Based on a representative survey of 6,000 adults, this report provides unique data and detailed analysis of consumer trends, drivers of customer loyalty and disloyalty, and shopper profiles for key players in the UK Electricals sector.
How Britain Shops for Electricals provides a detailed overview of the shopping habits of consumers. It examines, who shops for electricals, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.
Fall of 6.7 percentage points for the electricals market share of UK shoppers, to 40.5%, its lowest level in the five reported years. A move towards smaller inexpensive products is viewed as key to minimizing the impact of a lingering weak economic outlook.
Supermarkets appear to have lost the edge after seeing years of growth. They are less recognised as a viable, cheaper alternative to specialist retailers, with online retailers taking advantage and moving up to grab a bigger share.
The 1.5 average number of other stores used is the highest in this five-year analysis, with conversion also falling to 40.5%, its lowest rate in the five-year period. These data points reflect the current attitude that, if fewer electricals purchases are going to be made, the best value should be sought.