subject: How Britain Shops: Personal Care 2010---aarkstore Enterprise [print this page] Introduction Introduction
How Britain Shops Personal Care provides a detailed overview of the shopping habits of consumers. It examines, who shops for personal care, 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 personal care. Profiles of: Alliance Boots, Asda, Morrison, Sainsbury, Superdrug, 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 proportion of consumers regularly shopping for personal care has declined, with a marked decline among males. The market for male personal care products has been boosted in recent years by rising demand for male personal grooming and cosmetics. However, males are comparatively more likely to cut back on discretionary personal care purchases.
The proportion of personal care shoppers that are loyal to their main store has increased by 4.6 percentage points, with loyalty growing at each profiled personal care retailer. Specialist Alliance Boots commands the highest rate of loyalty driven by its large store portfolio and the unparalleled breadth and depth of its range.
While Alliance Boots and Superdrug have experienced declines in both main user and visitor share, the grocers have grown main user and visitor share Primarily this has been driven by a heightened austerity among consumers, with grocers leveraging superior value credentials to take advantage of personal care shopping becoming more needs-based.
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 4
Share of shoppers 17
Fall in share of shopper reflects drop in discretionary demand 17
Penetration of Personal Care Shoppers 21
Proportion of males shopping for personal care plummets 21
Retailer Usage 23
Grocers take ground from specialists as Morrison leaps into fourth place for main usage 23
Main User Share by Region 27
Alliance Boots remains leading retailer 27
Conversion Rates 28
Flight to value fosters more considered shopper 28
Shopping Around 31
Superdrug users shop around most 31
Loyalty 34
Loyalty rises significantly 34
Drivers of Loyalty/ Disloyalty 38
Price increases in importance 38
Alliance Boots 46
Commands impressive loyalty but under pressure from grocers 46
Visitors 47
Main users 49
Conversion rate 51
Loyalty 53
Competitors 57
Asda 59
Benefits from strong value positioning 59
Visitors 60
Main users 62
Conversion rate 64
Conversion rate 64
Loyalty 66
Competitors 70
Morrison 72
Leaps into fourth place for main user share 72
Visitors 73
Main users 75
Conversion rate 77
Loyalty 79
Competitors 83
Sainsbury 85
Ups appeal to less affluent 85
Visitors 86
Main users 88
Conversion rate 90
Loyalty 92
Competitors 96
Superdrug 98
Struggles with strong price competition 98
Visitors 99
Main users 101
Conversion rate 103
Loyalty 105
Competitors 109
Tesco 111
Increases visitor share broadly across demographics 111
Visitors 112
Main users 114
Conversion rate 116
Loyalty 118
Competitors 122
Wilkinson 124
Must concentrate on improving weak conversion rate 124
