Price
Global License: US$ 11,240.00
Introduction
Verdict Research: 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.
Features and benefits
Asda has held on to its top position for another year by having the highest, and a new high, main user share of 12.0%. The retailer has continued to roll out new, larger stores alongside its non-food format Living stores, increasing the accessibility and availability of its homewares collection
Despite it being increasingly hard for younger consumers to get on the property ladder, the percentage of homewares shoppers aged 16-24 has increased to 9.4% from 7.9% previously. While there is less of a need for this age bracket to be buying into this sector, as a stronger focus on fashion and style has invaded the homewares market, younger shop
Your key questions answered
Global License: US$ 11,240.00
Introduction
Verdict Research: 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.
Features and benefits
- Thorough analysis of how customers shop for homewares. Profiles of: Asda, Tesco, Dunelm Mill, Argos, IKEA and John Lewis
- 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.
Asda has held on to its top position for another year by having the highest, and a new high, main user share of 12.0%. The retailer has continued to roll out new, larger stores alongside its non-food format Living stores, increasing the accessibility and availability of its homewares collection
Despite it being increasingly hard for younger consumers to get on the property ladder, the percentage of homewares shoppers aged 16-24 has increased to 9.4% from 7.9% previously. While there is less of a need for this age bracket to be buying into this sector, as a stronger focus on fashion and style has invaded the homewares market, younger shop
Your key questions answered
- 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
EXECUTIVE SUMMARY
Verdict view
Key findings
Main conclusions
Homewares shoppers dwindle for second year – with no sign of respite
Slight boost in younger shoppers
Argos drops back as Dunelm Mill boosts its shoppers
Shopping around stays level
Loyalty stays at high level
Price becomes more important, positioning it level with range as the main drivers of loyalty
Retailer highlights
Argos shoppers decline, and loyalty improves
Asda in top place by footfall and main user share for third year
Debenhams conversion of males improves but work undone by females
Dunelm Mill footfall rises steadily into third place
IKEA sees a rise in loyalty but main users shop around the most
John Lewis retains seventh main user share after previous drop from fifth
M&S quality perception weakens
Sainsbury's homewares customers shop around more
Tesco ranking for loyalty improves
Wilkinson loyalty drops to lowest of profiled 10
SECTOR SUMMARY
Share of shoppers
Homewares shoppers decline for second year
Penetration of homewares shoppers
Fewer homewares shoppers in each segment by class
Retailer usage
Asda footfall rises to new highs three years running
Main user share by region
Conversion rates
After three year decline conversion rates recover slightly
Shopping around
Shopping around level once more
Loyalty
Maintained at high level
Drivers of loyalty/ disloyalty
Range and price equal as main drivers
ARGOS
Remaining core customers more loyal as footfall and usage drop off for a second year
Drops to fourth behind Dunelm Mill
Main user share drops but Argos holds on to fourth place
Loyalty rises 2.7 percentage points placing it third
Price replaces range as main driver of loyalty and disloyalty
Visitors
Footfall declines for second consecutive year
Main users
Lowest share in five years
Conversion rates
Slip once more
Loyalty
Hits record
Competitors
Shopping around worsens once more
ASDA
Stays on top with highest visitor and main user share
Asda's new high main user share keeps it on top for third year running
Highest main user share of 16–24s
Loyalty slips but remains high
Rival grocer Tesco lurks in second place
Visitors
Rise for third consecutive year
Main users
Retains top spot with new high main user share
Conversion rates
Stay strong – second only to John Lewis
Loyalty
Rises among ABs – otherwise slips down ranking as low price competitors up game
Competitors
Marginal increase in the number of stores visited for homewares
DEBENHAMS
Loyalty improves but it’s a struggle to attract new shoppers
Footfall drops, though ranking recovers to seventh as M&S drops faster
Weaker conversion and main user share but ranking steadies in eighth
Preferred stores become more upmarket
Loyalty rises for third year in succession
Range and quality remain important for main users
Visitors
Footfall drops though ranking recovers to seventh
Main users
Share steadies in eighth despite 1.1 percentage point fall in three years
Conversion rates
Debenhams grapples with three year decline
Loyalty
Score improves 13.4 percentage points in three years
Competitors
Main users, male especially, choose to shop around less
DUNELM MILL
Main users become less loyal as they increase
Footfall more than doubles in five years
Dunelm achieves a sharp rise in main users, with male share rising 2.6 percentage points
Loyalty falls, ranking it ninth of profiled homewares retailers
Customers shop fewer other stores at 1.5
Visitors
Footfall rises steadily into third place
Main users
Sharp rise in main users after three years of little change
Conversion rates
Slide in conversion levels out
Loyalty
Oscillates
Competitors
Main users shop around less
IKEA
Remaining core more loyal as some customers desert IKEA
Footfall and main user shares down as IKEA struggles to retain shoppers
Loyalty improves, moving IKEA up three ranks to fourth position
IKEA's main users shop around the most
Visitors
Dunelm Mill pushes IKEA down a place to fifth for footfall
Main users
Dunelm overtakes and IKEA lets Wilkinson in, too, with slip to sixth from fourth
Conversion rates
Loses 2.1 points of previous three year improvement
Loyalty
IKEA moves up the rankings as its loyalty score continues to improve
Competitors
Shopping around declines but remains the worst score of profiled homewares retailers
JOHN LEWIS
Remains a smaller player in homewares except among ABs but drops here, too
Footfall in Sainsbury's sights
Conversion rate down among oldies for JL but still highest in report
Retains top spot for loyalty
Visitors
Footfall down for fourth year
Main users
Retains seventh place after previous drop from fifth
Conversion rates
Conversion rate down but remains highest of retailers profiled
Loyalty
Stays highest in survey as it rises once more
Competitors
Main users shop elsewhere less
MARKS & SPENCER
Quality perception in retreat
Footfall down
Best conversion rate for four years limits drop in main user share
Weaker quality perception as loyalty declines after four year rise
Remaining main users shop elsewhere a lot less
Visitors
Drops back to eighth place for footfall
Main users
Share drops but M&S retains ninth place
Conversion rates
Stronger rate limits drop in main user share
Loyalty
Slips after four year rise
Competitors
M&S main users shop less elsewhere for second year
SAINSBURY'S
Larger product offer drives visitor and main user share
Footfall continues long term upward trend
Main user share increases for the second year
Loyalty up for a second year
Visitors
Unrelenting rise in footfall
Main users
Big increase in latest year
Conversion rates
Recover further
Loyalty
Recovery complete
Competitors
Shopping around up for a third year
TESCO
Loyalty down but improves compared to sector average
Visitor share drops slightly but conversion continues to recover
Main user share slightly up in spite of big drop among DEs
Tesco moves up loyalty ranking as others fall
Opportunities in electricals, clothing and footwear
Visitors
Slightly down …
Main users
… but main user share slightly up in spite of fall among DEs …
Conversion rates
… thanks to continued recovery in conversion
Loyalty
Down but rank improves
Competitors
Shopping around worse again after an improvement in 2010
WILKINSON
Suffers as competition increases
Can't repeat one-off gain from demise of Woolworths
ABs down despite store improvements
Stronger conversion of males limits drop in main user share
Loyalty drops back having remained flat in 2010
Visitors
Visitor share remains strong, though slips off high
Main users
Share dips
Conversion rates
… stronger conversion among males
Loyalty
Sees steep decline
Competitors
Shopping around worsens
Methodology
Selection of parliamentary constituencies
Selection of enumeration districts
Selection of respondents
Post survey weighting
Further reading
Ask the analyst
Global Retail FreeView
Verdict Research consulting
Disclaimer
Verdict view
Key findings
Main conclusions
Homewares shoppers dwindle for second year – with no sign of respite
Slight boost in younger shoppers
Argos drops back as Dunelm Mill boosts its shoppers
Shopping around stays level
Loyalty stays at high level
Price becomes more important, positioning it level with range as the main drivers of loyalty
Retailer highlights
Argos shoppers decline, and loyalty improves
Asda in top place by footfall and main user share for third year
Debenhams conversion of males improves but work undone by females
Dunelm Mill footfall rises steadily into third place
IKEA sees a rise in loyalty but main users shop around the most
John Lewis retains seventh main user share after previous drop from fifth
M&S quality perception weakens
Sainsbury's homewares customers shop around more
Tesco ranking for loyalty improves
Wilkinson loyalty drops to lowest of profiled 10
SECTOR SUMMARY
Share of shoppers
Homewares shoppers decline for second year
Penetration of homewares shoppers
Fewer homewares shoppers in each segment by class
Retailer usage
Asda footfall rises to new highs three years running
Main user share by region
Conversion rates
After three year decline conversion rates recover slightly
Shopping around
Shopping around level once more
Loyalty
Maintained at high level
Drivers of loyalty/ disloyalty
Range and price equal as main drivers
ARGOS
Remaining core customers more loyal as footfall and usage drop off for a second year
Drops to fourth behind Dunelm Mill
Main user share drops but Argos holds on to fourth place
Loyalty rises 2.7 percentage points placing it third
Price replaces range as main driver of loyalty and disloyalty
Visitors
Footfall declines for second consecutive year
Main users
Lowest share in five years
Conversion rates
Slip once more
Loyalty
Hits record
Competitors
Shopping around worsens once more
ASDA
Stays on top with highest visitor and main user share
Asda's new high main user share keeps it on top for third year running
Highest main user share of 16–24s
Loyalty slips but remains high
Rival grocer Tesco lurks in second place
Visitors
Rise for third consecutive year
Main users
Retains top spot with new high main user share
Conversion rates
Stay strong – second only to John Lewis
Loyalty
Rises among ABs – otherwise slips down ranking as low price competitors up game
Competitors
Marginal increase in the number of stores visited for homewares
DEBENHAMS
Loyalty improves but it’s a struggle to attract new shoppers
Footfall drops, though ranking recovers to seventh as M&S drops faster
Weaker conversion and main user share but ranking steadies in eighth
Preferred stores become more upmarket
Loyalty rises for third year in succession
Range and quality remain important for main users
Visitors
Footfall drops though ranking recovers to seventh
Main users
Share steadies in eighth despite 1.1 percentage point fall in three years
Conversion rates
Debenhams grapples with three year decline
Loyalty
Score improves 13.4 percentage points in three years
Competitors
Main users, male especially, choose to shop around less
DUNELM MILL
Main users become less loyal as they increase
Footfall more than doubles in five years
Dunelm achieves a sharp rise in main users, with male share rising 2.6 percentage points
Loyalty falls, ranking it ninth of profiled homewares retailers
Customers shop fewer other stores at 1.5
Visitors
Footfall rises steadily into third place
Main users
Sharp rise in main users after three years of little change
Conversion rates
Slide in conversion levels out
Loyalty
Oscillates
Competitors
Main users shop around less
IKEA
Remaining core more loyal as some customers desert IKEA
Footfall and main user shares down as IKEA struggles to retain shoppers
Loyalty improves, moving IKEA up three ranks to fourth position
IKEA's main users shop around the most
Visitors
Dunelm Mill pushes IKEA down a place to fifth for footfall
Main users
Dunelm overtakes and IKEA lets Wilkinson in, too, with slip to sixth from fourth
Conversion rates
Loses 2.1 points of previous three year improvement
Loyalty
IKEA moves up the rankings as its loyalty score continues to improve
Competitors
Shopping around declines but remains the worst score of profiled homewares retailers
JOHN LEWIS
Remains a smaller player in homewares except among ABs but drops here, too
Footfall in Sainsbury's sights
Conversion rate down among oldies for JL but still highest in report
Retains top spot for loyalty
Visitors
Footfall down for fourth year
Main users
Retains seventh place after previous drop from fifth
Conversion rates
Conversion rate down but remains highest of retailers profiled
Loyalty
Stays highest in survey as it rises once more
Competitors
Main users shop elsewhere less
MARKS & SPENCER
Quality perception in retreat
Footfall down
Best conversion rate for four years limits drop in main user share
Weaker quality perception as loyalty declines after four year rise
Remaining main users shop elsewhere a lot less
Visitors
Drops back to eighth place for footfall
Main users
Share drops but M&S retains ninth place
Conversion rates
Stronger rate limits drop in main user share
Loyalty
Slips after four year rise
Competitors
M&S main users shop less elsewhere for second year
SAINSBURY'S
Larger product offer drives visitor and main user share
Footfall continues long term upward trend
Main user share increases for the second year
Loyalty up for a second year
Visitors
Unrelenting rise in footfall
Main users
Big increase in latest year
Conversion rates
Recover further
Loyalty
Recovery complete
Competitors
Shopping around up for a third year
TESCO
Loyalty down but improves compared to sector average
Visitor share drops slightly but conversion continues to recover
Main user share slightly up in spite of big drop among DEs
Tesco moves up loyalty ranking as others fall
Opportunities in electricals, clothing and footwear
Visitors
Slightly down …
Main users
… but main user share slightly up in spite of fall among DEs …
Conversion rates
… thanks to continued recovery in conversion
Loyalty
Down but rank improves
Competitors
Shopping around worse again after an improvement in 2010
WILKINSON
Suffers as competition increases
Can't repeat one-off gain from demise of Woolworths
ABs down despite store improvements
Stronger conversion of males limits drop in main user share
Loyalty drops back having remained flat in 2010
Visitors
Visitor share remains strong, though slips off high
Main users
Share dips
Conversion rates
… stronger conversion among males
Loyalty
Sees steep decline
Competitors
Shopping around worsens
Methodology
Selection of parliamentary constituencies
Selection of enumeration districts
Selection of respondents
Post survey weighting
Further reading
Ask the analyst
Global Retail FreeView
Verdict Research consulting
Disclaimer
