Introduction

Verdict Research: How Britain Shops 2007: Sector Summary provides a detailed overview of the shopping habits of consumers. It examines who shops for what, 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 in eight retail sectors: clothing, DIY,electricals, food & grocery, homewares, music & video and personal care. 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 four year period.

Highlights

In 2007 conversion rates in all the profiled retail sectors have improved year-on-year, indicating that retailers have been effective at persuading casual shoppers to become main users. Food & grocery and electricals retailers have recorded the highest increases with conversion rates improving by 3.3 percentage points. In tandem with conversion rates loyalty scores improved in all sectors in 2007. Retailers in food & grocery and clothing achieved the best results with their loyalty score gaining 3.1 percentage points. In 2007 retailer concentration has continued apace with the average main user share of the five leading retailers in each sector reaching 59.4%. As scale efficiencies become increasingly important and margin pressure continues, larger players can leverage their scale and are better positioned to deal with a tougher retail climate.

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 they also shop at. 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
CHAPTER 1 INTRODUCTION 18
What is cDNA? 18
What’s Available? 18
CHAPTER 2 EXECUTIVE SUMMARY 19
Shopper Numbers Down in Many Sectors 19
Retailers Improve Conversion Rates in 2007 20
Loyalty Rates Rise 22
Consolidation Ongoing as Major Players Tighten Grip 23
Drivers of Loyalty 25
CHAPTER 3 SECTOR SNAPSHOTS 28
Clothing 28
DIY 32
Electricals 37
Food & Grocery 42
Footwear 46
Homewares 50
Music & Video 54
Personal Care 59
CHAPTER 4 SHOPPING PATTERNS 63
Summary 63
Male 67
Female 69
15-24 71
25-34 73
35-44 75
45-54 77
55-64 79
65+ 81
AB 83
C1 85
C2 87
DE 89
CHAPTER 5 RETAILER CONCENTRATION 91
Summary 91
Sector Comparison 93
Clothing 94
DIY 96
Electricals 98
Food & Grocery 100
Footwear 102
Homewares 104
Music & Video 106
Personal Care 108
CHAPTER 6 SHOPPING AROUND 110
Summary 110
Clothing 113
DIY 117
Electricals 121
Food & Grocery 125
Footwear 129
Homewares 133
Music & Video 137
Personal Care 141
CHAPTER 7 CONVERSION 145
Summary 145
Sector Comparison 148
Clothing 149
DIY 152
Electricals 155
Food & Grocery 158
Footwear 161
Homewares 164
Music & Video 167
Personal Care 170
CHAPTER 8 LOYALTY SUMMARY 173
Summary 173
Sector Comparisons 176
Clothing 178
DIY 180
Electricals 182
Food & Grocery 184
Footwear 186
Homewares 188
Music & Video 190
Personal Care 192
CHAPTER 9 LOYALTY DRIVERS 194
Summary 194
Sector Comparison 196
Clothing 197
DIY 200
Electricals 203
Food & Grocery 206
Footwear 209
Homewares 212
Music & Video 215
Personal Care 218
CHAPTER 10 APPENDIX 221
Basic Methodology 221
Selection of Parliamentary Constituencies 223
Selection of Enumeration Districts 224
Selection of Respondents 225
Post Survey Weighting 225

LIST OF TABLES
Table 1: Summary of clothing shoppers 2003-2007 30
Table 2: Summary of DIY shoppers 2003-2007 35
Table 3: Summary of electricals shoppers 2003-2007 40
Table 4: Summary of food & grocery shoppers 2003-2007 44
Table 5: Summary of footwear shoppers 2003-2007 48
Table 6: Summary of homewares shoppers 2003-2007 52
Table 7: Summary of music & video shoppers 2003-2007 57
Table 8: Summary of personal care shoppers 2003-2007 61
Table 9: Penetration index: males vs all shoppers 2003-2007 68
Table 10: Penetration index: females vs all shoppers 2003-2007 70
Table 11: Penetration index: 15-24s vs all shoppers 2003-2007 72
Table 12: Penetration index: 25-34s vs all shoppers 2003-2007 74
Table 13: Penetration index: 35-44s vs all shoppers 2003-2007 76
Table 14: Penetration index: 45-54s vs all shoppers 2003-2007 78
Table 15: Penetration index: 55-64s vs all shoppers 2003-2007 80
Table 16: Penetration index: 65+s vs all shoppers 2003-2007 82
Table 17: Penetration index: ABs vs all shoppers 2003-2007 84
Table 18: Penetration index: C1s vs all shoppers 2003-2007 86
Table 19: Penetration index: C2s vs all shoppers 2003-2007 88
Table 20: Penetration index: DEs vs all shoppers 2003-2007 90
Table 21: Combined main user share of Top Five retailers (%) 2007 93
Table 22: Combined main user share of Top Five retailers (%) 2007 93
Table 23: Main user shares of leading clothing retailers (%) 2003-2007 94
Table 24: Main user shares of leading DIY retailers (%) 2003-2007 96
Table 25: Main user shares of leading electricals retailers (%) 2003-2007 98
Table 26: Main user shares of leading food & grocery retailers (%) 2003-2007 100
Table 27: Main user shares of leading footwear retailers (%) 2003-2007 102
Table 28: Main user shares of leading homewares retailers (%) 2003-2007 104
Table 29: Main user shares of leading music & video retailers (%) 2003-2007 106
Table 30: Main user shares of leading personal care retailers (%) 2003-2007 108
Table 31: Clothing – other stores used 2007 116
Table 32: DIY – other stores used 2007 120
Table 33: Electricals – other stores used 2007 124
Table 34: Food & grocery – other stores used 2007 128
Table 35: Footwear – other stores used 2007 132
Table 36: Homewares – other stores used 2007 136
Table 37: Music & video – other stores used 2007 140
Table 38: Personal care – other stores used 2007 144
Table 39: Top 10 retailers for loyalty % 2007 176
Table 40: Clothing – loyalty % by retailer 2007 178
Table 41: DIY – loyalty % by retailer 2007 180
Table 42: Electricals – loyalty % by retailer 2007 182
Table 43: Food & grocery – loyalty % by retailer 2007 184
Table 44: Footwear – loyalty % by retailer 2007 186
Table 45: Homewares – loyalty % by retailer 2007 188
Table 46: Music & video – loyalty % by retailer 2007 190
Table 47: Personal care – loyalty % by retailer 2007 192
Table 48: Drivers of loyalty 2007 196
Table 49: Clothing detailed drivers of loyalty 2007 198
Table 50: Clothing loyalty scores by socio-economic group 2007 199
Table 51: DIY detailed drivers of loyalty 2007 201
Table 52: DIY loyalty scores by socio-economic group 2007 202
Table 53: Electricals detailed drivers of loyalty 2007 204
Table 54: Electricals loyalty scores by socio-economic group 2007 205
Table 55: Food & grocery detailed drivers of loyalty 2007 207
Table 56: Food & grocery loyalty scores by socio-economic group 2007 208
Table 57: Footwear detailed drivers of loyalty 2007 210
Table 58: Footwear loyalty scores by socio-economic group 2007 211
Table 59: Homewares detailed drivers of loyalty 2007 213
Table 60: Homewares loyalty scores by socio-economic group 2007 214
Table 61: Music & Video detailed drivers of loyalty 2007 216
Table 62: Music & video loyalty scores by socio-economic group 2007 217
Table 63: Personal care detailed drivers of loyalty 2007 219
Table 64: Personal care loyalty scores by socio-economic group 2007 220
Table 65: Sample sizes by sector 2007 222

LIST OF FIGURES
Figure 1: Shopping patterns – percentage point change in share of consumers active in each sector 2006-2007 19
Figure 2: Sector conversion rates (%) 2006 and 2007 21
Figure 3: Change in loyalty rates (%) 2007 on 2006 22
Figure 4: Retailer concentration – percentage point change in combined main user share of Top Five players – by sector 2007 on 2003 24
Figure 5: Loyalty drivers – average percentage of loyal main users mentioning each driver across eight sectors 2007 25
Figure 6: Loyalty averages – percentage point change 2007 on 2003 26
Figure 7: Share of clothing shoppers (%) 2003-2007 30
Figure 8: Key retailers visitor and main user shares (%) 2007 31
Figure 9: Share of DIY shoppers (%) 2003-2007 35
Figure 10: Key retailers visitor and main user shares (%) 2007 36
Figure 11: Share of electricals shoppers (%) 2003-2007 40
Figure 12: Key retailers visitor and main user shares (%) 2007 41
Figure 13: Share of food & grocery shoppers (%) 2003-2007 44
Figure 14: Key retailers visitor and main user shares (%) 2007 45
Figure 15: Share of footwear shoppers (%) 2003-2007 48
Figure 16: Key retailers visitor and main user shares (%) 2007 49
Figure 17: Share of homewares shoppers (%) 2003-2007 52
Figure 18: Key retailers visitor and main user shares (%) 2007 53
Figure 19: Share of music & video shoppers (%) 2003-2007 57
Figure 20: Key retailers visitor and main user shares (%) 2007 58
Figure 21: Share of personal care shoppers (%) 2003-2007 61
Figure 22: Key retailers visitor and main user shares (%) 2007 62
Figure 23: Share of consumers shopping in key retail sectors (%) 2003-2007 66
Figure 24: Share of male consumers shopping in key retail sectors (%) 2003-2007 67
Figure 25: Share of female consumers shopping in key retail sectors (%) 2003-2007 69
Figure 26: Share of 15-24 consumers shopping in key retail sectors (%) 2003-2007 71
Figure 27: Share of 25-34 consumers shopping in key retail sectors (%) 2003-2007 73
Figure 28: Share of 35-44 consumers shopping in key retail sectors (%) 2003-2007 75
Figure 29: Share of 45-54 consumers shopping in key retail sectors (%) 2003-2007 77
Figure 30: Share of 55-64 consumers shopping in key retail sectors (%) 2003-2007 79
Figure 31: Share of 65+ consumers shopping in key retail sectors (%) 2003-2007 81
Figure 32: Share of AB consumers shopping in key retail sectors (%) 2003-2007 83
Figure 33: Share of C1 consumers shopping in key retail sectors (%) 2003-2007 85
Figure 34: Share of C2 consumers shopping in key retail sectors (%) 2003-2007 87
Figure 35: Share of DE consumers shopping in key retail sectors (%) 2003-2007 89
Figure 36: Combined main user share of Top Five clothing retailers (%) 2003-2007 94
Figure 37: Clothing – regional concentration 2007 95
Figure 38: Combined main user share of Top Five DIY retailers (%) 2003-2007 96
Figure 39: DIY – regional concentration 2007 97
Figure 40: Combined main user share of Top Five electricals retailers (%) 2003-2007 98
Figure 41: Electricals – regional concentration 2007 99
Figure 42: Combined main user share of Top Five food & grocery retailers (%) 2003-2007 100
Figure 43: Food & grocery – regional concentration 2007 101
Figure 44: Combined main user share of Top Five footwear retailers (%) 2003-2007 102
Figure 45: Footwear – regional concentration 2007 103
Figure 46: Combined main user share of Top Five homewares retailers (%) 2003-2007 104
Figure 47: Homewares – regional concentration 2007 105
Figure 48: Combined main user share of Top Five music & video retailers (%) 2003-2007 106
Figure 49: Music & video – regional concentration 2007 107
Figure 50: Combined main user share of Top Five personal care retailers (%) 2003-2007 108
Figure 51: Personal care – regional concentration 2007 109
Figure 52: Clothing – shopping around 2003-2007 113
Figure 53: Clothing shopping around – by retailer 2007 114
Figure 54: Clothing shopping around – by region 2007 115
Figure 55: DIY – shopping around 2003-2007 117
Figure 56: DIY shopping around – by retailer 2007 118
Figure 57: DIY shopping around – by region 2007 119
Figure 58: Electricals – shopping around 2003-2007 121
Figure 59: Electricals shopping around – by retailer 2007 122
Figure 60: Electricals shopping around – by region 2007 123
Figure 61: Food & grocery – shopping around 2003-2007 125
Figure 62: Food & grocery shopping around – by retailer 2007 126
Figure 63: Food & grocery shopping around – by region 2007 127
Figure 64: Footwear – shopping around 2003-2007 129
Figure 65: Footwear shopping around – by retailer 2007 130
Figure 66: Footwear shopping around – by region 2007 131
Figure 67: Homewares – shopping around 2003-2007 133
Figure 68: Homewares shopping around – by retailer 2007 134
Figure 69: Homewares shopping around – by region 2007 135
Figure 70: Music & video – shopping around 2003-2007 137
Figure 71: Music & video shopping around – by retailer 2007 138
Figure 72: Music & video shopping around – by region 2007 139
Figure 73: Personal care – shopping around 2003-2007 141
Figure 74: Personal care shopping around – by retailer 2007 142
Figure 75: Personal care shopping around – by region 2007 143
Figure 76: Conversion of visitors to main users by sector (%) 2007 148
Figure 77: Clothing – conversion rate % 2003-2007 149
Figure 78: Clothing – conversion rate % by retailer 2007 150
Figure 79: Clothing – conversion rate % by region 2007 151
Figure 80: DIY – conversion rate % 2003-2007 152
Figure 81: DIY – conversion rate % by retailer 2007 153
Figure 82: DIY – conversion rate % by region 2007 154
Figure 83: Electricals – conversion rate % 2003-2007 155
Figure 84: Electricals – conversion rate % by retailer 2007 156
Figure 85: Electricals – conversion rate % by region 2007 157
Figure 86: Food & grocery – conversion rate % 2003-2007 158
Figure 87: Food & grocery – conversion rate % by retailer 2007 159
Figure 88: Food & grocery – conversion rate % by region 2007 160
Figure 89: Footwear – conversion rate % 2003-2007 161
Figure 90: Footwear – conversion rate % by retailer 2007 162
Figure 91: Footwear – conversion rate % by region 2007 163
Figure 92: Homewares – conversion rate % 2003-2007 164
Figure 93: Homewares – conversion rate % by retailer 2007 165
Figure 94: Homewares – conversion rate % by region 2007 166
Figure 95: Music & video – conversion rate % 2003-2007 167
Figure 96: Music & video – conversion rate % by retailer 2007 168
Figure 97: Music & video – conversion rate % by region 2007 169
Figure 98: Personal care – conversion rate % 2003-2007 170
Figure 99: Personal care – conversion rate % by retailer 2007 171
Figure 100: Personal care – conversion rate % by region 2007 172
Figure 101: Loyalty % by sector 2007 177
Figure 102: Clothing – loyalty % 2003-2007 178
Figure 103: Clothing – loyalty % by region 2007 179
Figure 104: DIY – loyalty % 2003-2007 180
Figure 105: DIY – loyalty % by region 2007 181
Figure 106: Electricals – loyalty % 2003-2007 182
Figure 107: Electricals – loyalty % by region 2007 183
Figure 108: Food & grocery – loyalty % 2003-2007 184
Figure 109: Food & grocery – loyalty % by region 2007 185
Figure 110: Footwear – loyalty % 2003-2007 186
Figure 111: Footwear – loyalty % by region 2007 187
Figure 112: Homewares – loyalty % 2003-2007 188
Figure 113: Homewares – loyalty % by region 2007 189
Figure 114: Music & video – loyalty % 2003-2007 190
Figure 115: Music & video – loyalty % by region 2007 191
Figure 116: Personal care – loyalty % 2003-2007 192
Figure 117: Personal care – loyalty % by region 2007 193
Figure 118: Proportion of loyal clothing main users identifying drivers of loyalty (%) 2003-2007 197
Figure 119: Proportion of loyal DIY main users identifying drivers of loyalty (%) 2003-2007 200
Figure 120: Proportion of loyal electricals main users identifying drivers of loyalty (%) 2003-2007 203
Figure 121: Proportion of loyal food & grocery main users identifying drivers of loyalty (%) 2003-2007 206
Figure 122: Proportion of loyal footwear main users identifying drivers of loyalty (%) 2003-2007 209
Figure 123: Proportion of loyal homewares main users identifying drivers of loyalty (%) 2003-2007 212
Figure 124: Proportion of loyal music & video main users identifying drivers of loyalty (%) 2003-2007 215
Figure 125: Proportion of loyal personal care main users identifying drivers of loyalty (%) 2003-2007 218