Introduction

Verdict Research: UK Consumer Insights 2007 are based around individual retailers and provide a highly detailed, data-rich overview of a retailer's customers, drawing on a nationwide survey of 6,000 shoppers each year.

Scope

Highlights

Reasons to Purchase

New analysis, unique to these reports shows details about non-converting visitors including where they main shop and who they are. Analysis by non-standard demographics is also presented to give a comprehensive picture of a retailer's customers. Key demographics include among others, sex, age, social class, television region, marital status, housing tenure, working status and ACORN group.

TABLE OF CONTENTS
CHAPTER 1 AT A GLANCE SUMMARY 9
Summary 9
CHAPTER 2 SHARE OF SHOPPERS 10
Wickes share of shoppers 10
Wickes share of shoppers by demographics 12
Wickes share of shoppers by television region 13
Wickes share of shoppers by household characteristics 14
Wickes share of shoppers by other characteristics and ACORN classification 18
CHAPTER 3 CONVERSION AND NON-CONVERSION 21
Wickes conversion of visitors to main users 21
Wickes conversion of visitors to main users by demographics and region 23
Wickes conversion of visitors to main users by household characteristics 25
Non-converting customers 29
Profile of Wickes non-converting customers by demographics and region 31
CHAPTER 4 PROFILE OF SHOPPERS 33
Wickes profile of shoppers by demographics 33
Wickes profile of shoppers by television region 35
Wickes profile of shoppers by household characteristics 37
Wickes profile of shoppers by other characteristics and ACORN classification 41
CHAPTER 5 LOYALTY 44
Wickes loyalty of main users 44
Wickes loyalty of main users by demographics and region 46
Wickes loyalty of main users by household characteristics 48
Wickes basic drivers of loyalty and disloyalty 52
Wickes detailed drivers of loyalty 53
CHAPTER 6 COMPETITION 55
Competition in DIY 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 Wickes in DIY 9
Table 2: Wickes change in visitor share (%) 2003-2007 10
Table 3: Wickes change in main user share (%) 2003-2007 11
Table 4: Wickes visitor and main user share by ACORN classification (%) 2007 18
Table 5: Wickes change in conversion rates (%) 2003-2007 21
Table 6: Wickes change in non-conversion rates (%) 2003-2007 22
Table 7: Main stores non-converters use instead of Wickes (%) 2007 29
Table 8: Wickes visitor and main user profile by ACORN classification (%) 2007 41
Table 9: Wickes change in loyalty (%) 2003-2007 44
Table 10: Wickes change in disloyalty (%) 2003-2007 45
Table 11: Wickes drivers of loyalty (%) 2003-2007 52
Table 12: Wickes drivers of disloyalty (%) 2003-2007 52
Table 13: Wickes detailed drivers of loyalty (%) 2007 53
Table 14: Cross sector matrix shopping (%) 2007 56
Table 15: Other retailers used (%) 2007 57
Table 1: Sample sizes by sector 2007 59


LIST OF FIGURES
Figure 1: Wickes visitor share (%) 2003-2007 10
Figure 2: Wickes main user share (%) 2003-2007 11
Figure 3: Wickes visitor share by demographic group (%) 2007 12
Figure 4: Wickes main user share by demographic group (%) 2007 12
Figure 5: Wickes visitor share by television region (%) 2007 13
Figure 6: Wickes main user share by television region (%) 2007 13
Figure 7: Wickes visitor and main user share by household tenure (%) 2007 14
Figure 8: Wickes visitor and main user share by number of people in household (%) 2007 15
Figure 9: Wickes visitor and main user share by children in household (%) 2007 16
Figure 10: Wickes visitor and main user share by number of cars in household (%) 2007 17
Figure 11: Wickes visitor and main user share by working status (%) 2007 19
Figure 12: Wickes visitor and main user share by marital status (%) 2007 20
Figure 13: Wickes conversion rates (%) 2003-2007 21
Figure 14: Wickes non-conversion rates (%) 2003-2007 22
Figure 15: Wickes conversion rates by demographic group (%) 2007 23
Figure 16: Wickes conversion rates by region (%) 2007 24
Figure 17: Wickes conversion rates by household tenure (%) 2007 25
Figure 18: Wickes conversion rates by number of people in household (%) 2007 26
Figure 19: Wickes conversion rates by children in household (%) 2007 27
Figure 20: Wickes conversion rates by number of cars in household (%) 2007 28
Figure 21: Wickes non-conversion rates (%) 2003-2007 29
Figure 22: Wickes non-conversion rates by demographic group (%) 2007 30
Figure 23: Demographic profile of non-converting Wickes visitors (%) 2007 31
Figure 24: Regional profile of non-converting Wickes visitors (%) 2007 32
Figure 25: Wickes visitor profile by demographic group (%) 2007 33
Figure 26: Wickes main user profile by demographic group (%) 2007 34
Figure 27: Wickes visitor profile by television region (%) 2007 35
Figure 28: Wickes main user profile by region (%) 2007 36
Figure 29: Wickes visitor and main user profile by household tenure (%) 2007 37
Figure 30: Wickes visitor and main user profile by number of people in household (%) 2007 38
Figure 31: Wickes and main user profile by children in household (%) 2007 39
Figure 32: Wickes visitor and main user profile by number of cars in household (%) 2007 40
Figure 33: Wickes visitor and main user profile by working status (%) 2007 42
Figure 34: Wickes visitor and main user profile by marital status (%) 2007 43
Figure 35: Wickes loyalty (%) 2003-2007 44
Figure 36: Wickes disloyalty (%) 2003-2007 45
Figure 37: Wickes loyalty by demographics (%) 2007 46
Figure 38: Wickes loyalty by region (%) 2007 47
Figure 39: Wickes loyalty by household tenure (%) 2007 48
Figure 40: Wickes loyalty by number of people in household (%) 2007 49
Figure 41: Wickes loyalty by children in household (%) 2007 50
Figure 42: Wickes loyalty by number of cars in household (%) 2007 51
Figure 43: Wickes – other DIY stores used (%) 2007 55
Figure 44: Preference stores (%) 2007 56
Figure 45: Sectors shopped (%) 2007 57