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Introduction

Verdict Research: Based on a representative survey of 6,000 adults, this report provides a detailed analysis of consumer trends, customer loyalty and shopper profiles for key players in the UK Electricals sector.

Scope

A thorough analysis of the way customers shop in the electricals sector, complete with profiles of leading retailers.

Each report provides visitor and main user shares, conversion rates, loyalty rates with reasons and key competitors.

Data is segmented regionally and by demographic and socio-economic group. Five year historic data is provided so trends can be analysed further.

Highlights

Currys continues to dominate the sector. The retailer has achieved the highest level of growth among profiled retailers in main user share, putting further distance between itself and the rest of the market. Visitor share has grown to 44.2%, an increase of 2.1 percentage points while main user share has grown by 0.8 percentage points to 23.3%.

Electricals' achieved the biggest advance in share of shoppers of any sector, equal with food & grocery. It grew by 2.3 percentage points to 47.1% in our latest survey and is now only 0.6 points away from the top of its 2.9 point range of the past five years.

Range is the fastest growing factor cited by shoppers as a reason for remaining loyal to a store. This year it grew by 3.3 percentage points to 44.3% and is now not far behind price as the most important loyalty driver for the sector.

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.

Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers.

CHAPTER 1 INTRODUCTION 6
What is cDNA? 6
CHAPTER 2 EXECUTIVE SUMMARY 7
Key Findings 8
Retailer Highlights 11
Profile of Electricals Shoppers 13
Penetration of Electricals Shoppers 17
Retailer Usage 19
Main User Share by Region 22
Conversion Rates 23
Shopping Around 25
Loyalty 27
Drivers of Loyalty/Disloyalty 31
CHAPTER 3 ARGOS 36
Key Findings 36
Visitors 38
Main Users 39
Conversion Rates 41
Loyalty 42
Competitors 46
CHAPTER 4 ASDA 48
Key Findings 48
Visitors 50
Main Users 51
Conversion Rates 53
Loyalty 54
Competitors 58
CHAPTER 5 COMET 60
Key Findings 60
Visitors 62
Main Users 63
Conversion Rates 65
Loyalty 66
Competitors 70
CHAPTER 6 CURRYS 72
Key Findings 72
Visitors 74
Main Users 75
Conversion Rates 77
Loyalty 78
Competitors 82
CHAPTER 7 JOHN LEWIS 84
Key Findings 84
Visitors 86
Main Users 87
Conversion Rates 89
Loyalty 90
Competitors 94
CHAPTER 8 TESCO 96
Key Findings 96
Visitors 98
Main Users 99
Conversion Rates 101
Loyalty 102
Competitors 106
CHAPTER 9 APPENDIX 108
Basic Methodology 108
Selection of Parliamentary Constituencies 110
Metropolitan County 110
Other 100% Urban 110
Mixed Urban/Rural 110
Rural 110
Selection of Enumeration Districts 111
Selection of Respondents 112
Post Survey Weighting 112
List of Tables
Table 1: Profile of electricals shoppers - by region 2008 13
Table 2: % of active electricals shoppers regularly using each retailer 2004-2008 19
Table 3: Share of active electricals shoppers using a given retailer as their main store 2004-2008 19
Table 4: Share of active electricals shoppers naming a retailer as their main store - by TV region 2008 22
Table 5: Average rate of conversion from visitor to main user - by TV region 2008 23
Table 6: Average number of other stores used by TV region 2008 25
Table 7: % of electricals shoppers that are loyal to their main store - by TV region 2008 28
Table 8: Detailed drivers of loyalty (%) 2008 32
Table 9: Electricals loyalty scores by retailer 2004-2008 33
Table 10: Electricals disloyalty scores by retailer 2004-2008 34
Table 11: What disloyal users preferred about other electricals stores 2004-2008 35
Table 12: Visitor share - by region 2008 39
Table 13: Main user share - by region 2008 40
Table 14: Conversion rates - by region 2008 42
Table 15: Loyalty - by region 2008 43
Table 16: Drivers of loyalty 2008 44
Table 17: Drivers of disloyalty 2008 44
Table 18: Potential change 2008 45
Table 19: Top retailers used in other sectors 2008 46
Table 20: Other electricals stores used 2004-2008 47
Table 21: Visitor share - by region 2008 51
Table 22: Main user share - by region 2008 52
Table 23: Conversion rates - by region 2008 54
Table 24: Loyalty - by region 2008 55
Table 25: Drivers of loyalty 2008 56
Table 26: Drivers of disloyalty 2008 56
Table 27: Potential change 2008 57
Table 28: Top retailers used in other sectors 2008 58
Table 29: Other electricals stores used 2004-2008 59
Table 30: Visitor share - by region 2008 63
Table 31: Main user share - by region 2008 64
Table 32: Conversion rates - by region 2008 66
Table 33: Loyalty - by region 2008 67
Table 34: Drivers of loyalty 2008 68
Table 35: Drivers of disloyalty 2008 68
Table 36: Potential change 2008 69
Table 37: Top retailers used in other sectors 2008 70
Table 38: Other electricals stores used 2004-2008 71
Table 39: Visitor share - by region 2008 75
Table 40: Main user share - by region 2008 76
Table 41: Conversion rates - by region 2008 78
Table 42: Loyalty - by region 2008 79
Table 43: Drivers of loyalty 2008 80
Table 44: Drivers of disloyalty 2008 80
Table 45: Potential change 2008 81
Table 46: Top retailers used in other sectors 2008 82
Table 47: Other electricals stores used 2004-2008 83
Table 48: Visitor share - by region 2008 87
Table 49: Main user share - by region 2008 88
Table 50: Conversion rates - by region 2008 90
Table 51: Loyalty - by region 2008 91
Table 52: Drivers of loyalty 2008 92
Table 53: Drivers of disloyalty 2008 92
Table 54: Potential change 2008 93
Table 55: Top retailers used in other sectors 2008 94
Table 56: Other electricals stores used 2004-2008 95
Table 57: Visitor share - by region 2008 99
Table 58: Main user share - by region 2008 100
Table 59: Conversion rates - by region 2008 102
Table 60: Loyalty - by region 2008 103
Table 61: Drivers of loyalty 2008 104
Table 62: Drivers of disloyalty 2008 104
Table 63: Potential change 2008 105
Table 64: Top retailers used in other sectors 2008 106
Table 65: Other electricals stores used 2004-2008 107
Table 66: Sample sizes by sector 2008 109
List of Figures
Figure 1: Electricals share of shopper % 2004-2008 13
Figure 2: Profile of electricals shoppers % - by gender 2004-2008 14
Figure 3: Profile of electricals shoppers % - by age bracket 2004-2008 15
Figure 4: Profile of electricals shoppers % - by socio-economic class 2004-2008 16
Figure 5: % of consumers who shop for electricals - by demographics 2008 17
Figure 6: % of consumers who shop for electricals - by TV region 2008 18
Figure 7: Concentration of main user share of Top Five retailers 2006 20
Figure 8: Concentration of main user share of Top Five retailers 2007 20
Figure 9: Concentration of main user share of Top Five retailers 2008 21
Figure 10: Average rate of conversion from visitor to main user % 2004-2008 23
Figure 11: Rate of conversion from visitors to main users by retailer % 2008 24
Figure 12: Average number of other stores used 2004-2008 25
Figure 13: Average number of other stores used by retailer 2008 26
Figure 14: % of electricals shoppers that are loyal to their main store 2004-2008 27
Figure 15: % of electricals shoppers that are loyal to their main store - by demographic group 2008 28
Figure 16: % of electricals shoppers that are loyal to their main store - by retailer 2008 29
Figure 17: Percentage point change in loyalty rates since last year by retailer 2008 30
Figure 18: % of loyal main users identifying drivers of loyalty 2004-2008 31
Figure 19: Visitor share % 2004-2008 38
Figure 20: Visitor share % - by demographic group 2008 38
Figure 21: Main user share % 2004-2008 39
Figure 22: Main user share % - by demographic group 2008 40
Figure 23: Conversion rates % 2004-2008 41
Figure 24: Conversion rates % - by demographic group 2008 41
Figure 25: Loyalty % 2004-2008 42
Figure 26: Loyalty % - by demographics 2008 43
Figure 27: Preference stores % 2008 45
Figure 28: Shopping around 2004-2008 46
Figure 29: Visitor share% 2004-2008 50
Figure 30: Visitor share % - by demographic group 2008 50
Figure 31: Main user share % 2004-2008 51
Figure 32: Main user share % - by demographic group 2008 52
Figure 33: Conversion rates % 2004-2008 53
Figure 34: Conversion rates % - by demographic group 2008 53
Figure 35: Loyalty % 2004-2008 54
Figure 36: Loyalty % - by demographics 2008 55
Figure 37: Preference stores % 2008 57
Figure 38: Shopping around 2004-2008 58
Figure 39: Visitor share % 2004-2008 62
Figure 40: Visitor share % - by demographic group 2008 62
Figure 41: Main user share % 2004-2008 63
Figure 42: Main user share % - by demographic group 2008 64
Figure 43: Conversion rates % 2004-2008 65
Figure 44: Conversion rates % - by demographic group 2008 65
Figure 45: Loyalty % 2004-2008 66
Figure 46: Loyalty % - by demographics 2008 67
Figure 47: Preference stores % 2008 69
Figure 48: Shopping around 2004-2008 70
Figure 49: Visitor share % 2004-2008 74
Figure 50: Visitor share % - by demographic group 2008 74
Figure 51: Main user share % 2004-2008 75
Figure 52: Main user share % - by demographic group 2008 76
Figure 53: Conversion rates % 2004-2008 77
Figure 54: Conversion rates % - by demographic group 2008 77
Figure 55: Loyalty % 2004-2008 78
Figure 56: Loyalty % - by demographics 2008 79
Figure 57: Preference stores % 2008 81
Figure 58: Shopping around 2004-2008 82
Figure 59: Visitor share % 2004-2008 86
Figure 60: Visitor share % - by demographic group 2008 86
Figure 61: Main user share % 2004-2008 87
Figure 62: Main user share % - by demographic group 2008 88
Figure 63: Conversion rates % 2004-2008 89
Figure 64: Conversion rates % - by demographic group 2008 89
Figure 65: Loyalty % 2004-2008 90
Figure 66: Loyalty % - by demographics 2008 91
Figure 67: Preference stores % 2008 93
Figure 68: Shopping around 2004-2008 94
Figure 69: Visitor share % 2004-2008 98
Figure 70: Visitor share % - by demographic group 2008 98
Figure 71: Main user share % 2004-2008 99
Figure 72: Main user share % - by demographic group 2008 100
Figure 73: Conversion rates % 2004-2008 101
Figure 74: Conversion rates % - by demographic group 2008 101
Figure 75: Loyalty % 2004-2008 102
Figure 76: Loyalty % - by demographics 2008 103
Figure 77: Preference stores % 2008 105
Figure 78: Shopping around 2004-2008 106