IntroductionVerdict Research: How Britain Shops 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*Thorough analysis how customers shop in Homewares sector.*Retailers profiled: Argos, Asda, Debenhams, Dunelm Mill, IKEA, John Lewis, Marks & Spencer, Matalan, Tesco, and 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 provided so trends can be analysed over a four year period.HighlightsMore people are shopping for homewares. With the housing market depressed, shoppers have become increasingly willing to make low-value homewares purchases in an attempt to improve their existing homes. This shift in spend towards is having an adverse impact on overall expenditure in the sector, which has continued to decline.Loyalty has improved by 3.1 percentage points to 40.1%. Nonetheless, shoppers are using an average of 1.5 other homewares stores in addition to their main operators up from an average of 1.4 stores in 2008. This reflects a more frugal consumer shopping around more but also developing a greater appreciation of their main store as a result.Price has become an increasingly important driver of loyalty. The proportion of shoppers that cited this attribute as a driver of loyalty now ranks narrowly behind range. A price consciousness consumer in what is a highly discretionary sector has benefited value-led operators but had a significantly adverse impact on mid-market propositions.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.
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