1. Market Research
  2. > Home and Office Goods
  3. > Home Goods
  4. > Furniture and Decoration Market Trends
  5. > How Britain Shops for Furniture and Floorcoverings | Verdict Consumer Report

Summary
How Britain Shops Furniture and Floor coverings 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. Data from the survey is broken down demographically and regionally to provide retailers with a clear understanding of what is important to its customers, providing it with a competitive edge.

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 furniture and floor coverings shoppers find important, and how well retailers satisfy the expectations of their shoppers

Synopsis
As with homewares, women make up the majority of furniture and floor coverings shoppers and have the deepest penetration. This illustrates that women have a greater influence for home related purchases. While current advertising campaigns do appeal to women, they could be enhanced if the focus of the message shifted towards design rather than price.

Of all measured sectors, service was the most important in furniture and floor coverings, due in part to its big ticket nature and the greater customization available. However, many retailers are falling short of customer expectations. Online has been the focus for many retailers in this sector as it is underdeveloped but stores can not be neglected.

With its low prices and innovative products, IKEA has come top for value for money. Its vast stores, which cover many sectors, help it come top for range as well. However, delivery remains problematic, coming bottom of profiled retailers and falling below how important customers rate it by 0.6 points. Its click and collect trial should remedy this.

Reasons To Buy
- How much better off do furniture and floor coverings shoppers feel in comparison to last year?

- Which furniture and floor coverings retailers have the highest share of visitors and purchasers?

- How many other stores do your shoppers use for furniture and floor coverings?

Table Of Contents

How Britain Shops for Furniture and Floorcoverings | Verdict Consumer Report
Table of Contents
1 Overview
2 Main Conclusions
2.1 Women make up the majority of furniture and floorcoverings shoppers
2.2 More shoppers bought online for home delivery than instore
2.3 Argos and IKEA are the most visited stores for furniture
2.4 Conversion is highest at IKEA
2.5 Compared to other sectors, service is the most important in furniture
2.6 Despite its importance, work still needs to be done to match service expectations
2.7 John Lewis's more premium offer resonates with shoppers
2.8 IKEA leads the way for value for money and range
2.9 Next needs to focus on better communicating its value
3 Sector Analysis
3.1 Sector summary
3.1.1 Women make up the majority of furniture shoppers
3.2 Shopping frequency
3.2.1 London is above average for more frequent purchases
3.3 Channel spend
3.3.1 Customers are becoming increasingly comfortable about buying online
3.4 Penetration of shoppers
3.4.1 One in three women have bought furniture and floorcoverings in the last 12 months
3.5 Conversion
3.5.1 Pre-purchase research impacts performance
3.6 Shopping around
3.6.1 Furniture and floorcoverings had second lowest number of stores visited
4 Retailer Ratings
4.1 Importance of shopping drivers
4.1.1 Quality and value pivotal for such large ticket items
4.2 Retailer ratings
4.2.1 Jon Lewis comes top in four sectors
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 furniture and floorcoverings shopping trips by region (%), 2015
Table 2: Frequency of furniture and floorcoverings shopping trips by demographics (%), 2015
Table 3: Channels used in the last year by furniture and floorcoverings shoppers by region (%), 2015
Table 4: Channels used in the last year by furniture and floorcoverings shoppers by demographics (%), 2015
Table 5: Top 10 retailers' share of regional furniture and floorcoverings shoppers (%), 2015
Table 6: Average conversion of furniture and floorcoverings retailers by region (%), 2015
Table 7: Furniture and floorcoverings retailer ratings for shopping drivers (rated out of 10), 2015
Table 8: Furniture and floorcoverings retailer ratings for shopping drivers (rated out of 10), 2015
Table 9: Furniture and floorcoverings retailer ratings versus driver importance, 2015
Table 10: Furniture and floorcoverings retailer ratings versus driver importance, 2015
Table 11: Sample sizes by sector, 2015

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

View This Report »

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 24 Million searchable statistics with tables, figures & datasets
  • More than 10,000 trusted sources
24/7 Customer Support

Talk to Amrita

+1 718 303 2019

Purchase Reports From Reputable Market Research Publishers
Home Retail Series Kitchen Furniture  2016

Home Retail Series Kitchen Furniture 2016

  • $ 8600
  • Industry report
  • December 2016
  • by Verdict Retail

Summary Growth in the kitchen furniture market has slowed to 0.5% in 2016 (from 2.0% in 2015). Prospects for the market are bleak in 2017, as weakening consumer confidence and a slowing housing market ...

European Union Furniture Outlook

European Union Furniture Outlook

  • $ 3850
  • Industry report
  • October 2016
  • by CSIL Milano

CSIL Market Research Report European Union Furniture Outlook is part of CSIL Country Furniture Outlook Series, covering at present over 70 countries. The report is carried out by CSIL experts that have ...

RTA Furniture Market in the US 2017-2021

RTA Furniture Market in the US 2017-2021

  • $ 3500
  • Industry report
  • January 2017
  • by Infiniti Research Limited

About RTA Furniture Vendors are now focusing more on differentiating their offerings from that of their competitors and are delivering a wider range of products. Earlier, RTA furniture was limited to home ...


ref:plp2015

Reportlinker.com © Copyright 2017. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.