Table Of contents
Verdict view
Key findings
(Untitled sub-section)
Main conclusions
Footwear share of shopper continues to decline
C1s take hardest hit
High penetration of 16–24s increases
Range remains key
but price is increasingly a deal breaker
Retailer highlights
Clarks continues to attract the most shoppers for footwear
Steady share of primarily older, more affluent shoppers at M&S
Sports Direct's footwear main users are using its stores more and its competitors less
JD Sports widens gap to JJB
Footfall slips for Shoe Zone
Price perception at New Look falters in competitive climate
Next wins over fewer visitors
Primark the worst performer for loyalty, as value position fails to make up for service and quality issues
Loyalty falls for Asda due to range limitations
Third highest loyalty rate for JJB despite a score drop
Brantano has lowest visitor share for fourth consecutive year
SECTOR SUMMARY
Share of shopper
Footwear continues to decline
Penetration of footwear shoppers
Skew towards younger shoppers increases
Retailer usage
Clarks slips but maintains huge lead
Main user share by region
Conversion rates
Main users increase as proportion of fewer visitors
Shopping around
Fewer shoppers overall means higher proportion of core customers and less shopping around
Loyalty
Steady, and relatively high, loyalty among footwear shoppers
Drivers of loyalty/ disloyalty
Range remains key but price of growing importance
ASDA
Must improve range to win back shoppers
Setback in 2012 growth
C2s are slipping away
Converts fewer visitors to main users
Loyalty falls for Asda due to range limitations
Loyal shoppers appreciate price improvements
Visitors
Growth trend arrested
Main users
Drop below level of previous three years
Conversion rates
Plummet in conversion of shoppers
Loyalty
Drop signals range problem
Competitors
Asda's footwear customers on a tight leash
BRANTANO
Footfall shrinks to a loyal core – needs to add fashion to attract new young blood
Lowest visitor share for fourth consecutive year
Loyalty increases as main users drop
Lowest shopping around score in survey
Disloyal main users would rather use Clarks
Visitors
Drop further off 2008 peak
Main users
Recovery stalls
Conversion rates
Stay above average
Loyalty
Improves as shopper base reduces to core
Competitors
Shopping around improves as shopper base reduces to core
CLARKS
Clarks stays ahead
Continues to attract the most shoppers for footwear
Conversion rate drops back
Loyalty drops but keeps top spot
Visitors
Visitor share drops back, but Clarks stays top
Main users
Clarks maintains significant lead
Conversion rates
Converting visitors to main users more difficult
Loyalty
Clarks shoppers stay loyal
Competitors
M&S remains a key competitor
JD SPORTS
Strong range helps to build shopper share and loyalty
Grows brand strength and store numbers
JD Sports widens gap to JJB
Wins loyalty with impressive offer
Visitors
Grow due to brand strength and store numbers
Main users
Rise by a good step thanks to big improvement in conversion
Conversion rates
Bounce back as customers appreciate improvement in proposition
Loyalty
Strong gain largely due to range
Competitors
Widens gap to JJB
JJB SPORTS
Store closures impact on visitor share
Visitor share drops as more stores close
Conversion rate rises from bottom among Top 11
Third highest loyalty score despite drop
JJB main users shop around more than the average
Visitors
Visitor share drops as stores close
Main users
Decline once more
Conversion rates
Conversion rate recovers but remains low
Loyalty
Loyalty remains relatively high
Competitors
JJB loses grip on its customers as they shop around more
MARKS & SPENCER
Loyalty of older generation doesn't deliver new shoppers instore
Man and Woman sub brands raise footfall, but shares of footwear shoppers remain relatively low
Steady share of primarily older, more affluent shoppers at M&S
Must work harder on winning over visitors
Not only does quality continue to impress but also price perception improves
Clarks continues to tempt
Visitors
Footfall recovers
Main users
Share steady
Conversion rates
Must work harder on winning over visitors
Loyalty
Not only does quality continue to impress but also price perception improves
Competitors
M&S customers shop elsewhere less, but still drawn to Clarks
NEXT
Lower footfall & conversion as price points lose resonance
Drops shopper numbers
Next wins over fewer visitors
Loyalty pushed down by price sensitivity
Visitors
Footfall slows
Main users
Next loses share
Conversion rates
Next wins over fewer visitors
Loyalty
Down due to price sensitivity
Competitors
Less shopping around
PRIMARK
Needs to focus on quality and store environment to improve loyalty
Visitor share grows again, but rate continues to slow
Conversion rate increases but remains below average
Primark the worst performer for loyalty, as value position fails to make up for service and quality issues
Visitors
Footfall growth slows again
Main users
Growth outperforms footfall
Conversion rates
Improve – but remain below average
Loyalty
Drops with poor performance on quality
Competitors
Shopping around improves mightily as main users shun value rivals
SHOE ZONE
Price is king in competing with grocers
Footfall slips
as price perception weakens
but Shoe Zone impresses more in other areas
Difficult to convert in competitive climate
Visitors
Fails to attract footfall
Main users
Slipping further as shoppers switch away
Conversion rates
Difficult to convert in competitive climate
Loyalty
Price rating slips but offer continues to resonate
Competitors
Asda and Primark continue to appeal
SPORTS DIRECT
Faces a tough balancing act in gaining new customers while retaining old ones
Visitor and main user share continue to grow
Conversion falls sharply as AB shoppers use it selectively
Sports Direct has the sharpest fall in loyalty among the Top 11 profiled retailers
Sports Direct's footwear main users are using its stores more and its competitors less
Visitors
Advance continues
Main users
Reach another new peak
Conversion rates
Loyalty
Sharp decline among C2 shoppers
Competitors
Keeps customers on tighter leash
APPENDIX
Methodology
Selection of parliamentary constituencies
Selection of enumeration districts
Selection of respondents
Post survey weighting
Ask the analyst
Global Retail FreeView
Verdict Research consulting
Disclaimer
List Of Tables
Table: Profile of footwear shoppers by region 2012
Table: Percentage of active footwear shoppers regularly visiting each retailer 2008–12
Table: Percentage of active footwear shoppers mainly using each retailer 2008–12
Table: Share of main users of each retailer by TV region 2012
Table: Average rate of conversion from visitor to main user by TV region 2012
Table: Average number of other stores used by TV region 2012
Table: Percentage of footwear shoppers loyal to their main store by TV region 2012
Table: Detailed drivers of loyalty 2012
Table: Footwear loyalty score 2008–12
Table: Footwear loyalty score (continued) 2008–12
Table: Footwear disloyalty score 2008–12
Table: Footwear disloyalty score (continued) 2008–12
Table: What disloyal users preferred about other footwear stores 2008–12
Table: What disloyal users preferred about other footwear stores (continued) 2008–12
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other footwear stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other footwear stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other footwear stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other footwear stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other footwear stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other footwear stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other footwear stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other footwear stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other footwear stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other footwear stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Sample sizes by sector 2012
List Of Figures
Figure: Footwear share of shopper 2008–12
Figure: Profile of footwear shoppers by gender 2008–12
Figure: Profile of footwear shoppers by age bracket (%), 2008–12
Figure: Profile of footwear shoppers (%) by socioeconomic class, 2008–12
Figure: Percentage of consumers who shop for footwear by demographics 2012
Figure: Percentage of consumers who shop for footwear, by TV region 2012
Figure: Concentration of main user share of Top Five retailers in 2010
Figure: Concentration of main user share of Top Five retailers in 2011
Figure: Concentration of main user share of Top Five retailers in 2012
Figure: Average rate of conversion from visitor to main user % 2008–12
Figure: Rate of conversion from visitor to main user by retailer % 2012
Figure: Average number of other stores used by retailer 2012
Figure: Average number of other stores used 2008–12
Figure: Percentage of footwear shoppers that are loyal to their main store 2008–12
Figure: % of footwear shoppers loyal to their main store, by demographic group 2012
Figure: Percentage of footwear shoppers loyal to their main store, by retailer 2012
Figure: Percentage point change in loyalty rates, latest year-on-year by retailer 2012
Figure: Percentage of loyal main users identifying drivers of loyalty 2008–12
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2008–12
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2008–12
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2008–12
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2008–12
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2008–12
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2008–12
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2008–12
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2008–12
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2012
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2008–12