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How Britain Shops: Homewares 2010 Product Image

How Britain Shops: Homewares 2010

  • ID: 1213614
  • April 2010
  • Region: Britain, United Kingdom, Great Britain
  • 159 Pages
  • Verdict Research Limited

FEATURED COMPANIES

  • Argos
  • Asda
  • Debenhams
  • Dunelm-Mill
  • IKEA
  • John Lewis
  • MORE

How Britain Shops Homewares provides a detailed overview of the shopping habits of consumers. It examines, who shops for homewares, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.

Scope:

- Analysis of how customers shop for homewares. Profiles of: Argos, Asda, Debenhams, Dunelm-Mill, IKEA, John Lewis, Marks & Spencer, Tesco, Wilkinson.

- 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 five year period.

Highlights:

The homewares market has succumbed to recession. The downturn reflects a deeply unfavourable set of background drivers, with the low number of house moves directly reducing the need for new homewares. Although homewares are mostly low ticket and easily affordable, they are rarely necessary, and as such, purchases are easily deferrable.

In 2010 the balance of homewares shoppers has tipped more in favour of women, as male READ MORE >

FEATURED COMPANIES

  • Argos
  • Asda
  • Debenhams
  • Dunelm-Mill
  • IKEA
  • John Lewis
  • MORE

OVERVIEW
- Introduction
- Summary

EXECUTIVE SUMMARY
- Key findings
-- There has been a reduction in the number of younger homewares shoppers
-- The bias toward AB and female shoppers persists
-- Asda/George and Tesco have extended their lead over Argos
-- Conversion rates have declined for a second year
-- Customer loyalty has jumped again
-- Quality and range, rather than price, have increased in importance

- Retailer highlights
-- Asda/George has strengthened its market leadership
-- Shopper numbers are rising at Tesco, but customer loyalty is still weak
-- Argos has lost shoppers, but customer loyalty has improved
-- IKEA has seen an increase in both shopper numbers and customer loyalty
-- Wilkinson has broadened its appeal
-- Dunelm Mill's main user share has slipped, despite an increase in shopper numbers
-- Debenhams has attracted new shoppers, but still faces challenges in certain areas
-- Marks & Spencer has been experiencing steady progress

PROFILE OF SECTOR SHOPPERS
- There has been a reduction in the number of younger homewares shoppers

PENETRATION OF HOMEWARES SHOPPERS
- The bias toward AB and female shoppers persist

RETAILER USAGE
- Asda/George and Tesco have extended their lead over Argos

MAIN USER SHARE BY REGION
- Asda/George is the leading homewares retailer

CONVERSION RATES
- Conversion rates have declined for a second year

SHOPPING AROUND
- IKEA users shop around most

LOYALTY
- There has been a steep rise in loyalty for a second year

DRIVERS OF LOYALTY/DISLOYALTY
- Range and price increase in importance

ARGOS
- Argos has lost shoppers, but customer loyalty has improved
-- Argos has suffered a sharp drop in visitor numbers
-- Argos' main user lead over IKEA has shrunk dramatically
-- The loss of non-core shoppers has lifted Argos' customer loyalty
-- Range has replaced price as the leading driver of loyalty
- Visitors
-- Argos has suffered the biggest drop in visitor numbers out of all profiled retailers
- Main users
-- Argos' lead over fourth placed IKEA has shrunk dramatically
- Conversion rates
-- Argos has seen a worrying decline in conversion
-- The loss of non-core shoppers has lifted Argos' customer loyalty
- Competitors
-- Asda, Tesco, Wilkinson and IKEA present key threats to Argos

ASDA/GEORGE
- Asda/George has strengthened its market leadership
-- Asda/George has improved its market leading visitor share
-- Asda/George has stretched its main user lead over Tesco
-- A leap in loyalty lifts Asda/George from seventh place to second
-- Asda/George benefits from substantial cross shopping
- Visitors
-- Asda/George has strengthened its position
- Main users
-- Asda/George has stretched its lead over second placed Tesco
- Conversion rates
-- Asda's conversion rate is the second highest in the sector
- Loyalty
-- A leap in loyalty lifts Asda/George from seventh place to second
- Competitors
-- Asda/George shares fewer customers with Tesco and IKEA than in 2009, bur the challenge from Wilkinson has increased

DEBENHAMS
- Debenhams is attracting new shoppers, but challenges remain
-- New shoppers boost Debenhams' visitor share
-- Debenhams' conversion rate has been diluted by new shoppers
-- Customer loyalty is still low, but continues to improve
-- Shopping around has soared, with Tesco posing an increasing threat
- Visitors
-- A focus on new brands and promotional events has helped Debenhams revive its footfall
- Main users
-- Debenhams' weaker conversion rate has eroded its main user share
- Conversion rates
-- Debenhams’ appeal to women has weakened, leading to a steep decline in conversion
- Loyalty
-- Loyalty has edged upwards, reflecting Debenhams' loss of main users
- Competitors
-- There has been a sharp rise in Debenhams customers using other retailers

DUNELM MILL
- Despite a rising shopper base, Dunelm Mill has failed to keep pace with its rivals
-- Despite a further rise in visitor numbers, Dunelm Mill has been overtaken by IKEA and Wilkinson
-- Dunelm's conversion rate has fallen for a second year
-- Customer loyalty has reached a record high
-- Competitors have benefited most from the increase in Dunelm customers shopping around
- Visitors
-- A steady rise in shoppers has taken Dunelm to sixth position
- Main users
-- Dunelm has seen a slight increase in main user numbers over 2009
- Conversion rates
-- Dunelm's conversion rate has fallen for a second consecutive year
- Loyalty
-- Customer loyalty has reached a record high
- Competitors
-- Tesco and Wilkinson have benefited most from the increase in Dunelm customers shopping around

IKEA
- IKEA has seen an increase in both shopper numbers and loyalty
-- IKEA has seen a recovery in its visitor numbers after a dip in 2009
-- IKEA has recorded its strongest main user statistics for four years
-- IKEA customer loyalty has reached a five-year high
-- Shopping around has increased for the third successive year
- Visitors
-- IKEA's visitor numbers have recovered after a dip in 2009
- Main users
-- IKEA has recorded its strongest main user performance for four years
- Conversion rates
-- 2010 marks a third successive year of improvement for IKEA, in terms of conversion rates
- Loyalty
-- Customer loyalty has reached a five-year high
- Competitors
-- Shopping around has increased for the third year in a row

JOHN LEWIS
- Shopper numbers at John Lewis have dropped again, but loyalty remains unshakeable
-- John Lewis' visitor share has fallen for the third consecutive year
-- John Lewis' main user share has dropped from fourth to ninth place
-- Customer loyalty remains unshakeable
-- John Lewis has seen a rise in its customers shopping around
- Visitors
-- John Lewis' visitor share has fallen for the third consecutive year
- Main users
-- John Lewis' main user share has dropped from fourth to ninth place
- Conversion rates
-- John Lewis' conversion rate has slipped, but the retailer still leads the field
- Loyalty
-- John Lewis' already impressive customer loyalty record has improved further
- Competitors
-- John Lewis has seen a rise in its customers shopping around

MARKS & SPENCER
- Marks & Spencer's steady progress has continued in 2010
-- A further rise in visitor share takes Marks & Spencer to ninth position
-- Marks & Spencer has seen a slight gain in its main user numbers
-- Customer loyalty has continued to rise
-- Debenhams has displaced John Lewis as the leading alternative to Marks & Spencer
- Visitors
-- Marks & Spencer has seen a further rise in its visitor share
- Main users
-- Marks & Spencer has seen a slight gain in main user numbers
- Conversion rates
-- A lower conversion dilutes Marks' main user share
- Loyalty
-- Customer loyalty has risen for the fourth year running
- Competitors
-- Debenhams has replaced John Lewis as the leading alternative to Marks & Spencer

TESCO
- Customer loyalty remains weak, but shopper numbers are rising
-- A pick-up in visitor share closes the gap on Asda/George
-- Tesco has seen a steep rise in loyalty for the second year running, but is still below the pack
-- Despite a sharp rise in ratings in terms of range, Tesco has seen little improvement in its quality rating
-- Shopping around has dropped to the lowest level in the sector
- Visitors
-- A pick-up in Tesco's visitor share closes the gap on Asda/George
- Main users
-- Tesco has bounced back in terms of main user share and recovered lost ground
- Conversion rates
-- Tesco has improved its conversion rate, but lags behind Asda/George
- Loyalty
-- There has been a steep rise in loyalty for the second year running, but Tesco is still behind the pack
- Competitors
-- Shopping around has dropped to the lowest level in the sector

WILKINSON
- Wilkinson has experienced an increase in shopper numbers as its appeal broadens
-- Wilkinson's visitor share has jumped from seventh place to fifth
-- A weaker conversion rate has caused Wilkinson's main user ranking to slip
-- A product range overhaul has boosted Wilkinson's quality rating
-- Wilkinson has benefited from the collapse of Woolworths
- Visitors
-- Wilkinson's has jumped from seventh place to fifth in terms of visitor numbers
- Main users
-- A weaker conversion rate has caused Wilkinson's main user ranking to slip
- Conversion rates
-- A drop in Wilkinson's conversion rate has pushed the retailer below the sector average
- Loyalty
-- A product range overhaul has boosted Wilkinson's quality rating
- Competitors
-- Wilkinson has benefited from the collapse of Woolworths

METHODOLOGY
- Basic methodology
- The selection of parliamentary constituencies
-- Metropolitan County
-- Other 100% urban
-- Mixed urban/rural
-- Rural

- The selection of enumeration districts
- The selection of respondents
- Post-survey weighting

TABLES:

Table: Profile of homewares shoppers, by TV region, 2010
Table: Percentage of active homewares shoppers regularly using each retailer, 2006–2010
Table: Percentage of active homewares shoppers regularly using each retailer, 2006–2010
Table: Share of active homewares shoppers naming a retailer as their main store (%), by TV region, 2010
Table: Average rate of conversion from visitor to main user, by TV region, 2010
Table: Average number of other stores used, by TV region, 2010
Table: Percentage of homewares shoppers that are loyal to their main store, by TV region, 2010
Table: Detailed drivers of loyalty (%), 2010
Table: Homewares loyalty score, by retailer, 2006–2010
Table: Homewares loyalty score, by retailer, 2006–2010
Table: Homewares disloyalty score, by retailer, 2006–2010
Table: Homewares disloyalty score, by retailer, 2006–2010
Table: What disloyal users preferred about other homewares stores, 2006–2010
Table: What disloyal users preferred about other homewares stores, 2006–2010
Table: Visitor share, by TV region, 2010
Table: Main user share, by TV region, 2010
Table: Conversion rates, by TV region, 2010
Table: Drivers of loyalty, 2010
Table: Drivers of disloyalty, 2010
Table: Potential changes, 2010
Table: Other retailers used, 2010
Table: Other homewares stores used (%), 2006–2010
Table: Visitor share, by TV region, 2010
Table: Main user share, by TV region, 2010
Table: Conversion rates, by TV region, 2010
Table: Drivers of loyalty, 2010
Table: Drivers of disloyalty, 2010
Table: Potential changes, 2010
Table: Other retailers used, 2010
Table: Other homewares stores used (%), 2006–2010
Table: Visitor share, by TV region, 2010
Table: Main user share, by TV region, 2010
Table: Conversion rates, by TV region, 2010
Table: Drivers of loyalty, 2010
Table: Drivers of disloyalty, 2010
Table: Potential changes, 2010
Table: Other retailers used, 2010
Table: Other homewares stores used (%), 2006–2010
Table: Visitor share, by TV region, 2010
Table: Main user share, by TV region, 2010
Table: Conversion rates, by TV region, 2010
Table: Drivers of loyalty, 2010
Table: Drivers of disloyalty, 2010
Table: Potential changes, 2010
Table: Other retailers used, 2010
Table: Other homewares stores used (%), 2006–2010
Table: Visitor share, by TV region, 2010
Table: Main user share, by TV region, 2010
Table: Conversion rates, by TV region, 2010
Table: Drivers of loyalty, 2010
Table: Drivers of disloyalty, 2010
Table: Potential changes, 2010
Table: Other retailers used, 2010
Table: Other homewares stores used (%), 2006–2010
Table: Visitor share, by TV region, 2010
Table: Main user share, by TV region, 2010
Table: Conversion rates, by TV region, 2010
Table: Drivers of loyalty, 2010
Table: Drivers of disloyalty, 2010
Table: Potential changes, 2010
Table: Other retailers used, 2010
Table: Other homewares stores used (%), 2006–2010
Table: Visitor share, by TV region, 2010
Table: Main user share, by TV region, 2010
Table: Conversion rates, by TV region, 2010
Table: Drivers of loyalty, 2010
Table: Drivers of disloyalty, 2010
Table: Potential changes, 2010
Table: Other retailers used, 2010
Table: Other homewares stores used (%), 2006–2010
Table: Visitor share, by TV region, 2010
Table: Main user share, by TV region, 2010
Table: Conversion rates, by TV region, 2010
Table: Drivers of loyalty, 2010
Table: Drivers of disloyalty, 2010
Table: Potential changes, 2010
Table: Other retailers used, 2010
Table: Other homewares stores used (%), 2006–2010
Table: Visitor share, by TV region, 2010
Table: Main user share, by TV region, 2010
Table: Conversion rates, by TV region, 2010
Table: Drivers of loyalty, 2010
Table: Drivers of disloyalty, 2010
Table: Potential changes, 2010
Table: Other retailers used, 2010
Table: Other homewares stores used (%), 2006–2010
Table: Sample sizes, by sector, 2010

FIGURES:

Figure: UK homewares shoppers (%), 2006–2010
Figure: Profile of homewares shoppers (%), by gender, 2006–2010
Figure: Profile of homewares shoppers (%), by age bracket, 2006–2010
Figure: Profile of homewares shoppers (%), by socioeconomic class, 2006–2010
Figure: Percentage of consumers who shop for homewares, by demographics, 2010
Figure: Percentage of consumers who shop for homewares, by TV region, 2010
Figure: Concentration of main user share of top five retailers in 2008
Figure: Concentration of main user share of top five retailers in 2009
Figure: Concentration of main user share of top five retailers in 2010
Figure: Average rate of conversion from visitor to main user (%), 2006–2010
Figure: Rate of conversion from visitors to main users (%), by retailer, 2010
Figure: Average number of other stores used, by retailer, 2010
Figure: Average number of other stores used, 2006–2010
Figure: Percentage of homewares shoppers that are loyal to their main store, 2006–2010
Figure: Percentage of homewares shoppers that are loyal to their main store, by demographic group, 2010
Figure: Percentage of homewares shoppers that are loyal to their main store, by retailer, 2010
Figure: Percentage point change in loyalty rates since last year, by retailer, 2010
Figure: Percentage of loyal main users identifying drivers of loyalty, 2006–2010
Figure: Visitor share, 2006–2010
Figure: Visitor share, by demographic group, 2010
Figure: Main user share, 2006–2010
Figure: Main user share, by demographic group, 2010
Figure: Conversion rates, 2006–2010
Figure: Conversion rates, by demographic group, 2010
Figure: Loyalty, 2006–2010
Figure: Loyalty, by demographics, 2010
Figure: Preference stores, 2010
Figure: Shopping around, 2010
Figure: Visitor share, 2006–2010
Figure: Visitor share, by demographic group, 2010
Figure: Main user share, 2006–2010
Figure: Main user share, by demographic group, 2010
Figure: Conversion rates, 2006–2010
Figure: Conversion rates, by demographic group, 2010
Figure: Loyalty, 2006–2010
Figure: Loyalty, by demographics, 2010
Figure: Preference stores, 2010
Figure: Shopping around, 2010
Figure: Visitor share, 2006–2010
Figure: Visitor share, by demographic group, 2010
Figure: Main user share, 2006–2010
Figure: Main user share, by demographic group, 2010
Figure: Conversion rates, 2006–2010
Figure: Conversion rates, by demographic group, 2010
Figure: Loyalty, 2006–2010
Figure: Loyalty, by demographics, 2010
Figure: Preference stores, 2010
Figure: Shopping around, 2010
Figure: Visitor share, 2006–2010
Figure: Visitor share, by demographic group, 2010
Figure: Main user share, 2006–2010
Figure: Main user share, by demographic group, 2010
Figure: Conversion rates, 2006–2010
Figure: Conversion rates, by demographic group, 2010
Figure: Loyalty, 2006–2010
Figure: Loyalty, by demographics, 2010
Figure: Preference stores, 2010
Figure: Shopping around, 2010
Figure: Visitor share, 2006–2010
Figure: Visitor share, by demographic group, 2010
Figure: Main user share, 2006–2010
Figure: Main user share, by demographic group, 2010
Figure: Conversion rates, 2006–2010
Figure: Conversion rates, by demographic group, 2010
Figure: Loyalty, 2006–2010
Figure: Loyalty, by demographics, 2010
Figure: Preference stores, 2010
Figure: Shopping around, 2010
Figure: Visitor share, 2006–2010
Figure: Visitor share, by demographic group, 2010
Figure: Main user share, 2006–2010
Figure: Main user share, by demographic group, 2010
Figure: Conversion rates, 2006–2010
Figure: Conversion rates, by demographic group, 2010
Figure: Loyalty, 2006–2010
Figure: Loyalty, by demographics, 2010
Figure: Preference stores, 2010
Figure: Shopping around, 2010
Figure: Visitor share, 2006–2010
Figure: Visitor share, by demographic group, 2010
Figure: Main user share, 2006–2010
Figure: Main user share, by demographic group, 2010
Figure: Conversion rates, 2006–2010
Figure: Conversion rates, by demographic group, 2010
Figure: Loyalty, 2006–2010
Figure: Loyalty, by demographics, 2010
Figure: Preference stores, 2010
Figure: Shopping around, 2010
Figure: Visitor share, 2006–2010
Figure: Visitor share, by demographic group, 2010
Figure: Main user share, 2006–2010
Figure: Main user share, by demographic group, 2010
Figure: Conversion rates, 2006–2010
Figure: Conversion rates, by demographic group, 2010
Figure: Loyalty, 2006–2010
Figure: Loyalty, by demographics, 2010
Figure: Preference stores, 2010
Figure: Shopping around, 2010
Figure: Visitor share, 2006–2010
Figure: Visitor share, by demographic group, 2010
Figure: Main user share, 2006–2010
Figure: Main user share, by demographic group, 2010
Figure: Conversion rates, 2006–2010
Figure: Conversion rates, by demographic group, 2010
Figure: Loyalty, 2006–2010
Figure: Loyalty, by demographics, 2010
Figure: Preference stores, 2010
Figure: Shopping around, 2010

- Argos

- Asda

- Debenhams

- Dunelm-Mill

- IKEA

- John Lewis

- Marks & Spencer

- Tesco

- Wilkinson

Note: Product cover images may vary from those shown

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