TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION 3
What is cDNA? 3
What’s available? 3
CHAPTER 2 EXECUTIVE SUMMARY 21
Department stores key findings 21
CHAPTER 3 USE OF DEPARTMENT STORES 25
Use of department stores summary 25
Department store share of shoppers 26
Profiles of department store shoppers 28
Profiles of shoppers who do not use department stores 29
Which sectors shoppers use department stores for 31
Share of shoppers by department store retailer 32
Department store cross sector shopping 33
CHAPTER 4 SECTOR ANALYSIS 34
Clothing – how clothing shoppers use department stores 34
DIY – how DIY shoppers use department stores 40
Electricals – how electricals shoppers use department stores 46
Food & grocery – how food & grocery shoppers use department stores 52
Footwear – how footwear shoppers use department stores 58
Homewares – how homewares shoppers use department stores 64
Music & video – how music & video shoppers use department stores 70
Personal care – how personal care shoppers use department stores 76
CHAPTER 5 DEPARTMENT STORE RETAILER PROFILES 82
Debenhams 82
Debenhams overview 82
Debenhams share of shoppers 84
Debenhams usage profile 88
Debenhams cross sector shopping 89
Fenwick 93
Fenwick overview 93
Fenwick share of shoppers 95
Fenwick customer profile 96
Fenwick usage profile 99
Fenwick cross sector shopping 100
House of Fraser 104
House of Fraser overview 104
House of Fraser share of shoppers 106
House of Fraser customer profile 107
House of Fraser usage profile 110
House of Fraser cross sector shopping 111
John Lewis 115
John Lewis overview 115
John Lewis share of shoppers 117
John Lewis customer profile 118
John Lewis usage profile 121
John Lewis cross sector shopping 122
Marks & Spencer 126
Marks & Spencer overview 126
Marks & Spencer share of shoppers 128
Marks & Spencer customer profile 129
Marks & Spencer usage profile 132
Marks & Spencer cross sector shopping 133
Selfridges 137
Selfridges overview 137
Selfridges share of shoppers 139
Selfridges customer profile 140
Selfridges usage profile 143
Selfridges cross sector shopping 144
TJ Hughes 148
TJ Hughes overview 148
TJ Hughes share of shoppers 150
TJ Hughes customer profile 151
TJ Hughes usage profile 154
TJ Hughes cross sector shopping 155
CHAPTER 6 APPENDIX 159
Basic methodology 159
The selection of parliamentary constituencies 161
Metropolitan county 161
Other 100% urban 161
Mixed urban/rural 161
Rural 162
The selection of enumeration districts 162
The selection of respondents 163
Post survey weighting 163


LIST OF TABLES
Table 1: Debenhams cross department conversion matrix 2006 90
Table 2: Where Debenhams shoppers also shop by sector 2006 91
Table 3: Fenwick cross department conversion matrix 2006 101
Table 4: Where Fenwick shoppers also shop by sector 2006 102
Table 5: House of Fraser cross department conversion matrix 2006 112
Table 6: Where House of Fraser shoppers also shop by sector 2006 113
Table 7: John Lewis cross department conversion matrix 2006 123
Table 8: Where John Lewis shoppers also shop by sector 2006 124
Table 9: Marks & Spencer cross department conversion matrix 2006 134
Table 10: Where Marks & Spencer shoppers also shop by sector 2006 135
Table 11: Selfridges cross department conversion matrix 2006 145
Table 12: Where Selfridges shoppers also shop by sector 2006 146
Table 13: TJ Hughes cross department conversion matrix 2006 156
Table 14: Where TJ Hughes shoppers also shop by sector 2006 157
Table 15: Sample sizes by sector 160


LIST OF FIGURES
Figure 1: Share of all department store consumers (%) 2002-2006 26
Figure 2: Share of consumers using department stores by region (%) 2006 27
Figure 3: Share of consumers using department stores by demographics (%) 2006 27
Figure 4: Profile of department store shoppers (%) 2006 28
Figure 5: Profile of female department store shoppers (%) 2006 28
Figure 6: Profile of male department store shoppers (%) 2006 29
Figure 7: Profile of non-department store shoppers (%) 2006 29
Figure 8: Profile of female non-department store shoppers (%) 2006 30
Figure 9: Profile of male non-department store shoppers (%) 2006 30
Figure 10: What department store shoppers use department stores for (%) 2006 31
Figure 11: Department store shares of shoppers by sector (%) 2006 32
Figure 12: Department store retailer share of all consumers (%) 2006 32
Figure 13: Retailer share of all department store shoppers (%) 2006 33
Figure 14: Cross sector department store retailer scores 2006 33
Figure 15: Percentage of all department store shoppers using the channel for clothing 2002-2006 35
Figure 16: Percentage of all clothing shoppers using department stores for clothing 2002-2006 36
Figure 17: Demographic profile of all shoppers who use department stores for clothing (%) 2006 36
Figure 18: Demographic profile of all female shoppers who use department stores for clothing (%) 2006 37
Figure 19: Demographic profile of all male shoppers who use department stores for clothing (%) 2006 37
Figure 20: Retailer share of all department store clothing shoppers (%) 2006 38
Figure 21: Retailer share of all clothing shoppers (%) 2006 38
Figure 22: Demographic index of department store shoppers compared with all clothing shoppers 2006 39
Figure 23: Demographic index of clothing shoppers compared with all department store shoppers 2006 39
Figure 24: Percentage of all department store shoppers using the channel for DIY 2002-2006 41
Figure 25: Percentage of all DIY shoppers using department stores for DIY 2002-2006 41
Figure 26: Demographic profile of all shoppers who use department stores for DIY (%) 2006 42
Figure 27: Demographic profile of all female shoppers who use department stores for DIY (%) 2006 42
Figure 28: Demographic profile of all male shoppers who use department stores for DIY (%) 2006 43
Figure 29: Retailer share of all department store DIY shoppers (%) 2006 43
Figure 30: Retailer share of all DIY shoppers (%) 2006 44
Figure 31: Demographic index of department store shoppers compared with all DIY shoppers 2006 44
Figure 32: Demographic index of DIY shoppers compared with all department store shoppers 2006 45
Figure 33: Percentage of all department store shoppers using the channel for electricals 2002-2006 47
Figure 34: Percentage of all electricals shoppers using department stores for electricals 2002-2006 47
Figure 35: Demographic profile of all shoppers who use department stores for electricals (%) 2006 48
Figure 36: Demographic profile of all female shoppers who use department stores for electricals (%) 2006 48
Figure 37: Demographic profile of all male shoppers who use department stores for electricals (%) 2006 49
Figure 38: Retailer share of all department store electricals shoppers (%) 2006 49
Figure 39: Retailer share of all electricals shoppers (%) 2006 50
Figure 40: Demographic index of department store shoppers compared with all electricals shoppers 2006 50
Figure 41: Demographic index of electricals shoppers compared with all department store shoppers 2006 51
Figure 42: Percentage of all department store shoppers using the channel for food & grocery 2002-2006 53
Figure 43: Percentage of all food & groceries shoppers using department stores for food & grocery 2002-2006 53
Figure 44: Demographic profile of all shoppers who use department stores for food & grocery (%) 2006 54
Figure 45: Demographic profile of all female shoppers who use department stores for food & grocery (%) 2006 54
Figure 46: Demographic profile of all male shoppers who use department stores for food & grocery (%) 2006 55
Figure 47: Retailer share of all department store food & grocery shoppers (%) 2006 55
Figure 48: Retailer share of all food & grocery shoppers (%) 2006 56
Figure 49: Demographic index of department store shoppers compared with all food & grocery shoppers 2006 56
Figure 50: Demographic index of food & grocery shoppers compared with all department store shoppers 2006 57
Figure 51: Percentage of all department store shoppers using the channel for footwear 2002-2006 59
Figure 52: Percentage of all footwear shoppers using department stores for footwear 2002-2006 59
Figure 53: Demographic profile of all shoppers who use department stores for footwear (%) 2006 60
Figure 54: Demographic profile of all female shoppers who use department stores for footwear (%) 2006 60
Figure 55: Demographic profile of all male shoppers who use department stores for footwear (%) 2006 61
Figure 56: Retailer share of all department store footwear shoppers (%) 2006 61
Figure 57: Retailer share of all footwear shoppers (%) 2006 62
Figure 58: Demographic index of department store shoppers compared with all footwear shoppers 2006 62
Figure 59: Demographic index of footwear shoppers compared with all department store shoppers 2006 63
Figure 60: Percentage of all department store shoppers using the channel for homewares 2002-2006 65
Figure 61: Percentage of all homewares shoppers using department stores for homewares 2002-2006 65
Figure 62: Demographic profile of all shoppers who use department stores for homewares (%) 006 66
Figure 63: Demographic profile of all female shoppers who use department stores for homewares (%) 2006 66
Figure 64: Demographic profile of all male shoppers who use department stores for homewares (%) 2006 67
Figure 65: Retailer share of all department store homewares shoppers (%) 2006 67
Figure 66: Retailer share of all homewares shoppers (%) 2006 68
Figure 67: Demographic index of department store shoppers compared with all homewares shoppers 2006 68
Figure 68: Demographic index of homewares shoppers compared with all department store shoppers 2006 69
Figure 69: Percentage of all department store shoppers using the channel for music & video 2002-2006 71
Figure 70: Percentage of all music & video shoppers using department stores for music & video 2002-2006 71
Figure 71: Demographic profile of all shoppers who use department stores for music & video (%) 2006 72
Figure 72: Demographic profile of all female shoppers who use department stores for music & video (%) 2006 72
Figure 73: Demographic profile of all male shoppers who use department stores for music & video (%) 2006 73
Figure 74: Retailer share of all department store music & video shoppers (%) 2006 73
Figure 75: Retailer share of all music & video shoppers (%) 2006 74
Figure 76: Demographic index of department store shoppers compared with all music & video shoppers 2006 74
Figure 77: Demographic index of music & video shoppers compared with all department store shoppers 2006 75
Figure 78: Percentage of all department store shoppers using the channel for personal care 2002-2006 77
Figure 79: Percentage of all personal care shoppers using department stores for personal care 2002-2006 77
Figure 80: Demographic profile of all shoppers who use department stores for personal care (%) 2006 78
Figure 81: Demographic profile of all female shoppers who use department stores for personal care (%) 2006 78
Figure 82: Demographic profile of all male shoppers who use department stores for personal care (%) 2006 79
Figure 83: Retailer share of all department store personal care shoppers (%) 2006 79
Figure 84: Retailer share of all personal care shoppers (%) 2006 80
Figure 85: Demographic index of department store shoppers compared with all personal care shoppers 2006 80
Figure 86: Demographic index of personal care shoppers compared with all department store shoppers 2006 81
Figure 87: Percentage of all consumers who use Debenhams 2002-2006 84
Figure 88: Percentage of all department store shoppers who use Debenhams 2002-2006 84
Figure 89: Debenhams sector shares (%) 2006 85
Figure 90: Percentage of all consumers using Debenhams by socio-economic group 2006 85
Figure 91: Demographic index of all Debenhams shoppers compared with all department store shoppers 2006 86
Figure 92: Demographic profile of all Debenhams shoppers (%) 2006 86
Figure 93: Demographic profile of all female Debenhams shoppers (%) 2006 87
Figure 94: Demographic profile of all male Debenhams shoppers (%) 2006 87
Figure 95: What Debenhams shoppers use it for (%) 2006 88
Figure 96: Debenhams sectors shopped (%) 2006 88
Figure 97: Debenhams cross sector participation 2002-2006 89
Figure 98: Demographic profile of Debenhams cross sector participation 2006 89
Figure 99: Percentage of Debenhams shoppers using other department stores 2006 92
Figure 100: Percentage of all consumers who use Fenwick 2002-2006 95
Figure 101: Percentage of all department store shoppers who use Fenwick 2002-2006 95
Figure 102: Fenwick sector shares (%) 2006 96
Figure 103: Percentage of all consumers using Fenwick by socio-economic group 2006 96
Figure 104: Demographic index of all Fenwick shoppers compared with all department store shoppers 2006 97
Figure 105: Demographic profile of all Fenwick shoppers (%) 2006 97
Figure 106: Demographic profile of all female Fenwick shoppers (%) 2006 98
Figure 107: Demographic profile of all male Fenwick shoppers (%) 2006 98
Figure 108: What Fenwick shoppers use it for (%) 2006 99
Figure 109: Fenwick sectors shopped (%) 2006 99
Figure 110: Fenwick cross sector participation 2002-2006 100
Figure 111: Demographic profile of Fenwick cross sector participation 2006 100
Figure 112: Percentage of Fenwick shoppers using other department stores 2006 103
Figure 113: Percentage of all consumers who use House of Fraser 2002-2006 106
Figure 114: Percentage off all department store shoppers who use House of Fraser 2002-2006 106
Figure 115: House of Fraser sector shares (%) 2006 107
Figure 116: Percentage of all consumers using House of Fraser by socio-economic group 2006 107
Figure 117: Demographic index of all House of Fraser shoppers compared with all department store shoppers 2006 108
Figure 118: Demographic profile of all House of Fraser shoppers (%) 2006 108
Figure 119: Demographic profile of all female House of Fraser shoppers (%) 2006 109
Figure 120: Demographic profile of all male House of Fraser shoppers (%) 2006 109
Figure 121: What House of Fraser shoppers use it for (%) 2006 110
Figure 122: House of Fraser sectors shopped (%) 2006 110
Figure 123: House of Fraser cross sector participation 2002-2006 111
Figure 124: Demographic profile of House of Fraser cross sector participation 2006 111
Figure 125: Percentage of House of Fraser shoppers using other department stores 2006 114
Figure 126: Percentage of all consumers who use John Lewis 2002-2006 117
Figure 127: Percentage off all department store shoppers who use John Lewis 2002-2006 117
Figure 128: John Lewis sector shares (%) 2006 118
Figure 129: Percentage of all consumers using John Lewis by socio-economic group 2006 118
Figure 130: Demographic index of all John Lewis shoppers compared with all department store shoppers 2006 119
Figure 131: Demographic profile of all John Lewis shoppers (%) 2006 119
Figure 132: Demographic profile of all female John Lewis shoppers (%) 2006 120
Figure 133: Demographic profile of all male John Lewis shoppers (%) 2006 120
Figure 134: What John Lewis shoppers use it for (%) 2006 121
Figure 135: John Lewis sectors shopped (%) 2006 121
Figure 136: John Lewis cross sector participation 2002-2006 122
Figure 137: Demographic profile of John Lewis cross sector participation 2006 122
Figure 138: Percentage of John Lewis shoppers using other department stores 2006 125
Figure 139: Percentage of all consumers who use Marks & Spencer 2002-2006 128
Figure 140: Percentage of all department store shoppers who use Marks & Spencer 2002-2006 128
Figure 141: Marks & Spencer sector shares (%) 2006 129
Figure 142: Percentage of all consumers using Marks & Spencer by socio-economic group 2006 129
Figure 143: Demographic index of all Marks & Spencer shoppers compared with all department store shoppers 2006 130
Figure 144: Demographic profile of all Marks & Spencer shoppers (%) 2006 130
Figure 145: Demographic profile of all female Marks & Spencer shoppers (%) 2006 131
Figure 146: Demographic profile of all male Marks & Spencer shoppers (%) 2006 131
Figure 147: What Marks & Spencer shoppers use it for (%) 2006 132
Figure 148: Marks & Spencer sectors shopped (%) 2006 132
Figure 149: Marks & Spencer cross sector participation 2002-2006 133
Figure 150: Demographic profile of Marks & Spencer cross sector participation 2006 133
Figure 151: Percentage of Marks & Spencer shoppers using other department stores 2006 136
Figure 152: Percentage of all consumers who use Selfridges 2002-2006 139
Figure 153: Percentage off all department store shoppers who use Selfridges 2002-2006 139
Figure 154: Selfridges sector shares (%) 2006 140
Figure 155: Percentage of all consumers using Selfridges by socio-economic group 2006 140
Figure 156: Demographic index of all Selfridges shoppers compared with all department store shoppers 2006 141
Figure 157: Demographic profile of all Selfridges shoppers (%) 2006 141
Figure 158: Demographic profile of all female Selfridges shoppers (%) 2006 142
Figure 159: Demographic profile of all male Selfridges shoppers (%) 2006 142
Figure 160: What Selfridges shoppers use it for (%) 2006 143
Figure 161: Selfridges sectors shopped (%) 2006 143
Figure 162: Selfridges cross sector participation 2002-2006 144
Figure 163: Demographic profile of Selfridges cross sector participation 2006 144
Figure 164: Percentage of Selfridges shoppers using other department stores 147
Figure 165: Percentage of all consumers who use TJ Hughes 2002-2006 150
Figure 166: Percentage off all department store shoppers who use TJ Hughes 2002-2006 150
Figure 167: TJ Hughes sector shares (%) 2006 151
Figure 168: Percentage of all consumers using TJ Hughes by socio-economic group 2006 151
Figure 169: Demographic index of all TJ Hughes shoppers compared with all department store shoppers 2006 152
Figure 170: Demographic profile of all TJ Hughes shoppers (%) 2006 152
Figure 171: Demographic profile of all female TJ Hughes shoppers (%) 2006 153
Figure 172: Demographic profile of all male TJ Hughes shoppers (%) 2006 153
Figure 173: What TJ Hughes shoppers use it for (%) 2006 154
Figure 174: TJ Hughes sectors shopped (%) 2006 154
Figure 175: TJ Hughes cross sector participation 2002-2006 155
Figure 176: Demographic profile of TJ Hughes cross sector participation 2006 155
Figure 177: Percentage of TJ Hughes shoppers using other department stores 158