Introduction

Verdict Research: How Britain Shops Sector Summary provides a detailed overview of the shopping habits of consumers. It examines, who shops for clothing, DIY, electricals, food & grocery, homewares, music & video and personal care. Looking at where and how they shop, the report examines 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 in retail sectors including: clothing, DIY, electricals, food & grocery, homewares, music & video and personal care.
• 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, by demographic and socio-economic group. Historic data is provided so trends can be analysed over a four year period.

Research and analysis highlights

The average proportion of adult shoppers who regularly shop in each sector has fallen. With frugal consumers taking a far more measured and cautious approach to discretionary spending, shopping frequency has fallen, especially in home-related and big ticket sectors.

Although price has increased in importance as a loyalty driver, it is not the biggest change. Consumers are valuing range, convenience, and quality as very important drivers of loyalty. As consumers take a more measured approach to spending, they are now demanding more from their shopping experiences.

With dire trading conditions and intense competition forcing weaker players out of the market, and the main players in each sector enhancing their value credentials and improving service, quality and overall shopping experiences, the top five retailers in each sector apart from personal care have increased their share of main users.

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.