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Where Britain Shops: Department Stores - Verdict Consumer Report

Where Britain Shops: Department Stores - Verdict Consumer Report


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Executive Summary

The number of consumers in the UK who shop regularly at department stores has fallen by nearly six million in the five years to 2014. The closure of TJ Hughes stores, poor general merchandise performance from M&S and fluctuating sales from Debenhams and House of Fraser have contributed to the decline.

Key Findings

Through being informed of the opinions of your customers, understand which aspects of your retail proposition most need improving

Use this report to identify which consumers are less likely to shop with you and adapt your offer to improve your appeal with these shoppers

Use our cross-sector shopping data to benchmark yourself against rivals and learn which areas need to be better promoted or improved to drive traffic

Synopsis

Just under one quarter of all department store shoppers use the channel for homewares. However, with exceptional improvement in the housing market throughout the course of 2014, we do expect shopper levels to revive, particularly since the likes of John Lewis have heavily invested in the sector.

Beales has the lowest score for cross-sector shopping. Much of its store portfolio is in need of refurbishment, while many departments have a lack of choice with often incoherent ranges, which causes frustration and a lack of willingness to browse the full store.

M&S is ranked it as the most shopped department store in 2014, followed by Debenhams and John Lewis. The retailer's ubiquitous offer and broad price architecture allow it to reach a very large audience, aided by the size of its store portfolio. However, despite maintaining its leading position, the percentage of shoppers has fallen.

Reasons To Buy

What proportion of shoppers use department stores? How has the profile of department stores shoppers changed and what has caused this?

What are the most shopped sectors at department stores and why? What do retailers need to do to boost cross-sector shopping?

Which department store retailers have gained and lost visitors? What is the shopper profile for each of seven department stores profiled?

1 Overview

2 Key Findings

2.1 Number of department store shoppers falls by 5.9 million

2.2 45+s take a larger share, while C2DEs lose share to more affluent shoppers

2.3 Percentage of shoppers using department stores for clothing & footwear rises

2.4 Fewer department store shoppers use homewares departments

2.5 John Lewis protects electricals score

2.6 M&S's large store portfolio and mass market appeal protect its leading position

2.7 Cross-sector shopping is highest at John Lewis

3 Department Store Share of Shoppers

3.1 Number of department store shoppers falls by 5.9 million

3.2 Shopper numbers fall across every demographic in five years to 2014

4 Profiles of Department Store Shoppers

4.1 45+s take a larger share, while C2DEs lose share to more affluent shoppers

4.2 Profile of male department store shoppers

4.3 Profile of female department store shoppers

5 Sector Penetration

5.1 Which sectors shoppers use department stores for

6 Share of Shoppers

6.1 Top Eight department store retailers' share of shoppers

7 Clothing Sector Analysis

7.1 How clothing shoppers use department stores

8 Electricals Sector Analysis

8.1 How electricals shoppers use department stores

9 Footwear Sector Analysis

9.1 How footwear shoppers use department stores

10 Homewares Sector Analysis

10.1 How homewares shoppers use department stores

11 Personal Care Sector Analysis

11.1 How personal care shoppers use department stores

12 Department Store Shopper Profiles

12.1 Beales

12.2 Debenhams

12.3 Fenwick

12.4 House of Fraser

12.5 John Lewis

12.6 Marks & Spencer

12.7 Selfridges

13 Methodology

13.1 The cDNA series covers eight key retail sectors:

13.2 Selection of parliamentary constituencies

13.3 Metropolitan county

13.4 Other 100% urban

13.5 Mixed urban/rural

13.6 Rural

13.7 Selection of enumeration districts

13.8 Selection of respondents

13.9 Post survey weighting

14 Appendix

14.1 About Verdict Retail

14.2 Disclaimer

Figure 1: Department stores share of all UK shoppers (%), 2009 and 2014

Figure 2: Department stores share of UK shoppers, penetration by region (%), 2014

Figure 3: Consumers using department stores, penetration by demographics (%), 2014

Figure 4: Profile of department store shoppers (%), 2014

Figure 5: Profile of male department store shoppers (%), 2014

Figure 6: Profile of female department store shoppers (%), 2014

Figure 7: What department store shoppers use department stores for (%), 2014

Figure 8: Department store retailer share of all consumers (%), 2014

Figure 9: Retailer share of all department store shoppers (%), 2014

Figure 10: Cross-sector department store retailer scores, 2014

Figure 11: Percentage of all department store shoppers using the channel for clothing (%), 2009 and 2014

Figure 12: Percentage of all clothing shoppers using department stores for clothing (%), 2009 and 2014

Figure 13: Demographic profile of all shoppers who use department stores for clothing (%), 2014

Figure 14: Demographic profile of all male shoppers who use department stores for clothing (%), 2014

Figure 15: Demographic profile of all female shoppers who use department stores for clothing (%), 2014

Figure 16: Retailer shares of all department store clothing shoppers (%), 2014

Figure 17: Retailer shares of all clothing shoppers (%), 2014

Figure 18: Percentage of all department store shoppers using the channel for electricals (%), 2009 and 2014

Figure 19: Percentage of all electricals shoppers using department stores for electricals (%), 2009 and 2014

Figure 20: Demographic profile of all shoppers who use department stores for electricals (%), 2014

Figure 21: Demographic profile of all male shoppers who use department stores for electricals (%), 2014

Figure 22: Demographic profile of all female shoppers who use department stores for electricals (%), 2014

Figure 23: Retailer shares of all department store electricals shoppers (%), 2014

Figure 24: Retailer shares of all electricals shoppers (%), 2014

Figure 25: Percentage of all department store shoppers using the channel for footwear (%), 2009 and 2014

Figure 26: Percentage of all footwear shoppers using department stores for footwear (%), 2009 and 2014

Figure 27: Demographic profile of all shoppers who use department stores for footwear (%), 2014

Figure 28: Demographic profile of all male shoppers who use department stores for footwear (%), 2014

Figure 29: Demographic profile of all female shoppers who use department stores for footwear (%), 2014

Figure 30: Retailer shares of all department store footwear shoppers (%), 2014

Figure 31: Retailer shares of all footwear shoppers (%), 2014

Figure 32: Percentage of all department store shoppers using the channel for homewares (%), 2009 and 2014

Figure 33: Percentage of all homewares shoppers using department stores for homewares (%), 2009 and 2014

Figure 34: Demographic profile of all shoppers who use department stores for homewares (%), 2014

Figure 35: Demographic profile of all male shoppers who use department stores for homewares (%), 2014

Figure 36: Demographic profile of all female shoppers who use department stores for homewares (%), 2014

Figure 37: Retailer shares of all department store homewares shoppers (%), 2014

Figure 38: Retailer shares of all homewares shoppers (%), 2014

Figure 39: Percentage of all department store shoppers using the channel for personal care (%), 2009 and 2014

Figure 40: Percentage of all personal care shoppers using department stores for personal care (%), 2009 and 2014

Figure 41: Demographic profile of all shoppers who use department stores for personal care (%), 2014

Figure 42: Demographic profile of all male shoppers who use department stores for personal care (%), 2014

Figure 43: Demographic profile of all female shoppers who use department stores for personal care (%), 2014

Figure 44: Retailer shares of all department store personal care shoppers (%), 2014

Figure 45: Retailer shares of all personal care shoppers (%), 2014

Figure 46: Demographic profile of all Beales shoppers (%), 2014

Figure 47: Demographic profile of all Debenhams shoppers (%), 2014

Figure 48: Demographic profile of all Fenwick shoppers (%), 2014

Figure 49: Demographic profile of all House of Fraser shoppers (%), 2014

Figure 50: Demographic profile of all John Lewis shoppers (%), 2014

Figure 51: Demographic profile of all Marks & Spencer shoppers (%), 2014

Figure 52: Demographic profile of all Selfridges shoppers (%), 2014

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