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How Britain Shops: Overall 2010

Description:
How Britain Shops Sector Summary provides a detailed overview of the shopping habits of consumers. It examines, who shops for clothing, DIY, electricals, food & grocery, homewares, music & video and personal care. Looking at where and how they shop, the report examines whether they are satisfied with their current store and what stores should do to satisfy customers more.

Scope:

- Analysis of how customers shop in retail sectors including: clothing, DIY, electricals, food & grocery, homewares, music & video and personal care.

- 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, by demographic and socio-economic group. Historic data is provided so trends can be analysed over a four year period.

Highlights:

The average proportion of adult shoppers who regularly shop in each sector has fallen. With frugal consumers taking a far more measured and cautious approach to discretionary spending, shopping frequency has fallen, especially in home-related and big ticket sectors.

Although price has increased in importance as a loyalty driver, it is not the biggest change. Consumers are valuing range, convenience, and quality as very important drivers of loyalty. As consumers take a more measured approach to spending, they are now demanding more from their shopping experiences.

With dire trading conditions and intense competition forcing weaker players out of the market, and the main players in each sector enhancing their value credentials and improving service, quality and overall shopping experiences, the top five retailers in each sector apart from personal care have increased their share of main users.

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 else they are shopping - and why.

- Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers.
 
Contents:
OVERVIEW
Introduction
Summary

EXECUTIVE SUMMARY
Consumers are shopping less, but younger shoppers have shown resilience
Consumers are shopping less frequently, especially in home-related sectors
Men are shopping much less than women as the downturn bites
35-44 year olds have become less active shoppers, while younger shoppers have shown more resilience
Competition for main user share is intensifying
The main user share of the top five retailers has increased in all sectors except personal care
Market leaders in all sectors except clothing, footwear and homewares have lost main user share
The 'Big Four' supermarkets have cemented their presence in non-food
Consumers have become more frugal and price-aware, and continue to shop around more
Consumers continue to shop around more
Shopping around is highest in the clothing sector
Shopping around remains high in big-ticket sectors
Converting visitors into main users is getting harder
Only music & video, DIY and food & grocery have seen increases in their conversion rate
Music & video has the highest conversion rate
Clothing continues to have the lowest conversion rate
Shopper loyalty has reached a new high
Shoppers are becoming more loyal
John Lewis takes the top spot in terms of loyalty, but pureplays have made big gains
Personal care shoppers are the most loyal, but are only marginally ahead of music & video shoppers
A superior shopping experience is now a pivotal loyalty driver
Price has increased in importance as a driver of loyalty...
.....but loyalty has primarily driven by the overall shopping experience
Time poor consumers and internet shoppers boost convenience as a loyalty driver
Retailer highlights
Marks & Spencer continues to succeed, despite the recession
B&Q's market dominance remains solid in DIY
In electricals, Currys is under pressure from grocers
Morrisons is this year's big winner in food & grocery
Clarks has extended its lead in footwear
Asda/George and Tesco have extended their lead over Argos
In music & video, HMV is an increasing threat to its competitors
Tesco has seen the greatest gains in main user and visitor shares in the personal care sector
Table of Contents
Table of figures

TABLE OF TABLES
Sector Snapshots

Clothing
The proportion of consumers regularly shopping for clothing has fallen
Consumers in the 25-44 age bracket have been feeling the pinch
Male shoppers have been deterred by the recession more than females
As price becomes more important, mid-market retailers have fought back
Conversion rates have continued to slide as shopping around increases
Loyalty has risen across all demographics to reach record levels
Quality, convenience and service have become increasingly important loyalty drivers

DIY
The recession has hit DIY activity
Wickes has achieved the biggest visitor and main user gains
Conversion has recovered from the dip recorded in 2009
A surge in loyalty reflects investment
Convenience has become much more important
Price moves up the agenda
Quality, service and facilities have been recognised

Electricals
Proportion of consumers regularly shopping for electricals falls
In particular under 45s shop less
Older AB shoppers prop up spending
Specialists lose out to non-specialists
Conversion rates fall as customers shop around more
Greater transparency boosts loyalty to record level
Price becomes more important
Service and quality also become more important
Growth of online raises expectations on range and convenience

Food & grocery
Fall in empty nesters leads to decline in proportion of shoppers regularly buying food & grocery
Big Four win back main user share - except Tesco
Price still biggest loyalty driver, but quality increases in importance
Loyalty hits new height

Footwear
Men have cut back on footwear purchases the most
Young and family-age consumers have also stopped buying
Shoe Zone has broken into the top three for main users
Conversion rates have slumped
Loyalty is on the rise
Quality has risen as a loyalty driver

Homewares
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

Music & video
The number of music & video shoppers is down after a big boost in 2009
In particular, lower income customers are shopping less
Dedicated online operators' customers shop around the most
Online players have increased market consolidation
Loyalty is up and shopping around is down
Music & video boasts the second highest loyalty rate of all sectors
Convenience is becoming increasingly important
Price has become more important due to the impact of online retailers

Personal care
Proportion of consumers regularly shopping for personal care declines
Younger demographics take hit
More fickle discretionary-driven spend of ABC1s dries up
Specialists lose out to grocers
Flight to value impacts conversion rates

Loyalty rises
Importance of price as a loyalty driver increases
Range remains most important driver
Convenience remains a strong driver of loyalty

Shopping Patterns
Consumers are shopping less, but younger shoppers have shown resilience
Male
Female
16-24
25-34
35-44
45-54
55-64
65-plus
AB
C1
C2
DE

Retailer Concentration
Competition for main user share is intensifying
Clothing
DIY
Electricals
Food & grocery
Footwear
Homewares
Music & video
Personal care

Shopping Around
Consumers have become more frugal and price-aware, and continue to shop around more
Clothing
DIY
Electricals
Food & grocery
Footwear
Homewares
Music & video
Personal care

Conversion
Converting visitors into main users is getting harder
Clothing
DIY
Electricals
Food & grocery
Footwear
Homewares
Music & video
Personal care

Loyalty Summary
Shopper loyalty has reached a new high
Clothing
DIY
Electricals
Food & grocery
Footwear
Homewares
Music & video
Personal care

Loyalty Drivers
A superior shopping experience is now a pivotal loyalty driver
Clothing
DIY
Electricals
Food & grocery
Footwear
Homewares
Music & video
Personal care

Appendix
Overview
What is cDNA?
What's available?
More information?
Basic methodology
Detailed 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

ACORN
Disclaimer

LIST OF TABLES:

Table 1: Summary of clothing shoppers, 2006-2010
Table 2: Summary of DIY shoppers, 2006-2010
Table 3: Summary of electricals shoppers, 2006-2010
Table 4: Summary of food & grocery shoppers, 2006-2010
Table 5: Summary of footwear shoppers, 2006-2010
Table 6: Summary of homewares shoppers, 2006-2010
Table 7: Summary of music & video shoppers, 2006-2010
Table 8: Summary of personal care shoppers, 2006-2010
Table 9: Penetration index: males versus all shoppers, 2006-2010
Table 10: Penetration index: females versus all shoppers, 2006-2010
Table 11: Penetration index: 16-24s versus all shoppers, 2006-2010
Table 12: Penetration index: 25-34s versus all shoppers, 2006-2010
Table 13: Penetration index: 35-44s versus all shoppers, 2006-2010
Table 14: Penetration index: 45-54s versus all shoppers, 2006-2010
Table 15: Penetration index: 55-64s versus all shoppers, 2006-2010
Table 16: Penetration index: 65-plus shoppers versus all shoppers, 2006-2010
Table 17: Penetration index: ABs versus all shoppers, 2006-2010
Table 18: Penetration index: C1s versus all shoppers, 2006-2010
Table 19: Penetration index: C2s versus all shoppers, 2006-2010
Table 20: Penetration index: DEs versus all shoppers, 2006-2010
Table 21: Main user share of top five retailers, 2010
Table 22: Main user share of top five retailers, 2010
Table 23: Main user shares of leading clothing retailers (%), 2007-2010
Table 24: Main user shares of leading DIY retailers (%), 2007-2010
Table 25: Main user shares of leading electricals retailers (%), 2007-2010
Table 26: Main user shares of leading food & grocery retailers (%), 2007-2010
Table 27: Main user shares of leading footwear retailers (%), 2007-2010
Table 28: Main user shares of leading homewares retailers (%), 2007-2010
Table 29: Main user shares of leading music & video retailers (%), 2007-2010
Table 30: Main user shares of leading personal care retailers (%), 2007-2010
Table 31: Clothing, other stores used, 2010
Table 32: DIY, other stores used, 2010
Table 33: Electricals, other stores used, 2010
Table 34: Food & grocery, other stores used, 2010
Table 35: Footwear, other stores used, 2010
Table 36: Homewares, other stores used, 2010
Table 37: Music & video, other stores used, 2010
Table 38: Personal care, other stores used, 2010
Table 39: Top 10 retailers for loyalty, 2010
Table 40: Clothing loyalty (%), by retailer, 2010
Table 41: DIY loyalty (%), by retailer, 2010
Table 42: Electricals loyalty (%), by retailer, 2010
Table 43: Food & grocery loyalty (%), by retailer, 2010
Table 44: Footwear loyalty (%), by retailer, 2010
Table 45: Homewares loyalty (%), by retailer, 2010
Table 46: Music & video loyalty (%), by retailer, 2010
Table 47: Personal care loyalty (%), by retailer, 2010
Table 48: Drivers of loyalty, 2010
Table 49: Clothing, detailed drivers of loyalty, 2010
Table 50: Clothing, loyalty scores by socioeconomic group, 2010
Table 51: DIY, detailed drivers of loyalty, 2010
Table 52: DIY, loyalty scores by socioeconomic group, 2010
Table 53: Electricals, detailed drivers of loyalty, 2010
Table 54: Electricals, loyalty scores by socioeconomic group, 2010
Table 55: Food & grocery, detailed drivers of loyalty, 2010
Table 56: Food & grocery, loyalty scores by socioeconomic group, 2010
Table 57: Footwear, detailed drivers of loyalty, 2010
Table 58: Footwear, loyalty scores by socioeconomic group, 2010
Table 59: Homewares, detailed drivers of loyalty, 2010
Table 60: Homewares, loyalty scores by socioeconomic group, 2010
Table 61: Music & video, detailed drivers of loyalty, 2010
Table 62: Music & video, loyalty scores by socioeconomic group, 2010
Table 63: Personal care, detailed drivers of loyalty, 2010
Table 64: Personal care, loyalty scores by socioeconomic group, 2010

LIST OF FIGURES:

Figure 1: Clothing share of shoppers (%), 2006-2010
Figure 2: Key retailers' visitor and main user share (%), 2010
Figure 3: DIY share of shoppers (%), 2006-2010
Figure 4: Key retailers' visitor and main user share (%), 2010
Figure 5: Electricals share of shoppers (%), 2006-2010
Figure 6: Key retailers' visitor and main user share (%), 2010
Figure 7: Food & grocery share of shoppers (%), 2006-2010
Figure 8: Key retailers' visitor and main user share (%), 2010
Figure 9: Footwear share of shoppers (%), 2006-2010
Figure 10: Key retailers' visitor and main user share (%), 2010
Figure 11: Homewares share of shoppers (%), 2006-2010
Figure 12: Key retailers' visitor and main user share (%), 2010
Figure 13: Music & video share of shoppers (%), 2006-2010
Figure 14: Key retailers' visitor and main user share (%), 2010
Figure 15: Personal care share of shoppers (%), 2006-2010
Figure 16: Key retailers' visitor and main user share (%), 2010
Figure 17: Share of consumers shopping in key retail sectors (%), 2006-2010
Figure 18: Percentage of male consumers shopping in key retail sectors, 2006-2010
Figure 19: Percentage of female consumers shopping in key retail sectors, 2006-2010
Figure 20: Percentage of 16-24 consumers shopping in key retail sectors, 2006-2010
Figure 21: Percentage of 25-34 consumers shopping in key retail sectors, 2006-2010
Figure 22: Percentage of 35-44 consumers shopping in key retail sectors, 2006-2010
Figure 23: Percentage of 45-54 consumers shopping in key retail sectors, 2006-2010
Figure 24: Percentage of 55-64 consumers shopping in key retail sectors, 2006-2010
Figure 25: Percentage of 65-plus consumers shopping in key retail sectors, 2006-2010
Figure 26: Percentage of AB consumers shopping in key retail sectors, 2006-2010
Figure 27: Percentage of C1 consumers shopping in key retail sectors, 2006-2010
Figure 28: Percentage of C2 consumers shopping in key retail sectors, 2006-2010
Figure 29: Percentage of DE consumers shopping in key retail sectors, 2006-2010
Figure 30: Combined main user share of top five clothing retailers (%), 2006-2010
Figure 31: Clothing regional concentration, 2010
Figure 32: Combined main user share of top five DIY retailers (%), 2006-2010
Figure 33: DIY regional concentration, 2010
Figure 34: Combined main user share of top five electricals retailers (%), 2006-2010
Figure 35: Electricals regional concentration, 2010
Figure 36: Combined main user share of top five food & grocery retailers (%), 2006-2010
Figure 37: Food & grocery regional concentration, 2010
Figure 38: Combined main user share of top five footwear retailers (%), 2006-2010
Figure 39: Footwear regional concentration, 2010
Figure 40: Combined main user share of top five homewares retailers (%), 2006-2010
Figure 41: Homewares regional concentration, 2010
Figure 42: Combined main user share of top five music & video retailers (%), 2006-2010
Figure 43: Music & video regional concentration, 2010
Figure 44: Combined main user share of top five personal care retailers (%), 2006-2010
Figure 45: Personal care regional concentration, 2010
Figure 46: Clothing shopping around, 2006-2010
Figure 47: Clothing shopping around, by retailer, 2010
Figure 48: Clothing shopping around, by TV region, 2010
Figure 49: DIY shopping around, 2006-2010
Figure 50: DIY shopping around, by retailer, 2010
Figure 51: DIY shopping around, by TV region, 2010
Figure 52: Electricals shopping around, 2006-2010
Figure 53: Electricals shopping around, by retailer, 2010
Figure 54: Electricals shopping around, by TV region, 2010
Figure 55: Food & grocery shopping around, 2006-2010
Figure 56: Food & grocery shopping around, by retailer, 2010
Figure 57: Food & grocery shopping around, by TV region, 2010
Figure 58: Footwear shopping around, 2006-2010
Figure 59: Footwear shopping around, by retailer, 2010
Figure 60: Footwear shopping around, by TV region, 2010
Figure 61: Homewares shopping around, 2006-2010
Figure 62: Homewares shopping around, by retailer, 2010
Figure 63: Homewares shopping around, by TV region, 2010
Figure 64: Music & video shopping around, 2006-2010
Figure 65: Music & video shopping around, by retailer, 2010
Figure 66: Music & video shopping around, by TV region, 2010
Figure 67: Personal care shopping around, 2006-2010
Figure 68: Personal care shopping around, by retailer, 2010
Figure 69: Personal care shopping around, by TV region, 2010
Figure 70: Conversion of visitors to main users (%), by sector, 2010
Figure 71: Clothing conversion rate (%), 2006-2010
Figure 72: Clothing conversion rate, by retailer, 2010
Figure 73: Clothing conversion rate (%), by region, 2010
Figure 74: DIY conversion rate (%), 2006-2010
Figure 75: DIY conversion rate, by retailer, 2010
Figure 76: DIY conversion rate (%), by region, 2010
Figure 77: Electricals conversion rate (%), 2006-2010
Figure 78: Electricals conversion rate, by retailer, 2010
Figure 79: Electricals conversion rate (%), by region, 2010
Figure 80: Food & grocery conversion rate (%), 2006-2010
Figure 81: Food & grocery conversion rate, by retailer, 2010
Figure 82: Food & grocery conversion rate (%), by region, 2010
Figure 83: Footwear conversion rate (%), 2006-2010
Figure 84: Footwear conversion rate, by retailer, 2010
Figure 85: Footwear conversion rate (%), by region, 2010
Figure 86: Homewares conversion rate (%), 2006-2010
Figure 87: Homewares conversion rate, by retailer, 2010
Figure 88: Homewares conversion rate (%), by region, 2010
Figure 89: Music & video conversion rate (%), 2006-2010
Figure 90: Music & video conversion rate, by retailer, 2010
Figure 91: Music & video conversion rate (%), by region, 2010
Figure 92: Personal care conversion rate (%), 2006-2010
Figure 93: Personal care conversion rate, by retailer, 2010
Figure 94: Personal care conversion rate (%), by region, 2010
Figure 95: Loyalty, by sector, 2010
Figure 96: Clothing loyalty (%), 2006-2010
Figure 97: Clothing loyalty (%), by region, 2010
Figure 98: DIY loyalty (%), 2006-2010
Figure 99: DIY loyalty (%), by region, 2010
Figure 100: Electricals loyalty (%), 2006-2010
Figure 101: Electricals loyalty (%), by region, 2010
Figure 102: Food & grocery loyalty (%), 2006-2010
Figure 103: Food & grocery loyalty (%), by region, 2010
Figure 104: Footwear loyalty (%), 2006-2010
Figure 105: Footwear loyalty (%), by region, 2010
Figure 106: Homewares loyalty (%), 2006-2010
Figure 107: Homewares loyalty (%), by region, 2010
Figure 108: Music & video loyalty (%), 2006-2010
Figure 109: Music & video loyalty (%), by region, 2010
Figure 110: Personal care loyalty (%), 2006-2010
Figure 111: Personal care loyalty (%), by region, 2010
Figure 112: Percentage of loyal clothing main users identifying drivers of loyalty, 2006-2010
Figure 113: Percentage of loyal DIY main users identifying drivers of loyalty, 2006-2010
Figure 114: Percentage of loyal electricals main users identifying drivers of loyalty, 2006-2010
Figure 115: Percentage of loyal food & grocery main users identifying drivers of loyalty, 2006-2010
Figure 116: Percentage of loyal footwear main users identifying drivers of loyalty, 2006-2010
Figure 117: Percentage of loyal homewares main users identifying drivers of loyalty, 2006-2010
Figure 118: Percentage of loyal music & video main users identifying drivers of loyalty, 2006-2010
Figure 119: Percentage of loyal personal care main users identifying drivers of loyalty, 2006-2010
Figure 120: Sample size by sector
 
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