Introduction

Verdict Research: How Britain Shops Clothing provides a detailed overview of the shopping habits of consumers. It examines, who shops for clothing, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.

Scope of this research

• A thorough analysis of the way customer shop in the clothing sector, complete with profiles of the following 12 retailers:
• Asda, Bonmarché, Burton, Debenhams, Marks & Spencer, Matalan, New Look, Next, Primark, River Island, Tesco, TK Maxx
• 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.

Research and analysis highlights

Recession spurs retailers to improve. Despite falling consumer confidence, the share of the total population shopping for clothing increased for the first time since 2006, rising 5.0 percentage points to 82.1%.

Conversion rates slip for the second consecutive year. The total conversion rate has declined by 1.2 percentage points since 2007, showing how hard it is for retailers to convert visitors into main users. Consumers are shopping around and browsing more stores to get the best value.

Loyalty has reached a five year high. Loyalty rates have improved across all demographics. All retailers profiled have seen an improvement in loyalty scores with the highest increases won by Debenhams, TK Maxx and Primark.

Key reasons to purchase this research

• 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.