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How Britain Shops 2008: Homewares

  • Publication Date:June 2008
  • Publisher:Verdict
  • Product Type: Report
  • Pages:204

How Britain Shops 2008: Homewares

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 homewares sector.

Scope

  • A thorough analysis of the way customer shop in the homewares sector, complete with profiles of the following retailers:
  • Argos, Asda, Debenhams, Dunelm, IKEA, John Lewis, Marks & Spencer, Matalan, Sainsbury, Tesco, Wilkinson, Woolworths
  • 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 and by demographic and socio-economic group. Historic data is provided so trends can be analysed over a four year period.

Highlights

  • While retailers stand to gain from higher shopper numbers, the downside is that their customers have become harder to please. Only four out of five shoppers are loyal to the homewares retailer they use most, the lowest level of satisfaction in the nine years since How Britain Shops began.
  • Shoppers have become more discerning about the purchases they make quality and range have both become more important drivers of loyalty while price has risen up consumers' agenda. Meeting consumer expectations has become increasingly challenging for homewares retailers a reason why conversion rates have slipped.
  • The overall growth in shopper share has led to changes in the demographic breakdown, particularly by age. The biggest change is the fall in the proportion of homewares shoppers in the 15-24 age bracket, as they succumb to wider economic pressures.

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.
  • CHAPTER 1 INTRODUCTION
  • What is cDNA?
  • CHAPTER 2 EXECUTIVE SUMMARY
  • Key Findings
  • Retailer Highlights
  • Profile of Homewares Shoppers
  • Penetration of Homewares 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 DEBENHAMS
  • Key Findings
  • Visitors
  • Main Users
  • Conversion Rates
  • Loyalty
  • Competitors
  • CHAPTER 6 DUNELM
  • Key Findings
  • Visitors
  • Main Users
  • Conversion Rates
  • Loyalty
  • Competitors
  • CHAPTER 7 IKEA
  • Key Findings
  • Visitors
  • Main Users
  • Conversion Rates
  • Loyalty
  • Competitors
  • CHAPTER 8 JOHN LEWIS
  • Key Findings
  • Visitors
  • Main Users
  • Conversion Rates
  • Loyalty
  • Competitors
  • CHAPTER 9 MARKS & SPENCER
  • Key Findings
  • Visitors
  • Main Users
  • Conversion Rates
  • Loyalty
  • Competitors
  • CHAPTER 10 MATALAN
  • Key Findings
  • Visitors
  • Main Users
  • Conversion Rates
  • Loyalty
  • Competitors
  • CHAPTER 11 SAINSBURY
  • Key Findings
  • Visitors
  • Main Users
  • Conversion Rates
  • Loyalty
  • Competitors
  • CHAPTER 12 TESCO
  • Key Findings
  • Visitors
  • Main Users
  • Conversion Rates
  • Loyalty
  • Competitors
  • CHAPTER 13 WILKINSON
  • Key Findings
  • Visitors
  • Main Users
  • Conversion Rates
  • Loyalty
  • Competitors
  • CHAPTER 14 WOOLWORTHS
  • Key Findings
  • Visitors
  • Main Users
  • Conversion Rates
  • Loyalty
  • Competitors
  • CHAPTER 15 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 homewares shoppers by region 2008
    • Table 2: % of active homewares shoppers regularly using each retailer 2004-2008
    • Table 3: Share of active homewares shoppers using a given retailer as their main store 2004-2008
    • Table 4: Share of active homewares 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 homewares shoppers that are loyal to their main store - by TV region 2008
    • Table 8: Detailed drivers of loyalty 2008
    • Table 9: Homewares loyalty scores by retailer 2004-2008
    • Table 10: Homewares disloyalty scores by retailer 2004-2008
    • Table 11: What disloyal users preferred about other homewares 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 homewares 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 homewares 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 homewares 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 homewares 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 homewares 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 homewares stores used 2004-2008
    • Table 66: Visitor share - by region 2008
    • Table 67: Main user share - by region 2008
    • Table 68: Conversion rates - by region 2008
    • Table 69: Loyalty - by region 2008
    • Table 70: Drivers of loyalty 2008
    • Table 71: Drivers of disloyalty 2008
    • Table 72: Potential change 2008
    • Table 73: Top retailers used in other sectors 2008
    • Table 74: Other homewares stores used 2004-2008
    • Table 75: Visitor share - by region 2008
    • Table 76: Main user share - by region 2008
    • Table 77: Conversion rates - by region 2008
    • Table 78: Loyalty - by region 2008
    • Table 79: Drivers of loyalty 2008
    • Table 80: Drivers of disloyalty 2008
    • Table 81: Potential change 2008
    • Table 82: Top retailers used in other sectors 2008
    • Table 83: Other homewares stores used 2004-2008
    • Table 84: Visitor share % - by region 2008
    • Table 85: Main user share - by region 2008
    • Table 86: Conversion rates - by region 2008
    • Table 87: Loyalty - by region 2008
    • Table 88: Drivers of loyalty 2008
    • Table 89: Drivers of disloyalty 2008
    • Table 90: Potential change 2008
    • Table 91: Top retailers used in other sectors 2008
    • Table 92: Other homewares stores used 2004-2008
    • Table 93: Visitor share - by region 2008
    • Table 94: Main user share - by region 2008
    • Table 95: Conversion rates - by region 2008
    • Table 96: Loyalty - by region 2008
    • Table 97: Drivers of loyalty 2008
    • Table 98: Drivers of disloyalty 2008
    • Table 99: Potential change 2008
    • Table 100: Top retailers used in other sectors 2008
    • Table 101: Other homewares stores used 2004-2008
    • Table 102: Visitor share - by region 2008
    • Table 103: Main user share - by region 2008
    • Table 104: Conversion rates - by region 2008
    • Table 105: Loyalty - by region 2008
    • Table 106: Drivers of loyalty 2008
    • Table 107: Drivers of disloyalty 2008
    • Table 108: Potential change 2008
    • Table 109: Top retailers used in other sectors 2008
    • Table 110: Other homewares stores used 2004-2008
    • Table 111: Visitor share - by region 2008
    • Table 112: Main user share - by region 2008
    • Table 113: Conversion rates - by region 2008
    • Table 114: Loyalty - by region 2008
    • Table 115: Drivers of loyalty 2008
    • Table 116: Drivers of disloyalty 2008
    • Table 117: Potential change 2008
    • Table 118: Top retailers used in other sectors 2008
    • Table 119: Other homewares stores used 2004-2008
    • Table 120: Sample sizes by sector 2008
  • List of Figures
    • Figure 1: Homewares share of shoppers % 2004-2008
    • Figure 2: Profile of homewares shoppers % - by gender 2004-2008
    • Figure 3: Profile of homewares shoppers % - by age bracket 2004-2008
    • Figure 4: Profile of homewares shoppers % - by socio-economic class 2004-2008
    • Figure 5: % of consumers who shop for homewares - by demographics 2008
    • Figure 6: % of consumers who shop for homewares - 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 homewares shoppers that are loyal to their main store 2004-2008
    • Figure 15: % of homewares shoppers that are loyal to their main store - by demographic group 2008
    • Figure 16: % of homewares 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
    • Figure 79: Visitor share % 2004-2008
    • Figure 80: Visitor share % - by demographic group 2008
    • Figure 81: Main user share % 2004-2008
    • Figure 82: Main user share % - by demographic group 2008
    • Figure 83: Conversion rates % 2004-2008
    • Figure 84: Conversion rates % - by demographic group 2008
    • Figure 85: Loyalty % 2004-2008
    • Figure 86: Loyalty % - by demographics 2008
    • Figure 87: Preference stores % 2008
    • Figure 88: Shopping around 2004-2008
    • Figure 89: Visitor share % 2004-2008
    • Figure 90: Visitor share % - by demographic group 2008
    • Figure 91: Main user share % 2004-2008
    • Figure 92: Main user share % - by demographic group 2008
    • Figure 93: Conversion rates % 2004-2008
    • Figure 94: Conversion rates % - by demographic group 2008
    • Figure 95: Loyalty % 2004-2008
    • Figure 96: Loyalty % - by demographics 2008
    • Figure 97: Preference stores % 2008
    • Figure 98: Shopping around 2004-2008
    • Figure 99: Visitor share % 2004-2008
    • Figure 100: Visitor share % - by demographic group 2008
    • Figure 101: Main user share % 2004-2008
    • Figure 102: Main user share % - by demographic group 2008
    • Figure 103: Conversion rates % 2004-2008
    • Figure 104: Conversion rates % - by demographic group 2008
    • Figure 105: Loyalty % 2004-2008
    • Figure 106: Loyalty % - by demographics 2008
    • Figure 107: Preference stores % 2008
    • Figure 108: Shopping around 2004-2008
    • Figure 109: Visitor share % 2004-2008
    • Figure 110: Visitor share % - by demographic group 2008
    • Figure 111: Main user share % 2004-2008
    • Figure 112: Main user share % - by demographic group 2008
    • Figure 113: Conversion rates % 2004-2008
    • Figure 114: Conversion rates % - by demographic group 2008
    • Figure 115: Loyalty % 2004-2008
    • Figure 116: Loyalty % - by demographics 2008
    • Figure 117: Preference stores % 2008
    • Figure 118: Shopping around 2004-2008
    • Figure 119: Visitor share % 2004-2008
    • Figure 120: Visitor share % - by demographic group 2008
    • Figure 121: Main user share % 2004-2008
    • Figure 122: Main user share % - by demographic group 2008
    • Figure 123: Conversion rates % 2004-2008
    • Figure 124: Conversion rates % - by demographic group 2008
    • Figure 125: Loyalty % 2004-2008
    • Figure 126: Loyalty % - by demographics 2008
    • Figure 127: Preference stores % 2008
    • Figure 128: Shopping around 2004-2008
    • Figure 129: Visitor share % 2004-2008
    • Figure 130: Visitor share % - by demographic group 2008
    • Figure 131: Main user share % 2004-2008
    • Figure 132: Main user share % - by demographic group 2008
    • Figure 133: Conversion rates % 2004-2008
    • Figure 134: Conversion rates % - by demographic group 2008
    • Figure 135: Loyalty % 2004-2008
    • Figure 136: Loyalty % - by demographics 2008
    • Figure 137: Preference stores % 2008
    • Figure 138: Shopping around 2004-2008
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