How Britain Shops Furniture & Floor coverings is part of Verdicts 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.
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
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?
2 Main Conclusions
2.1 Women make up the majority of furniture & floorcoverings shoppers
2.2 More shoppers bought online for home delivery than instore
2.3 Argos and IKEA are the most visited stores for furniture
2.4 Conversion is highest at IKEA
2.5 Compared to other sectors, service is the most important in furniture
2.6 Despite its importance, work still needs to be done to match service expectations
2.7 John Lewiss more premium offer resonates with shoppers
2.8 IKEA leads the way for value for money and range
2.9 Next needs to focus on better communicating its value
3 Sector Analysis
3.1 Sector summary
3.1.1 Women make up the majority of furniture shoppers
3.2 Shopping frequency
3.2.1 London is above average for more frequent purchases
3.3 Channel spend
3.3.1 Customers are becoming increasingly comfortable about buying online
3.4 Penetration of shoppers
3.4.1 One in three women have bought furniture & floorcoverings in the last 12 months
3.5.1 Pre-purchase research impacts performance
3.6 Shopping around
3.6.1 Furniture & floorcoverings had second lowest number of stores visited
4 Retailer Ratings
4.1 Importance of shopping drivers
4.1.1 Quality and value pivotal for such large ticket items
4.2 Retailer ratings
4.2.1 Jon Lewis comes top in four sectors
5.1 Access to additional data
6.1 About Verdict Retail
Figure 1: How much better off furniture & floorcoverings shoppers feel compared to last year (%), 2015
Figure 2: How much extra furniture & floorcoverings shoppers feel they are spending compared to last year (%), 2015
Figure 3: Furniture & floorcoverings share of shoppers (%), 2015
Figure 4: Demographic profile of furniture & floorcoverings shoppers (%), 2015
Figure 5: Frequency of furniture & floorcoverings shopping trips (%), 2015
Figure 6: Channels used in the last year by furniture & floorcoverings shoppers (%), 2015
Figure 7: Percentage of consumers who shop for furniture & floorcoverings by demographics (%), 2015
Figure 8: Percentage of consumers who shop for furniture & floorcoverings by region (%), 2015
Figure 9: Percentage of furniture & floorcoverings shoppers visiting the top 10 retailers (%), 2015
Figure 10: Percentage of furniture & floorcoverings shoppers purchasing from the top 10 retailers (%), 2015
Figure 11: Average rate of conversion for all sectors (%), 2015
Figure 12: Top 10 retailers conversion for furniture & floorcoverings (%), 2015
Figure 13: Average number of furniture & floorcoverings retailers each shopper visited and purchased from in the last year, 2015
Figure 14: Average number of furniture & floorcoverings retailers purchased from by region, 2015
Figure 15: Average number of other furniture & floorcoverings retailers purchased from for the top 10 retailers, 2015
Figure 16: Importance of shopping drivers to furniture & floorcoverings shoppers (rated out of 10), 2015
Table 1: Frequency of furniture & floorcoverings shopping trips by region (%), 2015
Table 2: Frequency of furniture & floorcoverings shopping trips by demographics (%), 2015
Table 3: Channels used in the last year by furniture & floorcoverings shoppers by region (%), 2015
Table 4: Channels used in the last year by furniture & floorcoverings shoppers by demographics (%), 2015
Table 5: Top 10 retailers share of regional furniture & floorcoverings shoppers (%), 2015
Table 6: Average conversion of furniture & floorcoverings retailers by region (%), 2015
Table 7: Furniture & floorcoverings retailer ratings for shopping drivers (rated out of 10), 2015
Table 8: Furniture & floorcoverings retailer ratings for shopping drivers (rated out of 10), 2015
Table 9: Furniture & floorcoverings retailer ratings versus driver importance, 2015
Table 10: Furniture & floorcoverings retailer ratings versus driver importance, 2015
Table 11: Sample sizes by sector, 2015
Single User License:
Corporate User License:
select a license
NEWSLETTER BY CATEGORY
The report sent to us was on the point, and its information was quite extensive, well structured, and well researched. More importantly what we valued was your response time and professionalism. As a leading global consulting firm, our clients expect high quality deliverables in short periods of time, so a reliable research partner is essential. For the price that you have charged the quality of your services were exceptional. We look forward to continue our relationship with your team on future engagements.... "Senior Associate, Booz Allen Hamilton"
This is with regards to your report on India PVC pipes and fitting market outlook industry outlook to 2019. This is a very well written report and accept my compliments on the same.... ... "Mohit Mittal, Consultant, KPMG Advisory Services"
I am pleased to see the very useful and productive information in the report..Very well structured great presentation reflect professionalism in your research studies.... "Mustafa Masood, Financial Analyst , Coldwell Banker Riyadh"
While we still are studying and analysing your reports about Vietnam & Thailand, we would like to convey to your research team that they have done a very good job in compiling so much of information together. We hope to see more of such well researched reports. All the best & keep it up. ... "Prashant Bhagwat,General Manager, Mahindra"
We would like to appreciate Ken Research for their great efforts and wonderful support in providing the Market Intelligence Report for ITPC. The information, statistics and research are well understandable and very clear to the point. We are happy with Ken research for their good client service, on-time delivery of the report and as said the report itself. Thank you Ken research for bringing the valuable output for us. We would be looking forward to have more research with you in the near future. Wish you a success in your business!... "Jestin Mathew, Indonesian Trade Promotion Center"