How Britain Shops: Homewares 2010---aarkstore Enterprise
Introduction
Introduction
How Britain Shops Homewares provides a detailed overview of the shopping habits of consumers. It examines, who shops for homewares, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.
Scope
*Analysis of how customers shop for homewares. Profiles of: Argos, Asda, Debenhams, Dunelm-Mill, IKEA, John Lewis, Marks & Spencer, Tesco, 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
The homewares market has succumbed to recession. The downturn reflects a deeply unfavourable set of background drivers, with the low number of house moves directly reducing the need for new homewares. Although homewares are mostly low ticket and easily affordable, they are rarely necessary, and as such, purchases are easily deferrable.
In 2010 the balance of homewares shoppers has tipped more in favour of women, as male participation in the homewares market has reduced. With most homewares purchases being discretionary in nature, it follows that DEs' share of the declining shopper base has fallen, while that of the ABs has increased.
More consumers shop at Asda/George for homewares than any other retailer, and it is the preferred choice for one in nine of all homewares shoppers. Due to a big improvement in its conversion rate, Asda/George has extended its main user share lead over second placed Tesco.
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 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
For more information, please contact :
http://www.aarkstore.com/reports/How-Britain-Shops-Homewares-2010-45491.html
by: aarkstore enterprise
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