Abstract
Overview
Introduction
Verdict Research: How Britain Shops 2008: Footwear provides a detailed overview of customers' shopping habits. The report looks at the socio-economic and demographic profile of footwear shoppers, where they shop and whether they are satisfied with their main store for footwear. The report also looks at what retailers should do to satisfy customers more and lists the key competitors.
Scope
- A thorough analysis of the way customers shop in the clothing sector, complete with profiles on the following retailers:
- Asda (George), Brantano, Clarks, JD Sports, JJB Sports, M&S, New Look, Next, Shoe Zone, Sports World, TK Maxx.
- Each profile provides visitor and main user shares, conversion rates, loyalty rates with reasons, and key competitors.
- Data are segmented regionally and by demographic and socio-economic group. Five year historic data are provided so trends can be analysed further.
Report Highlights
More people are footwear shopping - particularly in the DE category. The wide availability of low price, fashionable styles has made footwear accessible and appealing to even more people this year. Most of these new users are women, but the proportion of both genders that shop for footwear has risen over the last year.
Low prices are less powerful. Consumers are becoming accustomed to a broader choice of low price footwear options and less likely to be loyal to a retailer because of them. Quality and service were mentioned more often than previously as key reasons why shoppers frequent a particular store.
Clothing retailers continue to grow their share of footwear shoppers. All of the clothing retailers profiled here (Marks & Spencer, Next, New Look and TK Maxx) have built on their gains further over the last year. This has been helped by larger stores, more attractive environments and greater investment in design as their volumes grow.
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.
Table of Contents
- CHAPTER 1 INTRODUCTION
- What is cDNA?
- What' s Available?
- CHAPTER 2 EXECUTIVE SUMMARY
- Key Findings
- Retailer Highlights
- Profile of Footwear Shoppers
- Penetration of Footwear Shoppers
- Retailer Usage
- Main User Share by Region
- Conversion Rates
- Shopping Around
- Loyalty
- Drivers of Loyalty/Disloyalty
- CHAPTER 3 ASDA (GEORGE)
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 4 BRANTANO
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 5 CLARKS
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 6 JD SPORTS
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 7 JJB SPORTS
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 8 MARKS & SPENCER
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 9 NEW LOOK
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 10 NEXT
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 11 SHOE ZONE
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 12 SPORTS WORLD
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 13 TK MAXX
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 14 APPENDIX
- Basic Methodology
- The selection of parliamentary constituencies
- Metropolitan county
- Other 100% urban
- Mixed urban/rural
- Rural
- The selection of enumeration districts
- The selection of respondents
- Post survey weighting
- List of Tables
- Table 1: Profile of footwear shoppers by region 2008
- Table 2: % of active footwear shoppers regularly using each retailer 2004-2008
- Table 3: Share of active footwear shoppers using a given retailer as their main store 2004-2008
- Table 4: Share of active footwear shoppers naming a retailer as their main store - by TV region 2008
- Table 5: Average rate of conversion from visitor to main user - by TV region 2008
- Table 6: Average number of other stores used by TV region 2008
- Table 7: % of footwear shoppers that are loyal to their main store - by TV region 2008
- Figure 18: % of loyal main users identifying drivers of loyalty 2004-2008
- Table 8: Detailed drivers of loyalty 2008
- Table 9: Footwear loyalty scores by retailer 2004-2008
- Table 10: Footwear disloyalty scores by retailer 2004-2008
- Table 11: What disloyal users preferred about other stores 2004-2008
- Table 12: Visitor share by region 2008
- Table 13: Main user share by region 2008
- Table 14: Conversion rates by region 2008
- Table 15: Loyalty by region 2008
- Table 16: Drivers of loyalty 2008
- Table 17: Drivers of disloyalty 2008
- Table 18: Potential change 2008
- Table 19: Top retailers used in other sectors 2008
- Table 20: Other footwear stores used 2004-2008
- Table 21: Visitor share by region 2008
- Table 22: Main user share by region 2008
- Table 23: Conversion rates by region 2008
- Table 24: Loyalty by region 2008
- Table 25: Drivers of loyalty 2008
- Table 26: Drivers of disloyalty 2008
- Table 27: Potential change 2008
- Table 28: Top retailers used in other sectors 2008
- Table 29: Other footwear stores used 2004-2008
- Table 30: Visitor share by region 2008
- Table 31: Main user share by region 2008
- Table 32: Conversion rates by region 2008
- Table 33: Loyalty by region 2008
- Table 34: Drivers of loyalty 2008
- Table 35: Drivers of disloyalty 2008
- Table 36: Potential change 2008
- Table 37: Top retailers used in other sectors 2008
- Table 38: Other footwear stores used 2004-2008
- Table 39: Visitor share by region 2008
- Table 40: Main user share by region 2008
- Table 41: Conversion rates by region 2008
- Table 42: Loyalty by region 2008
- Table 43: Drivers of loyalty 2008
- Table 44: Drivers of disloyalty 2008
- Table 45: Potential change 2008
- Table 46: Top retailers used in other sectors 2008
- Table 47: Other Footwear stores used 2004-2008
- Table 48: Visitor share by region 2008
- Table 49: Main user share by region 2008
- Table 50: Conversion rates by region 2008
- Table 51: Loyalty by region 2008
- Table 52: Drivers of loyalty 2008
- Table 53: Drivers of disloyalty 2008
- Table 54: Potential change 2008
- Table 55: Top retailers used in other sectors 2008
- Table 56: Other footwear stores used 2004-2008
- Table 57: Visitor share by region 2008
- Table 58: Main user share by region 2008
- Table 59: Conversion rates by region 2008
- Table 60: Loyalty by region 2008
- Table 61: Drivers of loyalty 2008
- Table 62: Drivers of disloyalty 2008
- Table 63: Potential change 2008
- Table 64: Top retailers used in other sectors 2008
- Table 65: Other footwear stores used 2004-2008
- Table 66: Visitor share by region 2008
- Table 67: Main user share by region 2008
- Table 68: Conversion rates by region 2008
- Table 69: Loyalty by region 2008
- Table 70: Drivers of loyalty 2008 (%)
- Table 71: Drivers of disloyalty 2008
- Table 72: Potential change 2008
- Table 73: Top retailers used in other sectors 2008
- Table 74: Other footwear stores used 2004-2008 (%)
- Table 75: Visitor share by region 2008
- Table 76: Main user share by region 2008
- Table 77: Conversion rates by region 2008
- Table 78: Loyalty by region 2008
- Table 79: Drivers of loyalty 2008
- Table 80: Drivers of disloyalty 2008
- Table 81: Potential change 2008
- Table 82: Top retailers used in other sectors 2008
- Table 83: Other footwear stores used 2004-2008
- Table 84: Visitor share by region 2008
- Table 85: Main user share by region 2008
- Table 86: Conversion rates by region 2008
- Table 87: Loyalty by region 2008
- Table 88: Drivers of loyalty 2008
- Table 89: Drivers of disloyalty 2008
- Table 90: Potential change 2008
- Table 91: Top retailers used in other sectors 2008
- Table 92: Other footwear stores used 2004-2008
- Table 93: Visitor share by region 2008
- Table 94: Main user share by region 2008
- Table 95: Conversion rates by region 2008
- Table 96: Loyalty by region 2008
- Table 97: Drivers of loyalty 2008
- Table 98: Drivers of disloyalty 2008
- Table 99: Potential change 2008
- Table 100: Top retailers used in other sectors 2008
- Table 101: Other footwear stores used 2006-2008
- Table 102: Visitor share by region 2008
- Table 103: Main user share by region 2008
- Table 104: Conversion rates by region 2008
- Table 105: Loyalty by region 2008
- Table 106: Drivers of loyalty 2008
- Table 107: Drivers of disloyalty 2008
- Table 108: Potential change 2008
- Table 109: Top retailers used in other sectors 2008
- Table 110: Other footwear stores used 2004-2008
- Table 111: Sample sizes by sector 2008
- List of Figures
- Figure 1: Footwear share of shopper 2004-2008 (%)
- Figure 2: Profile of footwear shoppers by gender 2004-2008 (%)
- Figure 3: Profile of footwear shoppers - by age bracket 2004-2008 (%)
- Figure 4: Profile of footwear shoppers - by socio-economic class 2004-2008 (%)
- Figure 5: % of consumers who shop for footwear - by demographics 2008
- Figure 6: % of consumers who shop for footwear - by TV region 2008
- Figure 7: Concentration of main user share of Top Five retailers 2006
- Figure 8: Concentration of main user share of Top Five retailers 2007
- Figure 9: Concentration of main user share of Top Five retailers 2008
- Figure 10: Average rate of conversion from visitor to main user 2004-2008 (%)
- Figure 11: Rate of conversion from visitors to main users by retailer 2008 (%)
- Figure 12: Average number of other stores used 2004-2008
- Figure 13: Average number of other stores used - by retailer 2008
- Figure 14: % of footwear shoppers that are loyal to their main store 2004-2008
- Figure 15: % of footwear shoppers that are loyal to their main store - by demographic group 2008
- Figure 16: % of footwear shoppers that are loyal to their main store - by retailer 2008
- Figure 17: Percentage point change in loyalty rates since last year - by retailer 2008
- Figure 19: Visitor share 2004-2008 (%)
- Figure 20: Visitor share by demographic group 2008 (%)
- Figure 21: Main user share 2004-2008 (%)
- Figure 22: Main user share by demographic group 2008 (%)
- Figure 23: Conversion rates 2004-2008 (%)
- Figure 24: Conversion rates by demographic group 2008 (%)
- Figure 25: Loyalty 2004-2008 (%)
- Figure 26: Loyalty by demographics 2008 (%)
- Figure 27: Preference stores 2008 (%)
- Figure 28: Shopping around 2004-2008
- Figure 29: Visitor share 2004-2008 (%)
- Figure 30: Visitor share by demographic group 2008 (%)
- Figure 31: Main user share 2004-2008 (%)
- Figure 32: Main user share by demographic group 2008 (%)
- Figure 33: Conversion rates 2004-2008 (%)
- Figure 34: Conversion rates by demographic group 2008 (%)
- Figure 35: Loyalty 2004-2008 (%)
- Figure 36: Loyalty by demographics 2008 (%)
- Figure 37: Preference stores 2008 (%)
- Figure 38: Shopping around 2004-2008
- Figure 39: Visitor share 2004-2008 (%)
- Figure 40: Visitor share by demographic group 2008 (%)
- Figure 41: Main user share 2004-2008 (%)
- Figure 42: Main user share by demographic group 2008 (%)
- Figure 43: Conversion rates 2004-2008 (%)
- Figure 44: Conversion rates by demographic group 2008 (%)
- Figure 45: Loyalty 2004-2008 (%)
- Figure 46: Loyalty by demographics 2008 (%)
- Figure 47: Preference stores 2008 (%)
- Figure 48: Shopping around 2004-2008
- Figure 49: Visitor share 2004-2008 (%)
- Figure 50: Visitor share by demographic group 2008 (%)
- Figure 51: Main user share 2004-2008 (%)
- Figure 52: Main user share by demographic group 2008 (%)
- Figure 53: Conversion rates 2004-2008 (%)
- Figure 54: Conversion rates by demographic group 2008 (%)
- Figure 55: Loyalty 2004-2008 (%)
- Figure 56: Loyalty by demographics 2008 (%)
- Figure 57: Preference stores 2008 (%)
- Figure 58: Shopping around 2004-2008
- Figure 59: Visitor share 2004-2008 (%)
- Figure 60: Visitor share by demographic group 2008 (%)
- Figure 61: Main user share 2004-2008 (%)
- Figure 62: Main user share by demographic group 2008 (%)
- Figure 63: Conversion rates 2004-2008 (%)
- Figure 64: Conversion rates by demographic group 2008 (%)
- Figure 65: Loyalty 2004-2008 (%)
- Figure 66: Loyalty by demographics 2008 (%)
- Figure 67: Preference stores 2008 (%)
- Figure 68: Shopping around 2004-2008
- Figure 69: Visitor share 2004-2008 (%)
- Figure 70: Visitor share by demographic group 2008 (%)
- Figure 71: Main user share 2004-2008 (%)
- Figure 72: Main user share by demographic group 2008 (%)
- Figure 73: Conversion rates 2004-2008 (%)
- Figure 74: Conversion rates by demographic group 2008 (%)
- Figure 75: Loyalty 2004-2008 (%)
- Figure 76: Loyalty by demographics 2008 (%)
- Figure 77: Preference stores 2008 (%)
- Figure 78: Shopping around 2004-2008
- Figure 79: Visitor share 2004-2008 (%)
- Figure 80: Visitor share by demographic group 2008 (%)
- Figure 81: Main user share 2004-2008 (%)
- Figure 82: Main user share by demographic group 2008 (%)
- Figure 83: Conversion rates 2004-2008 (%)
- Figure 84: Conversion rates by demographic group 2008 (%)
- Figure 85: Loyalty 2004-2008 (%)
- Figure 86: Loyalty by demographics 2008 (%)
- Figure 87: Preference stores 2008 (%)
- Figure 88: Shopping around 2004-2008
- Figure 89: Visitor share 2004-2008 (%)
- Figure 90: Visitor share by demographic group 2008 (%)
- Figure 91: Main user share 2004-2008 (%)
- Figure 92: Main user share by demographic group 2008 (%)
- Figure 93: Conversion rates 2004-2008 (%)
- Figure 94: Conversion rates by demographic group 2008 (%)
- Figure 95: Loyalty 2004-2008 (%)
- Figure 96: Loyalty by demographics 2008 (%)
- Figure 97: Preference stores 2008 (%)
- Figure 98: Shopping around 2004-2008
- Figure 99: Visitor share 2004-2008 (%)
- Figure 100: Visitor share by demographic group 2008 (%)
- Figure 101: Main user share 2004-2008 (%)
- Figure 102: Main user share by demographic group 2008 (%)
- Figure 103: Conversion rates 2004-2008 (%)
- Figure 104: Conversion rates by demographic group 2008 (%)
- Figure 105: Loyalty 2004-2008 (%)
- Figure 106: Loyalty by demographics 2008 (%)
- Figure 107: Preference stores 2008 (%)
- Figure 108: Shopping around 2004-2008
- Figure 109: Visitor share 2006-2008 (%)
- Figure 110: Visitor share by demographic group 2008 (%)
- Figure 111: Main user share 2006-2008 (%)
- Figure 112: Main user share by demographic group 2008 (%)
- Figure 113: Conversion rates 2004-2008 (%)
- Figure 114: Conversion rates by demographic group 2008 (%)
- Figure 115: Loyalty 2004-2008 (%)
- Figure 116: Loyalty by demographics 2008 (%)
- Figure 117: Preference stores 2008 (%)
- Figure 118: Shopping around 2006-2008
- Figure 119: Visitor share 2004-2008 (%)
- Figure 120: Visitor share by demographic group 2008 (%)
- Figure 121: Main user share 2004-2008 (%)
- Figure 122: Main user share by demographic group 2008 (%)
- Figure 123: Conversion rates 2004-2008 (%)
- Figure 124: Conversion rates by demographic group 2008 (%)
- Figure 125: Loyalty 2004-2008 (%)
- Figure 126: Loyalty by demographics 2008 (%)
- Figure 127: Preference stores 2008 (%)
- Figure 128: Shopping around 2004-2008
