UK Consumer Insights 2008: Brantano - Footwear

TABLE OF CONTENTS
CHAPTER 1 AT A GLANCE SUMMARY 9
Summary 9
CHAPTER 2 SHARE OF SHOPPERS 10
Brantano share of shoppers 10
Brantano share of shoppers by demographics 12
Brantano share of shoppers by television region 13
Brantano share of shoppers by household characteristics 14
Brantano share of shoppers by other characteristics and ACORN classification 18
CHAPTER 3 CONVERSION AND NON-CONVERSION 21
Brantano conversion of visitors to main users 21
Brantano conversion of visitors to main users by demographics and region 23
Brantano conversion of visitors to main users by household characteristics 25
Non-converting customers 29
Profile of Brantano non-converting customers by demographics and region 31
CHAPTER 4 PROFILE OF SHOPPERS 33
Brantano profile of shoppers by demographics 33
Brantano profile of shoppers by television region 35
Brantano profile of shoppers by household characteristics 37
Brantano profile of shoppers by other characteristics and ACORN classification 41
CHAPTER 5 LOYALTY 44
Brantano loyalty of main users 44
Brantano loyalty of main users by demographics and region 46
Brantano loyalty of main users by household characteristics 48
Brantano basic drivers of loyalty and disloyalty 52
Brantano detailed drivers of loyalty 53
CHAPTER 6 COMPETITION 55
Competition in Footwear 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 Brantano in Footwear 9
Table 2: Brantano change in visitor share (%) 2004-2008 10
Table 3: Brantano change in main user share (%) 2004-2008 11
Table 4: Brantano visitor and main user share by ACORN classification 2008 18
Table 5: Brantano change in conversion rates 2004-2008 21
Table 6: Brantano change in non-conversion rates (%) 2004-2008 22
Table 7: Main stores non-converters use instead of Brantano 2008 29
Table 8: Brantano visitor and main user profile by ACORN classification 2008 41
Table 9: Brantano change in loyalty (%) 2004-2008 44
Table 10: Brantano change in disloyalty 2004-2008 45
Table 11: Brantano drivers of loyalty (%) 2004-2008 52
Table 12: Brantano drivers of disloyalty (%) 2004-2008 52
Table 13: Brantano detailed drivers of loyalty 2008 53
Table 14: Cross sector matrix shopping 2008 56
Table 15: Other retailers used 2008 57
Table 16: Sample sizes by sector 2008 59

LIST OF FIGURES
Figure 1: Brantano visitor share 2004-2008 10
Figure 2: Brantano main user share 2004-2008 11
Figure 3: Brantano visitor share by demographic group 2008 12
Figure 4: Brantano main user share by demographic group 2008 12
Figure 5: Brantano visitor share by television region 2008 13
Figure 6: Brantano main user share by television region 2008 13
Figure 7: Brantano visitor and main user share by household tenure 2008 14
Figure 8: Brantano visitor and main user share by number of people in household 2008 15
Figure 9: Brantano visitor and main user share by children in household 2008 16
Figure 10: Brantano visitor and main user share by number of cars in household 2008 17
Figure 11: Brantano visitor and main user share by working status 2008 19
Figure 12: Brantano visitor and main user share by marital status 2008 20
Figure 13: Brantano conversion rates 2004-2008 21
Figure 14: Brantano non-conversion rates 2004-2008 22
Figure 15: Brantano conversion rates by demographic group 2008 23
Figure 16: Brantano conversion rates by region 2008 24
Figure 17: Brantano conversion rates by household tenure 2008 25
Figure 18: Brantano conversion rates by number of people in household 2008 26
Figure 19: Brantano conversion rates by children in household 2008 27
Figure 20: Brantano conversion rates by number of cars in household 2008 28
Figure 21: Brantano non-conversion rates 2004-2008 29
Figure 22: Brantano non-conversion rates by demographic group 2008 30
Figure 23: Demographic profile of non-converting Brantano visitors 2008 31
Figure 24: Regional profile of non-converting Brantano visitors 2008 32
Figure 25: Brantano visitor profile by demographic group 2008 33
Figure 26: Brantano main user profile by demographic group 2008 34
Figure 27: Brantano visitor profile by television region 2008 35
Figure 28: Brantano main user profile by region 2008 36
Figure 29: Brantano visitor and main user profile by household tenure 2008 37
Figure 30: Brantano visitor and main user profile by number of people in household 2008 38
Figure 31: Brantano and main user profile by children in household 2008 39
Figure 32: Brantano visitor and main user profile by number of cars in household 2008 40
Figure 33: Brantano visitor and main user profile by working status 2008 42
Figure 34: Brantano visitor and main user profile by marital status 2008 43
Figure 35: Brantano loyalty 2004-2008 44
Figure 36: Brantano disloyalty 2004-2008 45
Figure 37: Brantano loyalty by demographics 2008 46
Figure 38: Brantano loyalty by region 2008 47
Figure 39: Brantano loyalty by household tenure 2008 48
Figure 40: Brantano loyalty by number of people in household 2008 49
Figure 41: Brantano loyalty by children in household 2008 50
Figure 42: Brantano loyalty by number of cars in household 2008 51
Figure 43: Brantano � other Footwear stores used 2008 55
Figure 44: Preference stores 2008 56
Figure 45: Sectors shopped 2008 57