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Where Britain Shops Department Stores 2011
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Zahlen und Fakten zur Studie: | 169 seiten | |||||||||
| Inhalt der Studie: |
Introduction
Verdict Research: Where Britain Shops Department Stores 2011 provides a comprehensive analysis of the shopping habits of British consumers. It presents a detailed examination of customer.....
Introduction Verdict Research: Where Britain Shops Department Stores 2011 provides a comprehensive analysis of the shopping habits of British consumers. It presents a detailed examination of customer profiles, demographics and socio-economic trends. It explores consumer shopping habits at sector and retailer level, while historical data is also provided so trends can be analysed over a five year period Features and benefits * With the economic climate remaining weak and competition strong between department stores, this report enables you to understand customer motivations * Through being informed of the opinions of your customers, understand which aspects of your retail proposition most need improving * Use this report to identify which consumers are less likely to shop with you and adapt your offer to improve your appeal with these shoppers Highlights The percentage of UK shoppers using department stores has fallen back for a second year, with low consumer confidence and tightened budgets leading to a decline in footfall. However, remodelled price architectures and improvements to the shopping experience have helped to justify price points, preventing shopper numbers from sinking further Debenhams, House of Fraser, John Lewis and Marks & Spencer have broadened their price architectures to include good-better-best product offers across most sectors, allowing C1C2 consumers to shop more ranges as they can now trade up or down. This has lead to a rise in department store shoppers in the C1 and C2 socioeconomic segments The impacts of the economic downturn and poor housing market have finally taken their toll on homewares shopper share. After rising the year before, it fell 0.4 percentage points to 29.8%, demonstrating how the sluggish housing market and the threat of public sector cuts have impacted consumer desire to spend on discretionary homewares items Your key questions answered * Who is our core customer base, and which demographics do we need to target to help drive footfall? * Which product sectors are favoured by consumers at our competitors and what are their weaker sectors? [Studien Infos ausblenden] |
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Executive Summary Key findings Fewer shoppers use department stores Female shopper share declines more than for males Department stores still have work to do to attract more young shoppers Better price architectures appeal to C1C2s ABC1s stay loyal to department stores when clothes shopping Food & grocery shoppers decline Weak housing market impacts on number of homewares shoppers Main conclusions Department stores struggle to attract shoppers Retailer highlights SUMMARY OF USAGE Department stores feel the pinch, as visitor number drops once more Shopper numbers decline for second consecutive year, reflecting consumer frugality Female penetration down more than male 16–24 year olds still the smallest age group shopping department stores Proportion of C1C2 shoppers rises relative to ABs and DEs Department store shoppers use electricals and DIY sectors more Marks & Spencer stays on top, but Debenhams nudges up Department store share of shoppers Profiles of department store shoppers Profiles of shoppers who do not use department stores Sector penetration – which sectors shoppers use department stores for Share of shopper – of Top 10 department store retailers CLOTHING SECTOR ANALYSIS How clothing shoppers use department stores Department store clothes shoppers drop back after two years of increase ABC1s stay loyal to department stores for clothes shopping John Lewis achieves greatest rise in share Clothing sector continues to appeal to department store shoppers Clothing at department stores appeals more to ABC1 shoppers John Lewis achieves largest rises in shoppers Youngest shopper group offers most potential to department stores in clothing DIY SECTOR ANALYSIS How DIY shoppers use department stores John Lewis remains sole player for DIY John Lewis appeals to new younger shoppers Shoppers return to the DIY department in John Lewis DIY shoppers become younger John Lewis is the sole department store player for DIY DEs still the most unlikely to shop at John Lewis ELECTRICALS SECTOR ANALYSIS How electricals shoppers use department stores Shopper numbers recover Electricals at department stores become more attractive to males Retailers improve cross-sector shopping Shopper numbers rise after dipping in year before Males outnumber females once more in shopping for electricals at department stores All grow share, bar John Lewis and Harrods Opportunities remain to target the less affluent FOOD & GROCERY SECTOR ANALYSIS How food & grocery shoppers use department stores Shopper numbers sink after three year rise The most affluent trade down Shoppers leave Marks & Spencer and John Lewis to go elsewhere Shopper numbers decline after three year rise ABC1s use department stores less for food & grocery while C2s use them more Marks & Spencer stays way out in front but loses share Older, more affluent are clear target customers FOOTWEAR SECTOR ANALYSIS How footwear shoppers use department stores Footwear shoppers drop back after rise in previous year Good price architectures appeal to C1C2s Despite improved offers, Marks & Spencer and Debenhams see declines in shopper share Previous recovery partly eroded C1C2s shop more for footwear Marks & Spencer and Debenhams lose share, others unchanged Affluent older women favour department stores for footwear HOMEWARES SECTOR ANALYSIS How homewares shoppers use department stores Homewares shoppers drop below three year plateau Younger shoppers have seen a slight boost Shoppers leave Marks & Spencer, allowing Debenhams to take top spot Department store shopper share falls 0.4 percentage points Younger shoppers take to more fashionable ranges Debenhams takes lead position as Marks & Spencer's share falls Still a lot to do to captivate younger and less affluent shoppers MUSIC & VIDEO SECTOR ANALYSIS How music & video shoppers use department stores Little change in music & video demand AB and mature shoppers dominate purchases Three leading players lose shopper share Little change in visitor numbers Mature and AB shoppers favour department stores for music & video purchases Top Three lose share, while Harrods and Beales enter Top Five Can't compete on price, so less affluent stay away PERSONAL CARE SECTOR ANALYSIS How personal care shoppers use department stores Personal care shopper numbers decline Share of 16–44s rise, as more mature shoppers cut back Marks & Spencer takes the lead while Fenwick, House of Fraser and TJ Hughes also advance Shoppers decline despite health & beauty sector remaining fairly resilient ABC1s continue to choose department stores for health & beauty purchases Marks & Spencer takes top spot, while TJ Hughes advances Further opportunities for male and less affluent shoppers DEBENHAMS Expansion of own label brands starts to pay off Shopper numbers decline despite new stores and ranges Clothing continues to drive footfall Debenhams share of shoppers Drops off after two year rise Penetration of all demographics down, bar 25–34s Debenhams customer profile Debenhams cross-sector shopping Shoppers use Debenhams the most for clothing Cross-sector shopping drops after two year rise Shopping around FENWICK Protects overall performance Shopper levels drop off after 2010 rise Fenwick becomes more popular with C2DEs More Fenwick shoppers use it for clothing and electricals Fenwick share of shoppers Shopper levels drop off after two year rise Still most popular among ABs Fenwick customer profile Fenwick cross-sector shopping Electricals moves into second behind clothing Cross-sector shopping falls for second year Shopping around HOUSE OF FRASER Attracts new department store shoppers Highest department store shopper penetration in three years 45–64s represent highest proportion of its shoppers House of Fraser shoppers use its footwear offer more House of Fraser share of shoppers House of Fraser appeals to more department store shoppers Penetration of 45–64s grows House of Fraser customer profile House of Fraser cross-sector shopping HoF shoppers use it more for footwear and electricals Cross-sector shopping drops marginally Shopping around JOHN LEWIS Improvements to clothing draw in shoppers More department store shoppers choose John Lewis as competition intensifies Penetration of 16–24s rises Clothing jumps to most shopped sector John Lewis share of shoppers Improves share of department store users Larger penetration of 16-24s John Lewis customer profile John Lewis cross-sector shopping Clothing becomes most shopped sector Cross-sector shopping declines for second consecutive year Shopping around MARKS & SPENCER Expect to see improvements next year as a result of the new strategy Protects shopper share but fails to pull in new customers Older customers continue to dominate, but 16–24 proportion of breakdown rises marginally Clothing remains most used sector … … while demand for food & grocery declines Marks & Spencer share of shoppers Protects department store shopper share to remain number one Male shopper share improves Marks & Spencer customer profile Marks & Spencer cross-sector shopping Usage for food & grocery slumps Cross-sector shopping falls back after 2010 rise Shopping around SELFRIDGES Shopper numbers down overall, but younger consumers are drawn in Visitors down once more Females and 16–34s grow share DE shopper proportion decreases Launch of Shoe Galleries increases footwear shoppers Selfridges share of shoppers Shoppers down for second year Youngest shoppers are drawn to fashion brands and aspirational environment Selfridges customer profile Selfridges cross-sector shopping Footwear department is shopped more Fewer customers shop across different departments Shopping around TJ HUGHES New stores pull in new shoppers Shopper share grows as brand presence increases ABs shop more, while DEs go elsewhere Homewares overtakes clothing as most used sector TJ Hughes share of shoppers Discounted brands proposition appeals to more shoppers Proportion of AB shoppers rises TJ Hughes customer profile TJ Hughes cross-sector shopping Homewares becomes most shopped sector Shopping across departments dips marginally Shopping around APPENDIX Methodology Further reading Ask the analyst Verdict Research consulting Disclaimer [Inhaltsverzeichnis ausblenden] |
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