Abstract
Overview
Introduction
How Britain Shops DIY provides a detailed overview of the shopping habits of consumers. It examines, who shops for DIY, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.
Scope
- A thorough analysis of the way customer shop in the DIY sector, complete with profiles of the following retailers:
- B&Q, Focus, Homebase, Wickes, Wilkinson
- How Britain Shops reports include visitor and main user share data, conversion rates, customer loyalty rates and reasons for loyalty / disloyalty.
- Data is segmented regionally and by demographic and socio-economic group. Historic data is provided so trends can be analysed over a four year period.
Report Highlights
More women are shopping for DIY than ever before. Though at 59.0% of shoppers men remain the dominant gender in the sector, a larger proportion of women than ever before has been attracted by better service and advice and more of a blended integration of harder and softer DIY with homewares by the major players.
As the average age for purchasing a house gets older so does the age of the DIY shoppert. With credit becoming harder to obtain and the housing market slowing, the DIY sector, at least on a temporary basis, is much more dependent on existing property owners rather than new buyers.
Loyalty has fallen to its lowest level for more than five years. With money for purchases tight and competition intensifying, consumers are much less willing to commit themselves to one retailer, instead searching out the best offer for them at that particular time.
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 at.
- 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?
- CHAPTER 2 EXECUTIVE SUMMARY
- Key Findings
- retailer Highlights
- Profile of DIY Shoppers
- Penetration of DIY Shoppers
- retailer Usage
- Main User Share by Region
- Conversion Rates
- Shopping Around
- Loyalty
- Drivers of Loyalty/Disloyalty
- CHAPTER 3 B&Q
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 4 FOCUS
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 5 HOMEBASE
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 6 WICKES
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 7 WILKINSON
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 8 APPENDIX
- Basic Methodology
- Selection of Parliamentary Constituencies
- Metropolitan County
- Other 100% Urban
- Mixed Urban/Rural
- Rural
- Selection of Enumeration Districts
- Selection of Respondents
- Post Survey Weighting
- List of Tables
- Table 1: Profile of DIY shoppers -by region 2008
- Table 2: % of active DIY shoppers regularly using each retailer 2004-2008
- Table 3: Share of active DIY shoppers using a given retailer as their main store 2004-2008
- Table 4: Share of active DIY shoppers naming a retaileras 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 DIY shoppers that are loyal to their main store -by TV region 2008
- Table 8: Detailed drivers of loyalty (%) 2008
- Table 9: DIY loyalty scores by retailer 2004-2008
- Table 10: DIY disloyalty scores by retailer 2004-2008
- Table 11: What disloyal users preferred about other DIY 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 DIY 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 DIY 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 DIY 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 DIY 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 DIY stores used 2004-2008
- Table 57: Sample sizes by sector 2008
- List of Figures
- Figure 1: DIY share of shopper % 2004-2008
- Figure 2: Profile of DIY shoppers % -by gender 2004-2008
- Figure 3: Proportion of DIY shoppers % -by age bracket 2004-2008
- Figure 4: Profile of DIY shoppers % -by socio-economic class 2004-2008
- Figure 5: % of consumers who shop for DIY -by demographics 2008
- Figure 6: % of consumers who shop for DIY -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 DIY shoppers that are loyal to their main store 2004-2008
- Figure 15: % of DIY shoppers that are loyal to their main store -by demographic group 2008
- Figure 16: % of DIY 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 18: % of loyal main users identifying drivers of loyalty 2004-2008
- 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 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 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
