Where Britain Shops 2009: Department Stores

Introduction

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.

Scope

• 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.

Highlights

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.

About the cDNA programme 5

Section 1: Executive Summary 6
- Executive summary 7

Section 2: Use of department stores 8
- Summary 9
- Share of consumers 10
- Profile of department store shoppers 11
- Profile of shoppers who don’t use department stores 12
- Department usage 13
- Share of shoppers by retailer 14
- Cross-department usage 16

Section 3: Department Analysis 17
Clothing - How clothing shoppers use department stores 18
- Customer demographics 19
- Share of shoppers by retailer 21
DIY - How DIY shoppers use department stores 22
- Customer demographics 23
- Share of shoppers by retailer 25
Electricals - How electricals use department stores 26
- Customer demographics 27
- Share of shoppers by retailer 29
Food & Grocery - How food & grocery shoppers use department stores 30
- Customer demographics 31
- Share of shoppers by retailer 33
Footwear - How footwear shoppers use department stores 34
- Customer demographics 35
- Share of shoppers by retailer 37
Homewares - How homewares shoppers use department stores 38
- Customer demographics 39
- Share of shoppers by retailer 41
Music & Video - How music & video shoppers use department stores 42
- Customer demographics 43
- Share of shoppers by retailer 45
Personal Care - How personal care shoppers use department stores 46
- Customer demographics 47
- Share of shoppers by retailer 49
continued Þ
Section 4: Department Store Retailer Profiles 50
Debenhams - Key findings 51
- Share of shoppers 52
- Customer demographics 53
- Department usage 55
- Cross-department usage 56
- Competitors 57
Fenwick - Key findings 58
- Share of shoppers 59
- Customer demographics 60
- Department usage 62
- Cross-department usage 63
- Competitors 64
House of Fraser - Key findings 65
- Share of shoppers 66
- Customer demographics 67
- Department usage 69
- Cross-department usage 70
- Competitors 71
John Lewis - Key findings 72
- Share of shoppers 73
- Customer demographics 74
- Department usage 76
- Cross-department usage 77
- Competitors 78

Section 4: Department Store Retailer Profiles
Marks & Spencer - Key findings 79
- Share of shoppers 80
- Customer demographics 81
- Department usage 83
- Cross-department usage 84
- Competitors 85
Selfridges - Key findings 86
- Share of shoppers 87
- Customer demographics 88
- Department usage 90
- Cross-department usage 91
- Competitors 92
TJ Hughes - Key findings 93
- Share of shoppers 94
- Customer demographics 95
- Department usage 97
- Cross-department usage 98
- Competitors 99

cDNA Methodology 100