Introduction

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

Scope of this research

• Analysis of how customers shop for homewares. Profiles of: Argos, Asda, Debenhams, Dunelm-Mill, IKEA, John Lewis, Marks & Spencer, Tesco, 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 five year period.

Research and analysis highlights

The homewares market has succumbed to recession. The downturn reflects a deeply unfavourable set of background drivers, with the low number of house moves directly reducing the need for new homewares. Although homewares are mostly low ticket and easily affordable, they are rarely necessary, and as such, purchases are easily deferrable.

In 2010 the balance of homewares shoppers has tipped more in favour of women, as male participation in the homewares market has reduced. With most homewares purchases being discretionary in nature, it follows that DEs' share of the declining shopper base has fallen, while that of the ABs has increased.

More consumers shop at Asda/George for homewares than any other retailer, and it is the preferred choice for one in nine of all homewares shoppers. Due to a big improvement in its conversion rate, Asda/George has extended its main user share lead over second placed Tesco.

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.