ReportsnReports – Where Britain Shops Department Stores 2011


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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.

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ReportsnReports – Where Britain Shops Department Stores 2011

  1. 1. Where Britain Shops Department Stores 2011Verdict Research: Where Britain Shops Department Stores 2011 provides a comprehensiveanalysis of the shopping habits of British consumers. It presents a detailed examination ofcustomer profiles, demographics and socio-economic trends. It explores consumer shoppinghabits at sector and retailer level, while historical data is also provided so trends can beanalysed over a five year period.Buy Now: Britain Shops Department Stores MarketBrowse All: Latest Market Research ReportsFeatures and benefitsWith the economic climate remaining weak and competition strong between departmentstores, this report enables you to understand customer motivationsThrough being informed of the opinions of your customers, understand which aspects ofyour retail proposition most need improvingUse this report to identify which consumers are less likely to shop with you and adapt youroffer to improve your appeal with these shoppersHighlightsThe 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 experiencehave helped to justify price points, preventing shopper numbers from sinking furtherDebenhams, House of Fraser, John Lewis and Marks & Spencer have broadened their pricearchitectures to include good-better-best product offers across most sectors, allowing C1C2consumers to shop more ranges as they can now trade up or down. This has lead to a risein department store shoppers in the C1 and C2 socioeconomic segmentsThe impacts of the economic downturn and poor housing market have finally taken their tollon homewares shopper share. After rising the year before, it fell 0.4 percentage points to29.8%, demonstrating how the sluggish housing market and the threat of public sector cutshave impacted consumer desire to spend on discretionary homewares itemsYour key questions answeredWho is our core customer base, and which demographics do we need to target to help drivefootfall?Which product sectors are favoured by consumers at our competitors and what are theirweaker sectors?Table Of ContentsExecutive SummaryKey findingsFewer shoppers use department storesFemale shopper share declines more than for malesDepartment stores still have work to do to attract more young shoppersBetter price architectures appeal to C1C2sABC1s stay loyal to department stores when clothes shopping
  2. 2. Food & grocery shoppers declineWeak housing market impacts on number of homewares shoppersMain conclusionsDepartment stores struggle to attract shoppersRetailer highlightsSUMMARY OF USAGEDepartment stores feel the pinch, as visitor number drops once moreShopper numbers decline for second consecutive year, reflecting consumer frugalityFemale penetration down more than male16–24 year olds still the smallest age group shopping department storesProportion of C1C2 shoppers rises relative to ABs and DEsDepartment store shoppers use electricals and DIY sectors moreMarks & Spencer stays on top, but Debenhams nudges upDepartment store share of shoppersProfiles of department store shoppersProfiles of shoppers who do not use department storesSector penetration – which sectors shoppers use department stores forShare of shopper – of Top 10 department store retailersCLOTHING SECTOR ANALYSISHow clothing shoppers use department storesDepartment store clothes shoppers drop back after two years of increaseABC1s stay loyal to department stores for clothes shoppingJohn Lewis achieves greatest rise in shareClothing sector continues to appeal to department store shoppersClothing at department stores appeals more to ABC1 shoppersJohn Lewis achieves largest rises in shoppersYoungest shopper group offers most potential to department stores in clothingDIY SECTOR ANALYSISHow DIY shoppers use department storesJohn Lewis remains sole player for DIYJohn Lewis appeals to new younger shoppersShoppers return to the DIY department in John LewisDIY shoppers become youngerJohn Lewis is the sole department store player for DIYDEs still the most unlikely to shop at John LewisELECTRICALS SECTOR ANALYSISHow electricals shoppers use department storesShopper numbers recoverElectricals at department stores become more attractive to malesRetailers improve cross-sector shoppingShopper numbers rise after dipping in year beforeMales outnumber females once more in shopping for electricals at department storesAll grow share, bar John Lewis and HarrodsOpportunities remain to target the less affluent
  3. 3. FOOD & GROCERY SECTOR ANALYSISHow food & grocery shoppers use department storesShopper numbers sink after three year riseThe most affluent trade downShoppers leave Marks & Spencer and John Lewis to go elsewhereShopper numbers decline after three year riseABC1s use department stores less for food & grocery while C2s use them moreMarks & Spencer stays way out in front but loses shareOlder, more affluent are clear target customersFOOTWEAR SECTOR ANALYSISHow footwear shoppers use department storesFootwear shoppers drop back after rise in previous yearGood price architectures appeal to C1C2sDespite improved offers, Marks & Spencer and Debenhams see declines in shopper sharePrevious recovery partly erodedC1C2s shop more for footwearMarks & Spencer and Debenhams lose share, others unchangedAffluent older women favour department stores for footwearHOMEWARES SECTOR ANALYSISHow homewares shoppers use department storesHomewares shoppers drop below three year plateauYounger shoppers have seen a slight boostShoppers leave Marks & Spencer, allowing Debenhams to take top spotDepartment store shopper share falls 0.4 percentage pointsYounger shoppers take to more fashionable rangesDebenhams takes lead position as Marks & Spencer’s share fallsStill a lot to do to captivate younger and less affluent shoppersMUSIC & VIDEO SECTOR ANALYSISHow music & video shoppers use department storesLittle change in music & video demandAB and mature shoppers dominate purchasesThree leading players lose shopper shareLittle change in visitor numbersMature and AB shoppers favour department stores for music & video purchasesTop Three lose share, while Harrods and Beales enter Top FiveCan’t compete on price, so less affluent stay awayPERSONAL CARE SECTOR ANALYSISHow personal care shoppers use department storesPersonal care shopper numbers declineShare of 16–44s rise, as more mature shoppers cut backMarks & Spencer takes the lead while Fenwick, House of Fraser and TJ Hughes also advanceShoppers decline despite health & beauty sector remaining fairly resilientABC1s continue to choose department stores for health & beauty purchasesMarks & Spencer takes top spot, while TJ Hughes advancesFurther opportunities for male and less affluent shoppers
  4. 4. DEBENHAMSExpansion of own label brands starts to pay offShopper numbers decline despite new stores and rangesClothing continues to drive footfallDebenhams share of shoppersDrops off after two year risePenetration of all demographics down, bar 25–34sDebenhams customer profileDebenhams cross-sector shoppingShoppers use Debenhams the most for clothingCross-sector shopping drops after two year riseShopping aroundFENWICKProtects overall performanceShopper levels drop off after 2010 riseFenwick becomes more popular with C2DEsMore Fenwick shoppers use it for clothing and electricalsFenwick share of shoppersShopper levels drop off after two year riseStill most popular among ABsFenwick customer profileFenwick cross-sector shoppingElectricals moves into second behind clothingCross-sector shopping falls for second yearShopping aroundHOUSE OF FRASERAttracts new department store shoppersHighest department store shopper penetration in three years45–64s represent highest proportion of its shoppersHouse of Fraser shoppers use its footwear offer moreHouse of Fraser share of shoppersHouse of Fraser appeals to more department store shoppersPenetration of 45–64s growsHouse of Fraser customer profileHouse of Fraser cross-sector shoppingHoF shoppers use it more for footwear and electricalsCross-sector shopping drops marginallyShopping aroundJOHN LEWISImprovements to clothing draw in shoppersMore department store shoppers choose John Lewis as competition intensifiesPenetration of 16–24s risesClothing jumps to most shopped sectorJohn Lewis share of shoppersImproves share of department store users
  5. 5. Larger penetration of 16-24sJohn Lewis customer profileJohn Lewis cross-sector shoppingClothing becomes most shopped sectorCross-sector shopping declines for second consecutive yearShopping aroundMARKS & SPENCERExpect to see improvements next year as a result of the new strategyProtects shopper share but fails to pull in new customersOlder customers continue to dominate, but 16–24 proportion of breakdown rises marginallyClothing remains most used sector …while demand for food & grocery declinesMarks & Spencer share of shoppersProtects department store shopper share to remain number oneMale shopper share improvesMarks & Spencer customer profileMarks & Spencer cross-sector shoppingUsage for food & grocery slumpsCross-sector shopping falls back after 2010 riseShopping aroundSELFRIDGESShopper numbers down overall, but younger consumers are drawn inVisitors down once moreFemales and 16–34s grow shareDE shopper proportion decreasesLaunch of Shoe Galleries increases footwear shoppersSelfridges share of shoppersShoppers down for second yearYoungest shoppers are drawn to fashion brands and aspirational environmentSelfridges customer profileSelfridges cross-sector shoppingFootwear department is shopped moreFewer customers shop across different departmentsShopping aroundTJ HUGHESNew stores pull in new shoppersShopper share grows as brand presence increasesABs shop more, while DEs go elsewhereHomewares overtakes clothing as most used sectorTJ Hughes share of shoppersDiscounted brands proposition appeals to more shoppersProportion of AB shoppers risesTJ Hughes customer profileTJ Hughes cross-sector shoppingHomewares becomes most shopped sector
  6. 6. Shopping across departments dips marginallyShopping aroundAPPENDIXMethodologyFurther readingAsk the analystVerdict Research consultingDisclaimerLatest Market Research Reports:Electricals Retailing in Europe: Market Size, Retailer Strategies and Competitor PerformanceASOS: A Spotlight On ServiceUK Non-food in Grocers 2011UK Department Stores 2011About Us:ReportsnReports is an online library of over 75,000 market research reports and in-depthmarket research studies & analysis of over 5000 micro markets. We provide 24/7 online andoffline support to our customers. Get in touch with us for your needs of market researchreports.Follow us on Twitter: Facebook Page: Priyank7557 Rambler road,Suite 727, Dallas, TX 75231Tel: +1-888-989-8004 EXT 106E-mail: sales@reportsandreports.comhttp://www.reportsnreports.comBlog: