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Introduction
How Britain Shops: Footwear provides a detailed overview of the shopping habits of consumers. It examines, who shops for footwear, 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 footwear sector, complete with profiles of the following retailers:
Asda/George, Brantano, Clarks, JD Sport, JJB, Marks & Spencer, Next, Shoe Express, Shoe Zone, Shoefayre.
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.
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.

TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION 3
What is cDNA? 3
What’s available? 3
CHAPTER 2 EXECUTIVE SUMMARY 21
Footwear key findings 22
Profile of footwear shoppers 26
Penetration of footwear shoppers 30
Footwear retailer usage 32
Footwear main user share by region 36
Footwear conversion rates 37
Footwear shopping around 39
Footwear loyalty 41
Footwear drivers of loyalty/disloyalty 45
CHAPTER 3 BRANTANO 50
Brantano key findings 50
Brantano visitors 53
Brantano main users 54
Brantano conversion rates 56
Brantano loyalty 57
Brantano competitors 61
CHAPTER 4 CLARKS 63
Clarks key findings 63
Clarks visitors 66
Clarks main users 67
Clarks conversion rates 69
Clarks loyalty 70
Clarks competitors 74
CHAPTER 5 GEORGE (ASDA) 76
George (Asda) key findings 76
George (Asda) visitors 79
George (Asda) main users 80
George (Asda) conversion rates 82
George (Asda) loyalty 83
George (Asda) competitors 87
CHAPTER 6 JD SPORTS 89
JD Sports key findings 89
JD Sports visitors 92
JD Sports main users 93
JD Sports conversion rates 95
JD Sports loyalty 96
JD Sports competitors 100
CHAPTER 7 JJB SPORTS 102
JJB Sports key findings 102
JJB Sports visitors 105
JJB Sports main users 106
JJB Sports conversion rates 108
JJB Sports loyalty 109
JJB Sports competitors 113
CHAPTER 8 MARKS & SPENCER 115
Marks & Spencer key findings 115
Marks & Spencer visitors 118
Marks & Spencer main users 119
Marks & Spencer conversion rates 121
Marks & Spencer loyalty 122
Marks & Spencer competitors 126
CHAPTER 9 NEXT 128
Next key findings 128
Next visitors 131
Next main users 132
Next conversion rates 134
Next loyalty 135
Next competitors 139
CHAPTER 10 SHOE EXPRESS 141
Shoe Express key findings 141
Shoe Express visitors 143
Shoe Express main users 144
Shoe Express conversion rates 146
Shoe Express loyalty 147
Shoe Express competitors 151
CHAPTER 11 SHOEFAYRE 153
Shoefayre key findings 153
Shoefayre visitors 155
Shoefayre main users 156
Shoefayre conversion rates 158
Shoefayre loyalty 159
Shoefayre competitors 163
CHAPTER 12 SHOE ZONE 165
Shoe Zone key findings 165
Shoe Zone visitors 168
Shoe Zone main users 169
Shoe Zone conversion rates 171
Shoe Zone loyalty 172
Shoe Zone competitors 176
CHAPTER 13 APPENDIX 178
Basic methodology 178
The selection of parliamentary constituencies 180
Metropolitan county 180
Other 100% urban 180
Mixed urban/rural 180
Rural 181
The selection of enumeration districts 181
The selection of respondents 182
Post survey weighting 182


LIST OF TABLES
Table 1: Profile of footwear shoppers by region 2006 26
Table 2: Share of active footwear shoppers regularly using each retailer 2002-2006 32
Table 3: Share of active footwear shoppers using a given retailer as their main store 2002-2006 32
Table 4: Share of active footwear shoppers naming a retailer as their main store by TV region 2006 36
Table 5: Average rate of footwear conversion from visitor to main user by TV region 2006 37
Table 6: Footwear – average number of other stores used by TV region 2006 39
Table 7: Proportion of footwear shoppers that are loyal to their main store by TV region 2006 42
Table 8: Footwear detailed drivers of loyalty (%) 2006 46
Table 9: Footwear loyalty scores by retailer (%) 2002-2006 47
Table 10: Footwear disloyalty scores by retailer (%) 2002-2006 48
Table 11: What disloyal footwear users preferred about other stores (%) 2002-2006 49
Table 12: Brantano visitor share by region 2006 54
Table 13: Brantano main user share by region 2006 55
Table 14: Brantano conversion rates by region 2006 57
Table 15: Brantano loyalty by region 2006 58
Table 16: Brantano drivers of loyalty 2006 59
Table 17: Brantano drivers of disloyalty 2006 59
Table 18: Brantano potential change 2006 60
Table 19: Brantano – other retailers used 2006 61
Table 20: Brantano – other footwear stores used (%) 2006 62
Table 21: Clarks visitor share by region 2006 67
Table 22: Clarks main user share by region 2006 68
Table 23: Clarks conversion rates by region 2006 70
Table 24: Clarks loyalty by region 2006 71
Table 25: Clarks drivers of loyalty 2006 72
Table 26: Clarks drivers of disloyalty 2006 72
Table 27: Clarks potential change 2006 73
Table 28: Clarks – other retailers used 2006 74
Table 29: Clarks – other footwear stores used (%) 2006 75
Table 30: George (Asda) visitor share by region 2006 80
Table 31: George (Asda) main user share by region 2006 81
Table 32: George (Asda) conversion rates by region 2006 83
Table 33: George (Asda) loyalty by region 2006 84
Table 34: George (Asda) drivers of loyalty 2006 85
Table 35: George (Asda) drivers of disloyalty 2006 85
Table 36: George (Asda) potential change 2006 86
Table 37: George (Asda) – other retailers used 2006 87
Table 38: George (Asda) – other footwear stores used (%) 2006 88
Table 39: JD Sports visitor share by region 2006 93
Table 40: JD Sports main user share by region 2006 94
Table 41: JD Sports conversion rates by region 2006 96
Table 42: JD Sports loyalty by region 2006 97
Table 43: JD Sports drivers of loyalty 2006 98
Table 44: JD Sports drivers of disloyalty 2006 98
Table 45: JD Sports potential change 2006 99
Table 46: JD Sports – other retailers used 2006 100
Table 47: JD Sports – other footwear stores used (%) 2006 101
Table 48: JJB Sports visitor share by region 2006 106
Table 49: JJB Sports main user share by region 2006 107
Table 50: JJB Sports conversion rates by region 2006 109
Table 51: JJB Sports loyalty by region (%) 2006 110
Table 52: JJB Sports drivers of loyalty 2006 111
Table 53: JJB Sports drivers of disloyalty 2006 111
Table 54: JJB Sports potential change 2006 112
Table 55: JJB Sports – other retailers used 2006 113
Table 56: JJB Sports – other footwear stores used (%) 2006 114
Table 57: Marks & Spencer visitor share by region 2006 119
Table 58: Marks & Spencer main user share by region 2006 120
Table 59: Marks & Spencer conversion rates by region 2006 122
Table 60: Marks & Spencer loyalty by region 2006 123
Table 61: Marks & Spencer drivers of loyalty 2006 124
Table 62: Marks & Spencer drivers of disloyalty 2006 124
Table 63: Marks & Spencer potential change 2006 125
Table 64: Marks & Spencer – other retailers used 2006 126
Table 65: Marks & Spencer – other footwear stores used (%) 2006 127
Table 66: Next visitor share by region 2006 132
Table 67: Next main user share by region 2006 133
Table 68: Next conversion rates by region 2006 135
Table 69: Next loyalty by region 2006 136
Table 70: Next drivers of loyalty 2006 137
Table 71: Next drivers of disloyalty 2006 137
Table 72: Next potential change 2006 138
Table 73: Next – other retailers used 2006 139
Table 74: Next – other footwear stores used (%) 2006 140
Table 75: Shoe Express visitor share by region 2006 144
Table 76: Shoe Express main user share by region 2006 145
Table 77: Shoe Express conversion rates by region 2006 147
Table 78: Shoe Express loyalty by region 2006 148
Table 79: Shoe Express drivers of loyalty 2006 149
Table 80: Shoe Express drivers of disloyalty 2006 149
Table 81: Shoe Express potential change 2006 150
Table 82: Shoe Express – other retailers used 2006 151
Table 83: Shoe Express – other footwear stores used (%) 2006 152
Table 84: Shoefayre visitor share by region 2006 156
Table 85: Shoefayre main user share by region 2006 157
Table 86: Shoefayre conversion rates by region 2006 159
Table 87: Shoefayre loyalty by region 2006 160
Table 88: Shoefayre drivers of loyalty 2006 161
Table 89: Shoefayre drivers of disloyalty 2006 161
Table 90: Shoefayre potential change 2006 162
Table 91: Shoefayre – other retailers used 2006 163
Table 92: Shoefayre – other footwear stores used (%) 2006 164
Table 93: Shoe Zone visitor share by region 2006 169
Table 94: Shoe Zone main user share by region 2006 170
Table 95: Shoe Zone conversion rates by region 2006 172
Table 96: Shoe Zone loyalty by region 2006 173
Table 97: Shoe Zone drivers of loyalty 2006 174
Table 98: Shoe Zone drivers of disloyalty 2006 174
Table 99: Shoe Zone potential change 2006 175
Table 100: Shoe Zone – other retailers used 2006 176
Table 101: Shoe Zone – other footwear stores used (%) 2006 177
Table 102: Sample sizes by sector 179


LIST OF FIGURES
Figure 1: Share of footwear shoppers (%) 2002-2006 26
Figure 2: Profile of footwear shoppers by gender (%) 2002-2006 27
Figure 3: Profile of footwear shoppers by age bracket (%) 2002-2006 28
Figure 4: Profile of footwear shoppers by socio-economic class 2002-2006 29
Figure 5: Proportion of consumers who shop for footwear by demographics (%) 2006 30
Figure 6: Proportion of consumers who shop for footwear by TV region (%) 2006 31
Figure 7: Concentration of main user share of Top Five footwear retailers 2004 33
Figure 8: Concentration of main user share of Top Five footwear retailers 2005 34
Figure 9: Concentration of main user share of Top Five footwear retailers 2006 35
Figure 10: Average rate of footwear conversion from visitor to main user (%) 2006 37
Figure 11: Rate of conversion from visitors to main users by footwear retailer (%) 2006 38
Figure 12: Footwear – average number of other stores used 2002-2006 39
Figure 13: Footwear – average number of other stores used by retailer 2006 40
Figure 14: Proportion of footwear shoppers that are loyal to their main store (%) 2002-2006 41
Figure 15: Proportion of footwear shoppers that are loyal to their main store by demographic group (%) 2006 42
Figure 16: Proportion of footwear shoppers that are loyal to their main store by retailer (%) 2006 43
Figure 17: Percentage point change in loyalty rates since last year by footwear retailer 2006 44
Figure 18: Proportion of loyal footwear main users identifying drivers of loyalty (%) 2002-2006 45
Figure 19: Brantano visitor share (%) 2002-2006 53
Figure 20: Brantano visitor share by demographic group (%) 2006 53
Figure 21: Brantano main user share (%) 2002-2006 54
Figure 22: Brantano main user share by demographic group (%) 2006 55
Figure 23: Brantano conversion rates (%) 2002-2006 56
Figure 24: Brantano conversion rates by demographic group (%) 2006 56
Figure 25: Brantano loyalty (%) 2002-2006 57
Figure 26: Brantano loyalty by demographics (%) 2006 58
Figure 27: Brantano preference stores (%) 2006 60
Figure 28: Brantano shopping around 2006 61
Figure 29: Clarks visitor share (%) 2002-2006 66
Figure 30: Clarks visitor share by demographic group (%) 2006 66
Figure 31: Clarks main user share (%) 2002-2006 67
Figure 32: Clarks main user share by demographic group (%) 2006 68
Figure 33: Clarks conversion rates (%) 2002-2006 69
Figure 34: Clarks conversion rates by demographic group (%) 2006 69
Figure 35: Clarks loyalty (%) 2002-2006 70
Figure 36: Clarks loyalty by demographics (%) 2006 71
Figure 37: Clarks preference stores (%) 2006 73
Figure 38: Clarks shopping around 2006 74
Figure 39: George (Asda) visitor share (%) 2002-2006 79
Figure 40: George (Asda) visitor share by demographic group (%) 2006 79
Figure 41: George (Asda) main user share (%) 2002-2006 80
Figure 42: George (Asda) main user share by demographic group (%) 2006 81
Figure 43: George (Asda) conversion rates (%) 2002-2006 82
Figure 44: George (Asda) conversion rates by demographic group (%) 2006 82
Figure 45: George (Asda) loyalty (%) 2002-2006 83
Figure 46: George (Asda) loyalty by demographics (%) 2006 84
Figure 47: George (Asda) preference stores (%) 2006 86
Figure 48: George (Asda) shopping around 2006 87
Figure 49: JD Sports visitor share (%) 2002-2006 92
Figure 50: JD Sports visitor share by demographic group (%) 2006 92
Figure 51: JD Sports main user share (%) 2002-2006 93
Figure 52: JD Sports main user share by demographic group (%) 2006 94
Figure 53: JD Sports conversion rates (%) 2002-2006 95
Figure 54: JD Sports conversion rates by demographic group (%) 2006 95
Figure 55: JD Sports loyalty (%) 2002-2006 96
Figure 56: JD Sports loyalty by demographics (%) 2006 97
Figure 57: JD Sports preference stores (%) 2006 99
Figure 58: JD Sports shopping around 2006 100
Figure 59: JJB Sports visitor share (%) 2002-2006 105
Figure 60: JJB Sports visitor share by demographic group (%) 2006 105
Figure 61: JJB Sports main user share (%) 2002-2006 106
Figure 62: JJB Sports main user share by demographic group (%) 2006 107
Figure 63: JJB Sports conversion rates (%) 2002-2006 108
Figure 64: JJB Sports conversion rates by demographic group (%) 2006 108
Figure 65: JJB Sports loyalty (%) 2002-2006 109
Figure 66: JJB Sports loyalty by demographics (%) 2006 110
Figure 67: JJB Sports preference stores (%) 2006 112
Figure 68: JJB Sports shopping around 2006 113
Figure 69: Marks & Spencer visitor share (%) 2002-2006 118
Figure 70: Marks & Spencer visitor share by demographic group (%) 2006 118
Figure 71: Marks & Spencer main user share (%) 2002-2006 119
Figure 72: Marks & Spencer main user share by demographic group (%) 2006 120
Figure 73: Marks & Spencer conversion rates (%) 2002-2006 121
Figure 74: Marks & Spencer conversion rates by demographic group (%) 2006 121
Figure 75: Marks & Spencer loyalty (%) 2002-2006 122
Figure 76: Marks & Spencer loyalty by demographics (%) 2006 123
Figure 77: Marks & Spencer preference stores (%) 2006 125
Figure 78: Marks & Spencer shopping around 2006 126
Figure 79: Next visitor share (%) 2002-2006 131
Figure 80: Next visitor share by demographic group (%) 2006 131
Figure 81: Next main user share (%) 2002-2006 132
Figure 82: Next main user share by demographic group (%) 2006 133
Figure 83: Next conversion rates (%) 2002-2006 134
Figure 84: Next conversion rates by demographic group (%) 2006 134
Figure 85: Next loyalty (%) 2002-2006 135
Figure 86: Next loyalty by demographics (%) 2006 136
Figure 87: Next preference stores (%) 2006 138
Figure 88: Next shopping around 2006 139
Figure 89: Shoe Express visitor share (%) 2002-2006 143
Figure 90: Shoe Express visitor share by demographic group (%) 2006 143
Figure 91: Shoe Express main user share (%) 2002-2006 144
Figure 92: Shoe Express main user share by demographic group (%) 2006 145
Figure 93: Shoe Express conversion rates (%) 2002-2006 146
Figure 94: Shoe Express conversion rates by demographic group (%) 2006 146
Figure 95: Shoe Express loyalty (%) 2002-2006 147
Figure 96: Shoe Express loyalty by demographics (%) 2006 148
Figure 97: Shoe Express preference stores (%) 2006 150
Figure 98: Shoe Express shopping around 2006 151
Figure 99: Shoefayre visitor share (%) 2002-2006 155
Figure 100: Shoefayre visitor share by demographic group (%) 2006 155
Figure 101: Shoefayre main user share (%) 2002-2006 156
Figure 102: Shoefayre main user share by demographic group (%) 2006 157
Figure 103: Shoefayre conversion rates (%) 2002-2006 158
Figure 104: Shoefayre conversion rates by demographic group (%) 2006 158
Figure 105: Shoefayre loyalty (%) 2002-2006 159
Figure 106: Shoefayre loyalty by demographics (%) 2006 160
Figure 107: Shoefayre preference stores (%) 2006 162
Figure 108: Shoefayre shopping around 2006 163
Figure 109: Shoe Zone visitor share (%) 2002-2006 168
Figure 110: Shoe Zone visitor share by demographic group (%) 2006 168
Figure 111: Shoe Zone main user share (%) 2002-2006 169
Figure 112: Shoe Zone main user share by demographic group (%) 2006 170
Figure 113: Shoe Zone conversion rates 2002-2006 171
Figure 114: Shoe Zone conversion rates by demographic group (%) 2006 171
Figure 115: Shoe Zone loyalty (%) 2002-2006 172
Figure 116: Shoe Zone loyalty by demographics (%) 2006 173
Figure 117: Shoe Zone preference stores (%) 2006 175
Figure 118: Shoe Zone shopping around 2006 176