UK Consumer Insights 2007: Argos - Homewares

TABLE OF CONTENTS
CHAPTER 1 AT A GLANCE SUMMARY 9
Summary 9
CHAPTER 2 SHARE OF SHOPPERS 10
Argos share of shoppers 10
Argos share of shoppers by demographics 12
Argos share of shoppers by television region 13
Argos share of shoppers by household characteristics 14
Argos share of shoppers by other characteristics and ACORN classification 18
CHAPTER 3 CONVERSION AND NON-CONVERSION 21
Argos conversion of visitors to main users 21
Argos conversion of visitors to main users by demographics and region 23
Argos conversion of visitors to main users by household characteristics 25
Non-converting customers 29
Profile of Argos non-converting customers by demographics and region 31
CHAPTER 4 PROFILE OF SHOPPERS 33
Argos profile of shoppers by demographics 33
Argos profile of shoppers by television region 35
Argos profile of shoppers by household characteristics 37
Argos profile of shoppers by other characteristics and ACORN classification 41
CHAPTER 5 LOYALTY 44
Argos loyalty of main users 44
Argos loyalty of main users by demographics and region 46
Argos loyalty of main users by household characteristics 48
Argos basic drivers of loyalty and disloyalty 52
Argos detailed drivers of loyalty 53
CHAPTER 6 COMPETITION 55
Competition in homewares 55
Cross sector competitor dynamics 56
CHAPTER 7 APPENDIX 58
Basic methodology 58
The selection of parliamentary constituencies 60
Metropolitan county 60
Other 100% urban 60
Mixed urban/rural 60
Rural 61
The selection of enumeration districts 61
The selection of respondents 62
Post survey weighting 62

LIST OF TABLES
Table 1: Key performance indicators for Argos in homewares 9
Table 2: Argos change in visitor share (%) 2003-2007 10
Table 3: Argos change in main user share (%) 2003-2007 11
Table 4: Argos visitor and main user share by ACORN classification (%) 2007 18
Table 5: Argos change in conversion rates (%) 2003-2007 21
Table 6: Argos change in non-conversion rates (%) 2003-2007 22
Table 7: Main stores non-converters use instead of Argos (%) 2007 29
Table 8: Argos visitor and main user profile by ACORN classification (%) 2007 41
Table 9: Argos change in loyalty (%) 2003-2007 44
Table 10: Argos change in disloyalty (%) 2003-2007 45
Table 11: Argos drivers of loyalty (%) 2003-2007 52
Table 12: Argos drivers of disloyalty (%) 2003-2007 52
Table 13: Argos detailed drivers of loyalty (%) 2007 53
Table 14: Cross sector matrix shopping (%) 2007 56
Table 15: Other retailers used (%) 2007 56
Table 16: Sample sizes by sector 2007 59

LIST OF FIGURES
Figure 1: Argos visitor share (%) 2003-2007 10
Figure 2: Argos main user share (%) 2003-2007 11
Figure 3: Argos visitor share by demographic group (%) 2007 12
Figure 4: Argos main user share by demographic group (%) 2007 12
Figure 5: Argos visitor share by television region (%) 2007 13
Figure 6: Argos main user share by television region (%) 2007 13
Figure 7: Argos visitor and main user share by household tenure (%) 2007 14
Figure 8: Argos visitor and main user share by number of people in household (%) 2007 15
Figure 9: Argos visitor and main user share by children in household (%) 2007 16
Figure 10: Argos visitor and main user share by number of cars in household (%) 2007 17
Figure 11: Argos visitor and main user share by working status (%) 2007 19
Figure 12: Argos visitor and main user share by marital status (%) 2007 20
Figure 13: Argos conversion rates (%) 2003-2007 21
Figure 14: Argos non-conversion rates (%) 2003-2007 22
Figure 15: Argos conversion rates by demographic group (%) 2007 23
Figure 16: Argos conversion rates by region (%) 2007 24
Figure 17: Argos conversion rates by household tenure (%) 2007 25
Figure 18: Argos conversion rates by number of people in household (%) 2007 26
Figure 19: Argos conversion rates by children in household (%) 2007 27
Figure 20: Argos conversion rates by number of cars in household (%) 2007 28
Figure 21: Argos non-conversion rates (%) 2003-2007 29
Figure 22: Argos non-conversion rates by demographic group (%) 2007 30
Figure 23: Demographic profile of non-converting Argos visitors (%) 2007 31
Figure 24: Regional profile of non-converting Argos visitors (%) 2007 32
Figure 25: Argos visitor profile by demographic group (%) 2007 33
Figure 26: Argos main user profile by demographic group (%) 2007 34
Figure 27: Argos visitor profile by television region (%) 2007 35
Figure 28: Argos main user profile by region (%) 2007 36
Figure 29: Argos visitor and main user profile by household tenure (%) 2007 37
Figure 30: Argos visitor and main user profile by number of people in household (%) 2007 38
Figure 31: Argos and main user profile by children in household (%) 2007 39
Figure 32: Argos visitor and main user profile by number of cars in household (%) 2007 40
Figure 33: Argos visitor and main user profile by working status (%) 2007 42
Figure 34: Argos visitor and main user profile by marital status (%) 2007 43
Figure 35: Argos loyalty (%) 2003-2007 44
Figure 36: Argos disloyalty (%) 2003-2007 45
Figure 37: Argos loyalty by demographics (%) 2007 46
Figure 38: Argos loyalty by region (%) 2007 47
Figure 39: Argos loyalty by household tenure (%) 2007 48
Figure 40: Argos loyalty by number of people in household (%) 2007 49
Figure 41: Argos loyalty by children in household (%) 2007 50
Figure 42: Argos loyalty by number of cars in household (%) 2007 51
Figure 43: Argos � other homewares stores used (%) 2007 55
Figure 44: Preference stores (%) 2007 55
Figure 45: Sectors shopped (%) 2007 57