UK Consumer Insights 2007: Homebase - DIY

Verdict Research: UK Consumer Insights 2007 are based around individual retailers and provide a highly detailed, data-rich overview of a retailer's customers, drawing on a nationwide survey of 6,000 shoppers each year.



Report Highlights

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CHAPTER 1 AT A GLANCE SUMMARY 9
Summary 9
CHAPTER 2 SHARE OF SHOPPERS 10
Homebase share of shoppers 10
Homebase share of shoppers by demographics 12
Homebase share of shoppers by television region 13
Homebase share of shoppers by household characteristics 14
Homebase share of shoppers by other characteristics and ACORN classification 18
CHAPTER 3 CONVERSION AND NON-CONVERSION 21
Homebase conversion of visitors to main users 21
Homebase conversion of visitors to main users by demographics and region 23
Homebase conversion of visitors to main users by household characteristics 24
Non-converting customers 28
Profile of Homebase non-converting customers by demographics and region 30
CHAPTER 4 PROFILE OF SHOPPERS 32
Homebase profile of shoppers by demographics 32
Homebase profile of shoppers by television region 34
Homebase profile of shoppers by household characteristics 36
Homebase profile of shoppers by other characteristics and ACORN classification 40
CHAPTER 5 LOYALTY 43
Homebase loyalty of main users 43
Homebase loyalty of main users by demographics and region 45
Homebase loyalty of main users by household characteristics 47
Homebase basic drivers of loyalty and disloyalty 51
Homebase detailed drivers of loyalty 52
CHAPTER 6 COMPETITION 54
Competition in DIY 54
Cross sector competitor dynamics 55
CHAPTER 7 APPENDIX 57
Basic methodology 57
The selection of parliamentary constituencies 59
Metropolitan county 59
Other 100% urban 59
Mixed urban/rural 59
Rural 60
The selection of enumeration districts 60
The selection of respondents 61
Post survey weighting 61


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Table 1: Key performance indicators for Homebase in DIY 9
Table 2: Homebase change in visitor share (%) 2003-2007 10
Table 3: Homebase change in main user share (%) 2003-2007 11
Table 4: Homebase visitor and main user share by ACORN classification (%) 2007 18
Table 5: Homebase change in conversion rates (%) 2003-2007 21
Table 6: Homebase change in non-conversion rates (%) 2003-2007 22
Table 7: Main stores non-converters use instead of Homebase (%) 2007 28
Table 8: Homebase visitor and main user profile by household tenure (%) 2007 40
Table 9: Homebase change in loyalty (%) 2003-2007 43
Table 10: Homebase change in disloyalty (%) 2003-2007 44
Table 11: Homebase drivers of loyalty (%) 2003-2007 51
Table 12: Homebase drivers of disloyalty (%) 2003-2007 51
Table 13: Homebase detailed drivers of loyalty (%) 2007 52
Table 14: Cross sector matrix shopping (%) 2007 55
Table 15: Other retailers used (%) 2007 55
Table 16: Sample sizes by sector 2007 58



Figure 1: Homebase visitor share (%) 2003-2007 10
Figure 2: Homebase main user share (%) 2003-2007 11
Figure 3: Homebase visitor share by demographic group (%) 2007 12
Figure 4: Homebase main user share by demographic group (%) 2007 12
Figure 5: Homebase visitor share by television region (%) 2007 13
Figure 6: Homebase main user share by television region (%) 2007 13
Figure 7: Homebase visitor and main user share by household tenure (%) 2007 14
Figure 8: Homebase visitor and main user share by number of people in household (%) 2007 15
Figure 9: Homebase visitor and main user share by children in household (%) 2007 16
Figure 10: Homebase visitor and main user share by number of cars in household (%) 2007 17
Figure 11: Homebase visitor and main user share by working status (%) 2007 19
Figure 12: Homebase visitor and main user share by marital status (%) 2007 20
Figure 13: Homebase conversion rates (%) 2003-2007 21
Figure 14: Homebase non-conversion rates (%) 2003-2007 22
Figure 15: Homebase conversion rates by demographic group (%) 2007 23
Figure 16: Homebase conversion rates by region (%) 2007 23
Figure 17: Homebase conversion rates by household tenure (%) 2007 24
Figure 18: Homebase conversion rates by number of people in household (%) 2007 25
Figure 19: Homebase conversion rates by children in household (%) 2007 26
Figure 20: Homebase conversion rates by number of cars in household (%) 2007 27
Figure 21: Homebase non-conversion rates (%) 2003-2007 28
Figure 22: Homebase non-conversion rates by demographic group (%) 2007 29
Figure 23: Demographic profile of non-converting Homebase visitors (%) 2007 30
Figure 24: Regional profile of non-converting Homebase visitors (%) 2007 31
Figure 25: Homebase visitor profile by demographic group (%) 2007 32
Figure 26: Homebase main user profile by demographic group (%) 2007 33
Figure 27: Homebase visitor profile by television region (%) 2007 34
Figure 28: Homebase main user profile by region (%) 2007 35
Figure 29: Homebase visitor and main user profile by household tenure (%) 2007 36
Figure 30: Homebase visitor and main user profile by number of people in household (%) 2007 37
Figure 31: Homebase and main user profile by children in household (%) 2007 38
Figure 32: Homebase visitor and main user profile by number of cars in household (%) 2007 39
Figure 33: Homebase visitor and main user profile by working status (%) 2007 41
Figure 34: Homebase visitor and main user profile by marital status (%) 2007 42
Figure 35: Homebase loyalty (%) 2003-2007 43
Figure 36: Homebase disloyalty (%) 2003-2007 44
Figure 37: Homebase loyalty by demographics (%) 2007 45
Figure 38: Homebase loyalty by region (%) 2007 46
Figure 39: Homebase loyalty by household tenure (%) 2007 47
Figure 40: Homebase loyalty by number of people in household (%) 2007 48
Figure 41: Homebase loyalty by children in household (%) 2007 49
Figure 42: Homebase loyalty by number of cars in household (%) 2007 50
Figure 43: Homebase – other DIY stores used (%) 2007 54
Figure 44: Preference stores (%) 2007 54
Figure 45: Sectors shopped (%) 2007 56


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