Home is where the heart is. As a nation of home owners, when it comes to décor, we’re always busy looking for inspiration and stylish solutions for our homes. But with the recession still having an impact, have our spending habits changed when it comes to creating that all important look and feel...

1. HOME DÉCOR
improve... don’t move!
The
Shopper
Barometer
Home is where the heart is.
L
oo
& we
l
YEARS
60
of experience
74
k relaxe
d
50
59
A welcoming and relaxed
home are key drivers for home
improvements for all ages
very 3-
37
years
Decora
t
ee
5
Shoppers and their home style
sy
co
m in g
co
M ak e it
As a nation of home owners, when it comes to décor, we’re always busy looking for inspiration
and stylish solutions for our homes. But with the recession still having an impact, have our
spending habits changed when it comes to creating that all important look and feel...
The 55+ age group have
the strongest views on
their home style
46
ALL
AGE
55+
With house prices continuing to rise, and the recession still in full swing for the
masses just how are we keeping up with trends and upgrading our homes?
STYLE
over substance
Our Shopper Barometer highlights a
trend for indulging in cushions and
throws rather than bricks and mortar
65
47
36
33
33
30
25
23
16
14
Purchases made in last 3 months
When it comes to
making a choice,
value is about best fit
as well as cost
It’s not all about
being cheapest...
Most important factors when selecting products
ALL
PRODUCTS
43 63
Look good
in my home
For soft furnishings, the
ability to help shoppers
visualise how the
product would look in
their home is critical
33 34
Appearance
Best value
for money
42 55
Suits my
needs
47 43
SOFT
FURNISHINGS
With so many choices available, where do we go to research our options?
The possibilities are endless...
More than half
conduct research
before buying, with
the internet providing
the main source of
information
INFORMATION
and inspiration
1
Online
2
3
In Store
Catalogues
Online research
starts on specific
retailer websites...
The type of information we are
researching doesn’t vary greatly
between online and in store
33%
research
online
31%
18%
Consumer
Opinion
21%
19%
Brand
Opinion
Retailer sites
25%
Best Fit
Suggestions
63%
29%
Comparison
sites
BUT opinion gathering
plays a major role online
Expert
Opinion
... a great opportunity for
retailers to convert sales by
providing information at the start of
the purchase journey
Manufacturer
sites
Research is predominantly conducted online, so what is it that drives 4 out of 5
home improvement purchases to be made in-store?
82%
Which stores are we purchasing in?
PURCHASE IN STORE BECAUSE...
More convenient
than online
Cheaper than
elsewhere
Trust the
retailer
Only place
I could find
22%
26%
29%
22%
18%
12%
10%
4%
3%
Price is one of the
major contributors
to where we buy,
so what are
shoppers doing
to cut costs and
save money?
SHOPING
and spending
26%
Impulse Purchases
(%)
10
1.8
2.8
6
5
3
25%
22%
20%
Vary where
I shop
27
Postspone
purchase
Postpone
until sales
Discount
store
0
Recessionary spending
changes see the focus on
absolute essentials and
timing consideration
Soft furnishings see
most impulse purchases
but the average purchase
decision takes almost 3 weeks
2.3
3.2
Average Purchase
Time (weeks)
5.1
Unsurprisingly decisions for
more expensive items take
longer to make
6.2
The shopper barometer study was conducted in December 2012 with 1,000
primary household shoppers.
The
Shopper
Barometer
Data courtesy of SPA Future Thinking
www.spafuturethinking.com
innovation
intelligence
inspiration