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Introduction
How Britain Shops Electricals provides a detailed overview of the shopping habits of consumers. It examines, who shops for electricals, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.

Scope of this report
A thorough analysis of the way customer shop in the electricals sector, complete with profiles of the following retailers:
Argos, Asda, Comet, Currys, Dixons, John Lewis, Tesco
Research and analysis highlights
Each How Britain Shops report provides visitor and main user share data, conversion rates, customer loyalty rates, reasons for loyalty and key competitors for all major retailers in the sector. Data is segmented regionally and by demographic and socio-economic group. Historic data is provided so trends can be analysed over a four year period.

Key reasons to read this report
How Britain Shops is one of the most comprehensive studies of its kind drawing on a nationwide survey of 6,000 shoppers.
Verdict's thorough understanding of retail issues enables us to interpret data from an informed viewpoint and explore implications for retailers.

TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION 3
What is cDNA? 3
What’s available? 3
CHAPTER 2 EXECUTIVE SUMMARY 18
Electricals key findings 22
Profile of electricals shoppers 26
Penetration of electricals shoppers 30
Electricals retailer usage 32
Electricals main user share by region 36
Electricals conversion rates 37
Electricals shopping around 39
Electricals loyalty 41
Electricals drivers of loyalty/disloyalty 45
CHAPTER 3 ARGOS 50
Argos key findings 50
Argos visitors 53
Argos main users 54
Argos conversion rates 56
Argos loyalty 57
Argos competitors 61
CHAPTER 4 ASDA 63
Asda key findings 63
Asda visitors 66
Asda main users 67
Asda conversion rates 69
Asda loyalty 70
Asda competitors 74
CHAPTER 5 COMET 76
Comet key findings 76
Comet visitors 79
Comet main users 80
Comet conversion rates 82
Comet loyalty 83
Comet competitors 87
CHAPTER 6 CURRYS 89
Currys key findings 89
Currys visitors 92
Currys main users 93
Currys conversion rates 95
Currys loyalty 96
Currys competitors 100
CHAPTER 7 DIXONS 102
Dixons key findings 102
Dixons visitors 105
Dixons main users 106
Dixons conversion rates 108
Dixons loyalty 109
Dixons competitors 113
CHAPTER 8 JOHN LEWIS 115
John Lewis key findings 115
John Lewis visitors 118
John Lewis main users 119
John Lewis conversion rates 121
John Lewis loyalty 122
John Lewis competitors 126
CHAPTER 9 TESCO 128
Tesco key findings 128
Tesco visitors 131
Tesco main users 132
Tesco conversion rates 134
Tesco loyalty 135
Tesco competitors 139
CHAPTER 10 APPENDIX 141
Basic methodology 141
The selection of parliamentary constituencies 143
Metropolitan county 143
Other 100% urban 143
Mixed urban/rural 143
Rural 144
The selection of enumeration districts 144
The selection of respondents 145
Post survey weighting 145


LIST OF TABLES
Table 1: Profile of electricals shoppers by region 2006 26
Table 2: Share of active electricals shoppers regularly using each retailer (%) 2002-2006 32
Table 3: Share of active electricals shoppers using a given retailer as their main store (%) 2002-2006 32
Table 4: Share of active electricals shoppers naming a retailer as their main store by TV region (%) 2006 36
Table 5: Average rate of electricals conversion from visitor to main user by TV region (%) 2006 37
Table 6: Electricals – average number of other stores used by TV region 2006 39
Table 7: Proportion of electricals shoppers that are loyal to their main store by TV region (%) 2006 42
Table 8: Electricals detailed drivers of loyalty (%) 2006 46
Table 9: Electricals loyalty scores by retailer (%) 2002-2006 47
Table 10: Electricals disloyalty scores by retailer (%) 2002-2006 48
Table 11: What disloyal electricals users preferred about other stores (%) 2002-2006 49
Table 12: Argos visitor share by region 54
Table 13: Argos main user share by region 2006 55
Table 14: Argos conversion rates by region 2006 57
Table 15: Argos loyalty by region 2006 58
Table 16: Argos drivers of loyalty 2006 59
Table 17: Argos drivers of disloyalty 2006 59
Table 18: Argos potential change 2006 60
Table 19: Argos – other retailers used 2006 61
Table 20: Argos – other electricals stores used (%) 2006 62
Table 21: Asda visitor share by region 2006 67
Table 22: Asda main user share by region 2006 68
Table 23: Asda conversion rates by region 2006 70
Table 24: Asda loyalty by region 2006 71
Table 25: Asda drivers of loyalty 2006 72
Table 26: Asda drivers of disloyalty 2006 72
Table 27: Asda potential change 2006 73
Table 28: Asda – other retailers used 2006 74
Table 29: Asda – other electricals stores used (%) 2006 75
Table 30: Comet visitor share by region 2006 80
Table 31: Comet main user share by region 2006 81
Table 32: Comet conversion rates by region 2006 83
Table 33: Comet loyalty by region 2006 84
Table 34: Comet drivers of loyalty 2006 85
Table 35: Comet drivers of disloyalty 2006 85
Table 36: Comet potential change 2006 86
Table 37: Comet – other retailers used 2006 87
Table 38: Comet – other electricals stores used (%) 2006 88
Table 39: Currys visitor share by region 2006 93
Table 40: Currys main user share by region 2006 94
Table 41: Currys conversion rates by region 2006 96
Table 42: Currys loyalty by region 2006 97
Table 43: Currys drivers of loyalty 2006 98
Table 44: Currys drivers of disloyalty 2006 98
Table 45: Currys potential change 2006 99
Table 46: Currys – other retailers used 2006 100
Table 47: Currys – other electricals stores used (%) 2006 101
Table 48: Dixons visitor share by region 2006 106
Table 49: Dixons main user share by region 2006 107
Table 50: Dixons conversion rates by region 2006 109
Table 51: Dixons loyalty by region 2006 110
Table 52: Dixons drivers of loyalty 2006 111
Table 53: Dixons drivers of disloyalty 2006 111
Table 54: Dixons potential change 2006 112
Table 55: Dixons – other retailers used 2006 113
Table 56: Dixons – other electricals stores used (%) 2006 114
Table 57: John Lewis visitor share by region 2006 119
Table 58: John Lewis main user share by region 2006 120
Table 59: John Lewis conversion rates by region 2006 122
Table 60: John Lewis loyalty by region 2006 123
Table 61: John Lewis drivers of loyalty 2006 124
Table 62: John Lewis drivers of disloyalty 2006 124
Table 63: John Lewis potential change 2006 125
Table 64: John Lewis – other retailers used 2006 126
Table 65: John Lewis – other electricals stores used (%) 2006 127
Table 66: Tesco visitor share by region 2006 132
Table 67: Tesco main user share by region 2006 133
Table 68: Tesco conversion rates by region 2006 135
Table 69: Tesco loyalty by region 2006 136
Table 70: Tesco drivers of loyalty 2006 137
Table 71: Tesco drivers of disloyalty 2006 137
Table 72: Tesco potential change 2006 138
Table 73: Tesco – other retailers used 2006 139
Table 74: Tesco – other electricals stores used (%) 2006 140
Table 75: Sample sizes by sector 142


LIST OF FIGURES
Figure 1: Share of electricals shoppers (%) 2002-2006 26
Figure 2: Profile of electricals shoppers by gender (%) 2002-2006 27
Figure 3: Profile of electricals shoppers by age bracket (%) 2002-2006 28
Figure 4: Profile of electricals shoppers by socio-economic class 2002-2006 29
Figure 5: Proportion of consumers who shop for electricals by demographics (%) 2006 30
Figure 6: Proportion of consumers who shop for electricals by TV region (%) 2006 31
Figure 7: Concentration of main user share of Top Five electricals retailers 2004 33
Figure 8: Concentration of main user share of Top Five electricals retailers 2005 34
Figure 9: Concentration of main user share of Top Five electricals retailers 2006 35
Figure 10: Average rate of electricals conversion from visitor to main user (%) 2006 37
Figure 11: Rate of conversion from visitors to main users by electricals retailer (%) 2006 38
Figure 12: Electricals – average number of other stores used 2002-2006 39
Figure 13: Electricals – average number of other stores used by retailer 2006 40
Figure 14: Proportion of electricals shoppers that are loyal to their main store (%) 2002-2006 41
Figure 15: Proportion of electricals shoppers that are loyal to their main store by demographic group (%) 2006 42
Figure 16: Proportion of electricals shoppers that are loyal to their main store by retailer (%) 2006 43
Figure 17: Percentage point change in loyalty rates since last year by electricals retailer 2006 44
Figure 18: Proportion of loyal electricals main users identifying drivers of loyalty (%) 2002-2006 45
Figure 19: Argos visitor share (%) 2002-2006 53
Figure 20: Argos visitor share by demographic group (%) 2006 53
Figure 21: Argos main user share (%) 2002-2006 54
Figure 22: Argos main user share by demographic group (%) 2006 55
Figure 23: Argos conversion rates (%) 2002-2006 56
Figure 24: Argos conversion rates by demographic group (%) 56
Figure 25: Argos loyalty (%) 2002-2006 57
Figure 26: Argos loyalty by demographics (%) 2006 58
Figure 27: Argos preference stores (%) 2006 60
Figure 28: Argos shopping around 2006 61
Figure 29: Asda visitor share (%) 2002-2006 66
Figure 30: Asda visitor share by demographic group (%) 2006 66
Figure 31: Asda main user share (%) 2002-2006 67
Figure 32: Asda main user share by demographic group (%) 2006 68
Figure 33: Asda conversion rates (%) 2002-2006 69
Figure 34: Asda conversion rates by demographic group (%) 2006 69
Figure 35: Asda loyalty (%) 2002-2006 70
Figure 36: Asda loyalty by demographics (%) 2006 71
Figure 37: Asda preference stores (%) 2006 73
Figure 38: Asda shopping around 2006 74
Figure 39: Comet visitor share (%) 2002-2006 79
Figure 40: Comet visitor share by demographic group (%) 2006 79
Figure 41: Comet main user share (%) 2002-2006 80
Figure 42: Comet main user share by demographic group (%) 2006 81
Figure 43: Comet conversion rates (%) 2002-2006 82
Figure 44: Comet conversion rates by demographic group (%) 2006 82
Figure 45: Comet loyalty (%) 2002-2006 83
Figure 46: Comet loyalty by demographics (%) 2006 84
Figure 47: Comet preference stores (%) 2006 86
Figure 48: Comet shopping around 2006 87
Figure 49: Currys visitor share (%) 2002-2006 92
Figure 50: Currys visitor share by demographic group (%) 2006 92
Figure 51: Currys main user share (%) 2002-2006 93
Figure 52: Currys main user share by demographic group (%) 2006 94
Figure 53: Currys conversion rates (%) 2002-2006 95
Figure 54: Currys conversion rates by demographic group (%) 2006 95
Figure 55: Currys loyalty (%) 2002-2006 96
Figure 56: Currys loyalty by demographics (%) 2006 97
Figure 57: Currys preference stores (%) 2006 99
Figure 58: Currys shopping around 2006 100
Figure 59: Dixons visitor share (%) 2002-2006 105
Figure 60: Dixons visitor share by demographic group (%) 2006 105
Figure 61: Dixons main user share (%) 2002-2006 106
Figure 62: Dixons main user share by demographic group (%) 2006 107
Figure 63: Dixons conversion rates (%) 2002-2006 108
Figure 64: Dixons conversion rates by demographic group (%) 2006 108
Figure 65: Dixons loyalty (%) 2002-2006 109
Figure 66: Dixons loyalty by demographics (%) 2006 110
Figure 67: Dixons preference stores (%) 2006 112
Figure 68: Dixons shopping around 2006 113
Figure 69: John Lewis visitor share (%) 2002-2006 118
Figure 70: John Lewis visitor share by demographic group (%) 2006 118
Figure 71: John Lewis main user share (%) 2002-2006 119
Figure 72: John Lewis main user share by demographic group (%) 2006 120
Figure 73: John Lewis conversion rates (%) 2002-2006 121
Figure 74: John Lewis conversion rates by demographic group (%) 2006 121
Figure 75: John Lewis loyalty (%) 2002-2006 122
Figure 76: John Lewis loyalty by demographics (%) 2006 123
Figure 77: John Lewis preference stores (%) 2006 125
Figure 78: John Lewis shopping around 2006 126
Figure 79: Tesco visitor share (%) 2002-2006 131
Figure 80: Tesco visitor share by demographic group (%) 2006 131
Figure 81: Tesco main user share (%) 2002-2006 132
Figure 82: Tesco main user share by demographic group (%) 2006 133
Figure 83: Tesco conversion rates (%) 2002-2006 134
Figure 84: Tesco conversion rates by demographic group (%) 2006 134
Figure 85: Tesco loyalty (%) 2002-2006 135
Figure 86: Tesco loyalty by demographics (%) 2006 136
Figure 87: Tesco preference stores (%) 2006 138
Figure 88: Tesco shopping around 2006 139