How Britain Shops for Homewares 2012 | Verdict Retail Consumer Report

Jul 11, 2012, 19:21 ET from Reportlinker

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How Britain Shops for Homewares 2012 | Verdict Retail Consumer Report

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The proportion of consumers shopping for homewares has declined again this year falling 3.3 percentage points to 41.4% of shoppers. The sector has lost 7.8 percentage points in three years, a substantial share of the shopping population. How Britain Shops Homewares examines, who shops for personal care, where they shop, and whether they are satisfied with their current store.Effectively plan your marketing strategy by identifying underdeveloped demographic groups for both your and your competitors customersImprove your offer and gain more appeal with your customers by discovering the drivers of loyalty and disloyalty among your customersIdentify which customer groups offer the most opportunities with data segmented by geography and demographicsThe proportion of consumers shopping for homewares has declined again, marking the third year of decline for the sector. Pressures on disposable incomes, as well as uncertainty surrounding the housing market has put homewares purchases firmly at the back of people's minds as they divert spending towards more essential purchases.For the third year running, shopping around has stayed level at an average of 1.5 stores used by homewares shoppers in addition to their main store. Asda and Tesco have managed to deter their customers from shopping around, with below average levels, while John Lewis, Marks & Spencer and Wilkinson return the average score.Price is the most important factor affecting loyalty for homewares shoppers, reflecting the impact that the wider economy has had on discretionary spending, and thus the homewares sector. Consumers have been cutting back on discretionary purchases, and the essential purchases which have been made have been far more considered than before.How has the profile of the consumers shopping at the main homewares players changed over the past year and what has caused this?What drives consumers to shop for homewares at both you and your competitors? What makes them disloyal?How many other stores do your shoppers use for homewares and what stores are these?

EXECUTIVE SUMMARY

•Verdict Retail view

•Key findings

•Main conclusions

- Homewares shoppers continue to decline

- Proportion of AB shoppers rises

- Tesco tops visitor share while Asda has more main users

- Shopping around stays level for third consecutive year

- IKEA customers most loyal

- Loyalty continues to be driven by price

•Retailer highlights

- Asda retains its main user crown for homewares but Tesco applies further pressure

- Young professionals have traded away from Tesco

- Loyalty drops for Sainsbury's as customers shop around

- Main user share rises at Dunelm Mill, as demographic reach broadens

- Argos loses ground among AB shoppers

- Wilkinson achieves strong gains in loyalty

- Loyalty reaches a 10 year peak for IKEA

- M&S gains visitor and main user share

- Visitor share grows at John Lewis as expansion of standalone home stores continues

- Debenhams sinks to 10th in homewares for visitor and main user share

SECTOR SUMMARY

•Share of shopper

- More considered discretionary purchases lead to share of shopper falling again

•Penetration of homewares shoppers

- Penetration remains weighted towards women and the more affluent

•Retailer usage

- Asda retains top spot for main users but relinquishes visitor crown to Tesco

- Main user share by region

•Conversion rates

- Sector conversion rate falls to 10 year low

•Shopping around

- Remains static for third straight year

•Loyalty

- Declines marginally on previous survey

•Drivers of loyalty/ disloyalty

- Price remains key for customers

ARGOS

•Check & reserve boosts top-line performance but competitors threaten its core DE shopper

- Visitor and main user share improves for first time since 2009

- Argos loses ground among AB shoppers

- While conversion has improved, it remains below historical levels

- Despite topline improvements, its grip on its core DE shopper is eroding

- Loyalty dips for the first time since 2009

•Visitors

- First improvement in share since 2009

•Main users

- Click and collect helps boost main user share

•Conversion rates

- Conversion falls sharply among its DE shoppers

•Loyalty

- Strong gains among young shoppers more than counterbalanced by losses among older shoppers

•Competitors

- Customers shop around more as competition heats up

ASDA

•Despite robust shares and higher conversion, Asda should develop its offer further

- Asda retains its main user crown, but Tesco is applying further pressure in homewares

- Penetration remains strong among younger customers as it loses ground for main users

- Asda improves conversion but rate remains second behind John Lewis

- Loyalty continues to be an issue for Asda as it slips to second bottom among profiled retailers

•Visitors

- Down across all socioeconomic groups

•Main users

- Deep losses among younger customers

•Conversion rates

- Improved best offer helps convert more AB and C1 shoppers

•Loyalty

- Loyalty declines for the second straight year

•Competitors

- Shopping around falls to five year low

DEBENHAMS

•Strong declines in visitor share and loyalty but opportunity for improvement

- Sinks to the bottom in homewares for visitor and main user share …

- … nevertheless conversion improves

- Sharp decline in loyalty of Debenhams homewares shopper

- Other stores used highlights the dangers of its midmarket position

- Aspirational appeal and lack of crossover between sectors highlight potential gains

•Visitors

- Visitor share falls for second straight year

•Main users

- Decline since 2008 peak continues

•Conversion rates

- Conversion shows mild improvement, fuelled by sharp increase in C1 shoppers

•Loyalty

- Falls to lowest level since 2008

•Competitors

- Plenty of scope to encourage existing Debenhams shoppers to use the retailer more

DUNELM MILL

•Conversion grows as Dunelm loyalty increases

- Footfall plateaus as consumers gravitate towards grocers

- Main user share rises, as demographic reach broadens

- Conversion rate grows as visitor share stalls

- Loyalty increases moving Dunelm Mill up to seventh

- Product quality makes the biggest gain as loyalty driver

•Visitors

- Visitor share stalls as Tesco and Sainsbury's benefit from food footfall and cross-selling

•Main users

- Growth in main user share indicates focused proposition

•Conversion rates

- Conversion recovers as footfall stalls

•Loyalty

- Dunelm Mill moves to seventh from ninth as loyalty begins to recover

•Competitors

- Savvy consumers spread their spending

IKEA

•Still able to create and satisfy customer base

- Visitor and main user shares remain impacted by a weak housing market

- But it gains significant traction among DE shoppers

- Loyalty reaches a 10 year peak to claim homewares top spot

- Growing prevalence of designer ranges puts IKEA's position under threat

•Visitors

- Weak housing market leads to visitor share continuing to decline

•Main users

- Decline but share is more resilient than for visitors

•Conversion rates

- Conversion rates improve but remain below levels reported in 2010

•Loyalty

- Price and range continue to support exceptional loyalty performance

•Competitors

- Some retailers with improved designer offer gain at the expense of IKEA

JOHN LEWIS

•Recovery in visitor share, but conversion continues to decline

- Visitor share grows as expansion of standalone home stores continues

- Conversion falls as main user share fails to keep up with visitor share

- Loyalty among C1s holds up but it declines among C2s

- Second biggest decline in loyalty sees John Lewis lose top spot

•Visitors

- Visitor share grows following a four year decline

•Main users

- John Lewis overtakes IKEA with growth in user share

•Conversion rates

- Conversion drops as user growth fails to keep up

•Loyalty

- Loyalty falls as John Lewis overtaken by IKEA

•Competitors

- Competitor use remains lower than most, but grows in 2012

MARKS & SPENCER

•While conversion remains an issue, its main users have become more loyal

- M&S gains visitor and main user share

- Conversion slips …

- … but loyalty increases significantly

- Department stores still the main competition for Marks & Spencer in homewares

•Visitors

- Recovers in 2012 but below 2009 levels

•Main users

- Improvement driven by older customer

•Conversion rates

- Low conversion rates continue for the retailer

•Loyalty

- Significant improvement within this metric leads to retailer reaching new five year peak

•Competitors

- Department stores remain main threat

SAINSBURY'S

•Mixed fortunes with improved reach, but not range

- Homewares visitor share rises with ongoing store expansion

- Still skewed to AB shoppers

- Loyalty drops as customers shop around

- Convenience is key but range will drive shoppers to switch away

•Visitors

- Ongoing expansion fuels growing visitor share

•Main users

- Steady improvement as Sainsbury's reaches more shoppers

•Conversion rates

- Convinces shoppers that TU brand has worth

•Loyalty

- Declines as range disappoints with prices under scrutiny

•Competitors

- Greater choice elsewhere tempts Sainsbury's shoppers away

TESCO

•Tesco reaches more shoppers but fails to win their loyalty

- Visitor share rises as space expansion peaks

- Room to improve on converting visitors

- Young professionals have traded away

- Shoppers raise bar for Tesco making loyalty harder to win

•Visitors

- Value appeal grows

•Main users

- Recovers to pre-recession levels

•Conversion rates

- Room to improve

•Loyalty

- Shoppers raise bar for Tesco making loyalty harder to win

•Competitors

- Increased options drive continued shopping around

WILKINSON

•Achieves positive performance across the board

- Uplifts in visitor and main user share allow the retailer to reach new peaks

- Strong gains among more affluent AB shoppers …

- … but it appears to have lost ground when it comes to less affluent DE shoppers

- Loyalty gains

- Perceptions shifting

•Visitors

- Hit new peak

•Main users

- Reaches 10 year peak for main user share

•Conversion rates

- Strong visitor uplift impacts on rate

•Loyalty

- Attains new peak

•Competitors

- Shopping around increases

APPENDIX

•Methodology

- Selection of parliamentary constituencies

- Selection of enumeration districts

- Selection of respondents

- Post survey weighting

•Ask the analyst

•Global Retail FreeView

•Verdict Retail Research consulting

•Disclaimer

TABLES

•Table: Profile of homewares shoppers – by region 2012

•Table: Percentage of active homewares shoppers regularly using each retailer 2008–12

•Table: Percentage of active homewares shoppers regualrly using each retailer 2008–12

•Table: Share of active homewares shoppers naming a retailer as their main store (%), by TV region, 2012

•Table: Average rate of conversion from visitor to main user by TV region 2012

•Table: Average number of other stores used by TV region 2012

•Table: Percentage of homewares shoppers that are loyal to their main store by TV region 2012

•Table: Detailed drivers of loyalty 2012

•Table: Homewares loyalty score 2008–12

•Table: Homewares loyalty score (continued) 2008–12

•Table: Homewares disloyalty score 2008–12

•Table: Homewares disloyalty score (continued) 2008–12

•Table: What disloyal users preferred about other homewares stores 2008–12

•Table: What disloyal users preferred about other homewares stores (continued) 2008–12

•Table: Visitor share by region 2012

•Table: Main user share by region 2012

•Table: Conversion rates by region 2012

•Table: Loyalty by region 2012

•Table: Drivers of loyalty 2012

•Table: Drivers of disloyalty 2012

•Table: Potential changes 2012

•Table: Other homewares stores used 2008–11

•Table: Retailers most used in other sectors 2012

•Table: Visitor share by region 2012

•Table: Main user share by region 2012

•Table: Conversion rates by region 2012

•Table: Loyalty by region 2012

•Table: Drivers of loyalty 2012

•Table: Drivers of disloyalty 2012

•Table: Potential changes 2012

•Table: Other homewares stores used 2008–12

•Table: Retailers most used in other sectors 2012

•Table: Visitor share by region 2012

•Table: Main user share by region 2012

•Table: Conversion rates by region 2012

•Table: Loyalty by region 2012

•Table: Drivers of loyalty 2012

•Table: Drivers of disloyalty 2012

•Table: Potential changes 2012

•Table: Other homewares stores used 2008–12

•Table: Retailers most used in other sectors 2012

•Table: Visitor share by region 2012

•Table: Main user share by region 2012

•Table: Conversion rates by region 2012

•Table: Loyalty by region 2012

•Table: Drivers of loyalty 2012

•Table: Drivers of disloyalty 2012

•Table: Potential changes 2012

•Table: Other homewares stores used 2008–12

•Table: Retailers most used in other sectors 2012

•Table: Visitor share by region 2012

•Table: Main user share by region 2012

•Table: Conversion rates by region 2012

•Table: Loyalty by region 2012

•Table: Drivers of loyalty 2012

•Table: Drivers of disloyalty 2012

•Table: Potential changes 2012

•Table: Other homewares stores used 2008–12

•Table: Retailers most used in other sectors 2012

•Table: Visitor share by region 2012

•Table: Main user share by region 2012

•Table: Conversion rates by region 2012

•Table: Loyalty by region 2012

•Table: Drivers of loyalty 2012

•Table: Drivers of disloyalty 2012

•Table: Potential changes 2012

•Table: Other homewares stores used 2008–12

•Table: Retailers most used in other sectors 2012

•Table: Visitor share by region 2012

•Table: Main user share by region 2012

•Table: Conversion rates by region 2012

•Table: Loyalty by region 2012

•Table: Drivers of loyalty 2012

•Table: Drivers of disloyalty 2012

•Table: Potential changes 2012

•Table: Other homewares stores used 2008–12

•Table: Retailers most used in other sectors 2012

•Table: Visitor share by region 2012

•Table: Main user share by region 2012

•Table: Conversion rates by region 2012

•Table: Loyalty by region 2012

•Table: Drivers of loyalty 2012

•Table: Drivers of disloyalty 2012

•Table: Potential changes 2012

•Table: Other homewares stores used 2008–12

•Table: Retailers most used in other sectors 2012

•Table: Visitor share by region 2012

•Table: Main user share by region 2012

•Table: Conversion rates by region 2012

•Table: Loyalty by region 2012

•Table: Drivers of loyalty 2012

•Table: Drivers of disloyalty 2012

•Table: Potential changes 2012

•Table: Other homewares stores used 2008–12

•Table: Retailers most used in other sectors 2012

•Table: Visitor share by region 2012

•Table: Main user share by region 2012

•Table: Conversion rates by region 2012

•Table: Loyalty by region 2012

•Table: Drivers of loyalty 2012

•Table: Drivers of disloyalty 2012

•Table: Potential changes 2012

•Table: Other homewares stores used 2008–12

•Table: Retailers most used in other sectors 2012

•Table: Sample sizes by sector 2012

FIGURES

•Figure: Homewares share of shopper 2008–12

•Figure: Profile of homewares shoppers by gender 2008–12

•Figure: Profile of homewares shoppers by age bracket 2008–12

•Figure: Profile of homewares shoppers by socioeconomic class 2008–12

•Figure: Percentage of consumers who shop for homewares, by demographics 2012

•Figure: Percentage of consumers who shop for homewares, by TV region 2012

•Figure: Concentration of main user share of Top Five retailers in 2010

•Figure: Concentration of main user share of Top Five retailers in 2011

•Figure: Concentration of main user share of Top Five retailers in 2012

•Figure: Average rate of conversion from visitor to main user 2008–12

•Figure: Rate of conversion from visitor to main user by retailer 2012

•Figure: Average number of other stores used 2012

•Figure: Average number of other stores used, by retailer, 2008–12

•Figure: Percentage of homewares shoppers that are loyal to their main store 2008–12

•Figure: Percentage of homewares shoppers loyal to their main store by demographic group 2012

•Figure: Percentage of homewares shoppers that are loyal to their main store by retailer 2012

•Figure: Percentage point change in loyalty rates since last year, by retailer, 2012

•Figure: Percentage of loyal main users identifying drivers of loyalty 2008–12

•Figure: Visitor share 2008–12

•Figure: Visitor share by demographic group 2012

•Figure: Main user share 2008–12

•Figure: Main user share by demographic group 2012

•Figure: Conversion rates 2008–12

•Figure: Conversion rates by demographic group 2012

•Figure: Loyalty 2008–12

•Figure: Loyalty by demographic group 2012

•Figure: Preference stores 2012

•Figure: Shopping around 2012

•Figure: Visitor share 2008–12

•Figure: Visitor share by demographic group 2012

•Figure: Main user share 2008–12

•Figure: Main user share by demographic group 2012

•Figure: Conversion rates 2008–12

•Figure: Conversion rates by demographic group 2012

•Figure: Loyalty 2008–12

•Figure: Loyalty by demographic group 2012

•Figure: Preference stores 2012

•Figure: Shopping around 2012

•Figure: Visitor share 2008–12

•Figure: Visitor share by demographic group 2012

•Figure: Main user share 2008–12

•Figure: Main user share by demographic group 2012

•Figure: Conversion rates 2008–12

•Figure: Conversion rates by demographic group 2012

•Figure: Loyalty 2008–12

•Figure: Loyalty by demographic group 2012

•Figure: Preference stores 2012

•Figure: Shopping around 2012

•Figure: Visitor share 2008–12

•Figure: Visitor share by demographic group 2012

•Figure: Main user share 2008–12

•Figure: Main user share by demographic group 2012

•Figure: Conversion rates 2008–12

•Figure: Conversion rates by demographic group 2012

•Figure: Loyalty 2008–12

•Figure: Loyalty by demographic group 2012

•Figure: Preference stores 2012

•Figure: Shopping around 2008–12

•Figure: Visitor share 2008–12

•Figure: Visitor share by demographic group 2012

•Figure: Main user share 2008–12

•Figure: Main user share by demographic group 2012

•Figure: Conversion rates 2008–12

•Figure: Conversion rates by demographic group 2012

•Figure: Loyalty 2008–12

•Figure: Loyalty by demographic group 2012

•Figure: Preference stores 2012

•Figure: Shopping around 2008–12

•Figure: Visitor share 2008–12

•Figure: Visitor share by demographic group 2012

•Figure: Main user share 2008–12

•Figure: Main user share by demographic group 2012

•Figure: Conversion rates 2008–12

•Figure: Conversion rates by demographic group 2012

•Figure: Loyalty 2008–12

•Figure: Loyalty by demographic group 2012

•Figure: Preference stores 2012

•Figure: Shopping around 2008–12

•Figure: Visitor share 2008–12

•Figure: Visitor share by demographic group 2012

•Figure: Main user share 2008–12

•Figure: Main user share by demographic group 2012

•Figure: Conversion rates 2008–12

•Figure: Conversion rates by demographic group 2012

•Figure: Loyalty 2008–12

•Figure: Loyalty by demographic group 2012

•Figure: Preference stores 2012

•Figure: Shopping around 2012

•Figure: Visitor share 2008–12

•Figure: Visitor share by demographic group 2012

•Figure: Main user share 2008–12

•Figure: Main user share by demographic group 2012

•Figure: Conversion rates 2008–12

•Figure: Conversion rates by demographic group 2012

•Figure: Loyalty 2008–12

•Figure: Loyalty by demographic group 2012

•Figure: Preference stores 2012

•Figure: Shopping around 2012

•Figure: Visitor share 2008–12

•Figure: Visitor share by demographic group 2012

•Figure: Main user share 2008–12

•Figure: Main user share by demographic group 2012

•Figure: Conversion rates 2008–12

•Figure: Conversion rates by demographic group 2012

•Figure: Loyalty 2008–12

•Figure: Loyalty by demographic group 2012

•Figure: Preference stores 2012

•Figure: Shopping around 2008–12

•Figure: Visitor share 2008–12

•Figure: Visitor share by demographic group 2012

•Figure: Main user share 2008–12

•Figure: Main user share by demographic group 2012

•Figure: Conversion rates 2008–12

•Figure: Conversion rates by demographic group 2012

•Figure: Loyalty 2008–12

•Figure: Loyalty by demographic group 2012

•Figure: Preference stores 2012

•Figure: Shopping around 2008–12

Companies mentioned

CMS Energy Corporation, Currys, HMV Group plc, Hutchison 3G UK Limited, Intek SpA, J Sainsbury plc, Kesa Electricals Plc, Kingfisher Plc, Marks and Spencer Group plc, Publicis Groupe SA, Schindler Holding Ltd., The TJX Companies, Inc., Wm Morrison Supermarkets Plc

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