Verdict Research: The recession has given rise to more cautious consumers, changing the way they shop department stores and how they use them. Where Britain Shops 2009: Department Stores provides a comprehensive analysis of the shopping habits of UK department store shoppers. It presents a detailed examination of shopping by sector, customer profiles, demographics and socio-economic trends.
- A wide-ranging analysis of the way customers shop in department stores, complete with profiles of the following seven retailers:
- Debenhams, Fenwick, John Lewis, House of Fraser, Marks & Spencer Selfridges and TJ Hughes.
- In each of the 8 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 its customer base and cross sector shopping data.
More shoppers are visiting department stores. 49.0% of all UK shoppers make regular purchases at department stores, the highest level it has been in the last nine years. The 3.3 percentage point increase on the previous year is the greatest uplift since 2003 and has partly been driven by more frequent, well advertised promotional days.
Men have also grown their share of all department store shoppers by 2.8 percentage points to 42.1%. The proportion of male department store shoppers has grown in five of the eight sectors, with the exception of clothing, footwear and personal care, highlighting the growing appeal of department stores across a broad range of sectors.
The sector where department stores have gained the greatest share of that sector's shoppers is food & grocery. This has largely been achieved through Marks & Spencer offering more promotions on its food offer such as the 'Dine for two for £10' offer.
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 competition between department stores is more fierce than ever, understanding customer motivations for using them has never been more important.