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How Britain Shops 2008: Sector Summary

Publication Date July 2008
Publisher Verdict
Product Type Report
Pages 225
ISBN Number not applicable
Product Code VDT00362
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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 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 and by demographic and socio-economic group. Historic data is provided so trends can be analysed over a four year period.

Highlights

  • Retailers are finding it harder to please customers. Across all sectors, retailers are converting fewer customers into main users and shoppers are less loyal to their main stores, as those concerned about the economic outlook are shopping around more to find the best possible value.
  • With more retailers employing an EDLP strategy, price is becoming a less effective driver of loyalty as customers now expect low prices when they go shopping. Retailers in a convenient location who can offer intangible benefits such as good customer service and a quick and efficient shopping experience will start to thrive.
  • Women are becoming more active shoppers. Compared to last year, more women are shopping in six of the eight sectors. This growth is largely being driven by traditionally male sectors, such as DIY, better serving female customers and also because female shopping habits are more robust in times of lower consumer confidence.

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.

Content

  • List of Tables
    • TABLE OF CONTENTS
    • CHAPTER 1 INTRODUCTION
    • What is cDNA?
    • CHAPTER 2 EXECUTIVE SUMMARY
    • Shopper Numbers Hold Up Well in Most Sectors
    • Conversion Rates Deteriorate in 2008
    • Loyalty Scores fall across the sector
    • Range Still Key Loyalty Driver
    • Consolidation Ongoing as Major Players Tighten Grip
    • CHAPTER 3 SECTOR SNAPSHOTS
    • Clothing
    • DIY
    • Electricals
    • Food & Grocery
    • Footwear
    • Homewares
    • Music & Video
    • Personal Care
    • CHAPTER 4 SHOPPING PATTERNS
    • Summary
    • Male
    • Female
    • 65+
    • AB
    • C1
    • C2
    • DE
    • CHAPTER 5 RETAILER CONCENTRATION
    • Summary
    • Sector Comparison
    • Clothing
    • DIY
    • Electricals
    • Food & Grocery
    • Footwear
    • Homewares
    • Music & Video
    • Personal Care
    • CHAPTER 6 SHOPPING AROUND
    • Summary
    • Clothing
    • DIY
    • Electricals
    • Food & Grocery
    • Footwear
    • Homewares
    • Music & Video
    • Personal Care
    • CHAPTER 7 CONVERSION
    • Summary
    • Sector Comparison
    • Clothing
    • DIY
    • Electricals
    • Food & Grocery
    • Footwear
    • Homewares
    • Music & Video
    • Personal Care
    • CHAPTER 8 LOYALTY SUMMARY
    • Sector Comparisons
    • Clothing
    • DIY
    • Electricals
    • Food & Grocery
    • Footwear
    • Homewares
    • Music & Video
    • Personal Care
    • CHAPTER 9 LOYALTY DRIVERS
    • Summary
    • Sector Comparison
    • Clothing
    • DIY
    • Electricals
    • Food & Grocery
    • Footwear
    • Homewares
    • Music & Video
    • Personal Care
    • CHAPTER 10 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: Summary of clothing shoppers 2004-2008
      • Table 2: Summary of DIY shoppers 2004-2008
      • Table 3: Summary of electricals shoppers 2004-2008
      • Table 4: Summary of food & grocery shoppers 2004-2008
      • Table 5: Summary of footwear shoppers 2004-2008
      • Table 6: Summary of homewares shoppers 2004-2008
      • Table 7: Summary of music & video shoppers 2004-2008
      • Table 8: Summary of personal care shoppers 2004-2008
      • Table 9: Penetration index: males vs all shoppers 2004-2008
      • Table 10: Penetration index: females vs all shoppers 2004-2008
      • Table 11: Penetration index: 15-24s vs all shoppers 2004-2008
      • Table 12: Penetration index: 25-34s vs all shoppers 2004-2008
      • Table 13: Penetration index: 35-44s vs all shoppers 2004-2008
      • Table 14: Penetration index: 45-54s vs all shoppers 2004-2008
      • Table 15: Penetration index: 55-64s vs all shoppers 2004-2008
      • Table 16: Penetration index: 65+s vs all shoppers 2004-2008
      • Table 17: Penetration index: ABs vs all shoppers 2004-2008
      • Table 18: Penetration index: C1s vs all shoppers 2004-2008
      • Table 19: Penetration index: C2s vs all shoppers 2004-2008
      • Table 20: Penetration index: DEs vs all shoppers 2004-2008
      • Table 21: Main user share 63.6%-100.0% of Top Five retailers 2008
      • Table 22: Main user share 0.0%-63.0% of Top Five retailers 2008
      • Table 23: Main user shares % of leading clothing retailers 2005-2008
      • Table 24: Main user shares % of leading DIY retailers 2005-2008
      • Table 25: Main user shares % of leading electricals retailers 2005-2008
      • Table 26: Main user shares % of leading food & grocery retailers 2005-2008
      • Table 27: Main user shares % of leading footwear retailers 2005-2008
      • Table 28: Main user shares % of leading homewares retailers 2005-2008
      • Table 29: Main user shares % of leading music & video retailers 2005-2008
      • Table 30: Main user shares % of leading personal care retailers 2005-2008
      • Table 31: Clothing other stores used 2008
      • Table 32: DIY other stores used 2008
      • Table 33: Electricals other stores used 2008
      • Table 34: Food & grocery other stores used 2007
      • Table 35: Footwear other stores used 2008
      • Table 36: Homewares other stores used 2008
      • Table 37: Music & video other stores used 2008
      • Table 38: Personal care other stores used 2008
      • Table 39: Top 10 retailers for loyalty % 2008
      • Table 40: Clothing loyalty % - by retailer 2008
      • Table 41: DIY loyalty % - by retailer 2008
      • Table 42: Electricals loyalty % - by retailer 2008
      • Table 43: Food & grocery loyalty % - by retailer 2008
      • Table 44: Footwear loyalty % - by retailer 2008
      • Table 45: Homewares loyalty % - by retailer 2008
      • Table 46: Music & video loyalty % - by retailer 2008
      • Table 47: Personal care loyalty % - by retailer 2008
      • Table 48: Drivers of loyalty 2008
      • Table 49: Clothing detailed drivers of loyalty 2008
      • Table 50: Clothing loyalty scores by socio-economic group 2008
      • Table 51: DIY detailed drivers of loyalty 2008
      • Table 52: DIY loyalty scores by socio-economic group 2008
      • Table 53: Electricals detailed drivers of loyalty 2008
      • Table 54: Electricals loyalty scores by socio-economic group 2008
      • Table 55: Food & grocery detailed drivers of loyalty 2008
      • Table 56: Food & grocery loyalty scores by socio-economic group 2008
      • Table 57: Footwear detailed drivers of loyalty 2008
      • Table 58: Footwear loyalty scores by socio-economic group 2008
      • Table 59: Homewares detailed drivers of loyalty 2008
      • Table 60: Homewares loyalty scores by socio-economic group 2008
      • Table 61: Music & Video detailed drivers of loyalty 2008
      • Table 62: Music & video loyalty scores by socio-economic group 2008
      • Table 63: Personal care detailed drivers of loyalty 2008
      • Table 64: Personal care loyalty scores by socio-economic group 2008
      • Table 65: Sample sizes by sector 2008
      • LIST OF FIGURES
        • Figure 1: Shopping patterns - percentage point change in share of consumers active in each sector 2007-2008
        • Figure 2: Sector conversion rates % 2007 and 2008
        • Figure 3: Change in loyalty rates % 2008 on 2007
        • Figure 4: Loyalty drivers - average percentage of loyal main users mentioning each driver across eight sectors 2008 and the percentage change on 2004
        • Figure 5: Retailer concentration - percentage point change in combined main user share of Top Five players - by sector 2008 on 2004
        • Figure 6: Clothing share of shopper % 2004-2008
        • Figure 7: Key retailers visitor and main user shares % 2008
        • Figure 8: DIY share of shopper % 2004-2008
        • Figure 9: Key retailers visitor and main user shares % 2008
        • Figure 10: Electricals share of shopper % 2004-2008
        • Figure 11: Key retailers visitor and main user shares % 2008
        • Figure 12: Food & grocery share of shopper % 2004-2008
        • Figure 13: Key retailers visitor and main user shares % 2008
        • Figure 14: Footwear share of shopper % 2004-2008
        • Figure 15: Key retailers visitor and main user shares % 2008
        • Figure 16: Homewares share of shopper % 2004-2008
        • Figure 17: Key retailers visitor and main user shares % 2008
        • Figure 18: Music & video share of shopper % 2004-2008
        • Figure 19: Key retailers visitor and main user shares % 2008
        • Figure 20: Personal care share of shopper % 2004-2008
        • Figure 21: Key retailers visitor and main user shares % 2008
        • Figure 22: Share of consumers shopping in key retail sectors (%) 2004-2008
        • Figure 23: % of male consumers shopping in key retail sectors 2004-2008
        • Figure 24: % of female consumers shopping in key retail sectors 2004-2008
        • Figure 25: % of 15-24 consumers shopping in key retail sectors 2004-2008
        • Figure 26: % of 25-34 consumers shopping in key retail sectors 2004-2008
        • Figure 27: % of 35-44 consumers shopping in key retail sectors 2004-2008
        • Figure 28: % of 45-54 consumers shopping in key retail sectors 2004-2008
        • Figure 29: % of 55-64 consumers shopping in key retail sectors 2004-2008
        • Figure 30: % of 65+ consumers shopping in key retail sectors 2004-2008
        • Figure 31: % of AB consumers shopping in key retail sectors 2004-2008
        • Figure 32: % of C1 consumers shopping in key retail sectors 2004-2008
        • Figure 33: % of C2 consumers shopping in key retail sectors 2004-2008
        • Figure 34: % of DE consumers shopping in key retail sectors 2004-2008
        • Figure 35: Combined main user share % of Top Five clothing retailers 2004-2008
        • Figure 36: Clothing regional concentration 2008
        • Figure 37: Combined main user share % of Top Five DIY retailers 2004-2008
        • Figure 38: DIY regional concentration 2008
        • Figure 39: Combined main user share % of Top Five electricals retailers 2004-2008
        • Figure 40: Electricals regional concentration 2008
        • Figure 41: Combined main user share % of Top Five food & grocery retailers 2004-2008
        • Figure 42: Food & grocery regional concentration 2008
        • Figure 43: Combined main user share % of Top Five footwear retailers 2004-2008
        • Figure 44: Footwear regional concentration 2008
        • Figure 45: Combined main user share % of Top Five homewares retailers 2004-2008
        • Figure 46: Homewares regional concentration 2008
        • Figure 47: Combined main user share % of Top Five music & video retailers 2004-2008
        • Figure 48: Music & video regional concentration 2008
        • Figure 49: Combined main user share % of Top Five personal care retailers 2004-2008
        • Figure 50: Personal care regional concentration 2008
        • Figure 51: Clothing shopping around 2004-2008
        • Figure 52: Clothing shopping around - by retailer 2008
        • Figure 53: Clothing shopping around - by region 2008
        • Figure 54: DIY shopping around 2004-2008
        • Figure 55: DIY shopping around - by retailer 2008
        • Figure 56: DIY shopping around - by region 2008
        • Figure 57: Electricals shopping around 2004-2008
        • Figure 58: Electricals shopping around - by retailer 2008
        • Figure 59: Electricals shopping around - by region 2008
        • Figure 60: Food & grocery shopping around 2004-2008
        • Figure 61: Food & grocery shopping around - by retailer 2008
        • Figure 62: Food & grocery shopping around - by region 2008
        • Figure 63: Footwear shopping around 2004-2008
        • Figure 64: Footwear shopping around - by retailer 2008
        • Figure 65: Footwear shopping around - by region 2008
        • Figure 66: Homewares shopping around 2004-2008
        • Figure 67: Homewares shopping around - by retailer 2008
        • Figure 68: Homewares shopping around - by region 2008
        • Figure 69: Music & video shopping around 2004-2008
        • Figure 70: Music & video shopping around - by retailer 2008
        • Figure 71: Music & video shopping around - by region 2008
        • Figure 72: Personal care shopping around 2004-2008
        • Figure 73: Personal care shopping around - by retailer 2008
        • Figure 74: Personal care shopping around - by region 2008
        • Figure 75: Conversion of visitors to main users % - by sector 2008
        • Figure 76: Clothing conversion rate % 2004-2008
        • Figure 77: Clothing conversion rate % - by retailer 2008
        • Figure 78: Clothing conversion rate % - by region 2008
        • Figure 79: DIY conversion rate % 2003-2007
        • Figure 80: DIY conversion rate % - by retailer 2008
        • Figure 81: DIY conversion rate % - by region 2008
        • Figure 82: Electricals conversion rate % 2004-2008
        • Figure 83: Electricals conversion rate % - by retailer 2008
        • Figure 84: Electricals conversion rate % - by region 2008
        • Figure 85: Food & grocery conversion rate % 2004-2008
        • Figure 86: Food & grocery conversion rate % - by retailer 2008
        • Figure 87: Food & grocery conversion rate % - by region 2008
        • Figure 88: Footwear conversion rate % 2004-2008
        • Figure 89: Footwear conversion rate % - by retailer 2008
        • Figure 90: Footwear conversion rate % - by region 2008
        • Figure 91: Homewares conversion rate % 2004-2008
        • Figure 92: Homewares conversion rate % - by retailer 2008
        • Figure 93: Homewares conversion rate % - by region 2008
        • Figure 94: Music & video conversion rate % 2004-2008
        • Figure 95: Music & video conversion rate % - by retailer 2008
        • Figure 96: Music & video conversion rate % - by region 2008
        • Figure 97: Personal care conversion rate % 2004-2008
        • Figure 98: Personal care conversion rate % - by retailer 2008
        • Figure 99: Personal care conversion rate % - by region 2008
        • Figure 100: Loyalty % - by sector 2008
        • Figure 101: Clothing loyalty % 2004-2008
        • Figure 102: Clothing loyalty % - by region 2008
        • Figure 103: DIY loyalty % 2004-2008
        • Figure 104: DIY loyalty % - by region 2008
        • Figure 105: Electricals loyalty % 2004-2008
        • Figure 106: Electricals loyalty % - by region 2008
        • Figure 107: Food & grocery loyalty % 2004-2008
        • Figure 108: Food & grocery loyalty % - by region 2008
        • Figure 109: Footwear loyalty % 2004-2008
        • Figure 110: Footwear loyalty % - by region 2008
        • Figure 111: Homewares loyalty % 2004-2008
        • Figure 112: Homewares loyalty % - by region 2008
        • Figure 113: Music & video loyalty % 2004-2008
        • Figure 114: Music & video loyalty % - by region 2008
        • Figure 115: Personal care loyalty % 2004-2008
        • Figure 116: Personal care loyalty % - by region 2008
        • Figure 117: % of loyal clothing main users identifying drivers of loyalty 2004-2008
        • Figure 118: % of loyal DIY main users identifying drivers of loyalty 2004-2008
        • Figure 119: % of loyal electricals main users identifying drivers of loyalty 2004-2008
        • Figure 120: % of loyal food & grocery main users identifying drivers of loyalty 2004-2008
        • Figure 121: % of loyal footwear main users identifying drivers of loyalty 2004-2008
        • Figure 122: % of loyal homewares main users identifying drivers of loyalty 2004-2008
        • Figure 123: % of loyal music & video main users identifying drivers of loyalty 2004-2008
        • Figure 124: % of loyal personal care main users identifying drivers of loyalty 2004-2008

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