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How Britain Shops 2007: Homewares
Product Type: Market Research Report Publication Date: Apr 18, 2007
 
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SUMMARY

Overview

Introduction

Verdict Research: How Britain Shops 2007: Homewares provides a detailed overview of the shopping habits of consumers. It examines, who shops for homewares, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.

Scope

  • A thorough analysis of the way customer shop in the homewares sector, complete with profiles of the following retailers:
  • Argos, Asda, Debenhams, Dunelm, Homebase, IKEA, John Lewis, Marks & Spencer, Matalan, Tesco,Wilkinson
  • 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 and by demographic and socio-economic group. Historic data is provided so trends can be analysed over a four year period.

Report Highlights

Reversing a two year declining trend, homewares' share of shoppers has marginally increased by 0.3 percentage points to 43.0% for 2007. Of these shoppers more than two-thirds (68.3%) were women, compared to 31.7% male homewares shoppers. However women's share of the homewares shopping population decreased by 2.3 percentage points.

In 2007 two retailers stand out as clear winners in homewares. Asda has increased its visitor share from 19.3% to 19.6%, extending its lead over rivals. Second placed Tesco - on the other hand - has seen a decline in share from 17.6% to 17.3%.

Overall the sector's conversion rate is up, climbing from 39.5% to 41.5%. As in previous years, John Lewis stands out as the most successful retailer in converting its footfall into loyal customers with a conversion rate of 62.1%, followed by Dunelm with 56.0% and Argos in third place with 53.8%.

Reasons to Purchase

  • 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 they also shop at.
  • Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers.

TABLE OF CONTENTS

  • CHAPTER 1 INTRODUCTION
    • What is cDNA?
  • CHAPTER 2 EXECUTIVE SUMMARY
    • Key Findings
    • Profile of Homewares Shoppers
    • Penetration of Homewares Shoppers
    • Retailer Usage
    • Main User Share by Region
    • Conversion Rates
    • Shopping Around
    • Loyalty
    • Drivers of Loyalty/Disloyalty
  • CHAPTER 3 ARGOS
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
    • Competitors
  • CHAPTER 4 ASDA
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
    • Competitors
  • CHAPTER 5 DEBENHAMS
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
    • Competitors
  • CHAPTER 6 DUNELM
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
    • Competitors
  • CHAPTER 7 HOMEBASE
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
    • Competitors
  • CHAPTER 8 IKEA
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
    • Competitors
  • CHAPTER 9 JOHN LEWIS
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
    • Competitors
  • CHAPTER 10 MARKS & SPENCER
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
    • Competitors
  • CHAPTER 11 MATALAN
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
    • Competitors
  • CHAPTER 12 TESCO
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
    • Competitors
  • CHAPTER 13 WILKINSON
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
    • Competitors
  • CHAPTER 14 APPENDIX
    • Basic Methodology
    • Selection of Parliamentary Constituencies
      • Metropolitan County
      • Other 100% Urban
      • Mixed Urban/Rural
      • Rural
    • Selection of Enumeration Districts
    • Selection of Respondents
    • Post Survey Weighting
    • List of Tables
      • Table 1: Profile of homewares shoppers by region 2007
      • Table 2: Share of active homewares shoppers regularly using each retailer (%) 2003-2007
      • Table 3: Share of active homewares shoppers using a given retailer as their main store (%) 2003-2007
      • Table 4: Share of active homewares shoppers naming a retailer as their main store by TV region (%) 2007
      • Table 5: Average rate of conversion from visitor to main user - by TV region (%) 2007
      • Table 6: Average number of other stores used - by TV region 2007
      • Table 7: Proportion of homewares shoppers that are loyal to their main store - by TV region (%) 2007
      • Table 8: Detailed drivers of loyalty (%) 2007
      • Table 9: Loyalty scores by retailer (%) 2003-2007
      • Table 10: Disloyalty scores by retailer (%) 2003-2007
      • Table 11: What disloyal users preferred about other stores (%) 2003-2007
      • Table 12: Visitor share by region - percentage of all homewares shoppers in each TV region visiting Argos 2007
      • Table 13: Main user share by region - percentage of all homewares shoppers in each TV region mainly using Argos 2007
      • Table 14: Conversion rates by region - percentage of Argos visitors who are also main users in each region 2007
      • Table 15: Loyalty by region - percentage of Argos main users in each region who are loyal 2007
      • Table 16: Drivers of loyalty 2007
      • Table 17: Drivers of disloyalty 2007
      • Table 18: Potential change - Argos main user gains and losses % if preferences were played out 2007
      • Table 19: Other retailers used - stores most used by Argos customers in other sectors 2007
      • Table 20: Other homewares stores used - stores visited by Argos homewares main users 2003-2007
      • Table 21: Visitor share by region - percentage of all homewares shoppers in each TV region visiting Asda 2007
      • Table 22: Main user share by region - percentage of all homewares shoppers in each TV region mainly using Asda 2007
      • Table 23: Conversion rates by region - percentage of Asda visitors who are also main users in each region 2007
      • Table 24: Loyalty by region - percentage of Asda main users in each region who are loyal 2007
      • Table 25: Drivers of loyalty 2007
      • Table 26: Drivers of disloyalty 2007
      • Table 27: Potential change - Asda main user gains and losses % if preferences were played out 2007
      • Table 28: Other retailers used - stores most used by Asda customers in other sectors 2007
      • Table 29: Other homewares stores used - stores visited by Asda homewares main users 2003-2007
      • Table 30: Visitor share by region - percentage of all homewares shoppers in each TV region visiting Debenhams 2007
      • Table 31: Main user share by region - percentage of all homewares shoppers in each TV region mainly using Debenhams 2007
      • Table 32: Conversion rates by region - percentage of Debenhams visitors who are also main users in each region 2007
      • Table 33: Loyalty by region - percentage of Debenhams main users in each region who are loyal 2007
      • Table 34: Drivers of loyalty 2007
      • Table 35: Drivers of disloyalty 2007
      • Table 36: Potential change - Debenhams main user gains and losses % if preferences were played out 2007
      • Table 37: Other retailers used - stores most used by Debenhams customers in other sectors 2007
      • Table 38: Other homewares stores used - stores visited by Debenhams homewares main users 2003-2007
      • Table 39: Visitor share by region - percentage of all homewares shoppers in each TV region visiting Dunelm 2007
      • Table 40: Main user share by region - percentage of all homewares shoppers in each TV region mainly using Dunelm 2007
      • Table 41: Conversion rates by region - percentage of Dunelm visitors who are also main users in each region 2007
      • Table 42: Loyalty by region - percentage of Dunelm main users in each region who are loyal 2007
      • Table 43: Drivers of loyalty 2007
      • Table 44: Drivers of disloyalty 2007
      • Table 45: Potential change - Dunelm main user gains and losses % if preferences were played out 2007
      • Table 46: Other retailers used - stores most used by Dunelm customers in other sectors 2007
      • Table 47: Other homewares stores used - stores visited by Dunelm homewares main users 2003-2007
      • Table 48: Visitor share by region - percentage of all homewares shoppers in each TV region visiting Homebase 2007
      • Table 49: Main user share by region - percentage of all homewares shoppers in each TV region mainly using Homebase 2007
      • Table 50: Conversion rates by region - percentage of Homebase visitors who are also main users in each region 2007
      • Table 51: Loyalty by region - percentage of Homebase main users in each region who are loyal 2007
      • Table 52: Drivers of loyalty 2007
      • Table 53: Drivers of disloyalty 2007
      • Table 54: Potential change - Homebase main user gains and losses % if preferences were played out 2007
      • Table 55: Other retailers used - stores most used by Homebase customers in other sectors 2007
      • Table 56: Other homewares stores used - stores visited by Homebase homewares main users 2003-2007
      • Table 57: Visitor share by region - percentage of all homewares shoppers in each TV region visiting IKEA 2007
      • Table 58: Main user share by region - percentage of all homewares shoppers in each TV region mainly using IKEA 2007
      • Table 59: Conversion rates by region - percentage of IKEA visitors who are also main users in each region 2007
      • Table 60: Loyalty by region - percentage of IKEA main users in each region who are loyal 2007
      • Table 61: Drivers of loyalty 2007
      • Table 62: Drivers of disloyalty 2007
      • Table 63: Potential change - IKEA main user gains and losses % if preferences were played out 2007
      • Table 64: Other retailers used - stores most used by IKEA customers in other sectors 2007
      • Table 65: Other homewares stores used - stores visited by IKEA homewares main users 2003-2007
      • Table 66: Visitor share by region - percentage of all homewares shoppers in each TV region visiting John Lewis 2007
      • Table 67: Main user share by region - percentage of all homewares shoppers in each TV region mainly using John Lewis 2007
      • Table 68: Conversion rates by region - percentage of John Lewis visitors who are also main users in each region 2007
      • Table 69: Loyalty by region - percentage of John Lewis main users in each region who are loyal 2007
      • Table 70: Drivers of loyalty 2007
      • Table 71: Drivers of disloyalty 2007
      • Table 72: Potential change - John Lewis main user gains and losses % if preferences were played out 2007
      • Table 73: Other retailers used - stores most used by John Lewis customers in other sectors 2007
      • Table 74: Other homewares stores used - stores visited by John Lewis homewares main users 2003-2007
      • Table 75: Visitor share by region - percentage of all homewares shoppers in each TV region visiting Marks & Spencer 2007
      • Table 76: Main user share by region - percentage of all homewares shoppers in each TV region mainly using Marks & Spencer 2007
      • Table 77: Conversion rates by region - percentage of Marks & Spencer visitors who are also main users in each region 2007
      • Table 78: Loyalty by region - percentage of Marks & Spencer main users in each region who are loyal 2007
      • Table 79: Drivers of loyalty 2007
      • Table 80: Drivers of disloyalty 2007
      • Table 81: Potential change - Marks & Spencer main user gains and losses % if preferences were played out 2007
      • Table 82: Other retailers used - stores most used by Marks & Spencer customers in other sectors 2007
      • Table 83: Other homewares stores used - stores visited by Marks & Spencer homewares main users 2003-2007
      • Table 84: Visitor share by region - percentage of all homewares shoppers in each TV region visiting Matalan 2007
      • Table 85: Main user share by region - percentage of all homewares shoppers in each TV region mainly using Matalan 2007
      • Table 86: Conversion rates by region - percentage of Matalan visitors who are also main users in each region 2007
      • Table 87: Loyalty by region - percentage of Matalan main users in each region who are loyal 2007
      • Table 88: Drivers of loyalty 2007
      • Table 89: Drivers of disloyalty 2007
      • Table 90: Potential change - Matalan main user gains and losses % if preferences were played out 2007
      • Table 91: Other retailers used - stores most used by Matalan customers in other sectors 2007
      • Table 92: Other homewares stores used - stores visited by Matalan homewares main users 2003-2007
      • Table 93: Visitor share by region - percentage of all homewares shoppers in each TV region visiting Tesco 2007
      • Table 94: Main user share by region - percentage of all homewares shoppers in each TV region mainly using Tesco 2007
      • Table 95: Conversion rates by region - percentage of Tesco visitors who are also main users in each region 2007
      • Table 96: Loyalty by region - percentage of Tesco main users in each region who are loyal 2007
      • Table 97: Drivers of loyalty 2007
      • Table 98: Drivers of disloyalty 2007
      • Table 99: Potential change - Tesco main user gains and losses % if preferences were played out 2007
      • Table 100: Other retailers used - stores most used by Tesco customers in other sectors 2007
      • Table 101: Other homewares stores used - stores visited by Tesco homewares main users 2003-2007
      • Table 102: Visitor share by region - percentage of all homewares shoppers in each TV region visiting Wilkinson 2007
      • Table 103: Main user share by region - percentage of all homewares shoppers in each TV region mainly using Wilkinson 2007
      • Table 104: Conversion rates by region - percentage of Wilkinson visitors who are also main users in each region 2007
      • Table 105: Loyalty by region - percentage of Wilkinson main users in each region who are loyal 2007
      • Table 106: Drivers of loyalty 2007
      • Table 107: Drivers of disloyalty 2007
      • Table 108: Potential change - Wilkinson main user gains and losses % if preferences were played out 2007
      • Table 109: Other retailers used - stores most used by Wilkinson customers in other sectors 2007
      • Table 110: Other homewares stores used - stores visited by Wilkinson homewares main users 2003-2007
      • Table 111: Sample sizes by sector 2007
    • List of Figures
      • Figure 1: Share of shoppers (%) 2003-2007
      • Figure 2: Profile of homewares shoppers by gender (%) 2003-2007
      • Figure 3: Proportion of homewares shoppers by age bracket (%) 2003-2007
      • Figure 4: Profile of homewares shoppers by socio-economic class (%) 2003-2007
      • Figure 5: Proportion of consumers who shop for homewares - by demographics (%) 2007
      • Figure 6: Proportion of consumers who shop for homewares - by TV region (%) 2007
      • Figure 7: Concentration of main user share of Top Five retailers 2005
      • Figure 8: Concentration of main user share of Top Five retailers 2006
      • Figure 9: Concentration of main user share of Top Five retailers 2007
      • Figure 10: Average rate of conversion from visitor to main user (%) 2003-2007
      • Figure 11: Rate of conversion from visitors to main users - by retailer (%) 2007
      • Figure 12: Average number of other stores used 2003-2007
      • Figure 13: Average number of other stores used - by retailer 2007
      • Figure 14: Proportion of homewares shoppers that are loyal to their main store (%) 2003-2007
      • Figure 15: Proportion of homewares shoppers that are loyal to their main store - by demographic group (%) 2007
      • Figure 16: Proportion of homewares main users who are loyal to their main store - by retailer (%) 2007
      • Figure 17: Percentage point change in loyalty rates since last year - by retailer 2007
      • Figure 18: Proportion of loyal main users identifying drivers of loyalty (%) 2003-2007
      • Figure 18: Visitor share - percentage of all homewares shoppers visiting Argos 2003-2007
      • Figure 19: Visitor share by demographic group - percentage of all homewares shoppers in each demographic segment visiting Argos 2007
      • Figure 20: Main user share - percentage of all homewares shoppers who mainly use Argos 2003-2007
      • Figure 21: Main user share by demographic group - percentage of all homewares shoppers in each demographic segment mainly using Argos 2007
      • Figure 22: Conversion rates - percentage of Argos visitors who are also main users 2003-2007
      • Figure 23: Conversion rates by demographic group - percentage of Argos visitors who are also main users in each demographic segment 2007
      • Figure 24: Loyalty - percentage of Argos main users who are loyal 2003-2007
      • Figure 25: Loyalty by demographics - percentage of Argos main users in each demographic segment who are loyal 2007
      • Figure 26: Preference stores - main stores preferred by disloyal main users of Argos in homewares 2007
      • Figure 27: Shopping around - number of other stores used in addition to main store 2003-2007
      • Figure 28: Visitor share - percentage of all homewares shoppers visiting Asda 2003-2007
      • Figure 29: Visitor share by demographic group - percentage of all homewares shoppers in each demographic segment visiting Asda 2007
      • Figure 30: Main user share - percentage of all homewares shoppers who mainly use Asda 2003-2007
      • Figure 31: Main user share by demographic group - percentage of all homewares shoppers in each demographic segment mainly using Asda 2007
      • Figure 32: Conversion rates - percentage of Asda visitors who are also main users 2003-2007
      • Figure 33: Conversion rates by demographic group - percentage of Asda visitors who are also main users in each demographic segment 2007
      • Figure 34: Loyalty - percentage of Asda main users who are loyal 2003-2007
      • Figure 35: Loyalty by demographics - percentage of Asda main users in each demographic segment who are loyal 2007
      • Figure 36: Preference stores - main stores preferred by disloyal main users of Asda in homewares 2007
      • Figure 37: Shopping around - number of other stores used in addition to main store 2003-2007
      • Figure 38: Visitor share - percentage of all homewares shoppers visiting Debenhams 2003-2007
      • Figure 39: Visitor share by demographic group - percentage of all homewares shoppers in each demographic segment visiting Debenhams 2007
      • Figure 40: Main user share - percentage of all homewares shoppers who mainly use Debenhams 2003-2007
      • Figure 41: Main user share by demographic group - percentage of all homewares shoppers in each demographic segment mainly using Debenhams 2007
      • Figure 42: Conversion rates - percentage of Debenhams visitors who are also main users 2003-2007
      • Figure 43: Conversion rates by demographic group - percentage of Debenhams visitors who are also main users in each demographic segment 2007
      • Figure 44: Loyalty - percentage of Debenhams main users who are loyal 2003-2007
      • Figure 45: Loyalty by demographics - percentage of Debenhams main users in each demographic segment who are loyal 2007
      • Figure 46: Preference stores - main stores preferred by disloyal main users of Debenhams in homewares 2007
      • Figure 47: Shopping around - number of other stores used in addition to main store 2003-2007
      • Figure 48: Visitor share - percentage of all homewares shoppers visiting Dunelm 2003-2007
      • Figure 49: Visitor share by demographic group - percentage of all homewares shoppers in each demographic segment visiting Dunelm 2007
      • Figure 50: Main user share - percentage of all homewares shoppers who mainly use Dunelm 2003-2007
      • Figure 51: Main user share by demographic group - percentage of all homewares shoppers in each demographic segment mainly using Dunelm 2007
      • Figure 52: Conversion rates - percentage of Dunelm visitors who are also main users 2003-2007
      • Figure 53: Conversion rates by demographic group - percentage of Dunelm visitors who are also main users in each demographic segment 2007
      • Figure 54: Loyalty - percentage of Dunelm main users who are loyal 2003-2007
      • Figure 55: Loyalty by demographics - percentage of Dunelm main users in each demographic segment who are loyal 2007
      • Figure 56: Preference stores - main stores preferred by disloyal main users of Dunelm in homewares 2007
      • Figure 57: Shopping around - number of other stores used in addition to main store 2003-2007
      • Figure 58: Visitor share - percentage of all homewares shoppers visiting Homebase 2003-2007
      • Figure 59: Visitor share by demographic group - percentage of all homewares shoppers in each demographic segment visiting Homebase 2007
      • Figure 60: Main user share - percentage of all homewares shoppers who mainly use Homebase 2003-2007
      • Figure 61: Main user share by demographic group - percentage of all homewares shoppers in each demographic segment mainly using Homebase 2007
      • Figure 62: Conversion rates - percentage of Homebase visitors who are also main users 2003-2007
      • Figure 63: Conversion rates by demographic group - percentage of Homebase visitors who are also main users in each demographic segment 2007
      • Figure 64: Loyalty - percentage of Homebase main users who are loyal 2003-2007
      • Figure 65: Loyalty by demographics - percentage of Homebase main users in each demographic segment who are loyal 2007
      • Figure 66: Preference stores - main stores preferred by disloyal main users of Homebase in homewares 2007
      • Figure 67: Shopping around - number of other stores used in addition to main store 2003-2007
      • Figure 68: Visitor share - percentage of all homewares shoppers visiting IKEA 2003-2007
      • Figure 69: Visitor share by demographic group - percentage of all homewares shoppers in each demographic segment visiting IKEA 2007
      • Figure 70: Main user share - percentage of all homewares shoppers who mainly use IKEA 2003-2007
      • Figure 71: Main user share by demographic group - percentage of all homewares shoppers in each demographic segment mainly using IKEA 2007
      • Figure 72: Conversion rates - percentage of IKEA visitors who are also main users 2003-2007
      • Figure 73: Conversion rates by demographic group - percentage of IKEA visitors who are also main users in each demographic segment 2007
      • Figure 74: Loyalty - percentage of IKEA main users who are loyal 2003-2007
      • Figure 75: Loyalty by demographics - percentage of IKEA main users in each demographic segment who are loyal 2007
      • Figure 76: Preference stores - main stores preferred by disloyal main users of IKEA in homewares 2007
      • Figure 77: Shopping around - number of other stores used in addition to main store 2003-2007
      • Figure 78: Visitor share - percentage of all homewares shoppers visiting John Lewis 2003-2007
      • Figure 79: Visitor share by demographic group - percentage of all homewares shoppers in each demographic segment visiting John Lewis 2007
      • Figure 80: Main user share - percentage of all homewares shoppers who mainly use John Lewis 2003-2007
      • Figure 81: Main user share by demographic group - percentage of all homewares shoppers in each demographic segment mainly using John Lewis 2007
      • Figure 82: Conversion rates - percentage of John Lewis visitors who are also main users 2003-2007
      • Figure 83: Conversion rates by demographic group - percentage of John Lewis visitors who are also main users in each demographic segment 2007
      • Figure 84: Loyalty - percentage of John Lewis main users who are loyal 2003-2007
      • Figure 85: Loyalty by demographics - percentage of John Lewis main users in each demographic segment who are loyal 2007
      • Figure 86: Preference stores - main stores preferred by disloyal main users of John Lewis in homewares 2007
      • Figure 87: Shopping around - number of other stores used in addition to main store 2003-2007
      • Figure 88: Visitor share - percentage of all homewares shoppers visiting Marks & Spencer 2003-2007
      • Figure 89: Visitor share by demographic group - percentage of all homewares shoppers in each demographic segment visiting Marks & Spencer 2007
      • Figure 90: Main user share - percentage of all homewares shoppers who mainly use Marks & Spencer 2003-2007
      • Figure 91: Main user share by demographic group - percentage of all homewares shoppers in each demographic segment mainly using Marks & Spencer 2007
      • Figure 92: Conversion rates - percentage of Marks & Spencer visitors who are also main users 2003-2007
      • Figure 93: Conversion rates by demographic group - percentage of Marks & Spencer visitors who are also main users in each demographic segment 2007
      • Figure 94: Loyalty - percentage of Marks & Spencer main users who are loyal 2003-2007
      • Figure 95: Loyalty by demographics - percentage of Marks & Spencer main users in each demographic segment who are loyal 2007
      • Figure 96: Preference stores - main stores preferred by disloyal main users of Marks & Spencer in homewares 2007
      • Figure 97: Shopping around - number of other stores used in addition to main store 2003-2007
      • Figure 98: Visitor share - percentage of all homewares shoppers visiting Matalan 2003-2007
      • Figure 99: Visitor share by demographic group - percentage of all homewares shoppers in each demographic segment visiting Matalan 2007
      • Figure 100: Main user share - percentage of all homewares shoppers who mainly use Matalan 2003-2007
      • Figure 101: Main user share by demographic group - percentage of all homewares shoppers in each demographic segment mainly using Matalan 2007
      • Figure 102: Conversion rates - percentage of Matalan visitors who are also main users 2003-2007
      • Figure 103: Conversion rates by demographic group - percentage of Matalan visitors who are also main users in each demographic segment 2007
      • Figure 104: Loyalty - percentage of Matalan main users who are loyal 2003-2007
      • Figure 105: Loyalty by demographics - percentage of Matalan main users in each demographic segment who are loyal 2007
      • Figure 106: Preference stores - main stores preferred by disloyal main users of Matalan in homewares 2007
      • Figure 107: Shopping around - number of other stores used in addition to main store 2003-2007
      • Figure 108: Visitor share - percentage of all homewares shoppers visiting Tesco 2003-2007
      • Figure 109: Visitor share by demographic group - percentage of all homewares shoppers in each demographic segment visiting Tesco 2007
      • Figure 110: Main user share - percentage of all homewares shoppers who mainly use Tesco 2003-2007
      • Figure 111: Main user share by demographic group - percentage of all homewares shoppers in each demographic segment mainly using Tesco 2007
      • Figure 112: Conversion rates - percentage of Tesco visitors who are also main users 2003-2007
      • Figure 113: Conversion rates by demographic group - percentage of Tesco visitors who are also main users in each demographic segment 2007
      • Figure 114: Loyalty - percentage of Tesco main users who are loyal 2003-2007
      • Figure 115: Loyalty by demographics - percentage of Tesco main users in each demographic segment who are loyal 2007
      • Figure 116: Preference stores - main stores preferred by disloyal main users of Tesco in homewares 2007
      • Figure 117: Shopping around - number of other stores used in addition to main store 2003-2007
      • Figure 118: Visitor share - percentage of all homewares shoppers visiting Wilkinson 2003-2007
      • Figure 119: Visitor share by demographic group - percentage of all homewares shoppers in each demographic segment visiting Wilkinson 2007
      • Figure 120: Main user share - percentage of all homewares shoppers who mainly use Wilkinson 2003-2007
      • Figure 121: Main user share by demographic group - percentage of all homewares shoppers in each demographic segment mainly using Wilkinson 2007
      • Figure 122: Conversion rates - percentage of Wilkinson visitors who are also main users 2003-2007
      • Figure 123: Conversion rates by demographic group - percentage of Wilkinson visitors who are also main users in each demographic segment 2007
      • Figure 124: Loyalty - percentage of Wilkinson main users who are loyal 2003-2007
      • Figure 125: Loyalty by demographics - percentage of Wilkinson main users in each demographic segment who are loyal 2007
      • Figure 126: Preference stores - main stores preferred by disloyal main users of Wilkinson in homewares 2007
      • Figure 127: Shopping around - number of other stores used in addition to main store 2003-2007

How Britain Shops 2007: Homewares

Publisher: Datamonitor

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