How Britain Shops 2006 - DIY

TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION 3
What is cDNA? 3
What’s available? 3
CHAPTER 2 EXECUTIVE SUMMARY 15
DIY key findings 17
Profile of DIY shoppers 21
Penetration of DIY shoppers 25
DIY retailer usage 27
DIY main user share by region 31
DIY conversion rates 32
DIY shopping around 34
DIY loyalty 36
DIY drivers of loyalty/disloyalty 40
CHAPTER 3 B&Q 45
B&Q key findings 45
B&Q visitors 48
B&Q main users 49
B&Q conversion rates 51
B&Q loyalty 52
B&Q competitors 56
CHAPTER 4 FOCUS 58
Focus key findings 58
Focus visitors 61
Focus main users 62
Focus conversion rates 64
Focus loyalty 65
Focus competitors 69
CHAPTER 5 HOMEBASE 71
Homebase key findings 71
Homebase visitors 74
Homebase main users 75
Homebase conversion rates 77
Homebase loyalty 78
Homebase competitors 82
CHAPTER 6 WICKES 84
Wickes key findings 84
Wickes visitors 86
Wickes main users 87
Wickes conversion rates 89
Wickes loyalty 90
Wickes competitors 94
CHAPTER 7 WILKINSON 96
Wilkinson key findings 96
Wilkinson visitors 98
Wilkinson main users 99
Wilkinson conversion rates 101
Wilkinson loyalty 102
Wilkinson competitors 106
CHAPTER 8 APPENDIX 108
Basic methodology 108
The selection of parliamentary constituencies 110
Metropolitan county 110
Other 100% urban 110
Mixed urban/rural 110
Rural 111
The selection of enumeration districts 111
The selection of respondents 112
Post survey weighting 112

LIST OF TABLES
Table 1: Profile of DIY shoppers by region 2006 21
Table 2: Share of active DIY shoppers regularly using each retailer 2002-2006 27
Table 3: Share of active DIY shoppers using a given retailer as their main store 2002-2006 27
Table 4: Share of active DIY shoppers naming a retailer as their main store by TV region 2006 31
Table 5: Average rate of DIY conversion from visitor to main user by TV region 2006 32
Table 6: DIY – average number of other stores used by TV region 2006 34
Table 7: Proportion of DIY shoppers that are loyal to their main store by TV region 2006 37
Table 8: DIY detailed drivers of loyalty (%) 2006 41
Table 9: DIY loyalty scores by retailer (%) 2002-2006 42
Table 10: DIY disloyalty scores by retailer (%) 2002-2006 43
Table 11: What disloyal DIY users preferred about other stores (%) 2002-2006 44
Table 12: B&Q visitor share by region 2006 49
Table 13: B&Q main user share by region 2006 50
Table 14: B&Q conversion rates by region 2006 52
Table 15: B&Q loyalty by region 2006 53
Table 16: B&Q drivers of loyalty 2006 54
Table 17: B&Q drivers of disloyalty 2006 54
Table 18: B&Q potential change 2006 55
Table 19: B&Q – other retailers used 2006 56
Table 20: B&Q – other DIY stores used (%) 2006 57
Table 21: Focus visitor share by region 2006 62
Table 22: Focus main user share by region 2006 63
Table 23: Focus conversion rates by region 2006 65
Table 24: Focus loyalty by region 2006 66
Table 25: Focus drivers of loyalty 2006 67
Table 26: Focus drivers of disloyalty 2006 67
Table 27: Focus potential change 2006 68
Table 28: Focus – other retailers used 2006 69
Table 29: Focus – other DIY stores used (%) 2006 70
Table 30: Homebase visitor share by region 2006 75
Table 31: Homebase main user share by region 2006 76
Table 32: Homebase conversion rates by region 2006 78
Table 33: Homebase loyalty by region 2006 79
Table 34: Homebase drivers of loyalty 2006 80
Table 35: Homebase drivers of disloyalty 2006 80
Table 36: Homebase potential change 2006 81
Table 37: Homebase – other retailers used 2006 82
Table 38: Homebase – other DIY stores used (%) 2006 83
Table 39: Wickes visitor share by region 2006 87
Table 40: Wickes main user share by region 2006 88
Table 41: Wickes conversion rates by region 2006 90
Table 42: Wickes loyalty by region 2006 91
Table 43: Wickes drivers of loyalty 2006 92
Table 44: Wickes drivers of disloyalty 2006 92
Table 45: Wickes potential change 2006 93
Table 46: Wickes – other retailers used 2006 94
Table 47: Wickes – other DIY stores used (%) 2006 95
Table 48: Wilkinson visitor share by region 2006 99
Table 49: Wilkinson main user share by region 2006 100
Table 50: Wilkinson conversion rates by region 2006 102
Table 51: Wilkinson loyalty by region 2006 103
Table 52: Wilkinson drivers of loyalty 2006 104
Table 53: Wilkinson drivers of disloyalty 2006 104
Table 54: Wilkinson potential change 2006 105
Table 55: Wilkinson – other retailers used 2006 106
Table 56: Wilkinson – other DIY stores used (%) 2006 107
Table 57: Sample sizes by sector 109


LIST OF FIGURES
Figure 1: Share of DIY shoppers (%) 2002-2006 21
Figure 2: Profile of DIY shoppers by gender (%) 2002-2006 22
Figure 3: Profile of DIY shoppers by age bracket (%) 2002-2006 23
Figure 4: Profile of DIY shoppers by socio-economic class 2002-2006 24
Figure 5: Proportion of consumers who shop for DIY by demographics (%) 2006 25
Figure 6: Proportion of consumers who shop for DIY by TV region (%) 2006 26
Figure 7: Concentration of main user share of Top Five DIY retailers 2004 28
Figure 8: Concentration of main user share of Top Five DIY retailers 2005 29
Figure 9: Concentration of main user share of Top Five DIY retailers 2006 30
Figure 10: Average rate of DIY conversion from visitor to main user (%) 2006 32
Figure 11: Rate of conversion from visitors to main users by DIY retailer (%) 2006 33
Figure 12: DIY – average number of other stores used 2002-2006 34
Figure 13: DIY – average number of other stores used by retailer 2006 35
Figure 14: Proportion of DIY shoppers that are loyal to their main store (%) 2002-2006 36
Figure 15: Proportion of DIY shoppers that are loyal to their main store by demographic group (%) 2006 37
Figure 16: Proportion of DIY shoppers that are loyal to their main store by retailer (%) 2006 38
Figure 17: Percentage point change in loyalty rates since last year by DIY retailer 2006 39
Figure 18: Proportion of loyal DIY main users identifying drivers of loyalty (%) 2002-2006 40
Figure 19: B&Q visitor share (%) 2002-2006 48
Figure 20: B&Q visitor share by demographic group (%) 2006 48
Figure 21: B&Q main user share (%) 2002-2006 49
Figure 22: B&Q main user share by demographic group (%) 2006 50
Figure 23: B&Q conversion rates (%) 2002-2006 51
Figure 24: B&Q conversion rates by demographic group (%) 2006 51
Figure 25: B&Q loyalty (%) 2002-2006 52
Figure 26: B&Q loyalty by demographics (%) 2006 53
Figure 27: B&Q preference stores (%) 2006 55
Figure 28: B&Q shopping around 2006 56
Figure 29: Focus visitor share (%) 2002-2006 61
Figure 30: Focus visitor share by demographic group (%) 2006 61
Figure 31: Focus main user share (%) 2002-2006 62
Figure 32: Focus main user share by demographic group (%) 2006 63
Figure 33: Focus conversion rates (%) 2002-2006 64
Figure 34: Focus conversion rates by demographic group (%) 2006 64
Figure 35: Focus loyalty (%) 2002-2006 65
Figure 36: Focus loyalty by demographics (%) 2006 66
Figure 37: Focus preference stores (%) 2006 68
Figure 38: Focus shopping around 2006 69
Figure 39: Homebase visitor share (%) 2002-2006 74
Figure 40: Homebase visitor share by demographic group (%) 2006 74
Figure 41: Homebase main user share (%) 2002-2006 75
Figure 42: Homebase main user share by demographic group (%) 2006 76
Figure 43: Homebase conversion rates (%) 2002-2006 77
Figure 44: Homebase conversion rates by demographic group (%) 2006 77
Figure 45: Homebase loyalty (%) 2002-2006 78
Figure 46: Homebase loyalty by demographics (%) 2006 79
Figure 47: Homebase preference stores (%) 2006 81
Figure 48: Homebase shopping around 2006 82
Figure 49: Wickes visitor share (%) 2002-2006 86
Figure 50: Wickes visitor share by demographic group (%) 2006 86
Figure 51: Wickes main user share (%) 2002-2006 87
Figure 52: Wickes main user share by demographic group (%) 2006 88
Figure 53: Wickes conversion rates (%) 2002-2006 89
Figure 54: Wickes conversion rates by demographic group (%) 2006 89
Figure 55: Wickes loyalty (%) 2002-2006 90
Figure 56: Wickes loyalty by demographics (%) 2006 91
Figure 57: Wickes preference stores (%) 2006 93
Figure 58: Wickes shopping around 2006 94
Figure 59: Wilkinson visitor share (%) 2002-2006 98
Figure 60: Wilkinson visitor share by demographic group (%) 2006 98
Figure 61: Wilkinson main user share (%) 2002-2006 99
Figure 62: Wilkinson main user share by demographic group (%) 2006 100
Figure 63: Wilkinson conversion rates (%) 2002-2006 101
Figure 64: Wilkinson conversion rates by demographic group (%) 2006 101
Figure 65: Wilkinson loyalty (%) 2002-2006 102
Figure 66: Wilkinson loyalty by demographics (%) 2006 103
Figure 67: Wilkinson preference stores (%) 2006 105
Figure 68: Wilkinson shopping around 2006 106