How Britain Shops for Furniture & Floorcoverings | Verdict Consumer Report

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

Scope

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

Table of Contents

1 Overview

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 Lewis’s 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 Conversion

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 Methodology

5.1 Access to additional data

6 Appendix

6.1 About Verdict Retail

6.2 Disclaimer

List of Tables

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

List of Figures

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

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