Market Research Logo

How Britain Shops for Furniture & Floorcoverings | Verdict Consumer Report

How Britain Shops for Furniture & Floorcoverings | Verdict Consumer Report

Summary

How Britain Shops Furniture & Floor coverings is part of Verdict's How Britain Shops series, which surveys 12,000 shoppers online to gauge how the nation shops across 12 different retail sectors. Data from the survey is broken down demographically and regionally to provide retailers with a clear understanding of what is important to its customers, providing it with a competitive edge.

Key Findings

  • Use retailer ratings across eight key metrics to benchmark the performance of retailers in the electrical market
  • Understand what channels shoppers are using to make purchases and see how this varies across regions and demographics to improve customer targeting
  • Identify what factors furniture & floor coverings shoppers find important, and how well retailers satisfy the expectations of their shoppers
Summary

As with homewares, women make up the majority of furniture & floor coverings shoppers and have the deepest penetration. This illustrates that women have a greater influence for home related purchases. While current advertising campaigns do appeal to women, they could be enhanced if the focus of the message shifted towards design rather than price.

Of all measured sectors, service was the most important in furniture & floor coverings, due in part to its big ticket nature and the greater customization available. However, many retailers are falling short of customer expectations. Online has been the focus for many retailers in this sector as it is underdeveloped but stores can not be neglected.

With its low prices and innovative products, IKEA has come top for value for money. Its vast stores, which cover many sectors, help it come top for range as well. However, delivery remains problematic, coming bottom of profiled retailers and falling below how important customers rate it by 0.6 points. Its click & collect trial should remedy this.

Reasons To Buy
  • How much better off do furniture & floor coverings shoppers feel in comparison to last year?
  • Which furniture & floor coverings retailers have the highest share of visitors and purchasers?
  • How many other stores do your shoppers use for furniture & floor coverings?


  • Overview
  • Main Conclusions
    • Women make up the majority of furniture & floorcoverings shoppers
    • More shoppers bought online for home delivery than instore
    • Argos and IKEA are the most visited stores for furniture
    • Conversion is highest at IKEA
    • Compared to other sectors, service is the most important in furniture
    • Despite its importance, work still needs to be done to match service expectations
    • John Lewis's more premium offer resonates with shoppers
    • IKEA leads the way for value for money and range
    • Next needs to focus on better communicating its value
  • Sector Analysis
    • Sector summary
      • Women make up the majority of furniture shoppers
    • Shopping frequency
      • London is above average for more frequent purchases
        • Table Frequency of furniture & floorcoverings shopping trips by region (%), 2015
        • Table Frequency of furniture & floorcoverings shopping trips by demographics (%), 2015
    • Channel spend
      • Customers are becoming increasingly comfortable about buying online
        • Table Channels used in the last year by furniture & floorcoverings shoppers by region (%), 2015
        • Table Channels used in the last year by furniture & floorcoverings shoppers by demographics (%), 2015
    • Penetration of shoppers
      • One in three women have bought furniture & floorcoverings in the last 12 months
        • Table Top 10 retailers' share of regional furniture & floorcoverings shoppers (%), 2015
    • Conversion
      • Pre-purchase research impacts performance
        • Table Average conversion of furniture & floorcoverings retailers by region (%), 2015
    • Shopping around
      • Furniture & floorcoverings had second lowest number of stores visited
  • Retailer Ratings
    • Importance of shopping drivers
      • Quality and value pivotal for such large ticket items
    • Retailer ratings
      • Jon Lewis comes top in four sectors
        • Table Furniture & floorcoverings retailer ratings for shopping drivers (rated out of 10), 2015
        • Table Furniture & floorcoverings retailer ratings versus driver importance, 2015
  • Methodology
    • Table Sample sizes by sector, 2015
    • Access to additional data
  • Appendix
    • About Verdict Retail
    • Disclaimer

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report