How Britain Shops 2014 DIY | Verdict Consumer Report

Identify how main players in DIY drive loyalty and which stores are favoured by disloyal customers to improve your own shopper penetration Understand which strategies are most effective at driving customer loyalty in DIY and justify your own business investments Data is segmented regionally and by demographic and socio-economic group to enable you to identify which customer groups offer the most opportunities

Scope

The proportion of female DIY shoppers has improved by 1.5 percentage points in 2014 to 40.6%. Factors behind this growth include women feeling more confident about doing DIY projects & the greater accessibility of products, such as online how to guides. Stores which offer greater convenience, such as Wilkinson and the grocers, particularly appeal.

After last year's comparatively weak performance, B&Q has made gains across the board with greater conversion and loyalty. However, despite these improvements, there are areas it must work on. it is losing ground on price and its sister fascia is gaining ground on them. Its new strategy of better communicating prices in-store should counter this.

Reasons to buy

How has the profile of the consumers shopping at the main DIY players changed over the past year and what has caused this

What drives consumers to shop for DIY at both you and your competitors What makes them disloyal

How many other stores do your shoppers use for DIY and what stores are these Will these be a threat going forward

Table of Contents

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

List of Tables

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 regiol 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

List of Figures

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 occasiol 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

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