How Britain Shops: Electricals 2011

Introduction

How Britain Shops Electricals provides a detailed overview of the shopping habits of consumers. It examines, who shops for electricals, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.

Features and benefits

• In depth analysis of why customers shop for electricals with the following retailers: Amazon, Argos, Asda, Comet, Currys, eBay, John Lewis and Tesco.
• Insight into 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 is provided so trends can be analysed over a five year period.

Highlights

In this 2011 report the proportion of consumers shopping for electricals fell by 2.7 percentage points to 47.2%. This continuing decline reflects a collective belt tightening exercise in light of persisting economic uncertainty and further realisation of the length of time it is going to take to see a full recovery.

While price is still of paramount importance, shoppers are increasingly buying into the whole shopping experience rather than just comparing one or two features. This is reflected in loyalty scores for attributes such as layout, facilities, ambience and convenience growing by 0.6, 0.1, 1.6 and 1.0 percentage points respectively year-on-year.

The percentage of Comet's disloyal main users who would prefer to shop at Currys is up 8.4 percentage points at 38.0% and with Currys holding a 7.1 percentage point lead for range as a loyalty driver, this is the most obvious area where Comet is outdone by its rival.

Your key questions answered

• 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 else they are shopping - and why.
• Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers.