UK Consumer Insight 2007: Wilkinson (DIY)

Publication Date	July 2008
Publisher	Verdict
Product Type	Report
Pages	60
ISBN Number	not applicable
Product Code	VDT00361

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Summary

Introduction

Verdict Research: Consumer Insights 2007 are based around individual retailers and provide a highly detailed, data-rich overview of a retailer's customers, drawing on a nationwide survey of 6,000 shoppers each year.

Reasons to Purchase

New analysis, unique to these reports shows details about non-converting visitors including where they main shop and who they are.
Analysis by non-standard demographics is also presented to give a comprehensive picture of a retailer's customers.
Key demographics include among others, sex, age, social class, television region, marital status, housing tenure, working status and ACORN group.

Content

List of Tables
- TABLE OF CONTENTS
- CHAPTER 1 AT A GLANCE SUMMARY
- Summary
- CHAPTER 2 SHARE OF SHOPPERS
- Wilkinson share of shoppers
- Wilkinson share of shoppers by demographics
- Wilkinson share of shoppers by television region
- Wilkinson share of shoppers by household characteristics
- Wilkinson share of shoppers by other characteristics and ACORN classification
- CHAPTER 3 CONVERSION AND NON-CONVERSION
- Wilkinson conversion of visitors to main users
- Wilkinson conversion of visitors to main users by demographics and region
- Wilkinson conversion of visitors to main users by household characteristics
- Non-converting customers
- Profile of Wilkinson non-converting customers by demographics and region
- CHAPTER 4 PROFILE OF SHOPPERS
- Wilkinson profile of shoppers by demographics
- Wilkinson profile of shoppers by television region
- Wilkinson profile of shoppers by household characteristics
- Wilkinson profile of shoppers by other characteristics and ACORN classification
- CHAPTER 5 LOYALTY
- Wilkinson loyalty of main users
- Wilkinson loyalty of main users by demographics and region
- Wilkinson loyalty of main users by household characteristics
- Wilkinson basic drivers of loyalty and disloyalty
- Wilkinson detailed drivers of loyalty
- CHAPTER 6 COMPETITION
- Competition in DIY
- Cross sector competitor dynamics
- CHAPTER 7 APPENDIX
- Basic methodology
- The selection of parliamentary constituencies
- Metropolitan county
- Other 100% urban
- Mixed urban/rural
- Rural
- The selection of enumeration districts
- The selection of respondents
- Post survey weighting

LIST OF TABLES
- Table 1: Key performance indicators for Wilkinson in DIY
- Table 2: Wilkinson change in visitor share (%) 2003-2007
- Table 3: Wilkinson change in main user share (%) 2003-2007
- Table 4: Wilkinson visitor and main user share by ACORN classification (%) 2007
- Table 5: Wilkinson change in conversion rates (%) 2003-2007
- Table 6: Wilkinson change in non-conversion rates (%) 2003-2007
- Table 7: Main stores non-converters use instead of Wilkinson (%) 2007
- Table 8: Wilkinson visitor and main user profile by ACORN classification (%) 2007
- Table 9: Wilkinson change in loyalty (%) 2003-2007
- Table 10: Wilkinson change in disloyalty (%) 2003-2007
- Table 11: Wilkinson drivers of loyalty (%) 2003-2007
- Table 12: Wilkinson drivers of disloyalty (%) 2003-2007
- Table 13: Wilkinson detailed drivers of loyalty (%) 2007
- Table 14: Cross sector matrix shopping (%) 2007
- Table 15: Other retailers used (%) 2007
- Table 1: Sample sizes by sector 2007

LIST OF FIGURES
- Figure 1: Wilkinson visitor share (%) 2003-2007
- Figure 2: Wilkinson main user share (%) 2003-2007
- Figure 3: Wilkinson visitor share by demographic group (%) 2007
- Figure 4: Wilkinson main user share by demographic group (%) 2007
- Figure 5: Wilkinson visitor share by television region (%) 2007
- Figure 6: Wilkinson main user share by television region (%) 2007
- Figure 7: Wilkinson visitor and main user share by household tenure (%) 2007
- Figure 8: Wilkinson visitor and main user share by number of people in household (%) 2007
- Figure 9: Wilkinson visitor and main user share by children in household (%) 2007
- Figure 10: Wilkinson visitor and main user share by number of cars in household (%) 2007
- Figure 11: Wilkinson visitor and main user share by working status (%) 2007
- Figure 12: Wilkinson visitor and main user share by marital status (%) 2007
- Figure 13: Wilkinson conversion rates (%) 2003-2007
- Figure 14: Wilkinson non-conversion rates (%) 2003-2007
- Figure 15: Wilkinson conversion rates by demographic group (%) 2007
- Figure 16: Wilkinson conversion rates by region (%) 2007
- Figure 17: Wilkinson conversion rates by household tenure (%) 2007
- Figure 18: Wilkinson conversion rates by number of people in household (%) 2007
- Figure 19: Wilkinson conversion rates by children in household (%) 2007
- Figure 20: Wilkinson conversion rates by number of cars in household (%) 2007
- Figure 21: Wilkinson non-conversion rates (%) 2003-2007
- Figure 22: Wilkinson non-conversion rates by demographic group (%) 2007
- Figure 23: Demographic profile of non-converting Wilkinson visitors (%) 2007
- Figure 24: Regional profile of non-converting Wilkinson visitors (%) 2007
- Figure 25: Wilkinson visitor profile by demographic group (%) 2007
- Figure 26: Wilkinson main user profile by demographic group (%) 2007
- Figure 27: Wilkinson visitor profile by television region (%) 2007
- Figure 28: Wilkinson main user profile by region (%) 2007
- Figure 29: Wilkinson visitor and main user profile by household tenure (%) 2007
- Figure 30: Wilkinson visitor and main user profile by number of people in household (%) 2007
- Figure 31: Wilkinson and main user profile by children in household (%) 2007
- Figure 32: Wilkinson visitor and main user profile by number of cars in household (%) 2007
- Figure 33: Wilkinson visitor and main user profile by working status (%) 2007
- Figure 34: Wilkinson visitor and main user profile by marital status (%) 2007
- Figure 35: Wilkinson loyalty (%) 2003-2007
- Figure 36: Wilkinson disloyalty (%) 2003-2007
- Figure 37: Wilkinson loyalty by demographics (%) 2007
- Figure 38: Wilkinson loyalty by region (%) 2007
- Figure 39: Wilkinson loyalty by household tenure (%) 2007
- Figure 40: Wilkinson loyalty by number of people in household (%) 2007
- Figure 41: Wilkinson loyalty by children in household (%) 2007
- Figure 42: Wilkinson loyalty by number of cars in household (%) 2007
- Figure 43: Wilkinson - other DIY stores used (%) 2007
- Figure 44: Preference stores (%) 2007
- Figure 45: Sectors shopped (%) 2007