value. In the current environment, consumer wallets are very constrained. This has led to more comparison shopping as they seek out the best value for their money. The largest increase in shopping around has been in food & grocery.

Loyalty is up across all eight sectors. Average loyalty rates have risen by 2.8 points in 2009 to 81.2%. The largest gains were seen in clothing and footwear. In clothing the continued popularity and growth of online shopping, coupled with rapid space growth has meant consumers now have greater access to the retailers they prefer to shop at.

Conversion rates fall further owing to rise in shopping around. A more frugal consumer, taking a more measured approach to spending has been buying less and shopping around more for the best deals. Conversion rates have fallen more in sectors selling price sensitive items such as electricals and discretionary purchases such as clothing.

Reasons to Purchase

• How Britain Shops is the most comprehensive study 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 else they shop.
• Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers.