Market Forecasts

| comments (1)

ReportsnReports add new market Research Report"How Britain Shops for Homewares 2012" to its store. The proportion of consumers shopping for homewares has declined again this year falling 3.3 percentage points to 41.4% of shoppers. The sector has lost 7.8 percentage points in three years, a substantial share of the shopping population. How Britain Shops Homewares examines, who shops for personal care, where they shop, and whether they are satisfied with their current store.

How Britain Shops for Homewares

Published: April 2012No. of Pages: 239

Features and Benefits

Effectively plan your marketing strategy by identifying underdeveloped demographic groups for both your and your competitors customers
Improve your offer and gain more appeal with your customers by discovering the drivers of loyalty and disloyalty among your customers
Identify which customer groups offer the most opportunities with data segmented by geography and demographics

Highlights

The proportion of consumers shopping for homewares has declined again, marking the third year of decline for the sector. Pressures on disposable incomes, as well as uncertainty surrounding the housing market has put homewares purchases firmly at the back of people's minds as they divert spending towards more essential purchases.
For the third year running, shopping around has stayed level at an average of 1.5 stores used by homewares shoppers in addition to their main store. Asda and Tesco have managed to deter their customers from shopping around, with below average levels, while John Lewis, Marks & Spencer and Wilkinson return the average score.
Price is the most important factor affecting loyalty for homewares shoppers, reflecting the impact that the wider economy has had on discretionary spending, and thus the homewares sector. Consumers have been cutting back on discretionary purchases, and the essential purchases which have been made have been far more considered than before.

Your Key Questions Answered

How has the profile of the consumers shopping at the main homewares players changed over the past year and what has caused this?
What drives consumers to shop for homewares at both you and your competitors? What makes them disloyal?
How many other stores do your shoppers use for homewares and what stores are these?

Retailer highlights

Asda retains its main user crown for homewares but Tesco applies further pressure
Young professionals have traded away from Tesco
Loyalty drops for Sainsbury's as customers shop around
Main user share rises at Dunelm Mill, as demographic reach broadens
Argos loses ground among AB shoppers
Wilkinson achieves strong gains in loyalty
Loyalty reaches a 10 year peak for IKEA
M&S gains visitor and main user share
Visitor share grows at John Lewis as expansion of standalone home stores continues
Debenhams sinks to 10th in homewares for visitor and main user share

Related Reports:

Share this article :