How Britain Shops: Homewares 2010 -aarkstore Enterprise Market Research
How Britain Shops: Homewares 2010
How Britain Shops: Homewares 2010
Table of Contents :
Overview 1
Introduction 1
Summary 1
Executive Summary 3
Key findings 3
Retailer highlights 4
Profile of Sector Shoppers 19
There has been a reduction in the number of younger homewares shoppers 19
Penetration of homewares shoppers 24
The bias toward AB and female shoppers persist 24
Retailer Usage 26
Asda/George and Tesco have extended their lead over Argos 26
Main user share by region 31
Asda/George is the leading homewares retailer 31
Conversion Rates 32
Conversion rates have declined for a second year 32
Shopping Around 35
IKEA users shop around most 35
Loyalty 38
There has been a steep rise in loyalty for a second year 38
Drivers of loyalty/disloyalty 42
Range and price increase in importance 42
Argos 50
Argos has lost shoppers, but customer loyalty has improved 50
Visitors 51
Main users 53
Conversion rates 55
Loyalty 57
Competitors 61
Asda/George 63
Asda/George has strengthened its market leadership 63
Visitors 64
Main users 66
Conversion rates 68
Loyalty 70
Competitors 74
Debenhams 76
Debenhams is attracting new shoppers, but challenges remain 76
Visitors 77
Main users 79
Conversion rates 81
Loyalty 83
Competitors 87
Dunelm Mill 89
Despite a rising shopper base, Dunelm Mill has failed to keep pace with its rivals 89
Visitors 90
Main users 92
Conversion rates 94
Loyalty 96
Competitors 100
IKEA 102
IKEA has seen an increase in both shopper numbers and loyalty 102
Visitors 103
Main users 105
Conversion rates 107
Loyalty 109
Competitors 113
John Lewis 115
Shopper numbers at John Lewis have dropped again, but loyalty remains unshakeable 115
Visitors 116
Main users 118
Conversion rates 120
Loyalty 122
Competitors 126
Marks & Spencer 128
Marks & Spencer's steady progress has continued in 2010 128
Visitors 129
Main users 131
Conversion rates 133
Loyalty 135
Competitors 139
Tesco 141
Customer loyalty remains weak, but shopper numbers are rising 141
Visitors 142
Main users 144
Conversion rates 146
Loyalty 148
Competitors 152
Wilkinson 154
Wilkinson has experienced an increase in shopper numbers as its appeal broadens 154
Visitors 155
Main users 157
Conversion rates 159
Loyalty 161
Competitors 165
Methodology 167
Basic methodology 167
The selection of parliamentary constituencies 168
The selection of enumeration districts 169
The selection of respondents 169
Post-survey weighting 170
TABLE OF FIGURES
Figure 1: UK homewares shoppers (%), 20062010 19
Figure 2: Profile of homewares shoppers (%), by gender, 20062010 21
Figure 3: Profile of homewares shoppers (%), by age bracket, 20062010 22
Figure 4: Profile of homewares shoppers (%), by socioeconomic class, 20062010 23
Figure 5: Percentage of consumers who shop for homewares, by demographics, 2010 24
Figure 6: Percentage of consumers who shop for homewares, by TV region, 2010 25
Figure 7: Concentration of main user share of top five retailers in 2008 28
Figure 8: Concentration of main user share of top five retailers in 2009 29
Figure 9: Concentration of main user share of top five retailers in 2010 30
Figure 10: Average rate of conversion from visitor to main user (%), 20062010 32
Figure 11: Rate of conversion from visitors to main users (%), by retailer, 2010 34
Figure 12: Average number of other stores used, by retailer, 2010 35
Figure 13: Average number of other stores used, 20062010 37
Figure 14: Percentage of homewares shoppers that are loyal to their main store, 20062010 38
Figure 15: Percentage of homewares shoppers that are loyal to their main store, by demographic group, 2010 38
Figure 16: Percentage of homewares shoppers that are loyal to their main store, by retailer, 2010 40
Figure 17: Percentage point change in loyalty rates since last year, by retailer, 2010 41
Figure 18: Percentage of loyal main users identifying drivers of loyalty, 20062010 42
Figure 19: Visitor share, 20062010 51
Figure 20: Visitor share, by demographic group, 2010 51
Figure 21: Main user share, 20062010 53
Figure 22: Main user share, by demographic group, 2010 54
Figure 23: Conversion rates, 20062010 55
Figure 24: Conversion rates, by demographic group, 2010 56
Figure 25: Loyalty, 20062010 57
Figure 26: Loyalty, by demographics, 2010 58
Figure 27: Preference stores, 2010 60
Figure 28: Shopping around, 2010 61
Figure 29: Visitor share, 20062010 64
Figure 30: Visitor share, by demographic group, 2010 65
Figure 31: Main user share, 20062010 66
Figure 32: Main user share, by demographic group, 2010 67
Figure 33: Conversion rates, 20062010 68
Figure 34: Conversion rates, by demographic group, 2010 69
Figure 35: Loyalty, 20062010 70
Figure 36: Loyalty, by demographics, 2010 71
Figure 37: Preference stores, 2010 73
Figure 38: Shopping around, 2010 74
Figure 39: Visitor share, 20062010 77
Figure 40: Visitor share, by demographic group, 2010 78
Figure 41: Main user share, 20062010 79
Figure 42: Main user share, by demographic group, 2010 80
Figure 43: Conversion rates, 20062010 81
Figure 44: Conversion rates, by demographic group, 2010 82
Figure 45: Loyalty, 20062010 83
Figure 46: Loyalty, by demographics, 2010 84
Figure 47: Preference stores, 2010 86
Figure 48: Shopping around, 2010 87
Figure 49: Visitor share, 20062010 90
Figure 50: Visitor share, by demographic group, 2010 91
Figure 51: Main user share, 20062010 92
Figure 52: Main user share, by demographic group, 2010 93
Figure 53: Conversion rates, 20062010 94
Figure 54: Conversion rates, by demographic group, 2010 95
Figure 55: Loyalty, 20062010 96
Figure 56: Loyalty, by demographics, 2010 97
Figure 57: Preference stores, 2010 99
Figure 58: Shopping around, 2010 100
Figure 59: Visitor share, 20062010 103
Figure 60: Visitor share, by demographic group, 2010 104
Figure 61: Main user share, 20062010 105
Figure 62: Main user share, by demographic group, 2010 106
Figure 63: Conversion rates, 20062010 107
Figure 64: Conversion rates, by demographic group, 2010 108
Figure 65: Loyalty, 20062010 109
Figure 66: Loyalty, by demographics, 2010 110
Figure 67: Preference stores, 2010 112
Figure 68: Shopping around, 2010 113
Figure 69: Visitor share, 20062010 116
Figure 70: Visitor share, by demographic group, 2010 117
Figure 71: Main user share, 20062010 118
Figure 72: Main user share, by demographic group, 2010 119
Figure 73: Conversion rates, 20062010 120
Figure 74: Conversion rates, by demographic group, 2010 121
Figure 75: Loyalty, 20062010 122
Figure 76: Loyalty, by demographics, 2010 123
Figure 77: Preference stores, 2010 125
Figure 78: Shopping around, 2010 126
Figure 79: Visitor share, 20062010 129
Figure 80: Visitor share, by demographic group, 2010 130
Figure 81: Main user share, 20062010 131
Figure 82: Main user share, by demographic group, 2010 132
Figure 83: Conversion rates, 20062010 133
Figure 84: Conversion rates, by demographic group, 2010 134
Figure 85: Loyalty, 20062010 135
Figure 86: Loyalty, by demographics, 2010 136
Figure 87: Preference stores, 2010 138
Figure 88: Shopping around, 2010 139
Figure 89: Visitor share, 20062010 142
Figure 90: Visitor share, by demographic group, 2010 143
Figure 91: Main user share, 20062010 144
Figure 92: Main user share, by demographic group, 2010 145
Figure 93: Conversion rates, 20062010 146
Figure 94: Conversion rates, by demographic group, 2010 147
Figure 95: Loyalty, 20062010 148
Figure 96: Loyalty, by demographics, 2010 149
Figure 97: Preference stores, 2010 151
Figure 98: Shopping around, 2010 152
Figure 99: Visitor sh
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How Britain Shops: Homewares 2010 -aarkstore Enterprise Market Research Anaheim