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How Britain Shops 2006: Homewares Product Image

How Britain Shops 2006: Homewares

  • ID: 338162
  • May 2006
  • Region: Britain, United Kingdom, Great Britain
  • 202 pages
  • Verdict Research Limited

Introduction
“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 of this report
A thorough analysis of the way customer shop in the homewares sector, complete with profiles of the following retailers:
Argos, Asda/George, Debenhams, Dunelm, IKEA, John Lewis, Marks & Spencer, Matalan, Tesco, Wilkinson, Woolworths

Research and analysis highlights
Each How Britain Shops report provides visitor and main user share data, conversion rates, customer loyalty rates, reasons for loyalty and key competitors for all major retailers in the sector. 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.

Key reasons to read this report
- How Britain Shops is one of the most comprehensive studies of its kind drawing on a nationwide survey of 6,000 shoppers.
- Our thorough understanding of retail issues enables us to interpret data from an informed viewpoint and explore implications for retailers.

Note: Product cover images may vary from those shown



CHAPTER 1 INTRODUCTION .

What is cDNA? 3
What’s available? 3

CHAPTER 2 .

Homewares key findings 27
Profile of homewares shoppers 31
Penetration of homewares shoppers 35
Homewares retailer usage 37
Homewares main user share by region 41
Homewares conversion rates 42
Homewares shopping around 44
Homewares loyalty 46
Homewares drivers of loyalty 51

CHAPTER 3 ARGOS .

Argos key findings 56
Argos visitors 59
Argos main users 60
Argos conversion rates 62
Argos loyalty 63
Argos competitors 67

CHAPTER 4 ASDA .

Asda key findings 69
Asda visitors 71
Asda main users 72
Asda conversion rates 74
Asda loyalty 75
Asda competitors 79

CHAPTER 5 DEBENHAMS .

Debenhams key findings 81
Debenhams visitors 84
Debenhams main users 85
Debenhams conversion rates 87
Debenhams loyalty 88
Debenhams competitors 92

CHAPTER 6 DUNELM .

Dunelm key findings 94
Dunelm visitors 97
Dunelm main users 98
Dunelm conversion rates 100
Dunelm loyalty 101
Dunelm competitors 105

CHAPTER 7 IKEA .

IKEA key findings 107
IKEA visitors 110
IKEA main users 111
IKEA conversion rates 113
IKEA loyalty 114
IKEA competitors 118

CHAPTER 8 JOHN LEWIS .

John Lewis key findings 120
John Lewis visitors 123
John Lewis main users 124
John Lewis conversion rates 126
John Lewis loyalty 127
John Lewis competitors 131

CHAPTER 9 MARKS & SPENCER .

M&S key findings 133
M&S visitors 136
M&S main users 137
M&S conversion rates 139
M&S loyalty 140
M&S competitors 144

CHAPTER 10 MATALAN .

Matalan key findings 146
Matalan visitors 149
Matalan main users 150
Matalan conversion rates 152
Matalan loyalty 153
Matalan competitors 157

CHAPTER 11 TESCO .

Tesco key findings 159
Tesco visitors 162
Tesco main users 163
Tesco conversion rates 165
Tesco loyalty 166
Tesco competitors 170

CHAPTER 12 WILKINSON .

Wilkinson key findings 172
Wilkinson visitors 175
Wilkinson main users 176
Wilkinson conversion rates 178
Wilkinson loyalty 179
Wilkinson competitors 183

CHAPTER 13 WOOLWORTHS .

Woolworths key findings 185
Woolworths visitors 188
Woolworths main users 189
Woolworths conversion rates 191
Woolworths loyalty 192
Woolworths competitors 196

CHAPTER 14 APPENDIX .

Basic methodology 198
The selection of parliamentary constituencies 200
Metropolitan county 200
Other 100% urban 200
Mixed urban/rural 200
Rural 201
The selection of enumeration districts 201
The selection of respondents 202

LIST OF TABLES
Table 1: Profile of homewares shoppers by region 2006 31
Table 2: Share of active homewares shoppers regularly using each retailer 2002-2006 37
Table 3: Share of active homewares shoppers using a given retailer as their main store (%) 2002-2006 37
Table 4: Share of active homewares shoppers naming a retailer as their main store by TV region 2006 41
Table 5: Average rate of homewares conversion from visitor to main user by TV region 2006 42
Table 6: Homewares – average number of other stores used by TV region 2006 44
Table 7: Proportion of homewares shoppers that are loyal to their main store by TV region 2006 48
Table 8: Homewares detailed drivers of loyalty 2006 52
Table 9: Homewares loyalty scores by retailer (%) 2002-2006 53
Table 10: Homewares disloyalty scores by retailer (%) 2002-2006 54
Table 11: What disloyal homewares users preferred about other stores (%) 2002-2006 55
Table 12: Argos visitor share by region 2006 60
Table 13: Argos main user share by region 2006 61
Table 14: Argos conversion rates by region 2006 63
Table 15: Argos loyalty by region 2006 64
Table 16: Argos drivers of loyalty 2006 65
Table 17: Argos drivers of disloyalty 2006 65
Table 18: Argos potential change 2006 66
Table 19: Argos – other retailers used 2006 67
Table 20: Argos – other homewares stores used (%) 2006 68
Table 21: Asda visitor share by region 2006 72
Table 22: Asda main user share by region 2006 73
Table 23: Asda conversion rates by region 2006 75
Table 24: Asda loyalty by region 2006 76
Table 25: Asda drivers of loyalty 2006 77
Table 26: Asda drivers of disloyalty 2006 77
Table 27: Asda potential change 2006 78
Table 28: Asda – other retailers used 2006 79
Table 29: Asda – other homewares stores used (%) 2006 80
Table 30: Debenhams visitor share by region 2006 85
Table 31: Debenhams main user share by region 2006 86
Table 32: Debenhams conversion rates by region 2006 88
Table 33: Debenhams loyalty by region 2006 89
Table 34: Debenhams drivers of loyalty 2006 90
Table 35: Debenhams drivers of disloyalty 2006 90
Table 36: Debenhams potential change 2006 91
Table 37: Debenhams – other retailers used 2006 92
Table 38: Debenhams – other homewares stores used (%) 2006 93
Table 39: Dunelm visitor share by region 2006 98
Table 40: Dunelm main user share by region 2006 99
Table 41: Dunelm conversion rates by region 2006 101
Table 42: Dunelm loyalty by region 2006 102
Table 43: Dunelm drivers of loyalty 2006 103
Table 44: Dunelm drivers of disloyalty 2006 103
Table 45: Dunelm potential change 2006 104
Table 46: Dunelm – other retailers used 2006 105
Table 47: Dunelm – other homewares stores used (%) 2006 106
Table 48: IKEA visitor share by region 2006 111
Table 49: IKEA main user share by region 2006 112
Table 50: IKEA conversion rates by region 2006 114
Table 51: IKEA loyalty by region 2006 115
Table 52: IKEA drivers of loyalty 2006 116
Table 53: IKEA drivers of disloyalty 2006 116
Table 54: IKEA potential change 2006 117
Table 55: IKEA – other retailers used 2006 118
Table 56: IKEA – other homewares stores used (%) 2006 119
Table 57: John Lewis visitor share by region 2006 124
Table 58: John Lewis main user share by region 2006 125
Table 59: John Lewis conversion rates by region 2006 127
Table 60: John Lewis loyalty by region 2006 128
Table 61: John Lewis drivers of loyalty 2006 129
Table 62: John Lewis drivers of disloyalty 2006 129
Table 63: John Lewis potential change 2006 130
Table 64: John Lewis – other retailers used 2006 131
Table 65: John Lewis – other homewares stores used (%) 2006 132
Table 66: M&S visitor share by region 2006 137
Table 67: M&S main user share by region 2006 138
Table 68: M&S conversion rates by region 2006 140
Table 69: M&S loyalty by region 2006 141
Table 70: M&S drivers of loyalty 2006 142
Table 71: M&S drivers of disloyalty 2006 142
Table 72: M&S potential change 2006 143
Table 73: M&S – other retailers used 2006 144
Table 74: M&S – other homewares stores used (%) 2006 145
Table 75: Matalan visitor share by region 2006 150
Table 76: Matalan main user share by region 2006 151
Table 77: Matalan conversion rates by region 2006 153
Table 78: Matalan loyalty by region 2006 154
Table 79: Matalan drivers of loyalty 2006 155
Table 80: Matalan drivers of disloyalty 2006 155
Table 81: Matalan potential change 2006 156
Table 82: Matalan – other retailers used 2006 157
Table 83: Matalan – other homewares stores used (%) 2006 158
Table 84: Tesco visitor share by region 2006 163
Table 85: Tesco main user share by region 2006 164
Table 86: Tesco conversion rates by region 2006 166
Table 87: Tesco loyalty by region 2006 167
Table 88: Tesco drivers of loyalty 2006 168
Table 89: Tesco drivers of disloyalty 2006 168
Table 90: Tesco potential change 2006 169
Table 91: Tesco – other retailers used 2006 170
Table 92: Tesco – other homewares stores used (%) 2006 171
Table 93: Wilkinson visitor share by region 2006 176
Table 94: Wilkinson main user share by region 2006 177
Table 95: Wilkinson conversion rates by region 2006 179
Table 96: Wilkinson loyalty by region 2006 180
Table 97: Wilkinson drivers of loyalty 2006 181
Table 98: Wilkinson drivers of disloyalty 2006 181
Table 99: Wilkinson potential change 2006 182
Table 100: Wilkinson – other retailers used 2006 183
Table 101: Wilkinson – other homewares stores used (%) 2006 184
Table 102: Woolworths visitor share by region 2006 189
Table 103: Woolworths main user share by region 2006 190
Table 104: Woolworths conversion rates by region 2006 192
Table 105: Woolworths loyalty by region 2006 193
Table 106: Woolworths drivers of loyalty 2006 194
Table 107: Woolworths drivers of disloyalty 2006 194
Table 108: Woolworths potential change 2006 195
Table 109: Woolworths – other retailers used 2006 196
Table 110: Woolworths – other homewares stores used (%) 2006 197
Table 111: Sample sizes by sector 199

LIST OF FIGURES
Figure 1: Share of homewares shoppers (%) 2002-2006 31
Figure 2: Profile of homewares shoppers by gender (%) 2002-2006 32
Figure 3: Profile of homewares shoppers by age bracket (%) 2002-2006 33
Figure 4: Profile of homewares shoppers by socio-economic class (%) 2002-2006 34
Figure 5: Proportion of consumers who shop for homewares by demographics (%) 2006 35
Figure 6: Proportion of consumers who shop for homewares by TV region (%) 2006 36
Figure 7: Concentration of main user share of Top Five homewares retailers 2004 38
Figure 8: Concentration of main user share of Top Five homewares retailers 2005 39
Figure 9: Concentration of main user share of Top Five homewares retailers 2006 40
Figure 10: Average rate of homewares conversion from visitor to main user (%) 2006 42
Figure 11: Rate of conversion from visitors to main users by homewares retailer (%) 2006 43
Figure 12: Homewares – average number of other stores used 2002-2006 44
Figure 13: Homewares – average number of other stores used by retailer 2006 45
Figure 14: Proportion of homewares shoppers that are loyal to their main store (%) 2002-2006 46
Figure 15: Proportion of homewares shoppers that are loyal to their main store by demographic group (%) 2006 47
Figure 16: Proportion of homewares shoppers that are loyal to their main store by retailer (%) 2006 49
Figure 17: Percentage point change in loyalty rates since last year by homewares retailer 2006 50
Figure 18: Proportion of loyal homewares main users identifying drivers of loyalty (%) 2002-2006 51
Figure 19: Argos visitor share (%) 2002-2006 59
Figure 20: Argos visitor share by demographic group (%) 2006 59
Figure 21: Argos main user share (%) 2002-2006 60
Figure 22: Argos main user share by demographic group (%) 2006 61
Figure 23: Argos conversion rates (%) 2002-2006 62
Figure 24: Argos conversion rates by demographic group (%) 2006 62
Figure 25: Argos loyalty (%) 2002-2006 63
Figure 26: Argos loyalty by demographics (%) 2006 64
Figure 27: Argos preference stores (%) 2006 66
Figure 28: Argos shopping around 2006 67
Figure 29: Asda visitor share (%) 2002-2006 71
Figure 30: Asda visitor share by demographic group (%) 2006 71
Figure 31: Asda main user share (%) 2002-2006 72
Figure 32: Asda main user share by demographic group (%) 2006 73
Figure 33: Asda conversion rates (%) 2002-2006 74
Figure 34: Asda conversion rates by demographic group (%) 2006 74
Figure 35: Asda loyalty (%) 2002-2006 75
Figure 36: Asda loyalty by demographics (%) 2006 76
Figure 37: Asda preference stores (%) 2006 78
Figure 38: Asda shopping
around 2006 79
Figure 39: Debenhams visitor share (%) 2002-2006 84
Figure 40: Debenhams visitor share by demographic group (%) 2006 84
Figure 41: Debenhams main user share (%) 2002-2006 85
Figure 42: Debenhams main user share by demographic group (%) 2006 86
Figure 43: Debenhams conversion rates (%) 2002-2006 87
Figure 44: Debenhams conversion rates by demographic group (%) 2006 87
Figure 45: Debenhams loyalty (%) 2002-2006 88
Figure 46: Debenhams loyalty by demographics (%) 2006 89
Figure 47: Debenhams preference stores (%) 2006 91
Figure 48: Debenhams shopping around 2006 92
Figure 49: Dunelm visitor share (%) 2002-2006 97
Figure 50: Dunelm visitor share by demographic group (%) 2006 97
Figure 51: Dunelm main user share (%) 2002-2006 98
Figure 52: Dunelm main user share by demographic group (%) 2006 99
Figure 53: Dunelm conversion rates (%) 2002-2006 100
Figure 54: Dunelm conversion rates by demographic group (%) 2006 100
Figure 55: Dunelm loyalty (%) 2002-2006 101
Figure 56: Dunelm loyalty by demographics (%) 2006 102
Figure 57: Dunelm preference stores (%) 2006 104
Figure 58: Dunelm shopping around 2006 105
Figure 59: IKEA visitor share (%) 2002-2006 110
Figure 60: IKEA visitor share by demographic group (%) 2006 110
Figure 61: IKEA main user share 2002-2006 111
Figure 62: IKEA main user share by demographic group (%) 2006 112
Figure 63: IKEA conversion rates (%) 2002-2006 113
Figure 64: IKEA conversion rates by demographic group (%) 2006 113
Figure 65: IKEA loyalty (%) 2002-2006 114
Figure 66: IKEA loyalty by demographics (%) 2006 115
Figure 67: IKEA preference stores (%) 2006 117
Figure 68: IKEA shopping around 2006 118
Figure 69: John Lewis visitor share (%) 2002-2006 123
Figure 70: John Lewis visitor share by demographic group (%) 2006 123
Figure 71: John Lewis main user share (%) 2002-2006 124
Figure 72: John Lewis main user share by demographic group (%) 2006 125
Figure 73: John Lewis conversion rates (%) 2002-2006 126
Figure 74: John Lewis conversion rates by demographic group (%) 2006 126
Figure 75: John Lewis loyalty (%) 2002-2006 127
Figure 76: John Lewis loyalty by demographics (%) 2006 128
Figure 77: John Lewis preference stores (%) 2006 130
Figure 78: John Lewis shopping around 2006 131
Figure 79: M&S visitor share (%) 2002-2006 136
Figure 80: M&S visitor share by demographic group (%) 2006 136
Figure 81: M&S main user share (%) 2002-2006 137
Figure 82: M&S main user share by demographic group (%) 2006 138
Figure 83: M&S conversion rates (%) 2002-2006 139
Figure 84: M&S conversion rates by demographic group (%) 2006 139
Figure 85: M&S loyalty (%) 2002-2006 140
Figure 86: M&S loyalty by demographics (%) 2006 141
Figure 87: M&S preference stores (%) 2006 143
Figure 88: M&S shopping around 2006 144
Figure 89: Matalan visitor share (%) 2002-2006 149
Figure 90: Matalan visitor share by demographic group (%) 2006 149
Figure 91: Matalan main user share (%) 2002-2006 150
Figure 92: Matalan main user share by demographic group (%) 2006 151
Figure 93: Matalan conversion rates (%) 2002-2006 152
Figure 94: Matalan conversion rates by demographic group (%) 2006 152
Figure 95: Matalan loyalty (%) 2002-2006 153
Figure 96: Matalan loyalty by demographics (%) 2006 154
Figure 97: Matalan preference stores (%) 2006 156
Figure 98: Matalan shopping around 2006 157
Figure 99: Tesco visitor share 2002-2006 162
Figure 100: Tesco visitor share by demographic group (%) 2006 162
Figure 101: Tesco main user share (%) 2002-2006 163
Figure 102: Tesco main user share by demographic group (%) 2006 164
Figure 103: Tesco conversion rates (%) 2002-2006 165
Figure 104: Tesco conversion rates by demographic group (%) 2006 165
Figure 105: Tesco loyalty (%) 2002-2006 166
Figure 106: Tesco loyalty by demographics (%) 2006 167
Figure 107: Tesco preference stores 2006 169
Figure 108: Tesco shopping around 2006 170
Figure 109: Wilkinson visitor share (%) 2002-2006 175
Figure 110: Wilkinson visitor share by demographic group (%) 2006 175
Figure 111: Wilkinson main user share (%) 2002-2006 176
Figure 112: Wilkinson main user share by demographic group (%) 2006 177
Figure 113: Wilkinson conversion rates (%) 2002-2006 178
Figure 114: Wilkinson conversion rates by demographic group (%) 2006 178
Figure 115: Wilkinson loyalty (%) 2002-2006 179
Figure 116: Wilkinson loyalty by demographics (%) 2006 180
Figure 117: Wilkinson preference stores (%) 2006 182
Figure 118: Wilkinson shopping around 2006 183
Figure 119: Woolworths visitor share (%) 2002-2006 188
Figure 120: Woolworths visitor share by demographic group (%) 2006 188
Figure 121: Woolworths main user share (%) 2002-2006 189
Figure 122: Woolworths main user share by demographic group (%) 2006 190
Figure 123: Woolworths conversion rates (%) 2002-2006 191
Figure 124: Woolworths conversion rates by demographic group (%) 2006 191
Figure 125: Woolworths loyalty (%) 2002-2006 192
Figure 126: Woolworths loyalty by demographics (%) 2006 193
Figure 127: Woolworths preference stores (%) 2006 195
Figure 128: Woolworths shopping around 2006 196

Note: Product cover images may vary from those shown
Note: Product cover images may vary from those shown

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