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How Britain Shops for DIY - Verdict Consumer Report

Published By :

Verdict Financial

Published Date : Jun 2015

Category :

Retail

No. of Pages : 36 Pages

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

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 Table


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

List of Chart

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

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