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Summary
How Britain Shops Electricals is part of Verdict's How Britain Shops series, which surveys 12,000 shoppers online to gauge how the nation shops across 12 different retail sectors. While just half of all shoppers have made an electrical purchase over the last year (52.9%), this will grow over the next few years as the wearables sector becomes more popular, particularly smart watches.

Key Findings
- Use retailer ratings across eight key metrics to benchmark the performance of retailers in the electrical market

- Understand what channels shoppers are using to make purchases and see how this varies across regions and demographics to improve customer targeting

- Identify what factors electrical shoppers find important, and how well retailers satisfy the expectations of their shoppers

Synopsis
With 89.9% of electrical shoppers purchasing goods 'once every few months' or less often, the frequency with which they encounter retailers is below that of many sectors. This means that there are fewer opportunities for retailers to leave an impression and to build loyalty with the shoppers, which makes each instance all the more important.

The electrical market is one of the most mature in terms of spend transitioning from stores to online, and it also has one of the highest levels of penetration for click and collect use over the past year at 8.6%. However, the sector remains in a high growth phase, which will result in large increases in shoppers using the channel.

Amazon has a significant margin over its electrical competition in terms of penetration, with 52.2% and 36.8% of electrical shoppers having visited and purchased from the retailer, respectively. This represents a respective 11.2 and 8.6 percentage point margin over the second placed retailer, Argos.

Reasons To Buy
- How much better off do electrical shoppers feel in comparison to last year?

- Which electrical retailers have the highest share of visitors and purchasers?

- How many other stores do your shoppers use for electrical?

Table Of Contents

How Britain Shops for Electricals | Verdict Consumer Report
Table of Contents
1 Overview
2 Main Conclusions
2.1 Penetration set to grow as wearables take off
2.2 Retailers must focus on shopping experience
2.3 Click and collect penetration is one of the highest, but still growing quickly
2.4 Amazon has the highest penetration thanks to a wide range of low- cost accessories
2.5 Low conversion due to easy comparisons and retailer switching
2.6 While it is easy to switch, comparison websites reduce the need
2.7 Quality and value are most important to electricals shoppers
2.8 AO.com defies pureplay limitations
2.9 Expectations are a key consideration
3 Sector Analysis
3.1 Sector summary
3.1.1 Wealthy male shoppers dominate market
3.2 Shopping frequency
3.2.1 Infrequent nature of purchases makes shopping experience key
3.3 Channel spend
3.3.1 Click and collect set to grow rapidly
3.4 Penetration of shoppers
3.4.1 Amazon dominates with small frequent purchases
3.5 Conversion
3.5.1 Low conversion a result of homogeneous products
3.6 Shopping around
3.6.1 Comparison sites help to focus on just a few retailers
4 Retailer Ratings
4.1 Importance of shopping drivers
4.1.1 Importance of quality highlights changing expectations
4.2 Retailer ratings
4.2.1 AO.com setting the benchmark
5 Methodology
5.1 Access to additional data
6 Appendix
6.1 About Verdict Retail
6.2 Disclaimer

List of Tables
Table 1: Frequency of electricals shopping trips by region (%), 2015
Table 2: Frequency of electricals shopping trips by demographics (%), 2015
Table 3: Channels used in the last year by electricals shoppers by region (%), 2015
Table 4: Channels used in the last year by electricals shoppers by demographics (%), 2015
Table 5: Top 10 retailers' share of regional electricals shoppers (%), 2015
Table 6: Average conversion of electricals retailers by region (%), 2015
Table 7: Electricals retailer ratings for shopping drivers (rated out of 10), 2015
Table 8: Electricals retailer ratings for shopping drivers (rated out of 10), 2015
Table 9: Electricals retailer ratings versus driver importance, 2015
Table 10: Electricals retailer ratings versus driver importance, 2015
Table 11: Sample sizes by sector, 2015

List of Figures
Figure 1: How much better off electricals shoppers feel compared to last year (%), 2015
Figure 2 : How much extra electricals shoppers feel they are spending compared to last year (%), 2015
Figure 3 : Electricals share of shoppers (%), 2015
Figure 4 : Demographic profile of electricals shoppers (%), 2015
Figure 5 : Frequency of electricals shopping trips (%), 2015
Figure 6 : Channels used in the last year by electricals shoppers (%), 2015
Figure 7 : Percentage of consumers who shop for electricals by demographics (%), 2015
Figure 8 : Percentage of consumers who shop for electricals by region (%), 2015
Figure 9 : Percentage of electricals shoppers visiting the top 10 retailers (%), 2015
Figure 10 : Percentage of electricals shoppers purchasing from the top 10 retailers (%), 2015
Figure 11 : Proportion of shoppers who are frequent or occasional shoppers at the top 10 electricals retailers (%), 2015
Figure 12 : Average rate of conversion for all sectors (%), 2015
Figure 13 : Top 10 retailers' conversion for electricals (%), 2015
Figure 14 : Average number of electricals retailers each shopper visited and purchased from in the last year, 2015
Figure 15 : Average number of electricals retailers purchased from by region, 2015
Figure 16 : Average number of other electricals retailers purchased from for the top 10 retailers, 2015
Figure 17 : Importance of shopping drivers to electricals shoppers (rated out of 10), 2015

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