How britain shops: overall 2010 —aarkstore enterprise Business Реклама Recent Posts « » How britain shops: overall 2010 —aarkstore enterprise August 9th, 2008 | Author: admin How Britain Shops: Overall 2010 —Aarkstore Enterprise


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.


*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.


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.

Table of Contents : 
Introduction 1
Summary 1
Consumers are shopping less, but younger shoppers have shown resilience 2
Consumers are shopping less frequently, especially in home-related sectors 2
Men are shopping much less than women as the downturn bites 2
35-44 year olds have become less active shoppers, while younger shoppers have shown more resilience 2
Competition for main user share is intensifying 2
The main user share of the top five retailers has increased in all sectors except personal care 2
Market leaders in all sectors except clothing, footwear and homewares have lost main user share 3
The ‘Big Four’ supermarkets have cemented their presence in non-food 3
Consumers have become more frugal and price-aware, and continue to shop around more 3
Consumers continue to shop around more 3
Shopping around is highest in the clothing sector 3
Shopping around remains high in big-ticket sectors 3
Converting visitors into main users is getting harder 4
Only music & video, DIY and food & grocery have seen increases in their conversion rate 4
Music & video has the highest conversion rate 4
Clothing continues to have the lowest conversion rate 4
Shopper loyalty has reached a new high 4
Shoppers are becoming more loyal 4
John Lewis takes the top spot in terms of loyalty, but pureplays have made big gains 5
Personal care shoppers are the most loyal, but are only marginally ahead of music & video shoppers 5
A superior shopping experience is now a pivotal loyalty driver 5
Price has increased in importance as a driver of loyalty… 5
…..but loyalty has primarily driven by the overall shopping experience 5
Time poor consumers and internet shoppers boost convenience as a loyalty driver 6
Retailer highlights 6
Marks & Spencer continues to succeed, despite the recession 6
B&Q’s market dominance remains solid in DIY 6
In electricals, Currys is under pressure from grocers 6
Morrisons is this year’s big winner in food & grocery 6
Clarks has extended its lead in footwear 7
Asda/George and Tesco have extended their lead over Argos 7
In music & video, HMV is an increasing threat to its competitors 7
Tesco has seen the greatest gains in main user and visitor shares in the personal care sector 7
Table of Contents 8
Table of figures 8
Sector Snapshots 10
Clothing 10
The proportion of consumers regularly shopping for clothing has fallen 10
Consumers in the 25-44 age bracket have been feeling the pinch 10
Male shoppers have been deterred by the recession more than females 10
As price becomes more important, mid-market retailers have fought back 10
Conversion rates have continued to slide as shopping around increases 10
Loyalty has risen across all demographics to reach record levels 11
Quality, convenience and service have become increasingly important loyalty drivers 11
DIY 14
The recession has hit DIY activity 14
Wickes has achieved the biggest visitor and main user gains 14
Conversion has recovered from the dip recorded in 2009 14
A surge in loyalty reflects investment 14
Convenience has become much more important 14
Price moves up the agenda 15
Quality, service and facilities have been recognised 15
Electricals 18
Proportion of consumers regularly shopping for electricals falls 18
In particular under 45s shop less 18
Older AB shoppers prop up spending 18
Specialists lose out to non-specialists 18
Conversion rates fall as customers shop around more 18
Greater transparency boosts loyalty to record level 19
Price becomes more important 19
Service and quality also become more important 19
Growth of online raises expectations on range and convenience 19
Food & grocery 22
Fall in empty nesters leads to decline in proportion of shoppers regularly buying food & grocery 22
Big Four win back main user share – except Tesco 22
Price still biggest loyalty driver, but quality increases in importance 22
Loyalty hits new height 22
Footwear 25
Men have cut back on footwear purchases the most 25
Young and family-age consumers have also stopped buying 25
Shoe Zone has broken into the top three for main users 25
Conversion rates have slumped 25
Loyalty is on the rise 25
Quality has risen as a loyalty driver 26
Homewares 29
There has been a reduction in the number of younger homewares shoppers 29
The bias toward AB and female shoppers persists 29
Asda/George and Tesco have extended their lead over Argos 29
Conversion rates have declined for a second year 29
Customer loyalty has jumped again 29
Quality and range, rather than price, have increased in importance 30
Music & video 33
The number of music & video shoppers is down after a big boost in 2009 33
In particular, lower income customers are shopping less 33
Dedicated online operators’ customers shop around the most 33
Online players have increased market consolidation 33
Loyalty is up and shopping around is down 33
Music & video boasts the second highest loyalty rate of all sectors 33
Convenience is becoming increasingly important 33
Price has become more important due to the impact of online retailers 34
Personal care 37
Proportion of consumers regularly shopping for personal care declines 37
Younger demographics take hit 37
More fickle discretionary-driven spend of ABC1s dries up 37
Specialists lose out to grocers 37
Flight to value impacts conversion rates 38
Loyalty rises 38
Importance of price as a loyalty driver increases 38
Range remains most important driver 38
Convenience remains a strong driver of loyalty 38
Shopping Patterns 41
Consumers are shopping less, but younger shoppers have shown resilience 41
Male 42
Female 44
16-24 46
25-34 48
35-44 50
45-54 52
55-64 54
65-plus 56
AB 58
C1 60
C2 62
DE 64
Retailer Concentration 66
Competition for main user share is intensifying 66
Clothing 68
DIY 70
Electricals 72
Food & grocery 74
Footwear 76
Homewares 78
Music & video 80
Personal care 82
Shopping Around 84
Consumers have become more frugal and price-aware, and continue to shop around more 84
Clothing 84
DIY 88
Electricals 92
Food & grocery 96
Footwear 100
Homewares 104
Music & video 108
Personal care 112
Conversion 116
Converting visitors into main users is getting harder 116
Clothing 117
DIY 120
Electricals 123
Food & grocery 126
Footwear 129
Homewares 132
Music & video 135
Personal care 138
Loyalty Summary 141
Shopper loyalty has reached a new high 141
Clothing 143
DIY 146
Electricals 148
Food & grocery 150
Footwear 152
Homewares 155
Music & video 157
Personal care 159
Loyalty Drivers 161
A superior shopping experience is now a pivotal loyalty driver 161
Clothing 162
DIY 165
Electricals 168
Food & grocery 171
Footwear 174
Homewares 177
Music & video 180
Personal care 183
Appendix 186
Overview 186
What is cDNA? 186
What’s available? 186
More information? 186
Basic methodology 187
Detailed methodology 189
The selection of parliamentary constituencies 189
Metropolitan County 189
Other 100% urban 189
Mixed urban/rural 189
Rural 189
The selection of enumeration districts 190
The selection of respondents 190
Post-survey weighting 190
Disclaimer 191
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