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 customers shop in the clothing sector, complete with profiles of the following 11 retailers:
• Asda, Bonmarché, 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 are provided and can be analysed over a four year period.

Research and analysis highlights

Consumers in the 2544 age bracket have been feeling the pinch, being some of the worst impacted in the UK by the economic downturn. This is the typical age to be rearing a family, which usually implies significant financial constraints; therefore, shopping for clothing will not be a priority for these consumers.

For the third consecutive year, conversion rates have fallen, with 2010 seeing the steepest drop . It has become much harder for retailers to convert visitors into main users, as competition has intensified.

Range and price continue to be the most important drivers of loyalty for consumers in 2010. However, other factors such as quality, service and convenience are growing in importance to customers. Retailers must ensure they consider these in order to differentiate from competitors and encourage return visits.

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 else they are shopping - and why
• Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers