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Where Britain Shops: Department Stores | Verdict Consumer Report

  • September 2014
  • -
  • Verdict Retail
  • -
  • 63 pages

Summary
The number of consumers in the UK who shop regularly at department stores has fallen by nearly six million in the five years to 2014. The closure of TJ Hughes stores, poor general merchandise performance from MandS and fluctuating sales from Debenhams and House of Fraser have contributed to the decline.

Key Findings
- Through being informed of the opinions of your customers, understand which aspects of your retail proposition most need improving

- Use this report to identify which consumers are less likely to shop with you and adapt your offer to improve your appeal with these shoppers

- Use our cross-sector shopping data to benchmark yourself against rivals and learn which areas need to be better promoted or improved to drive traffic

Synopsis
Just under one quarter of all department store shoppers use the channel for homewares. However, with exceptional improvement in the housing market throughout the course of 2014, we do expect shopper levels to revive, particularly since the likes of John Lewis have heavily invested in the sector.

Beales has the lowest score for cross-sector shopping. Much of its store portfolio is in need of refurbishment, while many departments have a lack of choice with often incoherent ranges, which causes frustration and a lack of willingness to browse the full store.

MandS is ranked it as the most shopped department store in 2014, followed by Debenhams and John Lewis. The retailer's ubiquitous offer and broad price architecture allow it to reach a very large audience, aided by the size of its store portfolio. However, despite maintaining its leading position, the percentage of shoppers has fallen.

Reasons To Buy
- What proportion of shoppers use department stores? How has the profile of department stores shoppers changed and what has caused this?

- What are the most shopped sectors at department stores and why? What do retailers need to do to boost cross-sector shopping?

- Which department store retailers have gained and lost visitors? What is the shopper profile for each of seven department stores profiled?

Table Of Contents

Where Britain Shops: Department Stores | Verdict Consumer Report
Table of Contents
1 Overview
2 Key Findings
2.1 Number of department store shoppers falls by 5.9 million
2.2 45+s take a larger share, while C2DEs lose share to more affluent shoppers
2.3 Percentage of shoppers using department stores for clothing and footwear rises
2.4 Fewer department store shoppers use homewares departments
2.5 John Lewis protects electricals score
2.6 MandS's large store portfolio and mass market appeal protect its leading position
2.7 Cross-sector shopping is highest at John Lewis
3 Department Store Share of Shoppers
3.1 Number of department store shoppers falls by 5.9 million
3.2 Shopper numbers fall across every demographic in five years to 2014
4 Profiles of Department Store Shoppers
4.1 45+s take a larger share, while C2DEs lose share to more affluent shoppers
4.2 Profile of male department store shoppers
4.3 Profile of female department store shoppers
5 Sector Penetration
5.1 Which sectors shoppers use department stores for
6 Share of Shoppers
6.1 Top Eight department store retailers' share of shoppers
7 Clothing Sector Analysis
7.1 How clothing shoppers use department stores
8 Electricals Sector Analysis
8.1 How electricals shoppers use department stores
9 Footwear Sector Analysis
9.1 How footwear shoppers use department stores
10 Homewares Sector Analysis
10.1 How homewares shoppers use department stores
11 Personal Care Sector Analysis
11.1 How personal care shoppers use department stores
12 Department Store Shopper Profiles
12.1 Beales
12.2 Debenhams
12.3 Fenwick
12.4 House of Fraser
12.5 John Lewis
12.6 Marks and Spencer
12.7 Selfridges
13 Methodology
13.1 The cDNA series covers eight key retail sectors:
13.2 Selection of parliamentary constituencies
13.3 Metropolitan county
13.4 Other 100% urban
13.5 Mixed urban/rural
13.6 Rural
13.7 Selection of enumeration districts
13.8 Selection of respondents
13.9 Post survey weighting
14 Appendix
14.1 About Verdict Retail
14.2 Disclaimer

List of Figures
Figure 1: Department stores share of all UK shoppers (%), 2009 and 2014
Figure 2: Department stores share of UK shoppers, penetration by region (%), 2014
Figure 3: Consumers using department stores, penetration by demographics (%), 2014
Figure 4: Profile of department store shoppers (%), 2014
Figure 5: Profile of male department store shoppers (%), 2014
Figure 6: Profile of female department store shoppers (%), 2014
Figure 7: What department store shoppers use department stores for (%), 2014
Figure 8: Department store retailer share of all consumers (%), 2014
Figure 9: Retailer share of all department store shoppers (%), 2014
Figure 10: Cross-sector department store retailer scores, 2014
Figure 11: Percentage of all department store shoppers using the channel for clothing (%), 2009 and 2014
Figure 12: Percentage of all clothing shoppers using department stores for clothing (%), 2009 and 2014
Figure 13: Demographic profile of all shoppers who use department stores for clothing (%), 2014
Figure 14: Demographic profile of all male shoppers who use department stores for clothing (%), 2014
Figure 15: Demographic profile of all female shoppers who use department stores for clothing (%), 2014
Figure 16: Retailer shares of all department store clothing shoppers (%), 2014
Figure 17: Retailer shares of all clothing shoppers (%), 2014
Figure 18: Percentage of all department store shoppers using the channel for electricals (%), 2009 and 2014
Figure 19: Percentage of all electricals shoppers using department stores for electricals (%), 2009 and 2014
Figure 20: Demographic profile of all shoppers who use department stores for electricals (%), 2014
Figure 21: Demographic profile of all male shoppers who use department stores for electricals (%), 2014
Figure 22: Demographic profile of all female shoppers who use department stores for electricals (%), 2014
Figure 23: Retailer shares of all department store electricals shoppers (%), 2014
Figure 24: Retailer shares of all electricals shoppers (%), 2014
Figure 25: Percentage of all department store shoppers using the channel for footwear (%), 2009 and 2014
Figure 26: Percentage of all footwear shoppers using department stores for footwear (%), 2009 and 2014
Figure 27: Demographic profile of all shoppers who use department stores for footwear (%), 2014
Figure 28: Demographic profile of all male shoppers who use department stores for footwear (%), 2014
Figure 29: Demographic profile of all female shoppers who use department stores for footwear (%), 2014
Figure 30: Retailer shares of all department store footwear shoppers (%), 2014
Figure 31: Retailer shares of all footwear shoppers (%), 2014
Figure 32: Percentage of all department store shoppers using the channel for homewares (%), 2009 and 2014
Figure 33: Percentage of all homewares shoppers using department stores for homewares (%), 2009 and 2014
Figure 34: Demographic profile of all shoppers who use department stores for homewares (%), 2014
Figure 35: Demographic profile of all male shoppers who use department stores for homewares (%), 2014
Figure 36: Demographic profile of all female shoppers who use department stores for homewares (%), 2014
Figure 37: Retailer shares of all department store homewares shoppers (%), 2014
Figure 38: Retailer shares of all homewares shoppers (%), 2014
Figure 39: Percentage of all department store shoppers using the channel for personal care (%), 2009 and 2014
Figure 40: Percentage of all personal care shoppers using department stores for personal care (%), 2009 and 2014
Figure 41: Demographic profile of all shoppers who use department stores for personal care (%), 2014
Figure 42: Demographic profile of all male shoppers who use department stores for personal care (%), 2014
Figure 43: Demographic profile of all female shoppers who use department stores for personal care (%), 2014
Figure 44: Retailer shares of all department store personal care shoppers (%), 2014
Figure 45: Retailer shares of all personal care shoppers (%), 2014
Figure 46: Demographic profile of all Beales shoppers (%), 2014
Figure 47: Demographic profile of all Debenhams shoppers (%), 2014
Figure 48: Demographic profile of all Fenwick shoppers (%), 2014
Figure 49: Demographic profile of all House of Fraser shoppers (%), 2014
Figure 50: Demographic profile of all John Lewis shoppers (%), 2014
Figure 51: Demographic profile of all Marks and Spencer shoppers (%), 2014
Figure 52: Demographic profile of all Selfridges shoppers (%), 2014

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