UK Consumer Insights 2007: Currys - Electricals

Introduction

UK Consumer Insights 2007 are based around individual retailers and provide a highly detailed, data-rich overview of a retailers customers, drawing on a nationwide survey of 6,000 shoppers each year.

Reasons to Purchase

New analysis, unique to these reports shows details about non-converting visitors including where they main shop and who they are. Analysis by non-standard demographics is also presented to give a comprehensive picture of a retailers customers. Key demographics include among others, sex, age, social class, television region, marital status, housing tenure, working status and ACORN group.

CHAPTER 1 AT A GLANCE SUMMARY 9.

Summary 9

CHAPTER 2 SHARE OF SHOPPERS 10.

Currys share of shoppers 10
Currys share of shoppers by demographics 12
Currys share of shoppers by television region 13
Currys share of shoppers by household characteristics 14
Currys share of shoppers by other characteristics and ACORN classification 18

CHAPTER 3 CONVERSION AND NON-CONVERSION 21.

Currys conversion of visitors to main users 21
Currys conversion of visitors to main users by demographics and region 23
Currys conversion of visitors to main users by household characteristics 24
Non-converting customers 28
Profile of Currys non-converting customers by demographics and region 30

CHAPTER 4 PROFILE OF SHOPPERS 32.

Currys profile of shoppers by demographics 32
Currys profile of shoppers by television region 34
Currys profile of shoppers by household characteristics 36
Currys profile of shoppers by other characteristics and ACORN classification 40

CHAPTER 5 LOYALTY 43.

Currys loyalty of main users 43
Currys loyalty of main users by demographics and region 45
Currys loyalty of main users by household characteristics 46
Currys basic drivers of loyalty and disloyalty 50
Currys detailed drivers of loyalty 51

CHAPTER 6 COMPETITION 53.

Competition in electricals 53
Cross sector competitor dynamics 54

CHAPTER 7 APPENDIX 56.

Basic methodology 56
The selection of parliamentary constituencies 58
Metropolitan county 58
Other 100% urban 58
Mixed urban/rural 58
Rural 59
The selection of enumeration districts 59
The selection of respondents 60
Post survey weighting 60

LIST OF TABLES
Table 1: Key performance indicators for Currys in electricals 9
Table 2: Currys change in visitor share (%) 2003-2007 10
Table 3: Currys change in main user share (%) 2003-2007 11
Table 4: Currys visitor and main user share by ACORN classification (%) 2007 18
Table 5: Currys change in conversion rates (%) 2003-2007 21
Table 6: Currys change in non-conversion rates (%) 2003-2007 22
Table 7: Main stores non-converters use instead of Currys (%) 2007 28
Table 8: Currys visitor and main user profile by household tenure (%) 2007 40
Table 9: Currys change in loyalty (%) 2003-2007 43
Table 10: Currys change in disloyalty (%) 2003-2007 44
Table 11: Currys drivers of loyalty (%) 2003-2007 50
Table 12: Currys drivers of disloyalty (%) 2003-2007 50
Table 13: Currys detailed drivers of loyalty (%) 2007 51
Table 14: Cross sector matrix shopping (%) 2007 54
Table 15: Other retailers used (%) 2007 54
Table 16: Sample sizes by sector 2007 57

LIST OF FIGURES
Figure 1: Currys visitor share (%) 2003-2007 10
Figure 2: Currys main user share (%) 2003-2007 11
Figure 3: Currys visitor share by demographic group (%) 2007 12
Figure 4: Currys main user share by demographic group (%) 2007 12
Figure 5: Currys visitor share by television region (%) 2007 13
Figure 6: Currys main user share by television region (%) 2007 13
Figure 7: Currys visitor and main user share by household tenure (%) 2007 14
Figure 8: Currys visitor and main user share by number of people in household (%) 2007 15
Figure 9: Currys visitor and main user share by children in household (%) 2007 16
Figure 10: Currys visitor and main user share by number of cars in household (%) 2007 17
Figure 11: Currys visitor and main user share by working status (%) 2007 19
Figure 12: Currys visitor and main user share by marital status (%) 2007 20
Figure 13: Currys conversion rates (%) 2003-2007 21
Figure 14: Currys non-conversion rates (%) 2003-2007 22
Figure 15: Currys conversion rates by demographic group (%) 2007 23
Figure 16: Currys conversion rates by region (%) 2007 23
Figure 17: Currys conversion rates by household tenure (%) 2007 24
Figure 18: Currys conversion rates by number of people in household (%) 2007 25
Figure 19: Currys conversion rates by children in household (%) 2007 26
Figure 20: Currys conversion rates by number of cars in household (%) 2007 27
Figure 21: Currys non-conversion rates (%) 2003-2007 28
Figure 22: Currys non-conversion rates by demographic group (%) 2007 29
Figure 23: Demographic profile of non-converting Currys visitors (%) 2007 30
Figure 24: Regional profile of non-converting Currys visitors (%) 2007 31
Figure 25: Currys visitor profile by demographic group (%) 2007 32
Figure 26: Currys main user profile by demographic group (%) 2007 33
Figure 27: Currys visitor profile by television region (%) 2007 34
Figure 28: Currys main user profile by region (%) 2007 35
Figure 29: Currys visitor and main user profile by household tenure (%) 2007 36
Figure 30: Currys visitor and main user profile by number of people in household (%) 2007 37
Figure 31: Currys and main user profile by children in household (%) 2007 38
Figure 32: Currys visitor and main user profile by number of cars in household (%) 2007 39
Figure 33: Currys visitor and main user profile by working status (%) 2007 41
Figure 34: Currys visitor and main user profile by marital status (%) 2007 42
Figure 35: Currys loyalty (%) 2003-2007 43
Figure 36: Currys disloyalty (%) 2003-2007 44
Figure 37: Currys loyalty by demographics (%) 2007 45
Figure 38: Currys loyalty by region (%) 2007 45
Figure 39: Currys loyalty by household tenure (%) 2007 46
Figure 40: Currys loyalty by number of people in household (%) 2007 47
Figure 41: Currys loyalty by children in household (%) 2007 48
Figure 42: Currys loyalty by number of cars in household (%) 2007 49
Figure 43: Currys – other electricals stores used (%) 2007 53
Figure 44: Preference stores (%) 2007 53
Figure 45: Sectors shopped (%) 2007 55