Where Britain Shops 2010: Department Stores

Introduction

Verdict Research: Where Britain Shops 2010: Department Stores provides a comprehensive analyis of the shopping habits of UK consumers. It presents a detailed examination of changing customer profiles as well as demographic, socio-economic and shopping around trends.

Scope

• A wide-ranging analysis of the way customers shop in department stores, complete with profiles of the following seven retailers:
• Debenhams, Fenwick, House of Fraser, John Lewis, Marks & Spencer, Selfridges and TJ Hughes
• In each of the categories profiled the report provides a socio-economic breakdown of shoppers, analysis of competitors used and sector penetrations
• For each profiled department store, this report provides a socio-economic breakdown of their customer base and cross sector shopping data

Highlights

47.4% of all UK shoppers make regular purchases at department stores. While value players are attracting a higher proportion of shoppers away from department stores, consumers are still shopping around to ensure they get a good deal and are enticed into department stores by big promotional events.

As one of the most resilient sectors in the economic downturn the percentage of department store shoppers who regularly use a department store when shopping for personal care has risen. A strong concern about looks and wellbeing is ensuring shoppers continue to buy into luxury products in health & beauty despite consumer confidence remaining low.

Despite strong competition and the housing market negatively impacting on homewares, the number of homewares shoppers who use a department store to shop for homewares has risen by 1.2 percentage points. This has been driven by improvements made to homewares ranges combined with strong promotional activity.

Reasons to Purchase

• Where Britain Shops is one of the most comprehensive studies of its kind, drawing on a nationwide survey of 6,000 shoppers each year
• Verdict's thorough understanding of retail issues enables us to interpret data from an informed viewpoint and explore the implications for retailers
• With the economic climate remaining weak and competition strong between department stores, understanding customer motivations is highly important

TABLE OF CONTENTS

OVERVIEW 1
John Lewis and Debenhams close gap on M&S 1
EXECUTIVE SUMMARY 2
Summary points 2
Main conclusions 3
Retailer Highlights 4
SUMMARY OF USAGE 18
Visitors number down, but still high 18
Department stores share of shoppers 20
Profiles of department store shoppers 22
Profiles of shoppers who do not use department stores 24
Sector penetration - which sectors shoppers use department stores for 26
Share of shopper – of Top 10 department store retailers 29
CLOTHING SECTOR ANALYSIS 32
How clothing shoppers use department stores 32
DIY SECTOR ANALYSIS 38
How DIY shoppers use department stores 38
ELECTRICALS SECTOR ANALYSIS 44
How electricals shoppers use department stores 44
FOOD & GROCERY SECTOR ANALYSIS 50
How food & grocery shoppers use department stores 50
FOOTWEAR SECTOR ANALYSIS 56
How footwear shoppers use department stores 56
HOMEWARES SECTOR ANALYSIS 62
How homewares shoppers use department stores 62
MUSIC & VIDEO SECTOR ANALYSIS 68
How music & video shoppers use department stores 68
PERSONAL CARE SECTOR ANALYSIS 74
How personal care shoppers use department stores 74
DEBENHAMS 80
Retailer continues to drive visitors 80
Debenhams share of shoppers 81
Debenhams customer profile 84
Cross-sector shopping 85
Shopping around 89
FENWICK 91
Store refurbishments drive visitors to stores 91
Fenwick share of shoppers 92
Fenwick customer profile 95
Cross-sector shopping 97
Shopping around 100
HOUSE OF FRASER 102
Visitors drop back slightly 102
House of Fraser share of shoppers 103
House of Fraser customer profile 106
Cross-sector shopping 108
Shopping around 112
JOHN LEWIS 114
Remains competitive with other department stores 114
John Lewis share of shoppers 115
John Lewis customer profile 118
Cross-sector shopping 120
Shopping around 123
MARKS & SPENCER 125
Retailer struggles with intense competition 125
Marks & Spencer share of shoppers 126
Marks & Spencer customer profile 129
Cross-sector shopping 131
Shopping around 134
SELFRIDGES 136
Retailer suffers as competition improves 136
Selfridges share of shoppers 137
Selfridges customer profile 140
Cross-sector shopping 142
Shopping around 146
TJ HUGHES 148
Trading down drives visitors 148
TJ Hughes share of shoppers 149
TJ Hughes customer profile 152
Cross-sector shopping 154
Shopping around 157
APPENDIX 159
Methodology 159
Further reading 159
Ask the analyst 159
Verdict consulting 159
Disclaimer 159

TABLE OF FIGURES

Figure 1: Share of all department store customers (%) 2006–2010 20
Figure 2: Share of consumers using department stores by region (%) 2010 20
Figure 3: Share of consumers using department stores by demographics (%) 2010 21
Figure 4: Profile of department store shoppers (%) 2010 22
Figure 5: Profile of female department store shoppers (%) 2010 22
Figure 6: Profile of male department store shoppers (%) 2010 23
Figure 7: Profile of non-department store shoppers (%) 2010 24
Figure 8: Profile of female non-department store shoppers (%) 2010 24
Figure 9: Profile of male non-department store shoppers (%) 2010 25
Figure 10: What department store shoppers use department stores for (%) 2010 26
Figure 11: Department store shares of shoppers by sector (%) 2010 26
Figure 12: Department store retailer share of all consumers (%) 2010 29
Figure 13: Retailer share of all department store shoppers (%) 2010 29
Figure 14: Cross-sector department store retailer scores 2010 30
Figure 15: Percentage of all department store shoppers using the channel for clothing 2006–2010 33
Figure 16: Percentage of all clothing shoppers using department stores for clothing 2006–2010 33
Figure 17: Demographic profile of all shoppers who use department stores for clothing 2010 34
Figure 18: Demographic profile of all female shoppers who use department stores for clothing 2010 34
Figure 19: Demographic profile of all male shoppers who use department stores for clothing 2010 35
Figure 20: Retailer share of all department store clothing shoppers 2010 35
Figure 21: Retailer share of all clothing shoppers 2010 36
Figure 22: Demographic index of department store clothing shoppers vs all clothing shoppers 2010 36
Figure 23: Demographic index of department store clothing shoppers vs all department store shoppers 2010 37
Figure 24: Percentage of all department store shoppers using the channel for DIY 2006–2010 39
Figure 25: Percentage of all DIY shoppers using department stores for DIY 2006–2010 39
Figure 26: Demographic profile of all shoppers who use department stores for DIY 2010 40
Figure 27: Demographic profile of all female shoppers who use department stores for DIY 2010 40
Figure 28: Demographic profile of all male shoppers who use department stores for DIY 2010 41
Figure 29: Retailer share of all department store DIY shoppers 2010 41
Figure 30: Retailer share of all DIY shoppers 2010 42
Figure 31: Demographic index of department store DIY shoppers compared with all DIY shoppers 2010 42
Figure 32: Demographic index of department store DIY shoppers vs all department store shoppers 2010 43
Figure 33: Percentage of all department store shoppers using the channel for electricals 2006–2010 45
Figure 34: Percentage of all electricals shoppers using department stores for electricals 2006–2010 45
Figure 35: Demographic profile of all shoppers who use department stores for electricals 2010 46
Figure 36: Demographic profile of all female shoppers who use department stores for electricals 2010 46
Figure 37: Demographic profile of all male shoppers who use department stores for electricals 2010 47
Figure 38: Retailer share of all department store electricals shoppers 2010 47
Figure 39: Retailer share of all electricals shoppers 2010 48
Figure 40: Demographic index of department store electricals shoppers vs all electricals shoppers 2010 48
Figure 41: Demographic index of department store electricals shoppers vs all department store shoppers 2010 49
Figure 42: Percentage of all department store shoppers using the channel for food & grocery 2006–2010 51
Figure 43: Percentage of all food and grocery shoppers using dept stores for food & grocery 2006–2010 51
Figure 44: Demographic profile of all shoppers who use department stores for food & grocery 2010 52
Figure 45: Demographic profile of all female shoppers who use department stores for food & grocery 2010 52
Figure 46: Demographic profile of all male shoppers who use department stores for food & grocery 2010 53
Figure 47: Retailer share of all department store food & grocery shoppers 2010 53
Figure 48: Retailer share of all food & grocery shoppers 2010 54
Figure 49: Demographic index of department store food & grocery shoppers vs all food & grocery shoppers 2010 54
Figure 50: Demographic index of department store food & grocery shoppers vs all department store shoppers 2010 55
Figure 51: Percentage of all department store shoppers using the channel for footwear 2006–2010 57
Figure 52: Percentage of all footwear shoppers using department stores for footwear 2006–2010 57
Figure 53: Demographic profile of all shoppers who use department stores for footwear 2010 58
Figure 54: Demographic profile of all female shoppers who use department stores for footwear 2010 58
Figure 55: Demographic profile of all male shoppers who use department stores for footwear 2010 59
Figure 56: Retailer share of all department store footwear shoppers 2010 59
Figure 57: Retailer share of all footwear shoppers 2010 60
Figure 58: Demographic index of department store footwear shoppers vs all footwear shoppers 2010 60
Figure 59: Demographic index of department store footwear shoppers vs all department store shoppers 2010 61
Figure 60: Percentage of all department store shoppers using the channel for homewares 2006–2010 63
Figure 61: Percentage of all homewares shoppers using department stores for homewares 2006–2010 63
Figure 62: Demographic profile of all shoppers who use department stores for homewares 2010 64
Figure 63: Demographic profile of all female shoppers who use department stores for homewares 2010 64
Figure 64: Demographic profile of all male shoppers who use department stores for homewares 2010 65
Figure 65: Retailer share of all department store homewares shoppers 2010 65
Figure 66: Retailer share of all homewares shoppers 2010 66
Figure 67: Demographic index of department store homewares shoppers vs all homewares shoppers 2010 66
Figure 68: Demographic index of department store homewares shoppers vs all department store shoppers 2010 67
Figure 69: Percentage of all department store shoppers using the channel for music & video 2006–2010 69
Figure 70: Percentage of all music and video shoppers using department stores for music & video 2006–2010 69
Figure 71: Demographic profile of all shoppers who use department stores for music & video 2010 70
Figure 72: Demographic profile of all female shoppers who use department stores for music & video 2010 70
Figure 73: Demographic profile of all male shoppers who use department stores for music & video 2010 71
Figure 74: Retailer share of all department store music & video shoppers 2010 71
Figure 75: Retailer share of all music & video shoppers 2010 72
Figure 76: Demographic index of department store music & video shoppers vs all music & video shoppers 2010 72
Figure 77: Demographic index of department store music & video shoppers vs all department store shoppers 2010 73
Figure 78: Percentage of all department store shoppers using the channel for personal care 2006–2010 75
Figure 79: Percentage of all personal care shoppers using department stores for personal care 2006–2010 75
Figure 80: Demographic profile of all shoppers who use department stores for personal care 2010 76
Figure 81: Demographic profile of all female shoppers who use department stores for personal care 2010 76
Figure 82: Demographic profile of all male shoppers who use department stores for personal care 2010 77
Figure 83: Retailer share of all department store personal care shoppers 2010 77
Figure 84: Retailer share of all personal care shoppers 2010 78
Figure 85: Demographic index of department store personal care shoppers vs all personal care shoppers 2010 78
Figure 86: Demographic index of department store personal care shoppers vs all department store shoppers 2010 79
Figure 87: Percentage of all consumers who use Debenhams 2006–2010 81
Figure 88: Percentage of all department store shoppers who use Debenhams 2006–2010 81
Figure 89: Debenhams sector penetration 2010 82
Figure 90: Consumers using Debenhams: penetration of demographic segments 2010 83
Figure 91: Demographic index of all Debenhams shoppers compared with all department store shoppers 2010 83
Figure 92: Demographic profile of all Debenhams shoppers 2010 84
Figure 93: Demographic profile of all female Debenhams shoppers 2010 84
Figure 94: Demographic profile of all male Debenhams shoppers 2010 85
Figure 95: What Debenhams shoppers use it for 2010 85
Figure 96: Debenhams sectors shopped 2010 86
Figure 97: Debenhams cross-sector participation 2006–2010 87
Figure 98: Demographic profile of Debenhams cross-sector participation 2010 87
Figure 99: Percentage of Debenhams shoppers using other department stores 2010 90
Figure 100: Percentage of all consumers who use Fenwick 2006–2010 92
Figure 101: Percentage of all department store shoppers who use Fenwick 2006–2010 92
Figure 102: Fenwick sector penetration 2010 93
Figure 103: Consumers using Fenwick: penetration of demographic segments 2010 94
Figure 104: Demographic index of all Fenwick shoppers compared with all department store shoppers 2010 94
Figure 105: Demographic profile of all Fenwick shoppers 2010 95
Figure 106: Demographic profile of all female Fenwick shoppers 2010 95
Figure 107: Demographic profile of all male Fenwick shoppers 2010 96
Figure 108: What Fenwick shoppers use it for 2010 97
Figure 109: Fenwick sectors shopped 2010 97
Figure 110: Fenwick cross-sector participation 2006–2010 98
Figure 111: Demographic profile of Fenwick cross-sector participation 2010 98
Figure 112: Percentage of Fenwick shoppers using other department stores 2010 101
Figure 113: Percentage of all consumers who use House of Fraser 2006–2010 103
Figure 114: Percentage of all department store shoppers who use House of Fraser 2006–2010 103
Figure 115: House of Fraser sector penetration 2010 104
Figure 116: Consumers using House of Fraser: penetration of demographic segments 2010 105
Figure 117: Demographic index of all House of Fraser shoppers compared with all department store shoppers 2010 105
Figure 118: Demographic profile of all House of Fraser shoppers 2010 106
Figure 119: Demographic profile of all female House of Fraser shoppers 2010 106
Figure 120: Demographic profile of all male House of Fraser shoppers 2010 107
Figure 121: What House of Fraser shoppers use it for 2010 108
Figure 122: House of Fraser sectors shopped 2010 109
Figure 123: House of Fraser cross-sector participation 2006–2010 110
Figure 124: Demographic profile of House of Fraser cross-sector participation 2010 110
Figure 125: Percentage of House of Fraser shoppers using other department stores 2010 113
Figure 126: Percentage of all consumers who use John Lewis 2006–2010 115
Figure 127: Percentage of all department store shoppers who use John Lewis 2006–2010 115
Figure 128: John Lewis sector penetration 2010 116
Figure 129: Consumers using John Lewis: penetration of demographic segments 2010 117
Figure 130: Demographic index of all John Lewis shoppers compared with all department store shoppers 2010 117
Figure 131: Demographic profile of all John Lewis shoppers 2010 118
Figure 132: Demographic profile of all female John Lewis shoppers 2010 118
Figure 133: Demographic profile of all male John Lewis shoppers 2010 119
Figure 134: What John Lewis shoppers use it for 2010 120
Figure 135: John Lewis sectors shopped 2010 120
Figure 136: John Lewis cross-sector participation 2006–2010 121
Figure 137: Demographic profile of John Lewis cross-sector participation 2010 121
Figure 138: Percentage of John Lewis shoppers using other department stores 2010 124
Figure 139: Percentage of all consumers who use Marks & Spencer 2006–2010 126
Figure 140: Percentage of all department store shoppers who use Marks & Spencer 2006–2010 126
Figure 141: Marks & Spencer sector penetration 2010 127
Figure 142: Consumers using Marks & Spencer: penetration of demographic segments 2010 128
Figure 143: Demographic index of all Marks & Spencer shoppers compared with all department store shoppers 2010 128
Figure 144: Demographic profile of all Marks & Spencer shoppers 2010 129
Figure 145: Demographic profile of all female Marks & Spencer shoppers 2010 129
Figure 146: Demographic profile of all male Marks & Spencer shoppers 2010 130
Figure 147: What Marks & Spencer shoppers use it for 2010 131
Figure 148: Marks & Spencer sectors shopped 2010 131
Figure 149: Marks & Spencer cross-sector participation 2006–2010 132
Figure 150: Demographic profile of Marks & Spencer cross-sector participation 2010 132
Figure 151: Percentage of Marks & Spencer shoppers using other department stores 2010 135
Figure 152: Percentage of all consumers who use Selfridges 2006–2010 137
Figure 153: Percentage of all department store shoppers who use Selfridges 2006–2010 137
Figure 154: Selfridges sector penetration 2010 138
Figure 155: Consumers using Selfridges: penetration of demographic segments 2010 139
Figure 156: Demographic index of all Selfridges shoppers compared with all department store shoppers 2010 139
Figure 157: Demographic profile of all Selfridges shoppers 2010 140
Figure 158: Demographic profile of all female Selfridges shoppers 2010 140
Figure 159: Demographic profile of all male Selfridges shoppers 2010 141
Figure 160: What Selfridges shoppers use it for 2010 142
Figure 161: Selfridges sectors shopped 2010 143
Figure 162: Selfridges cross-sector participation 2006–2010 144
Figure 163: Demographic profile of Selfridges cross-sector participation 2010 144
Figure 164: Percentage of Selfridges shoppers using other department stores 2010 147
Figure 165: Percentage of all consumers who use TJ Hughes 2006–2010 149
Figure 166: Percentage of all department store shoppers who use TJ Hughes 2006–2010 149
Figure 167: TJ Hughes sector penetration 2010 150
Figure 168: Consumers using TJ Hughes: penetration of demographic segments 2010 151
Figure 169: Demographic index of all TJ Hughes shoppers compared with all department store shoppers 2010 151
Figure 170: Demographic profile of all TJ Hughes shoppers 2010 152
Figure 171: Demographic profile of all female TJ Hughes shoppers 2010 153
Figure 172: Demographic profile of all male TJ Hughes shoppers 2010 153
Figure 173: What TJ Hughes shoppers use it for 2010 154
Figure 174: TJ Hughes sectors shopped 2010 154
Figure 175: TJ Hughes cross-sector participation 2006–2010 155
Figure 176: Demographic profile of TJ Hughes cross-sector participation 2010 155
Figure 177: Percentage of TJ Hughes shoppers using other department stores 2010 158

LIST OF TABLES

Table 1: Index of department store shoppers in each department compared with all department store shoppers (%) 27
Table 2: Index of department store shoppers compared with all shoppers in each department (%) 2010 28
Table 3: Index of department store shoppers at each profiled retailer compared with all department store shoppers (%) 2010 31
Table 4: Debenhams cross-department conversion matrix 2010 88
Table 5: Where Debenhams shoppers also shop by sector 2010 89
Table 6: Fenwick cross-department conversion matrix 2010 99
Table 7: Where Fenwick shoppers also shop by sector 2010 100
Table 8: House of Fraser cross-department conversion matrix 2010 111
Table 9: Where House of Frasers shoppers also shop by sector 2010 112
Table 10: John Lewis cross-department conversion matrix 2010 122
Table 11: Where John Lewis shoppers also shop by sector 2010 123
Table 12: Marks & Spencer cross-department conversion matrix 2010 133
Table 13: Where Marks & Spencer shoppers also shop by sector 2010 134
Table 14: Selfridges cross-department conversion matrix 2010 145
Table 15: Where Selfridges shoppers also shop by sector 2010 146
Table 16: TJ Hughes cross-department conversion matrix 2010 156
Table 17: Where TJ Hughes shoppers also shop by sector 2010 157