How Britain Shops: Diy 2010 ---aarkstore Enterprise
Introduction
Introduction
How Britain Shops DIY provides a detailed overview of the shopping habits of consumers. It examines, who shops for DIY & gardening, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.
Scope
*Thorough analysis of how customers shop for food & grocery. Profiles of the following retailers: B&Q, Homebase, Focus, Wickes, Wilkinson.
*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 and by demographic and socio-economic group. Historic data is provided so trends can be analysed over a five year period.
Highlights
In 2010, DIY shopper numbers has fallen by 1.4 percentage points on 2009. Compared with last year, the most noticeable change is a reduction in DEs undertaking DIY, due to its deferrable nature, and increased participation by ABs, as they carry out home improvement projects themselves rather than hire tradespeople.
Economic uncertainty and falls in discretionary income have made price a much more important, and retailers have responded by focusing on entry level private label brands. Two retailers with the strongest adherence to every day low pricing (EDLP), Wickes and Wilkinson, retain the highest loyalty ratings for price.
Despite its dependence on project-oriented serious DIY enthusiasts, Wickes has achieved a bigger gain in main user share than any other DIY retailer, and is now snapping at Focus' heels. Although still significantly lower than other specialists, Wickes' conversion rate has increased for the third year running.
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 :
Overview 1
Introduction 1
Summary 1
Executive Summary 2
Key findings 2
Retailer highlights 3
Profile of Sector Shoppers 13
Penetration of DIY shoppers 18
Retailer Usage 20
Main user share by TV region 24
Conversion Rates 25
Shopping around 28
Loyalty 30
Drivers of loyalty/disloyalty 34
B&Q 42
B&Q has emerged from the recession with a higher loyalty rating 42
Visitors 43
Main users 45
Conversion rates 47
Loyalty 49
Competitors 53
Focus 55
Investment is needed to improve Focus' customer satisfaction 55
Visitors 56
Main users 58
Conversion rates 60
Loyalty 62
Competitors 66
Homebase 68
Homebase's shopper shares have fallen, but customer loyalty has increased 68
Visitors 69
Main users 71
Conversion rates 73
Loyalty 75
Competitors 79
Wickes 81
Wickes has made significant gains in terms of main users and loyalty 81
Visitors 82
Main users 84
Conversion rates 86
Loyalty 88
Competitors 92
Wilkinson 94
Wilkinson's customer base has been boosted by new AB shoppers 94
Visitors 95
Main users 97
Conversion rates 99
Loyalty 101
Competitors 105
Methodology 107
Basic methodology 107
The selection of parliamentary constituencies 108
The selection of enumeration districts 109
The selection of respondents 110
Post-survey weighting 110
For more information, please contact :
http://www.aarkstore.com/reports/How-Britain-Shops-DIY-2010-45492.html
by: aarkstore enterprise
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