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How Britain Shops for DIY | Verdict Consumer Report

How Britain Shops for DIY | Verdict Consumer Report


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Executive Summary

How Britain Shops DIY 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. The report provides valuable insights into the UK DIY shopper demographics and shopping habits as well as DIY retailers' performance in relation to the shopping drivers deemed important by consumers.

Key Findings

Use retailer ratings across eight key metrics to benchmark the performance of retailers in the DIY 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 DIY shoppers find important, and how well retailers satisfy the expectations of their shoppers

Synopsis

The age group with the highest percentage of DIY shoppers is 65+, followed by 45-54 year olds. Already on the property ladder and less likely to move, consumers in these age groups continue to spend on home improvement projects and therefore constitute key demographics for DIY retailers.

Younger generations use non-traditional channels when they make DIY purchases. 25-34 year olds' tendency to use click & collect is the highest among all age groups when shopping for DIY. A trend in the opposite direction is in place for 65+ DIY shoppers: their propensity to buy in store and take their purchases home is the highest.

B&Q remains the market leader, with the highest percentage of DIY shoppers visiting and purchasing from the retailer. Benefitting from the highest ratio of frequent to occasional shoppers, B&Q caters to a wide range of DIY needs while reducing its customers' need to shop around.

Reasons To Buy

How much better off do DIY shoppers feel in comparison to last year?

Which DIY retailers have the highest share of visitors and purchasers?

How many other stores do your shoppers use for DIY?

1 Overview

2 Main Conclusions

2.1 Sentiment improving in line with the UK housing market

2.2 DIY is weighted toward older, affluent, males

2.3 Female shoppers to increase

2.4 East Midlands shows positive prospects

2.5 Stores remain the most used channel in DIY

2.6 B&Q dominates the market

2.7 Screwfix grows fastest

2.8 Wickes strengthens its position

2.9 B&M's rapid rise continues to threaten the specialists

3 Sector Analysis

3.1 Sector summary

3.1.1 26.8% of consumers feel better off while 27.9% spend more

3.2 Shopping frequency

3.2.1 14.8% of UK consumers shop for DIY at least once a month

3.2.2 London is the region with the highest shopping frequency

3.3 Channel spend

3.3.1 Click & collect and PUDO are lagging behind

3.4 Penetration of shoppers

3.4.1 Male and older consumers shop the most for DIY

3.4.2 North East has the highest percentage of DIY shoppers

3.5 Conversion

3.5.1 DIY converts better than other sectors

3.5.2 B&Q the leader in turning shopping trips into purchases

3.6 Shopping around

3.6.1 B&Q consumers shop around the least

4 Retailer Ratings

4.1 Importance of shopping drivers

4.1.1 Value for money, quality and price stand out

4.2 Retailer ratings

4.2.1 Amazon and Screwfix win on value, quality and price

5 Methodology

5.1 Access to additional data

6 Appendix

6.1 About Verdict Retail

6.2 Disclaimer

Figure 1: How much better off DIY shoppers feel compared to last year (%), 2015

Figure 2: How much extra DIY shoppers feel they are spending compared to last year (%), 2015

Figure 3: DIY share of shoppers (%), 2015

Figure 4: Demographic profile of DIY shoppers (%), 2015

Figure 5: Frequency of DIY shopping trips (%), 2015

Figure 6: Channels used in the last year by DIY shoppers (%), 2015

Figure 7: Percentage of consumers who shop for DIY by demographics (%), 2015

Figure 8: Percentage of consumers who shop for DIY by region (%), 2015

Figure 9: Percentage of DIY shoppers visiting the top 10 retailers (%), 2015

Figure 10: Percentage of DIY shoppers purchasing from the top 10 retailers (%), 2015

Figure 11: Proportion of shoppers who are frequent or occasional shoppers at the top 10 DIY retailers (%), 2015

Figure 12: Average rate of conversion for all sectors (%), 2015

Figure 13: Top 10 retailers' conversion for DIY (%), 2015

Figure 14: Average number of DIY retailers each shopper visited and purchased from in the last year, 2015

Figure 15: Average number of DIY retailers purchased from by region, 2015

Figure 16: Average number of other DIY retailers purchased from for the top 10 retailers, 2015

Figure 17: Importance of shopping drivers to DIY shoppers (rated out of 10), 2015

Table 1: Frequency of DIY shopping trips by region (%), 2015

Table 2: Frequency of DIY shopping trips by demographics (%), 2015

Table 3: Channels used in the last year by DIY shoppers by region (%), 2015

Table 4: Channels used in the last year by DIY shoppers by demographics (%), 2015

Table 5: Top 10 retailers' share of regional DIY shoppers (%), 2015

Table 6: Average conversion of DIY retailers by region (%), 2015

Table 7: DIY retailer ratings for shopping drivers (rated out of 10), 2015

Table 8: DIY retailer ratings for shopping drivers (rated out of 10), 2015

Table 9: DIY retailer ratings versus driver importance, 2015

Table 10: DIY retailer ratings versus driver importance, 2015

Table 11: Sample sizes by sector, 2015

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Insight Report, Retail, DIY, Verdict Retail


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