Aarkstore Enterprise - Britain Shops: Overall -aarkstore Enterprise Market Research

How Britain Shops: Overall 2010

How Britain Shops: Overall 2010

Table of Contents :

Introduction 1

Summary 1

EXECUTIVE SUMMARY 2

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

TABLE OF TABLES 9

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

ACORN 191

Disclaimer 191

List of Tables

Table 1: Summary of clothing shoppers, 2006-2010 12

Table 2: Summary of DIY shoppers, 2006-2010 16

Table 3: Summary of electricals shoppers, 2006-2010 20

Table 4: Summary of food & grocery shoppers, 2006-2010 23

Table 5: Summary of footwear shoppers, 2006-2010 27

Table 6: Summary of homeware

For more information, please contact :

http://www.aarkstore.com/reports/How-Britain-Shops-Overall-2010-45502.html

by: aarkstore enterprise

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