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Viewing report
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How Britain Shops: DIY 2011
Verdict Research Limited, Feb 2011, Pages: 137
How Britain Shops DIY & gardening 2011 provides a detailed overview of the shopping habits of consumers. It examines, who shops for DIY & gardening, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.
Scope:
Thorough analysis of how customers shop for DIY & gardening. Profiles of the following retailers: B&Q, Homebase, Focus, Wickes, Wilkinson.
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 number of DIY & gardening shoppers has fallen to 39.9% of the adult population. To add to DIY retailers' woes of falling house prices, consumers are struggling with high personal debt, and cutting back on non-essential spending. This is compounded by the longer term trend of DIY activity falling out of fashion.
In terms of loyalty drivers, the most striking development has been the growing importance of convenience. To accommodate this, specialists such as B&Q, Homebase and Wickes have all enhanced their multichannel credentials. Service has increased as a driver of loyalty, leading to specialists investing in customer care and expert services.
With a main user share of 52.5% B&Q remains the DIY market leader.
Its comprehensive range architecture, covering core DIY, home furnishings, and kitchens and bathrooms, ensures it holds broad appeal and caters for all DIY shoppers' needs. However, this 2011 report shows visitor and main user share falling back to 2008 levels.
Reasons to Buy:
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.
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