Introduction

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

Scope of this research

• Thorough analysis of how customers shop for Electricals. Profiles of the following retailers: Amazon, Argos, Asda, Comet, Currys, John Lewis, Tesco
• 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 five year period

Research and analysis highlights

Under 45s are shopping much less. In the pre-recession electricals boom it was under 45s who fuelled much of the growth in electricals as they equipped new houses and purchased the latest gadgets. These age groups, and family-forming 35-44 year olds in particular, have cut back most due to the downturn.

Price has become more important. With the current economic environment and consumers worrying about their finances and job security, price has become a more important determinant in electricals purchasing than at any time since 2005.

Currys remains the most visited electricals retailer. However, its visitor and main user shares have fallen back, as the specialist comes under pressure from growing retailers such as Argos, online pureplays and grocers.

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