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Introduction

Verdict Research: 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
Wilkinson share of shoppers 10
Wilkinson share of shoppers by demographics 13
Wilkinson share of shoppers by television region 15
Wilkinson share of shoppers by household characteristics 16
Wilkinson share of shoppers by other characteristics and ACORN classification 20
CHAPTER 3 CONVERSION AND NON-CONVERSION 23
Wilkinson conversion of visitors to main users 23
Wilkinson conversion of visitors to main users by demographics and region 25
Wilkinson conversion of visitors to main users by household characteristics 27
Non-converting customers 31
Profile of Wilkinson non-converting customers by demographics and region 33
CHAPTER 4 PROFILE OF SHOPPERS 35
Wilkinson profile of shoppers by demographics 35
Wilkinson profile of shoppers by television region 37
Wilkinson profile of shoppers by household characteristics 39
Wilkinson profile of shoppers by other characteristics and ACORN classification 43
CHAPTER 5 LOYALTY 46
Wilkinson loyalty of main users 46
Wilkinson loyalty of main users by demographics and region 48
Wilkinson loyalty of main users by household characteristics 50
Wilkinson basic drivers of loyalty and disloyalty 54
Wilkinson detailed drivers of loyalty 55
CHAPTER 6 COMPETITION 57
Competition in DIY 57
Cross sector competitor dynamics 58
CHAPTER 7 APPENDIX 60
Basic methodology 60
The selection of parliamentary constituencies 62
Metropolitan county 62
Other 100% urban 62
Mixed urban/rural 62
Rural 63
The selection of enumeration districts 63
The selection of respondents 64
Post survey weighting 64


LIST OF TABLES
Table 1: Key performance indicators for Wilkinson in DIY 9
Table 2: Wilkinson change in visitor share (%) 2003-2007 10
Table 3: Wilkinson change in main user share (%) 2003-2007 12
Table 4: Wilkinson visitor and main user share by ACORN classification (%) 2007 20
Table 5: Wilkinson change in conversion rates (%) 2003-2007 23
Table 6: Wilkinson change in non-conversion rates (%) 2003-2007 24
Table 7: Main stores non-converters use instead of Wilkinson (%) 2007 31
Table 8: Wilkinson visitor and main user profile by ACORN classification (%) 2007 43
Table 9: Wilkinson change in loyalty (%) 2003-2007 46
Table 10: Wilkinson change in disloyalty (%) 2003-2007 47
Table 11: Wilkinson drivers of loyalty (%) 2003-2007 54
Table 12: Wilkinson drivers of disloyalty (%) 2003-2007 54
Table 13: Wilkinson detailed drivers of loyalty (%) 2007 55
Table 14: Cross sector matrix shopping (%) 2007 58
Table 15: Other retailers used (%) 2007 58
Table 1: Sample sizes by sector 2007 61


LIST OF FIGURES
Figure 1: Wilkinson visitor share (%) 2003-2007 10
Figure 2: Wilkinson main user share (%) 2003-2007 12
Figure 3: Wilkinson visitor share by demographic group (%) 2007 13
Figure 4: Wilkinson main user share by demographic group (%) 2007 13
Figure 5: Wilkinson visitor share by television region (%) 2007 15
Figure 6: Wilkinson main user share by television region (%) 2007 15
Figure 7: Wilkinson visitor and main user share by household tenure (%) 2007 16
Figure 8: Wilkinson visitor and main user share by number of people in household (%) 2007 17
Figure 9: Wilkinson visitor and main user share by children in household (%) 2007 18
Figure 10: Wilkinson visitor and main user share by number of cars in household (%) 2007 19
Figure 11: Wilkinson visitor and main user share by working status (%) 2007 21
Figure 12: Wilkinson visitor and main user share by marital status (%) 2007 22
Figure 13: Wilkinson conversion rates (%) 2003-2007 23
Figure 14: Wilkinson non-conversion rates (%) 2003-2007 24
Figure 15: Wilkinson conversion rates by demographic group (%) 2007 25
Figure 16: Wilkinson conversion rates by region (%) 2007 25
Figure 17: Wilkinson conversion rates by household tenure (%) 2007 27
Figure 18: Wilkinson conversion rates by number of people in household (%) 2007 28
Figure 19: Wilkinson conversion rates by children in household (%) 2007 29
Figure 20: Wilkinson conversion rates by number of cars in household (%) 2007 30
Figure 21: Wilkinson non-conversion rates (%) 2003-2007 31
Figure 22: Wilkinson non-conversion rates by demographic group (%) 2007 32
Figure 23: Demographic profile of non-converting Wilkinson visitors (%) 2007 33
Figure 24: Regional profile of non-converting Wilkinson visitors (%) 2007 34
Figure 25: Wilkinson visitor profile by demographic group (%) 2007 35
Figure 26: Wilkinson main user profile by demographic group (%) 2007 36
Figure 27: Wilkinson visitor profile by television region (%) 2007 37
Figure 28: Wilkinson main user profile by region (%) 2007 38
Figure 29: Wilkinson visitor and main user profile by household tenure (%) 2007 39
Figure 30: Wilkinson visitor and main user profile by number of people in household (%) 2007 40
Figure 31: Wilkinson and main user profile by children in household (%) 2007 41
Figure 32: Wilkinson visitor and main user profile by number of cars in household (%) 2007 42
Figure 33: Wilkinson visitor and main user profile by working status (%) 2007 44
Figure 34: Wilkinson visitor and main user profile by marital status (%) 2007 45
Figure 35: Wilkinson loyalty (%) 2003-2007 46
Figure 36: Wilkinson disloyalty (%) 2003-2007 47
Figure 37: Wilkinson loyalty by demographics (%) 2007 48
Figure 38: Wilkinson loyalty by region (%) 2007 48
Figure 39: Wilkinson loyalty by household tenure (%) 2007 50
Figure 40: Wilkinson loyalty by number of people in household (%) 2007 51
Figure 41: Wilkinson loyalty by children in household (%) 2007 52
Figure 42: Wilkinson loyalty by number of cars in household (%) 2007 53
Figure 43: Wilkinson – other DIY stores used (%) 2007 57
Figure 44: Preference stores (%) 2007 57
Figure 45: Sectors shopped (%) 2007 58