How Britain Shops for Footwear 2012 | Verdict Consumer Report

Published: April 2012

Publisher: Verdict

Product ref: 137972

Pages: 257

Format: PDF

Delivery: By product vendor

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Price: $ 5250.00

Report description

For the third consecutive year, the proportion of consumers shopping for footwear has fallen. Indeed, the 6.7 percentage point decline in this survey is greater than the combined falls of the previous two years. How Britain Shops Footwear examines why share is slipping, who shops for footwear, where they shop and whether they are satisfied with their current store.

Identify how main players in footwear 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 footwear 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

Share of shoppers in the C1 socioeconomic grouping has fallen to 30.0% from 31.6%. These shoppers have taken the hardest impact of the tough economic climate. Discretionary spending is limited and footwear has taken a hit. As the economic outlook becomes more stable frugal shopping habits will remain ingrained in consumer behaviour.

Range is the top driver of shopper loyalty to footwear retailers, and has consistently been a top priority for shoppers in the past five years. 58.5% of shoppers rated range as the main driver of loyalty in the latest survey. Targeting your customer with the right mix of products and up-to-date styles is key to converting visitors into main users.

Though Clarks' visitor and main user shares have dropped slightly, it remains the market leader by a significant distance in both. While the visitor share profile remains skewed towards older shoppers, there has been a rise in 25–44 year olds shopping at the retailer, a result of a stronger focus on style in new ranges.

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

EXECUTIVE SUMMARY
•Verdict view
•Key findings
(Untitled sub-section)
•Main conclusions
Footwear share of shopper continues to decline
C1s take hardest hit
High penetration of 16–24s increases
Range remains key …
… but price is increasingly a deal breaker
•Retailer highlights
Clarks continues to attract the most shoppers for footwear
Steady share of primarily older, more affluent shoppers at M&S
Sports Direct's footwear main users are using its stores more and its competitors less
JD Sports widens gap to JJB
Footfall slips for Shoe Zone
Price perception at New Look falters in competitive climate
Next wins over fewer visitors
Primark the worst performer for loyalty, as value position fails to make up for service and quality issues
Loyalty falls for Asda due to range limitations
Third highest loyalty rate for JJB despite a score drop
Brantano has lowest visitor share for fourth consecutive year
SECTOR SUMMARY
•Share of shopper
Footwear continues to decline
•Penetration of footwear shoppers
Skew towards younger shoppers increases
•Retailer usage
Clarks slips but maintains huge lead
Main user share by region
•Conversion rates
Main users increase as proportion of fewer visitors
•Shopping around
Fewer shoppers overall means higher proportion of core customers and less shopping around
•Loyalty
Steady, and relatively high, loyalty among footwear shoppers
•Drivers of loyalty/ disloyalty
Range remains key but price of growing importance
ASDA
•Must improve range to win back shoppers
Setback in 2012 growth
C2s are slipping away
Converts fewer visitors to main users
Loyalty falls for Asda due to range limitations
Loyal shoppers appreciate price improvements
•Visitors
Growth trend arrested
•Main users
Drop below level of previous three years
•Conversion rates
Plummet in conversion of shoppers
•Loyalty
Drop signals range problem
•Competitors
Asda's footwear customers on a tight leash
BRANTANO
•Footfall shrinks to a loyal core – needs to add fashion to attract new young blood
Lowest visitor share for fourth consecutive year
Loyalty increases as main users drop
Lowest shopping around score in survey
Disloyal main users would rather use Clarks
•Visitors
Drop further off 2008 peak
•Main users
Recovery stalls
•Conversion rates
Stay above average
•Loyalty
Improves as shopper base reduces to core
•Competitors
Shopping around improves as shopper base reduces to core
CLARKS
•Clarks stays ahead
Continues to attract the most shoppers for footwear
Conversion rate drops back
Loyalty drops but keeps top spot
•Visitors
Visitor share drops back, but Clarks stays top
•Main users
Clarks maintains significant lead
•Conversion rates
Converting visitors to main users more difficult
•Loyalty
Clarks shoppers stay loyal
•Competitors
M&S remains a key competitor
JD SPORTS
•Strong range helps to build shopper share and loyalty
Grows brand strength and store numbers
JD Sports widens gap to JJB
Wins loyalty with impressive offer
•Visitors
Grow due to brand strength and store numbers
•Main users
Rise by a good step thanks to big improvement in conversion
•Conversion rates
Bounce back as customers appreciate improvement in proposition
•Loyalty
Strong gain largely due to range
•Competitors
Widens gap to JJB
JJB SPORTS
•Store closures impact on visitor share
Visitor share drops as more stores close
Conversion rate rises from bottom among Top 11
Third highest loyalty score despite drop
JJB main users shop around more than the average
•Visitors
Visitor share drops as stores close
•Main users
Decline once more
•Conversion rates
Conversion rate recovers but remains low
•Loyalty
Loyalty remains relatively high
•Competitors
JJB loses grip on its customers as they shop around more
MARKS & SPENCER
•Loyalty of older generation doesn't deliver new shoppers instore
Man and Woman sub brands raise footfall, but shares of footwear shoppers remain relatively low
Steady share of primarily older, more affluent shoppers at M&S
Must work harder on winning over visitors
Not only does quality continue to impress but also price perception improves
Clarks continues to tempt
•Visitors
Footfall recovers
•Main users
Share steady
•Conversion rates
Must work harder on winning over visitors
•Loyalty
Not only does quality continue to impress but also price perception improves
•Competitors
M&S customers shop elsewhere less, but still drawn to Clarks
NEXT
•Lower footfall & conversion as price points lose resonance
Drops shopper numbers
Next wins over fewer visitors
Loyalty pushed down by price sensitivity
•Visitors
Footfall slows
•Main users
Next loses share
•Conversion rates
Next wins over fewer visitors
•Loyalty
Down due to price sensitivity
•Competitors
Less shopping around
PRIMARK
•Needs to focus on quality and store environment to improve loyalty
Visitor share grows again, but rate continues to slow
Conversion rate increases but remains below average
Primark the worst performer for loyalty, as value position fails to make up for service and quality issues
•Visitors
Footfall growth slows again
•Main users
Growth outperforms footfall
•Conversion rates
Improve – but remain below average
•Loyalty
Drops with poor performance on quality
•Competitors
Shopping around improves mightily as main users shun value rivals
SHOE ZONE
•Price is king in competing with grocers
Footfall slips …
… as price perception weakens …
… but Shoe Zone impresses more in other areas
Difficult to convert in competitive climate
•Visitors
Fails to attract footfall
•Main users
Slipping further as shoppers switch away
•Conversion rates
Difficult to convert in competitive climate
•Loyalty
Price rating slips but offer continues to resonate
•Competitors
Asda and Primark continue to appeal
SPORTS DIRECT
•Faces a tough balancing act in gaining new customers while retaining old ones
Visitor and main user share continue to grow
Conversion falls sharply as AB shoppers use it selectively
Sports Direct has the sharpest fall in loyalty among the Top 11 profiled retailers
Sports Direct's footwear main users are using its stores more and its competitors less
•Visitors
Advance continues
•Main users
Reach another new peak
•Conversion rates
•Loyalty
Sharp decline among C2 shoppers
•Competitors
Keeps customers on tighter leash
APPENDIX
•Methodology
Selection of parliamentary constituencies
Selection of enumeration districts
Selection of respondents
Post survey weighting
•Ask the analyst
•Global Retail FreeView
•Verdict Research consulting
•Disclaimer
TABLES
•Table: Profile of footwear shoppers by region 2012
•Table: Percentage of active footwear shoppers regularly visiting each retailer 2008–12
•Table: Percentage of active footwear shoppers mainly using each retailer 2008–12
•Table: Share of main users of each retailer by TV region 2012
•Table: Average rate of conversion from visitor to main user by TV region 2012
•Table: Average number of other stores used by TV region 2012
•Table: Percentage of footwear shoppers loyal to their main store by TV region 2012
•Table: Detailed drivers of loyalty 2012
•Table: Footwear loyalty score 2008–12
•Table: Footwear loyalty score (continued) 2008–12
•Table: Footwear disloyalty score 2008–12
•Table: Footwear disloyalty score (continued) 2008–12
•Table: What disloyal users preferred about other footwear stores 2008–12
•Table: What disloyal users preferred about other footwear stores (continued) 2008–12
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other footwear stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other footwear stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other footwear stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other footwear stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other footwear stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other footwear stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other footwear stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other footwear stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other footwear stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other footwear stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Sample sizes by sector 2012
FIGURES
•Figure: Footwear share of shopper 2008–12
•Figure: Profile of footwear shoppers by gender 2008–12
•Figure: Profile of footwear shoppers by age bracket (%), 2008–12
•Figure: Profile of footwear shoppers (%) by socioeconomic class, 2008–12
•Figure: Percentage of consumers who shop for footwear by demographics 2012
•Figure: Percentage of consumers who shop for footwear, by TV region 2012
•Figure: Concentration of main user share of Top Five retailers in 2010
•Figure: Concentration of main user share of Top Five retailers in 2011
•Figure: Concentration of main user share of Top Five retailers in 2012
•Figure: Average rate of conversion from visitor to main user % 2008–12
•Figure: Rate of conversion from visitor to main user by retailer % 2012
•Figure: Average number of other stores used by retailer 2012
•Figure: Average number of other stores used 2008–12
•Figure: Percentage of footwear shoppers that are loyal to their main store 2008–12
•Figure: % of footwear shoppers loyal to their main store, by demographic group 2012
•Figure: Percentage of footwear shoppers loyal to their main store, by retailer 2012
•Figure: Percentage point change in loyalty rates, latest year-on-year by retailer 2012
•Figure: Percentage of loyal main users identifying drivers of loyalty 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2012
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12