Where Britain Shops 2010: Department Stores

Verdict Research Limited, June 2010, Pages: 159

Where Britain Shops 2010: Department Stores provides a comprehensive analysis of the shopping habits of UK consumers. It presents a detailed examination of changing customer profiles as well as demographic, socio-economic and shopping around trends.

Scope:

- A wide-ranging analysis of the way customers shop in department stores, complete with profiles of the following seven retailers:

- Debenhams, Fenwick, House of Fraser, John Lewis, Marks & Spencer, Selfridges and TJ Hughes

- In each of the categories profiled the report provides a socio-economic breakdown of shoppers, analysis of competitors used and sector penetrations

- For each profiled department store, this report provides a socio-economic breakdown of their customer base and cross sector shopping data

Highlights:

47.4% of all UK shoppers make regular purchases at department stores. While value players are attracting a higher proportion of shoppers away from department stores, consumers are still shopping around to ensure they get a good deal and are enticed into department stores by big promotional events.

As one of the most resilient sectors in the economic downturn the percentage of department store shoppers who regularly use a department store when shopping for personal care has risen. A strong concern about looks and well being is ensuring shoppers continue to buy into luxury products in health & beauty despite consumer confidence remaining low.

Despite strong competition and the housing market negatively impacting on homewares, the number of homewares shoppers who use a department store to shop for homewares has risen by 1.2 percentage points. This has been driven by improvements made to homewares ranges combined with strong promotional activity.

Reasons to Purchase:

- Where Britain Shops is one of the most comprehensive studies of its kind, drawing on a nationwide survey of 6,000 shoppers each year

- Verdict's thorough understanding of retail issues enables us to interpret data from an informed viewpoint and explore the implications for retailers

- With the economic climate remaining weak and competition strong between department stores, understanding customer motivations is highly important

OVERVIEW
John Lewis and Debenhams close gap on M&S

EXECUTIVE SUMMARY
Summary points
Main conclusions
Retailer Highlights

SUMMARY OF USAGE
Visitors number down, but still high
Department stores share of shoppers
Profiles of department store shoppers
Profiles of shoppers who do not use department stores
Sector penetration - which sectors shoppers use department stores for
Share of shopper – of Top 10 department store retailers

CLOTHING SECTOR ANALYSIS
How clothing shoppers use department stores

DIY SECTOR ANALYSIS
How DIY shoppers use department stores

ELECTRICALS SECTOR ANALYSIS
How electricals shoppers use department stores

FOOD & GROCERY SECTOR ANALYSIS
How food & grocery shoppers use department stores

FOOTWEAR SECTOR ANALYSIS
How footwear shoppers use department stores

HOMEWARES SECTOR ANALYSIS
How homewares shoppers use department stores

MUSIC & VIDEO SECTOR ANALYSIS
How music & video shoppers use department stores

PERSONAL CARE SECTOR ANALYSIS
How personal care shoppers use department stores

DEBENHAMS
Retailer continues to drive visitors
Debenhams share of shoppers
Debenhams customer profile
Cross-sector shopping
Shopping around

FENWICK
Store refurbishments drive visitors to stores
Fenwick share of shoppers
Fenwick customer profile
Cross-sector shopping
Shopping around

HOUSE OF FRASER
Visitors drop back slightly
House of Fraser share of shoppers
House of Fraser customer profile
Cross-sector shopping
Shopping around

JOHN LEWIS
Remains competitive with other department stores
John Lewis share of shoppers
John Lewis customer profile
Cross-sector shopping
Shopping around

MARKS & SPENCER
Retailer struggles with intense competition
Marks & Spencer share of shoppers
Marks & Spencer customer profile
Cross-sector shopping
Shopping around

SELFRIDGES
Retailer suffers as competition improves
Selfridges share of shoppers
Selfridges customer profile
Cross-sector shopping
Shopping around

TJ HUGHES
Trading down drives visitors
TJ Hughes share of shoppers
TJ Hughes customer profile
Cross-sector shopping
Shopping around

APPENDIX
Methodology
Further reading
Ask the analyst
Verdict consulting
Disclaimer

TABLE OF FIGURES:

Figure 1: Share of all department store customers (%) 2006–2010
Figure 2: Share of consumers using department stores by region (%) 2010
Figure 3: Share of consumers using department stores by demographics (%) 2010
Figure 4: Profile of department store shoppers (%) 2010
Figure 5: Profile of female department store shoppers (%) 2010
Figure 6: Profile of male department store shoppers (%) 2010
Figure 7: Profile of non-department store shoppers (%) 2010
Figure 8: Profile of female non-department store shoppers (%) 2010
Figure 9: Profile of male non-department store shoppers (%) 2010
Figure 10: What department store shoppers use department stores for (%) 2010
Figure 11: Department store shares of shoppers by sector (%) 2010
Figure 12: Department store retailer share of all consumers (%) 2010
Figure 13: Retailer share of all department store shoppers (%) 2010
Figure 14: Cross-sector department store retailer scores 2010
Figure 15: Percentage of all department store shoppers using the channel for clothing 2006–2010
Figure 16: Percentage of all clothing shoppers using department stores for clothing 2006–2010
Figure 17: Demographic profile of all shoppers who use department stores for clothing 2010
Figure 18: Demographic profile of all female shoppers who use department stores for clothing 2010
Figure 19: Demographic profile of all male shoppers who use department stores for clothing 2010
Figure 20: Retailer share of all department store clothing shoppers 2010
Figure 21: Retailer share of all clothing shoppers 2010
Figure 22: Demographic index of department store clothing shoppers vs all clothing shoppers 2010
Figure 23: Demographic index of department store clothing shoppers vs all department store shoppers 2010
Figure 24: Percentage of all department store shoppers using the channel for DIY 2006–2010
Figure 25: Percentage of all DIY shoppers using department stores for DIY 2006–2010
Figure 26: Demographic profile of all shoppers who use department stores for DIY 2010
Figure 27: Demographic profile of all female shoppers who use department stores for DIY 2010
Figure 28: Demographic profile of all male shoppers who use department stores for DIY 2010
Figure 29: Retailer share of all department store DIY shoppers 2010
Figure 30: Retailer share of all DIY shoppers 2010
Figure 31: Demographic index of department store DIY shoppers compared with all DIY shoppers 2010
Figure 32: Demographic index of department store DIY shoppers vs all department store shoppers 2010
Figure 33: Percentage of all department store shoppers using the channel for electricals 2006–2010
Figure 34: Percentage of all electricals shoppers using department stores for electricals 2006–2010
Figure 35: Demographic profile of all shoppers who use department stores for electricals 2010
Figure 36: Demographic profile of all female shoppers who use department stores for electricals 2010
Figure 37: Demographic profile of all male shoppers who use department stores for electricals 2010
Figure 38: Retailer share of all department store electricals shoppers 2010
Figure 39: Retailer share of all electricals shoppers 2010
Figure 40: Demographic index of department store electricals shoppers vs all electricals shoppers 2010
Figure 41: Demographic index of department store electricals shoppers vs all department store shoppers 2010
Figure 42: Percentage of all department store shoppers using the channel for food & grocery 2006–2010
Figure 43: Percentage of all food and grocery shoppers using dept stores for food & grocery 2006–2010
Figure 44: Demographic profile of all shoppers who use department stores for food & grocery 2010
Figure 45: Demographic profile of all female shoppers who use department stores for food & grocery 2010
Figure 46: Demographic profile of all male shoppers who use department stores for food & grocery 2010
Figure 47: Retailer share of all department store food & grocery shoppers 2010
Figure 48: Retailer share of all food & grocery shoppers 2010
Figure 49: Demographic index of department store food & grocery shoppers vs all food & grocery shoppers 2010
Figure 50: Demographic index of department store food & grocery shoppers vs all department store shoppers 2010
Figure 51: Percentage of all department store shoppers using the channel for footwear 2006–2010
Figure 52: Percentage of all footwear shoppers using department stores for footwear 2006–2010
Figure 53: Demographic profile of all shoppers who use department stores for footwear 2010
Figure 54: Demographic profile of all female shoppers who use department stores for footwear 2010
Figure 55: Demographic profile of all male shoppers who use department stores for footwear 2010
Figure 56: Retailer share of all department store footwear shoppers 2010
Figure 57: Retailer share of all footwear shoppers 2010
Figure 58: Demographic index of department store footwear shoppers vs all footwear shoppers 2010
Figure 59: Demographic index of department store footwear shoppers vs all department store shoppers 2010
Figure 60: Percentage of all department store shoppers using the channel for homewares 2006–2010
Figure 61: Percentage of all homewares shoppers using department stores for homewares 2006–2010
Figure 62: Demographic profile of all shoppers who use department stores for homewares 2010
Figure 63: Demographic profile of all female shoppers who use department stores for homewares 2010
Figure 64: Demographic profile of all male shoppers who use department stores for homewares 2010
Figure 65: Retailer share of all department store homewares shoppers 2010
Figure 66: Retailer share of all homewares shoppers 2010
Figure 67: Demographic index of department store homewares shoppers vs all homewares shoppers 2010
Figure 68: Demographic index of department store homewares shoppers vs all department store shoppers 2010
Figure 69: Percentage of all department store shoppers using the channel for music & video 2006–2010
Figure 70: Percentage of all music and video shoppers using department stores for music & video 2006–2010
Figure 71: Demographic profile of all shoppers who use department stores for music & video 2010
Figure 72: Demographic profile of all female shoppers who use department stores for music & video 2010
Figure 73: Demographic profile of all male shoppers who use department stores for music & video 2010
Figure 74: Retailer share of all department store music & video shoppers 2010
Figure 75: Retailer share of all music & video shoppers 2010
Figure 76: Demographic index of department store music & video shoppers vs all music & video shoppers 2010
Figure 77: Demographic index of department store music & video shoppers vs all department store shoppers 2010
Figure 78: Percentage of all department store shoppers using the channel for personal care 2006–2010
Figure 79: Percentage of all personal care shoppers using department stores for personal care 2006–2010
Figure 80: Demographic profile of all shoppers who use department stores for personal care 2010
Figure 81: Demographic profile of all female shoppers who use department stores for personal care 2010
Figure 82: Demographic profile of all male shoppers who use department stores for personal care 2010
Figure 83: Retailer share of all department store personal care shoppers 2010
Figure 84: Retailer share of all personal care shoppers 2010
Figure 85: Demographic index of department store personal care shoppers vs all personal care shoppers 2010
Figure 86: Demographic index of department store personal care shoppers vs all department store shoppers 2010
Figure 87: Percentage of all consumers who use Debenhams 2006–2010
Figure 88: Percentage of all department store shoppers who use Debenhams 2006–2010
Figure 89: Debenhams sector penetration 2010
Figure 90: Consumers using Debenhams: penetration of demographic segments 2010
Figure 91: Demographic index of all Debenhams shoppers compared with all department store shoppers 2010
Figure 92: Demographic profile of all Debenhams shoppers 2010
Figure 93: Demographic profile of all female Debenhams shoppers 2010
Figure 94: Demographic profile of all male Debenhams shoppers 2010
Figure 95: What Debenhams shoppers use it for 2010
Figure 96: Debenhams sectors shopped 2010
Figure 97: Debenhams cross-sector participation 2006–2010
Figure 98: Demographic profile of Debenhams cross-sector participation 2010
Figure 99: Percentage of Debenhams shoppers using other department stores 2010
Figure 100: Percentage of all consumers who use Fenwick 2006–2010
Figure 101: Percentage of all department store shoppers who use Fenwick 2006–2010
Figure 102: Fenwick sector penetration 2010
Figure 103: Consumers using Fenwick: penetration of demographic segments 2010
Figure 104: Demographic index of all Fenwick shoppers compared with all department store shoppers 2010
Figure 105: Demographic profile of all Fenwick shoppers 2010
Figure 106: Demographic profile of all female Fenwick shoppers 2010
Figure 107: Demographic profile of all male Fenwick shoppers 2010
Figure 108: What Fenwick shoppers use it for 2010
Figure 109: Fenwick sectors shopped 2010
Figure 110: Fenwick cross-sector participation 2006–2010
Figure 111: Demographic profile of Fenwick cross-sector participation 2010
Figure 112: Percentage of Fenwick shoppers using other department stores 2010
Figure 113: Percentage of all consumers who use House of Fraser 2006–2010
Figure 114: Percentage of all department store shoppers who use House of Fraser 2006–2010
Figure 115: House of Fraser sector penetration 2010
Figure 116: Consumers using House of Fraser: penetration of demographic segments 2010
Figure 117: Demographic index of all House of Fraser shoppers compared with all department store shoppers 2010
Figure 118: Demographic profile of all House of Fraser shoppers 2010
Figure 119: Demographic profile of all female House of Fraser shoppers 2010
Figure 120: Demographic profile of all male House of Fraser shoppers 2010
Figure 121: What House of Fraser shoppers use it for 2010
Figure 122: House of Fraser sectors shopped 2010
Figure 123: House of Fraser cross-sector participation 2006–2010
Figure 124: Demographic profile of House of Fraser cross-sector participation 2010
Figure 125: Percentage of House of Fraser shoppers using other department stores 2010
Figure 126: Percentage of all consumers who use John Lewis 2006–2010
Figure 127: Percentage of all department store shoppers who use John Lewis 2006–2010
Figure 128: John Lewis sector penetration 2010
Figure 129: Consumers using John Lewis: penetration of demographic segments 2010
Figure 130: Demographic index of all John Lewis shoppers compared with all department store shoppers 2010
Figure 131: Demographic profile of all John Lewis shoppers 2010
Figure 132: Demographic profile of all female John Lewis shoppers 2010
Figure 133: Demographic profile of all male John Lewis shoppers 2010
Figure 134: What John Lewis shoppers use it for 2010
Figure 135: John Lewis sectors shopped 2010
Figure 136: John Lewis cross-sector participation 2006–2010
Figure 137: Demographic profile of John Lewis cross-sector participation 2010
Figure 138: Percentage of John Lewis shoppers using other department stores 2010
Figure 139: Percentage of all consumers who use Marks & Spencer 2006–2010
Figure 140: Percentage of all department store shoppers who use Marks & Spencer 2006–2010
Figure 141: Marks & Spencer sector penetration 2010
Figure 142: Consumers using Marks & Spencer: penetration of demographic segments 2010
Figure 143: Demographic index of all Marks & Spencer shoppers compared with all department store shoppers 2010
Figure 144: Demographic profile of all Marks & Spencer shoppers 2010
Figure 145: Demographic profile of all female Marks & Spencer shoppers 2010
Figure 146: Demographic profile of all male Marks & Spencer shoppers 2010
Figure 147: What Marks & Spencer shoppers use it for 2010
Figure 148: Marks & Spencer sectors shopped 2010
Figure 149: Marks & Spencer cross-sector participation 2006–2010
Figure 150: Demographic profile of Marks & Spencer cross-sector participation 2010
Figure 151: Percentage of Marks & Spencer shoppers using other department stores 2010
Figure 152: Percentage of all consumers who use Selfridges 2006–2010
Figure 153: Percentage of all department store shoppers who use Selfridges 2006–2010
Figure 154: Selfridges sector penetration 2010
Figure 155: Consumers using Selfridges: penetration of demographic segments 2010
Figure 156: Demographic index of all Selfridges shoppers compared with all department store shoppers 2010
Figure 157: Demographic profile of all Selfridges shoppers 2010
Figure 158: Demographic profile of all female Selfridges shoppers 2010
Figure 159: Demographic profile of all male Selfridges shoppers 2010
Figure 160: What Selfridges shoppers use it for 2010
Figure 161: Selfridges sectors shopped 2010
Figure 162: Selfridges cross-sector participation 2006–2010
Figure 163: Demographic profile of Selfridges cross-sector participation 2010
Figure 164: Percentage of Selfridges shoppers using other department stores 2010
Figure 165: Percentage of all consumers who use TJ Hughes 2006–2010
Figure 166: Percentage of all department store shoppers who use TJ Hughes 2006–2010
Figure 167: TJ Hughes sector penetration 2010
Figure 168: Consumers using TJ Hughes: penetration of demographic segments 2010
Figure 169: Demographic index of all TJ Hughes shoppers compared with all department store shoppers 2010
Figure 170: Demographic profile of all TJ Hughes shoppers 2010
Figure 171: Demographic profile of all female TJ Hughes shoppers 2010
Figure 172: Demographic profile of all male TJ Hughes shoppers 2010
Figure 173: What TJ Hughes shoppers use it for 2010
Figure 174: TJ Hughes sectors shopped 2010
Figure 175: TJ Hughes cross-sector participation 2006–2010
Figure 176: Demographic profile of TJ Hughes cross-sector participation 2010
Figure 177: Percentage of TJ Hughes shoppers using other department stores 2010

LIST OF TABLES:

Table 1: Index of department store shoppers in each department compared with all department store shoppers (%)
Table 2: Index of department store shoppers compared with all shoppers in each department (%) 2010
Table 3: Index of department store shoppers at each profiled retailer compared with all department store shoppers (%) 2010
Table 4: Debenhams cross-department conversion matrix 2010
Table 5: Where Debenhams shoppers also shop by sector 2010
Table 6: Fenwick cross-department conversion matrix 2010
Table 7: Where Fenwick shoppers also shop by sector 2010
Table 8: House of Fraser cross-department conversion matrix 2010
Table 9: Where House of Frasers shoppers also shop by sector 2010
Table 10: John Lewis cross-department conversion matrix 2010
Table 11: Where John Lewis shoppers also shop by sector 2010
Table 12: Marks & Spencer cross-department conversion matrix 2010
Table 13: Where Marks & Spencer shoppers also shop by sector 2010
Table 14: Selfridges cross-department conversion matrix 2010
Table 15: Where Selfridges shoppers also shop by sector 2010
Table 16: TJ Hughes cross-department conversion matrix 2010
Table 17: Where TJ Hughes shoppers also shop by sector 2010

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