How Britain Shops 2008: Homewares
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 key players in the UK homewares sector.
Scope
A thorough analysis of the way customer shop in the homewares sector, complete with profiles of the following retailers:Argos, Asda, Debenhams, Dunelm, IKEA, John Lewis, Marks & Spencer, Matalan, Sainsbury, Tesco, Wilkinson, WoolworthsHow 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
While retailers stand to gain from higher shopper numbers, the downside is that their customers have become harder to please. Only four out of five shoppers are loyal to the homewares retailer they use most, the lowest level of satisfaction in the nine years since How Britain Shops began.Shoppers have become more discerning about the purchases they make quality and range have both become more important drivers of loyalty while price has risen up consumers' agenda. Meeting consumer expectations has become increasingly challenging for homewares retailers a reason why conversion rates have slipped.The overall growth in shopper share has led to changes in the demographic breakdown, particularly by age. The biggest change is the fall in the proportion of homewares shoppers in the 15-24 age bracket, as they succumb to wider economic pressures.Reasons to Purchase
How Britain Shops is one of the most comprehensive studies 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 they also shop.Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers.
CHAPTER 1 INTRODUCTION 6
What is cDNA? 6
CHAPTER 2 EXECUTIVE SUMMARY 7
Key Findings 7
Retailer Highlights 10
Profile of Homewares Shoppers 15
Penetration of Homewares Shoppers 19
Retailer Usage 21
Main User Share by Region 26
Conversion Rates 27
Shopping Around 29
Loyalty 31
Drivers of Loyalty/Disloyalty 35
CHAPTER 3 ARGOS 40
Key Findings 40
Visitors 42
Main Users 43
Conversion Rates 45
Loyalty 46
Competitors 50
CHAPTER 4 ASDA 52
Key Findings 52
Visitors 54
Main Users 55
Conversion Rates 57
Loyalty 58
Competitors 62
CHAPTER 5 DEBENHAMS 64
Key Findings 64
Visitors 66
Main Users 67
Conversion Rates 69
Loyalty 70
Competitors 74
CHAPTER 6 DUNELM 76
Key Findings 76
Visitors 78
Main Users 79
Conversion Rates 81
Loyalty 82
Competitors 86
CHAPTER 7 IKEA 88
Key Findings 88
Visitors 90
Main Users 91
Conversion Rates 93
Loyalty 94
Competitors 98
CHAPTER 8 JOHN LEWIS 100
Key Findings 100
Visitors 102
Main Users 103
Conversion Rates 105
Loyalty 106
Competitors 110
CHAPTER 9 MARKS & SPENCER 112
Key Findings 112
Visitors 114
Main Users 115
Conversion Rates 117
Loyalty 118
Competitors 122
CHAPTER 10 MATALAN 124
Key Findings 124
Visitors 126
Main Users 127
Conversion Rates 129
Loyalty 130
Competitors 134
CHAPTER 11 SAINSBURY 136
Key Findings 136
Visitors 138
Main Users 139
Conversion Rates 141
Loyalty 142
Competitors 146
CHAPTER 12 TESCO 148
Key Findings 148
Visitors 150
Main Users 151
Conversion Rates 153
Loyalty 154
Competitors 158
CHAPTER 13 WILKINSON 160
Key Findings 160
Visitors 162
Main Users 163
Conversion Rates 165
Loyalty 166
Competitors 170
CHAPTER 14 WOOLWORTHS 172
Key Findings 172
Visitors 174
Main Users 175
Conversion Rates 177
Loyalty 178
Competitors 182
CHAPTER 15 APPENDIX 184
Basic Methodology 184
Selection of Parliamentary Constituencies 186
Metropolitan County 186
Other 100% Urban 186
Mixed Urban/Rural 186
Rural 186
Selection of Enumeration Districts 187
Selection of Respondents 188
Post Survey Weighting 188
List of Tables
Table 1: Profile of homewares shoppers by region 2008 15
Table 2: % of active homewares shoppers regularly using each retailer 2004-2008 21
Table 3: Share of active homewares shoppers using a given retailer as their main store 2004-2008 22
Table 4: Share of active homewares shoppers naming a retailer as their main store - by TV region 2008 26
Table 5: Average rate of conversion from visitor to main user - by TV region 2008 27
Table 6: Average number of other stores used by TV region 2008 29
Table 7: % of homewares shoppers that are loyal to their main store - by TV region 2008 32
Table 8: Detailed drivers of loyalty 2008 36
Table 9: Homewares loyalty scores by retailer 2004-2008 37
Table 10: Homewares disloyalty scores by retailer 2004-2008 38
Table 11: What disloyal users preferred about other homewares stores 2004-2008 39
Table 12: Visitor share - by region 2008 43
Table 13: Main user share - by region 2008 44
Table 14: Conversion rates - by region 2008 46
Table 15: Loyalty - by region 2008 47
Table 16: Drivers of loyalty 2008 48
Table 17: Drivers of disloyalty 2008 48
Table 18: Potential change 2008 49
Table 19: Top retailers used in other sectors 2008 50
Table 20: Other homewares stores used 2004-2008 51
Table 21: Visitor share - by region 2008 55
Table 22: Main user share - by region 2008 56
Table 23: Conversion rates - by region 2008 58
Table 24: Loyalty - by region 2008 59
Table 25: Drivers of loyalty 2008 60
Table 26: Drivers of disloyalty 2008 60
Table 27: Potential change 2008 61
Table 28: Top retailers used in other sectors 2008 62
Table 29: Other homewares stores used 2004-2008 63
Table 30: Visitor share - by region 2008 67
Table 31: Main user share - by region 2008 68
Table 32: Conversion rates % - by region 2008 70
Table 33: Loyalty - by region 2008 71
Table 34: Drivers of loyalty 2008 72
Table 35: Drivers of disloyalty 2008 72
Table 36: Potential change 2008 73
Table 37: Top retailers used in other sectors 2008 74
Table 38: Other homewares stores used 2004-2008 75
Table 39: Visitor share - by region 2008 79
Table 40: Main user share - by region 2008 80
Table 41: Conversion rates % - by region 2008 82
Table 42: Loyalty - by region 2008 83
Table 43: Drivers of loyalty 2008 84
Table 44: Drivers of disloyalty 2008 84
Table 45: Potential change 2008 85
Table 46: Top retailers used in other sectors 2008 86
Table 47: Other homewares stores used 2004-2008 87
Table 48: Visitor share % - by region 2008 91
Table 49: Main user share - by region 2008 92
Table 50: Conversion rates - by region 2008 94
Table 51: Loyalty - by region 2008 95
Table 52: Drivers of loyalty 2008 96
Table 53: Drivers of disloyalty 2008 96
Table 54: Potential change 2008 97
Table 55: Top retailers used in other sectors 2008 98
Table 56: Other homewares stores used 2004-2008 99
Table 57: Visitor share - by region 2008 103
Table 58: Main user share - by region 2008 104
Table 59: Conversion rates - by region 2008 106
Table 60: Loyalty - by region 2008 107
Table 61: Drivers of loyalty 2008 108
Table 62: Drivers of disloyalty 2008 108
Table 63: Potential change 2008 109
Table 64: Top retailers used in other sectors 2008 110
Table 65: Other homewares stores used 2004-2008 111
Table 66: Visitor share - by region 2008 115
Table 67: Main user share - by region 2008 116
Table 68: Conversion rates - by region 2008 118
Table 69: Loyalty - by region 2008 119
Table 70: Drivers of loyalty 2008 120
Table 71: Drivers of disloyalty 2008 120
Table 72: Potential change 2008 121
Table 73: Top retailers used in other sectors 2008 122
Table 74: Other homewares stores used 2004-2008 123
Table 75: Visitor share - by region 2008 127
Table 76: Main user share - by region 2008 128
Table 77: Conversion rates - by region 2008 130
Table 78: Loyalty - by region 2008 131
Table 79: Drivers of loyalty 2008 132
Table 80: Drivers of disloyalty 2008 132
Table 81: Potential change 2008 133
Table 82: Top retailers used in other sectors 2008 134
Table 83: Other homewares stores used 2004-2008 135
Table 84: Visitor share % - by region 2008 139
Table 85: Main user share - by region 2008 140
Table 86: Conversion rates - by region 2008 142
Table 87: Loyalty - by region 2008 143
Table 88: Drivers of loyalty 2008 144
Table 89: Drivers of disloyalty 2008 144
Table 90: Potential change 2008 145
Table 91: Top retailers used in other sectors 2008 146
Table 92: Other homewares stores used 2004-2008 147
Table 93: Visitor share - by region 2008 151
Table 94: Main user share - by region 2008 152
Table 95: Conversion rates - by region 2008 154
Table 96: Loyalty - by region 2008 155
Table 97: Drivers of loyalty 2008 156
Table 98: Drivers of disloyalty 2008 156
Table 99: Potential change 2008 157
Table 100: Top retailers used in other sectors 2008 158
Table 101: Other homewares stores used 2004-2008 159
Table 102: Visitor share - by region 2008 163
Table 103: Main user share - by region 2008 164
Table 104: Conversion rates - by region 2008 166
Table 105: Loyalty - by region 2008 167
Table 106: Drivers of loyalty 2008 168
Table 107: Drivers of disloyalty 2008 168
Table 108: Potential change 2008 169
Table 109: Top retailers used in other sectors 2008 170
Table 110: Other homewares stores used 2004-2008 171
Table 111: Visitor share - by region 2008 175
Table 112: Main user share - by region 2008 176
Table 113: Conversion rates - by region 2008 178
Table 114: Loyalty - by region 2008 179
Table 115: Drivers of loyalty 2008 180
Table 116: Drivers of disloyalty 2008 180
Table 117: Potential change 2008 181
Table 118: Top retailers used in other sectors 2008 182
Table 119: Other homewares stores used 2004-2008 183
Table 120: Sample sizes by sector 2008 185
List of Figures
Figure 1: Homewares share of shoppers % 2004-2008 15
Figure 2: Profile of homewares shoppers % - by gender 2004-2008 16
Figure 3: Profile of homewares shoppers % - by age bracket 2004-2008 17
Figure 4: Profile of homewares shoppers % - by socio-economic class 2004-2008 18
Figure 5: % of consumers who shop for homewares - by demographics 2008 19
Figure 6: % of consumers who shop for homewares - by TV region 2008 20
Figure 7: Concentration of main user share of Top Five retailers 2006 23
Figure 8: Concentration of main user share of Top Five retailers 2007 24
Figure 9: Concentration of main user share of Top Five retailers 2008 25
Figure 10: Average rate of conversion % from visitor to main user 2004-2008 27
Figure 11: Rate of conversion % from visitors to main users - by retailer 2008 28
Figure 12: Average number of other stores used 2004-2008 29
Figure 13: Average number of other stores used by retailer 2008 30
Figure 14: % of homewares shoppers that are loyal to their main store 2004-2008 31
Figure 15: % of homewares shoppers that are loyal to their main store - by demographic group 2008 32
Figure 16: % of homewares shoppers that are loyal to their main store - by retailer 2008 33
Figure 17: Percentage point change in loyalty rates since last year by retailer 2008 34
Figure 18: % of loyal main users identifying drivers of loyalty 2004-2008 35
Figure 19: Visitor share % 2004-2008 42
Figure 20: Visitor share % - by demographic group 2008 42
Figure 21: Main user share % 2004-2008 43
Figure 22: Main user share % - by demographic group 2008 44
Figure 23: Conversion rates % 2004-2008 45
Figure 24: Conversion rates % - by demographic group 2008 45
Figure 25: Loyalty % 2004-2008 46
Figure 26: Loyalty % - by demographics 2008 47
Figure 27: Preference stores % 2008 49
Figure 28: Shopping around 2004-2008 50
Figure 29: Visitor share % 2004-2008 54
Figure 30: Visitor share % - by demographic group 2008 54
Figure 31: Main user share % 2004-2008 55
Figure 32: Main user share % - by demographic group 2008 56
Figure 33: Conversion rates % 2004-2008 57
Figure 34: Conversion rates % - by demographic group 2008 57
Figure 35: Loyalty % 2004-2008 58
Figure 36: Loyalty % - by demographics 2008 59
Figure 37: Preference stores % 2008 61
Figure 38: Shopping around 2004-2008 62
Figure 39: Visitor share % 2004-2008 66
Figure 40: Visitor share % - by demographic group 2008 66
Figure 41: Main user share % 2004-2008 67
Figure 42: Main user share % - by demographic group 2008 68
Figure 43: Conversion rates % 2004-2008 69
Figure 44: Conversion rates % - by demographic group 2008 69
Figure 45: Loyalty % 2004-2008 70
Figure 46: Loyalty % - by demographics 2008 71
Figure 47: Preference stores % 2008 73
Figure 48: Shopping around 2004-2008 74
Figure 49: Visitor share % 2004-2008 78
Figure 50: Visitor share % - by demographic group 2008 78
Figure 51: Main user share % 2004-2008 79
Figure 52: Main user share % - by demographic group 2008 80
Figure 53: Conversion rates % 2004-2008 81
Figure 54: Conversion rates % - by demographic group 2008 81
Figure 55: Loyalty % 2004-2008 82
Figure 56: Loyalty % - by demographics 2008 83
Figure 57: Preference stores % 2008 85
Figure 58: Shopping around 2004-2008 86
Figure 59: Visitor share % 2004-2008 90
Figure 60: Visitor share % - by demographic group 2008 90
Figure 61: Main user share % 2004-2008 91
Figure 62: Main user share % - by demographic group 2008 92
Figure 63: Conversion rates % 2004-2008 93
Figure 64: Conversion rates % - by demographic group 2008 93
Figure 65: Loyalty % 2004-2008 94
Figure 66: Loyalty % - by demographics 2008 95
Figure 67: Preference stores % 2008 97
Figure 68: Shopping around 2004-2008 98
Figure 69: Visitor share % 2004-2008 102
Figure 70: Visitor share % - by demographic group 2008 102
Figure 71: Main user share % 2004-2008 103
Figure 72: Main user share % - by demographic group 2008 104
Figure 73: Conversion rates % 2004-2008 105
Figure 74: Conversion rates % - by demographic group 2008 105
Figure 75: Loyalty % 2004-2008 106
Figure 76: Loyalty % - by demographics 2008 107
Figure 77: Preference stores % 2008 109
Figure 78: Shopping around 2004-2008 110
Figure 79: Visitor share % 2004-2008 114
Figure 80: Visitor share % - by demographic group 2008 114
Figure 81: Main user share % 2004-2008 115
Figure 82: Main user share % - by demographic group 2008 116
Figure 83: Conversion rates % 2004-2008 117
Figure 84: Conversion rates % - by demographic group 2008 117
Figure 85: Loyalty % 2004-2008 118
Figure 86: Loyalty % - by demographics 2008 119
Figure 87: Preference stores % 2008 121
Figure 88: Shopping around 2004-2008 122
Figure 89: Visitor share % 2004-2008 126
Figure 90: Visitor share % - by demographic group 2008 126
Figure 91: Main user share % 2004-2008 127
Figure 92: Main user share % - by demographic group 2008 128
Figure 93: Conversion rates % 2004-2008 129
Figure 94: Conversion rates % - by demographic group 2008 129
Figure 95: Loyalty % 2004-2008 130
Figure 96: Loyalty % - by demographics 2008 131
Figure 97: Preference stores % 2008 133
Figure 98: Shopping around 2004-2008 134
Figure 99: Visitor share % 2004-2008 138
Figure 100: Visitor share % - by demographic group 2008 138
Figure 101: Main user share % 2004-2008 139
Figure 102: Main user share % - by demographic group 2008 140
Figure 103: Conversion rates % 2004-2008 141
Figure 104: Conversion rates % - by demographic group 2008 141
Figure 105: Loyalty % 2004-2008 142
Figure 106: Loyalty % - by demographics 2008 143
Figure 107: Preference stores % 2008 145
Figure 108: Shopping around 2004-2008 146
Figure 109: Visitor share % 2004-2008 150
Figure 110: Visitor share % - by demographic group 2008 150
Figure 111: Main user share % 2004-2008 151
Figure 112: Main user share % - by demographic group 2008 152
Figure 113: Conversion rates % 2004-2008 153
Figure 114: Conversion rates % - by demographic group 2008 153
Figure 115: Loyalty % 2004-2008 154
Figure 116: Loyalty % - by demographics 2008 155
Figure 117: Preference stores % 2008 157
Figure 118: Shopping around 2004-2008 158
Figure 119: Visitor share % 2004-2008 162
Figure 120: Visitor share % - by demographic group 2008 162
Figure 121: Main user share % 2004-2008 163
Figure 122: Main user share % - by demographic group 2008 164
Figure 123: Conversion rates % 2004-2008 165
Figure 124: Conversion rates % - by demographic group 2008 165
Figure 125: Loyalty % 2004-2008 166
Figure 126: Loyalty % - by demographics 2008 167
Figure 127: Preference stores % 2008 169
Figure 128: Shopping around 2004-2008 170
Figure 129: Visitor share % 2004-2008 174
Figure 130: Visitor share % - by demographic group 2008 174
Figure 131: Main user share % 2004-2008 175
Figure 132: Main user share % - by demographic group 2008 176
Figure 133: Conversion rates % 2004-2008 177
Figure 134: Conversion rates % - by demographic group 2008 177
Figure 135: Loyalty % 2004-2008 178
Figure 136: Loyalty % - by demographics 2008 179
Figure 137: Preference stores % 2008 181
Figure 138: Shopping around 2004-2008 182
