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Debenhams Homewares | Customer Insight

UK Customer Insights 2012 provide a comprehensive analysis of a retailer's customer profile, looking at demographics and spending motivations. The consumer data which makes up each profile is captured through a nationwide survey of 6,000 shoppers.

Description

INTRODUCTION

During a period of restricted discretionary spend and low consumer confidence, it is imperative that retailers know who their core customer base is and how they should be targeting them. UK Customer Insights 2012 are based around individual retailers and provide a highly detailed, data-rich overview of a retailer's customers, including shopper profiles and the drivers of loyalty and disloyalty.

FEATURES AND BENEFITS

  • Identify how the retailer drives 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 homewares 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.

HIGHLIGHTS

A comprehensive analysis of a retailer's customer profile.

YOUR KEY QUESTIONS ANSWERED

  • How has the profile of the consumers shopping at the homewares retailer changed over the past year and what has caused this?
  • What drives consumers to shop for homewares at the retailer? What makes them disloyal?
  • How many other stores do your shoppers use for homewares and what stores are these? Will these be a threat going forward?

Table of Contents

AT A GLANCE SUMMARY

  • Debenhams - Homewares

SHARE OF SHOPPERS

  • Debenhams share of shopper by demographics
  • Debenhams share of shopper by TV region
  • Debenhams penetration of shopper by household characteristics
  • Debenhams share of shoppers by other characteristics and ACORN classification

CONVERSION AND NON-CONVERSION

  • Debenhams conversion of visitors to main user by demographics and region
  • Debenhams conversion of visitors to main user by household characteristics
  • Non-converting customers

PROFILE OF SHOPPERS

  • Debenhams profile of shoppers by television region
  • Debenhams profile of shoppers by household characteristics
  • Debenhams profile of shoppers by other characteristics and ACORN classification

LOYALTY

  • Debenhams loyalty of main users by demographics and region
  • Debenhams loyalty of main users by household characteristics
  • Debenhams basic drivers of loyalty and disloyalty
  • Debenhams detailed drivers of loyalty

COMPETITION

  • Cross sector competitor dynamics

APPENDIX

  • Methodology
    • The selection of parliamentary constituencies
    • The selection of enumeration districts
    • The selection of respondents
    • Post survey weighting
  • Further reading
  • Ask the analyst
  • Verdict consulting
  • Disclaimer

TABLES

  • Table: Key performance indicators for Debenhams in homewares
  • Table: Debenhams changes in visitor share (%) 2008-12
  • Table: Debenhams changes in main user share (%) 2008-12
  • Table: Visitor and main user penetration of ACORN classification (%) 2012
  • Table: Debenhams changes in conversion rate (%) 2008-12
  • Table: Debenhams changes in non-conversion rate (%) 2008-12
  • Table: Main stores non-converters use instead of Debenhams 2012
  • Table: Debenhams visitor and main user profiles by ACORN classification (%) 2012
  • Table: Debenhams changes in loyalty (%) 2008-12
  • Table: Debenhams changes in disloyalty (%) 2008-12
  • Table: Debenhams drivers of loyalty 2008-12
  • Table: Debenhams drivers of disloyalty 2008-12
  • Table: Debenhams detailed drivers of loyalty 2012
  • Table: Cross sector matrix shopping 2012
  • Table: Other retailers used 2012
  • Table: Sample sizes by sector 2012

FIGURES

  • Figure: Visitor share 2008-12
  • Figure: Main user share 2008-12
  • Figure: Visitor share by demographic group 2012
  • Figure: Main user share by demographic group 2012
  • Figure: Debenhams visitor share by television region 2012
  • Figure: Debenhams main user share by television region 2012
  • Figure: Debenhams visitor and main user share by household tenure 2012
  • Figure: Debenhams visitor and main user share by number of people in household 2011
  • Figure: Debenhams visitor and main user share by children in household 2012
  • Figure: Debenhams visitor and main user share by number of cars in household 2012
  • Figure: Debenhams visitor and main user share by working status 2012
  • Figure: Debenhams visitor and main user share by marital status 2012
  • Figure: Conversion rates 2008-12
  • Figure: Conversion rates by demographic group 2012
  • Figure: Debenhams conversion rates by region 2012
  • Figure: Debenhams conversion rates by household tenure 2012
  • Figure: Debenhams conversion rates by number of people in household 2012
  • Figure: Debenhams conversion rates by children in household 2012
  • Figure: Debenhams conversion rates by number of cars in household 2012
  • Figure: Debenhams non-conversion rates 2008-12
  • Figure: Debenhams non-conversion rates by demographic group 2012
  • Figure: Demographic profile of non-converting Debenhams visitors 2012
  • Figure: Regional profile of non-converting Debenhams visitors 2012
  • Figure: Debenhams visitor profile by demographic group 2012
  • Figure: Debenhams main user profile by demographic group 2012
  • Figure: Debenhams visitor profile by region 2012
  • Figure: Debenhams main user profile by region 2012
  • Figure: Debenhams visitor and main user profile by household tenure 2012
  • Figure: Debenhams visitor and main user profile by number of people in household 2012
  • Figure: Debenhams visitor and main user profile by children in household 2012
  • Figure: Debenhams visitor and main user profile by number of cars in household 2012
  • Figure: Debenhams visitor and main user profile by working status 2012
  • Figure: Debenhams visitor and main user profile by marital status 2012
  • Figure: Loyalty 2008-12
  • Figure: Debenhams disloyalty 2012
  • Figure: Loyalty by demographic group 2012
  • Figure: Debenhams loyalty by region 2012
  • Figure: Debenhams loyalty by household tenure 2012
  • Figure: Debenhams loyalty by number of people in household 2012
  • Figure: Debenhams loyalty by children in household 2012
  • Figure: Debenhams loyalty by number of cars in household 2012
  • Figure: Debenhams - other homewares stores used
  • Figure: Preference stores 2012
  • Figure: Sectors shopped 2012
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