Introduction

Verdict Research: How Britain Shops Footwear provides a detailed overview of the shopping habits of consumers. It examines who shops for footwear, 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 footwear sector, complete with profiles of the following 12 retailers:
• Asda, Barratts, Brantano, Clarks, JD Sports Fashion, JJB, M&S, New Look, Next, Shoe Zone, Sports Direct, 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

A big rise in footwear shoppers this year is driven by men. The sector recorded its second highest share of shoppers in the 10 years of this research and of the 3m extra shoppers recorded this year 2.5m are male. This is likely to be a key factor in the increase in sports specialists' visitors as men dominate their shopper profiles.

Conversion rates in footwear are consistently higher than in any other sector indicating that footwear shoppers are dedicated to one store, borne out by the low number of other stores used. Partly this may be due to closures leaving fewer places on the high street at which to shop for footwear.

Loyalty rates have improved. Loyalty scores have made significant improvements across all the retailers profiled, with the exception of Marks & Spencer which lost 5.6 points and dropped from being first on loyalty previously to ninth this time.

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.
• Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers.