Studie - How Britain Shops 2008: Footwear

Verdict
06.2008
185 Seiten

 
Typ:
Studie
Verfüg­barkeit:
verfügbar
Regionen/­Länder:
  • Vereinigtes Königreich

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Introduction

Verdict Research: How Britain Shops 2008: Footwear provides a detailed overview of customers' shopping habits. The report looks at the socio-economic and demographic profile of footwear shoppers, where they shop and whether they are satisfied with their main store for footwear. The report also looks at what retailers should do to satisfy customers more and lists the key competitors.

Scope

*A thorough analysis of the way customers shop in the footwear sector, complete with profiles on the following retailers:

*Asda (George), Brantano, Clarks, JD Sports, JJB Sports, M&S, New Look, Next, Shoe Zone, Sports World, TK Maxx.

*Each profile provides visitor and main user shares, conversion rates, loyalty rates with reasons, and key competitors.

*Data are segmented regionally and by demographic and socio-economic group. Five year historic data are provided so trends can be analysed further.

Highlights

More people are footwear shopping particularly in the DE category. The wide availability of low price, fashionable styles has made footwear accessible and appealing to even more people this year. Most of these new users are women, but the proportion of both genders that shop for footwear has risen over the last year.

Low prices are less powerful. Consumers are becoming accustomed to a broader choice of low price footwear options and less likely to be loyal to a retailer because of them. Quality and service were mentioned more often than previously as key reasons why shoppers frequent a particular store.

Clothing retailers continue to grow their share of footwear shoppers. All of the clothing retailers profiled here (Marks & Spencer, Next, New Look and TK Maxx) have built on their gains further over the last year. This has been helped by new and larger stores, more attractive environments and greater investment in design as their volumes grow.

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.

*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 20

What is cDNA? 20

What’s Available? 20

CHAPTER 2 EXECUTIVE SUMMARY 21

Key Findings 21

Retailer Highlights 23

Profile of Footwear Shoppers 25

Penetration of Footwear Shoppers 29

Retailer Usage 31

Main User Share by Region 35

Conversion Rates 36

Shopping Around 38

Loyalty 40

Drivers of Loyalty/Disloyalty 44

CHAPTER 3 ASDA (GEORGE) 49

Key Findings 49

Visitors 51

Main Users 52

Conversion Rates 54

Loyalty 55

Competitors 59

CHAPTER 4 BRANTANO 61

Key Findings 61

Visitors 63

Main Users 64

Conversion Rates 66

Loyalty 67

Competitors 71

CHAPTER 5 CLARKS 73

Key Findings 73

Visitors 75

Main Users 76

Conversion Rates 78

Loyalty 79

Competitors 83

CHAPTER 6 JD SPORTS 85

Key Findings 85

Visitors 87

Main Users 88

Conversion Rates 90

Loyalty 91

Competitors 95

CHAPTER 7 JJB SPORTS 97

Key Findings 97

Visitors 99

Main Users 100

Conversion Rates 102

Loyalty 103

Competitors 107

CHAPTER 8 MARKS & SPENCER 109

Key Findings 109

Visitors 111

Main Users 112

Conversion Rates 114

Loyalty 115

Competitors 119

CHAPTER 9 NEW LOOK 121

Key Findings 121

Visitors 123

Main Users 124

Conversion Rates 126

Loyalty 127

Competitors 131

CHAPTER 10 NEXT 133

Key Findings 133

Visitors 135

Main Users 136

Conversion Rates 138

Loyalty 139

Competitors 143

CHAPTER 11 SHOE ZONE 145

Key Findings 145

Visitors 147

Main Users 148

Conversion Rates 150

Loyalty 151

Competitors 155

CHAPTER 12 SPORTS WORLD 157

Key Findings 157

Visitors 159

Main Users 160

Conversion Rates 162

Loyalty 163

Competitors 167

CHAPTER 13 TK MAXX 169

Key Findings 169

Visitors 171

Main Users 172

Conversion Rates 174

Loyalty 175

Competitors 179

CHAPTER 14 APPENDIX 181

Basic Methodology 181

The selection of parliamentary constituencies 183

Metropolitan county 183

Other 100% urban 183

Mixed urban/rural 183

Rural 184

The selection of enumeration districts 184

The selection of respondents 185

Post survey weighting 185



List of Tables

Table 1: Profile of footwear shoppers by region 2008 25

Table 2: % of active footwear shoppers regularly using each retailer 2004-2008 31

Table 3: Share of active footwear shoppers using a given retailer as their main store 2004-2008 32

Table 4: Share of active footwear shoppers naming a retailer as their main store — by TV region 2008 35

Table 5: Average rate of conversion from visitor to main user — by TV region 2008 36

Table 6: Average number of other stores used by TV region 2008 38

Table 7: % of footwear shoppers that are loyal to their main store — by TV region 2008 41

Table 8: Detailed drivers of loyalty 2008 45

Table 9: Footwear loyalty scores by retailer 2004-2008 46

Table 10: Footwear disloyalty scores by retailer 2004-2008 47

Table 11: What disloyal users preferred about other stores 2004-2008 48

Table 12: Visitor share by region 2008 52

Table 13: Main user share by region 2008 53

Table 14: Conversion rates by region 2008 55

Table 15: Loyalty by region 2008 56

Table 16: Drivers of loyalty 2008 57

Table 17: Drivers of disloyalty 2008 57

Table 18: Potential change 2008 58

Table 19: Top retailers used in other sectors 2008 59

Table 20: Other footwear stores used 2004-2008 60

Table 21: Visitor share by region 2008 64

Table 22: Main user share by region 2008 65

Table 23: Conversion rates by region 2008 67

Table 24: Loyalty by region 2008 68

Table 25: Drivers of loyalty 2008 69

Table 26: Drivers of disloyalty 2008 69

Table 27: Potential change 2008 70

Table 28: Top retailers used in other sectors 2008 71

Table 29: Other footwear stores used 2004-2008 72

Table 30: Visitor share by region 2008 76

Table 31: Main user share by region 2008 77

Table 32: Conversion rates by region 2008 79

Table 33: Loyalty by region 2008 80

Table 34: Drivers of loyalty 2008 81

Table 35: Drivers of disloyalty 2008 81

Table 36: Potential change 2008 82

Table 37: Top retailers used in other sectors 2008 83

Table 38: Other footwear stores used 2004-2008 84

Table 39: Visitor share by region 2008 88

Table 40: Main user share by region 2008 89

Table 41: Conversion rates by region 2008 91

Table 42: Loyalty by region 2008 92

Table 43: Drivers of loyalty 2008 93

Table 44: Drivers of disloyalty 2008 93

Table 45: Potential change 2008 94

Table 46: Top retailers used in other sectors 2008 95

Table 47: Other Footwear stores used 2004-2008 96

Table 48: Visitor share by region 2008 100

Table 49: Main user share by region 2008 101

Table 50: Conversion rates by region 2008 103

Table 51: Loyalty by region 2008 104

Table 52: Drivers of loyalty 2008 105

Table 53: Drivers of disloyalty 2008 105

Table 54: Potential change 2008 106

Table 55: Top retailers used in other sectors 2008 107

Table 56: Other footwear stores used 2004-2008 108

Table 57: Visitor share by region 2008 112

Table 58: Main user share by region 2008 113

Table 59: Conversion rates by region 2008 115

Table 60: Loyalty by region 2008 116

Table 61: Drivers of loyalty 2008 117

Table 62: Drivers of disloyalty 2008 117

Table 63: Potential change 2008 118

Table 64: Top retailers used in other sectors 2008 119

Table 65: Other footwear stores used 2004-2008 120

Table 66: Visitor share by region 2008 124

Table 67: Main user share by region 2008 125

Table 68: Conversion rates by region 2008 127

Table 69: Loyalty by region 2008 128

Table 70: Drivers of loyalty 2008 (%) 129

Table 71: Drivers of disloyalty 2008 129

Table 72: Potential change 2008 130

Table 73: Top retailers used in other sectors 2008 131

Table 74: Other footwear stores used 2004-2008 (%) 132

Table 75: Visitor share by region 2008 136

Table 76: Main user share by region 2008 137

Table 77: Conversion rates by region 2008 139

Table 78: Loyalty by region 2008 140

Table 79: Drivers of loyalty 2008 141

Table 80: Drivers of disloyalty 2008 141

Table 81: Potential change 2008 142

Table 82: Top retailers used in other sectors 2008 143

Table 83: Other footwear stores used 2004-2008 144

Table 84: Visitor share by region 2008 148

Table 85: Main user share by region 2008 149

Table 86: Conversion rates by region 2008 151

Table 87: Loyalty by region 2008 152

Table 88: Drivers of loyalty 2008 153

Table 89: Drivers of disloyalty 2008 153

Table 90: Potential change 2008 154

Table 91: Top retailers used in other sectors 2008 155

Table 92: Other footwear stores used 2004-2008 156

Table 93: Visitor share by region 2008 160

Table 94: Main user share by region 2008 161

Table 95: Conversion rates by region 2008 163

Table 96: Loyalty by region 2008 164

Table 97: Drivers of loyalty 2008 165

Table 98: Drivers of disloyalty 2008 165

Table 99: Potential change 2008 166

Table 100: Top retailers used in other sectors 2008 167

Table 101: Other footwear stores used 2006-2008 168

Table 102: Visitor share by region 2008 172

Table 103: Main user share by region 2008 173

Table 104: Conversion rates by region 2008 175

Table 105: Loyalty by region 2008 176

Table 106: Drivers of loyalty 2008 177

Table 107: Drivers of disloyalty 2008 177

Table 108: Potential change 2008 178

Table 109: Top retailers used in other sectors 2008 179

Table 110: Other footwear stores used 2004-2008 180

Table 111: Sample sizes by sector 2008 182



List of Figures

Figure 1: Footwear share of shopper 2004-2008 (%) 25

Figure 2: Profile of footwear shoppers by gender 2004-2008 (%) 26

Figure 3: Profile of footwear shoppers — by age bracket 2004-2008 (%) 27

Figure 4: Profile of footwear shoppers — by socio-economic class 2004-2008 (%) 28

Figure 5: % of consumers who shop for footwear — by demographics 2008 29

Figure 6: % of consumers who shop for footwear — by TV region 2008 30

Figure 7: Concentration of main user share of Top Five retailers 2006 33

Figure 8: Concentration of main user share of Top Five retailers 2007 33

Figure 9: Concentration of main user share of Top Five retailers 2008 34

Figure 10: Average rate of conversion from visitor to main user 2004-2008 (%) 36

Figure 11: Rate of conversion from visitors to main users by retailer 2008 (%) 37

Figure 12: Average number of other stores used 2004-2008 38

Figure 13: Average number of other stores used — by retailer 2008 39

Figure 14: % of footwear shoppers that are loyal to their main store 2004-2008 40

Figure 15: % of footwear shoppers that are loyal to their main store — by demographic group 2008 41

Figure 16: % of footwear shoppers that are loyal to their main store — by retailer 2008 42

Figure 17: Percentage point change in loyalty rates since last year — by retailer 2008 43

Figure 18: % of loyal main users identifying drivers of loyalty 2004-2008 44

Figure 19: Visitor share 2004-2008 (%) 51

Figure 20: Visitor share by demographic group 2008 (%) 51

Figure 21: Main user share 2004-2008 (%) 52

Figure 22: Main user share by demographic group 2008 (%) 53

Figure 23: Conversion rates 2004-2008 (%) 54

Figure 24: Conversion rates by demographic group 2008 (%) 54

Figure 25: Loyalty 2004-2008 (%) 55

Figure 26: Loyalty by demographics 2008 (%) 56

Figure 27: Preference stores 2008 (%) 58

Figure 28: Shopping around 2004-2008 59

Figure 29: Visitor share 2004-2008 (%) 63

Figure 30: Visitor share by demographic group 2008 (%) 63

Figure 31: Main user share 2004-2008 (%) 64

Figure 32: Main user share by demographic group 2008 (%) 65

Figure 33: Conversion rates 2004-2008 (%) 66

Figure 34: Conversion rates by demographic group 2008 (%) 66

Figure 35: Loyalty 2004-2008 (%) 67

Figure 36: Loyalty by demographics 2008 (%) 68

Figure 37: Preference stores 2008 (%) 70

Figure 38: Shopping around 2004-2008 71

Figure 39: Visitor share 2004-2008 (%) 75

Figure 40: Visitor share by demographic group 2008 (%) 75

Figure 41: Main user share 2004-2008 (%) 76

Figure 42: Main user share by demographic group 2008 (%) 77

Figure 43: Conversion rates 2004-2008 (%) 78

Figure 44: Conversion rates by demographic group 2008 (%) 78

Figure 45: Loyalty 2004-2008 (%) 79

Figure 46: Loyalty by demographics 2008 (%) 80

Figure 47: Preference stores 2008 (%) 82

Figure 48: Shopping around 2004-2008 83

Figure 49: Visitor share 2004-2008 (%) 87

Figure 50: Visitor share by demographic group 2008 (%) 87

Figure 51: Main user share 2004-2008 (%) 88

Figure 52: Main user share by demographic group 2008 (%) 89

Figure 53: Conversion rates 2004-2008 (%) 90

Figure 54: Conversion rates by demographic group 2008 (%) 90

Figure 55: Loyalty 2004-2008 (%) 91

Figure 56: Loyalty by demographics 2008 (%) 92

Figure 57: Preference stores 2008 (%) 94

Figure 58: Shopping around 2004-2008 95

Figure 59: Visitor share 2004-2008 (%) 99

Figure 60: Visitor share by demographic group 2008 (%) 99

Figure 61: Main user share 2004-2008 (%) 100

Figure 62: Main user share by demographic group 2008 (%) 101

Figure 63: Conversion rates 2004-2008 (%) 102

Figure 64: Conversion rates by demographic group 2008 (%) 102

Figure 65: Loyalty 2004-2008 (%) 103

Figure 66: Loyalty by demographics 2008 (%) 104

Figure 67: Preference stores 2008 (%) 106

Figure 68: Shopping around 2004-2008 107

Figure 69: Visitor share 2004-2008 (%) 111

Figure 70: Visitor share by demographic group 2008 (%) 111

Figure 71: Main user share 2004-2008 (%) 112

Figure 72: Main user share by demographic group 2008 (%) 113

Figure 73: Conversion rates 2004-2008 (%) 114

Figure 74: Conversion rates by demographic group 2008 (%) 114

Figure 75: Loyalty 2004-2008 (%) 115

Figure 76: Loyalty by demographics 2008 (%) 116

Figure 77: Preference stores 2008 (%) 118

Figure 78: Shopping around 2004-2008 119

Figure 79: Visitor share 2004-2008 (%) 123

Figure 80: Visitor share by demographic group 2008 (%) 123

Figure 81: Main user share 2004-2008 (%) 124

Figure 82: Main user share by demographic group 2008 (%) 125

Figure 83: Conversion rates 2004-2008 (%) 126

Figure 84: Conversion rates by demographic group 2008 (%) 126

Figure 85: Loyalty 2004-2008 (%) 127

Figure 86: Loyalty by demographics 2008 (%) 128

Figure 87: Preference stores 2008 (%) 130

Figure 88: Shopping around 2004-2008 131

Figure 89: Visitor share 2004-2008 (%) 135

Figure 90: Visitor share by demographic group 2008 (%) 135

Figure 91: Main user share 2004-2008 (%) 136

Figure 92: Main user share by demographic group 2008 (%) 137

Figure 93: Conversion rates 2004-2008 (%) 138

Figure 94: Conversion rates by demographic group 2008 (%) 138

Figure 95: Loyalty 2004-2008 (%) 139

Figure 96: Loyalty by demographics 2008 (%) 140

Figure 97: Preference stores 2008 (%) 142

Figure 98: Shopping around 2004-2008 143

Figure 99: Visitor share 2004-2008 (%) 147

Figure 100: Visitor share by demographic group 2008 (%) 147

Figure 101: Main user share 2004-2008 (%) 148

Figure 102: Main user share by demographic group 2008 (%) 149

Figure 103: Conversion rates 2004-2008 (%) 150

Figure 104: Conversion rates by demographic group 2008 (%) 150

Figure 105: Loyalty 2004-2008 (%) 151

Figure 106: Loyalty by demographics 2008 (%) 152

Figure 107: Preference stores 2008 (%) 154

Figure 108: Shopping around 2004-2008 155

Figure 109: Visitor share 2006-2008 (%) 159

Figure 110: Visitor share by demographic group 2008 (%) 159

Figure 111: Main user share 2006-2008 (%) 160

Figure 112: Main user share by demographic group 2008 (%) 161

Figure 113: Conversion rates 2004-2008 (%) 162

Figure 114: Conversion rates by demographic group 2008 (%) 162

Figure 115: Loyalty 2004-2008 (%) 163

Figure 116: Loyalty by demographics 2008 (%) 164

Figure 117: Preference stores 2008 (%) 166

Figure 118: Shopping around 2006-2008 167

Figure 119: Visitor share 2004-2008 (%) 171

Figure 120: Visitor share by demographic group 2008 (%) 171

Figure 121: Main user share 2004-2008 (%) 172

Figure 122: Main user share by demographic group 2008 (%) 173

Figure 123: Conversion rates 2004-2008 (%) 174

Figure 124: Conversion rates by demographic group 2008 (%) 174

Figure 125: Loyalty 2004-2008 (%) 175

Figure 126: Loyalty by demographics 2008 (%) 176

Figure 127: Preference stores 2008 (%) 178

Figure 128: Shopping around 2004-2008 179

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