TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION 3
What is cDNA? 3
What’s Available? 3
CHAPTER 2 EXECUTIVE SUMMARY 20
Key Findings 20
Main Conclusions 21
CHAPTER 3 USE OF DEPARTMENT STORES 27
Summary 27
Department Store Share of Shopperss 30
Profiles of Department Store Shoppers 32
Profiles of Shoppers Who Do Not Use Department Stores 34
Which Sectors Shoppers Use Department Stores For 36
Share of Shoppers – by Department Store Retailer 38
Department Store Cross-sector Shopping 39
CHAPTER 4 SECTOR ANALYSIS 40
How Clothing Shoppers Use Department Stores 40
How DIY Shoppers Use Department Stores 48
How Electricals Shoppers Use Department Stores 55
How Food & Grocery Shoppers Use Department Stores 61
How Footwear Shoppers Use Department Stores 67
How Homewares Shoppers Use Department Stores 74
How Music & Video Shoppers Use Department Stores 80
How Personal Care Shoppers Use Department Stores 87
CHAPTER 5 DEPARTMENT STORE RETAILER PROFILES 93
Debenhams 93
Overview 93
Debenhams Share of Shoppers 96
Debenhams Customer Profile 98
Debenhams Usage Profile 101
Debenhams Usage Profile 101
Debenhams Cross-sector Shopping 102
Fenwick 106
Overview 106
Fenwick Share of Shoppers 108
Fenwick Customer Profile 110
Fenwick Usage Profile 113
Fenwick Cross-sector Shopping 114
House of Fraser 118
Overview 118
House of Fraser Share of Shoppers 120
House of Fraser Customer Profile 122
House of Fraser Usage Profile 125
House of Fraser Cross-sector Shopping 126
John Lewis 130
Overview 130
John Lewis Share of Shoppers 132
John Lewis Customer Profile 134
John Lewis Usage Profile 137
John Lewis Cross-sector Shopping 139
Marks & Spencer 143
Overview 143
Marks & Spencer Share of Shoppers 145
Marks & Spencer Customer Profile 147
Marks & Spencer Usage Profile 150
Marks & Spencer Cross-sector Shopping 152
Marks & Spencer Cross-sector Shopping 152
Selfridges 156
Overview 156
Selfridges Share of Shoppers 158
Selfridges Customer Profile 160
Selfridges Usage Profile 163
Selfridges Cross-sector Shopping 165
TJ Hughes 169
Overview 169
TJ Hughes Share of Shopperss 171
TJ Hughes Customer Profile 173
TJ Hughes Usage Profile 176
TJ Hughes Usage Profile 176
TJ Hughes Cross-sector Shopping 178
CHAPTER 6 APPENDIX 182
Basic Methodology 182
Selection of Parliamentary Constituencies 184
Metropolitan County 184
Other 100% Urban 184
Mixed Urban/Rural 184
Rural 184
Selection of Enumeration Districts 185
Selection of Respondents 186
Post Survey Weighting 186


LIST OF TABLES
Table 1: Debenhams cross-department conversion matrix 2008 104
Table 2: Where Debenhams shoppers also shop by sector 2008 105
Table 3: Fenwick cross-department conversion matrix 2008 116
Table 4: Where Fenwick shoppers also shop by sector 2008 117
Table 5: House of Fraser cross-department conversion matrix 2008 128
Table 6: Where House of Fraser shoppers also shop by sector 2008 129
Table 7: John Lewis cross-department conversion matrix 2008 141
Table 8: Where John Lewis shoppers also shop by sector 2008 142
Table 9: Marks & Spencer cross-department conversion matrix 2008 154
Table 10: Where Marks & Spencer shoppers also shop by sector 2008 155
Table 11: Selfridges cross-department conversion matrix 2008 167
Table 12: Where Selfridges shoppers also shop by sector 2008 168
Table 13: TJ Hughes cross-department conversion matrix 2008 180
Table 14: Where TJ Hughes shoppers also shop by sector 2008 181
Table 15: Sample sizes by sector 2008 184


LIST OF FIGURES
Figure 1: Share of all department store consumers (%) 2004-2008 31
Figure 2: Share of consumers using department stores by region (%) 2008 32
Figure 3: Share of consumers using department stores by demographics (%) 2008 32
Figure 4: Profile of department store shoppers (%) 2008 33
Figure 5: Profile of female department store shoppers (%) 2008 34
Figure 6: Profile of male department store shoppers (%) 2008 34
Figure 7: Profile of non-department store shoppers (%) 2008 35
Figure 8: Profile of female non-department store shoppers (%) 2008 36
Figure 9: Profile of male non-department store shoppers (%) 2008 36
Figure 10: What department store shoppers use department stores for (%) 2008 37
Figure 11: Department store shares of shoppers by sector (%) 2008 38
Figure 12: Department store retailer share of all consumers (%) 2008 39
Figure 13: Retailer share of all department store shoppers (%) 2008 39
Figure 14: Cross-sector department store retailer scores 2008 40
Figure 15: Percentage of all department store shoppers using the channel for clothing 2004-2008 43
Figure 16: Percentage of all clothing shoppers using department stores for clothing 2004-2008 44
Figure 17: Demographic profile of all shoppers who use department stores for clothing (%) 2008 44
Figure 18: Demographic profile of all female shoppers who use department stores for clothing (%) 2008 45
Figure 19: Demographic profile of all male shoppers who use department stores for clothing (%) 2008 45
Figure 20: Retailer share of all department store clothing shoppers (%) 2008 46
Figure 21: Retailer share of all clothing shoppers (%) 2008 46
Figure 22: Demographic index of department store shoppers compared with all clothing shoppers 2008 47
Figure 23: Demographic index of clothing shoppers compared with all department store shoppers 2008 48
Figure 24: Percentage of all department store shoppers using the channel for DIY 2004-2008 50
Figure 25: Percentage of all DIY shoppers using department stores for DIY 2004-2008 50
Figure 26: Demographic profile of all shoppers who use department stores for DIY (%) 2008 51
Figure 27: Demographic profile of all female shoppers who use department stores for DIY (%) 2008 52
Figure 28: Demographic profile of all male shoppers who use department stores for DIY (%) 2008 52
Figure 29: Retailer share of all department store DIY shoppers (%) 2008 53
Figure 30: Retailer share of all DIY shoppers (%) 2008 53
Figure 31: Demographic index of department store shoppers compared with all DIY shoppers 2008 54
Figure 32: Demographic index of DIY shoppers compared with all department store shoppers 2008 55
Figure 33: Percentage of all department store shoppers using the channel for electricals 2004-2008 57
Figure 34: Percentage of all electricals shoppers using department stores for electricals 2004-2008 58
Figure 35: Demographic profile of all shoppers who use department stores for electricals (%) 2008 58
Figure 36: Demographic profile of all female shoppers who use department stores for electricals (%) 2008 59
Figure 37: Demographic profile of all male shoppers who use department stores for electricals (%) 2008 59
Figure 38: Retailer share of all department store electricals shoppers (%) 2008 60
Figure 39: Retailer share of all electricals shoppers (%) 2008 60
Figure 40: Demographic index of department store shoppers compared with all electricals shoppers 2008 61
Figure 41: Demographic index of electricals shoppers compared with all department store shoppers 2008 61
Figure 42: Percentage of all department store shoppers using the channel for food & grocery 2004-2008 63
Figure 43: Percentage of all food & groceries shoppers using department stores for food & grocery 2004-2008 64
Figure 44: Demographic profile of all shoppers who use department stores for food & grocery (%) 2008 64
Figure 45: Demographic profile of all female shoppers who use department stores for food & grocery (%) 2008 65
Figure 46: Demographic profile of all male shoppers who use department stores for food & grocery (%) 2008 65
Figure 47: Retailer share of all department store food & grocery shoppers (%) 2008 66
Figure 48: Retailer share of all food & grocery shoppers (%) 2008 66
Figure 49: Demographic index of department store shoppers compared with all food & grocery shoppers 2008 67
Figure 50: Demographic index of food & grocery shoppers compared with all department store shoppers 2008 67
Figure 51: Percentage of all department store shoppers using the channel for footwear 2004-2008 69
Figure 52: Percentage of all footwear shoppers using department stores for footwear 2004-2008 70
Figure 53: Demographic profile of all shoppers who use department stores for footwear (%) 2008 70
Figure 54: Demographic profile of all female shoppers who use department stores for footwear (%) 2008 71
Figure 55: Demographic profile of all male shoppers who use department stores for footwear (%) 2008 71
Figure 56: Retailer share of all department store footwear shoppers (%) 2008 72
Figure 57: Retailer share of all footwear shoppers (%) 2008 72
Figure 58: Demographic index of department store shoppers compared with all footwear shoppers 2008 73
Figure 59: Demographic index of footwear shoppers compared with all department store shoppers 2008 74
Figure 60: Percentage of all department store shoppers using the channel for homewares 2004-2008 76
Figure 61: Percentage of all homewares shoppers using department stores for homewares 2004-2008 77
Figure 62: Demographic profile of all shoppers who use department stores for homewares (%) 2008 77
Figure 63: Demographic profile of all female shoppers who use department stores for homewares (%) 2008 78
Figure 64: Demographic profile of all male shoppers who use department stores for homewares (%) 2008 78
Figure 65: Retailer share of all department store homewares shoppers (%) 2008 79
Figure 66: Retailer share of all homewares shoppers (%) 2008 79
Figure 67: Demographic index of department store shoppers compared with all homewares shoppers 2008 80
Figure 68: Demographic index of homewares shoppers compared with all department store shoppers 2008 80
Figure 69: Percentage of all department store shoppers using the channel for music & video 2004-2008 82
Figure 70: Percentage of all music & video shoppers using department stores for music & video 2004-2008 83
Figure 71: Demographic profile of all shoppers who use department stores for music & video (%) 2008 83
Figure 72: Demographic profile of all female shoppers who use department stores for music & video (%) 2008 84
Figure 73: Demographic profile of all male shoppers who use department stores for music & video (%) 2008 84
Figure 74: Retailer share of all department store music & video shoppers (%) 2008 85
Figure 75: Retailer share of all music & video shoppers (%) 2008 85
Figure 76: Demographic index of department store shoppers compared with all music & video shoppers 2008 86
Figure 77: Demographic index of music & video shoppers compared with all department store shoppers 2008 87
Figure 78: Percentage of all department store shoppers using the channel for personal care 2004-2008 89
Figure 79: Percentage of all personal care shoppers using department stores for personal care 2004-2008 90
Figure 80: Demographic profile of all shoppers who use department stores for personal care (%) 2008 90
Figure 81: Demographic profile of all female shoppers who use department stores for personal care (%) 2008 91
Figure 82: Demographic profile of all male shoppers who use department stores for personal care (%) 2008 91
Figure 83: Retailer share of all department store personal care shoppers (%) 2008 92
Figure 84: Retailer share of all personal care shoppers (%) 2008 92
Figure 85: Demographic index of department store shoppers compared with all personal care shoppers 2008 93
Figure 86: Demographic index of personal care shoppers compared with all department store shoppers 2008 93
Figure 87: Percentage of all consumers who use Debenhams 2004-2008 97
Figure 88: Percentage of all department store shoppers who use Debenhams 2004-2008 97
Figure 89: Debenhams sector shares (%) 2008 98
Figure 90: Consumers using Debenhams: penetration of demographic segments (%) 2008 99
Figure 91: Demographic index of all Debenhams shoppers compared with all department store shoppers 2008 100
Figure 92: Demographic profile of all Debenhams shoppers (%) 2008 100
Figure 93: Demographic profile of all female Debenhams shoppers (%) 2008 101
Figure 94: Demographic profile of all male Debenhams shoppers (%) 2008 101
Figure 95: What Debenhams shoppers use it for (%) 2008 102
Figure 96: Debenhams sectors shopped (%) 2008 102
Figure 97: Debenhams cross-sector participation 2004-2008 103
Figure 98: Demographic profile of Debenhams cross-sector participation 2008 103
Figure 99: Percentage of Debenhams shoppers using other department stores 2008 106
Figure 100: Percentage of all consumers who use Fenwick 2004-2008 109
Figure 101: Percentage of all department store shoppers who use Fenwick 2004-2008 109
Figure 102: Fenwick sector shares (%) 2008 110
Figure 103: Consumers using Fenwick: penetration of demographic segments (%) 2008 111
Figure 104: Demographic index of all Fenwick shoppers compared with all department store shoppers 2008 112
Figure 105: Demographic profile of all Fenwick shoppers (%) 2008 112
Figure 106: Demographic profile of all female Fenwick shoppers (%) 2008 113
Figure 107: Demographic profile of all male Fenwick shoppers (%) 2008 113
Figure 108: What Fenwick shoppers use it for (%) 2008 114
Figure 109: Fenwick sectors shopped (%) 2008 114
Figure 110: Fenwick cross-sector participation 2004-2008 115
Figure 111: Demographic profile of Fenwick cross-sector participation 2008 115
Figure 112: Percentage of Fenwick shoppers using other department stores 2008 118
Figure 113: Percentage of all consumers who use House of Fraser 2004-2008 121
Figure 114: Percentage of all department store shoppers who use House of Fraser 2004-2008 121
Figure 115: House of Fraser sector shares (%) 2008 122
Figure 116: Consumers using House of Fraser: penetration of demographic segments (%) 2008 123
Figure 117: Demographic index of all House of Fraser shoppers compared with all department store shoppers 2008 124
Figure 118: Demographic profile of all House of Fraser shoppers (%) 2008 124
Figure 119: Demographic profile of all female House of Fraser shoppers (%) 2008 125
Figure 120: Demographic profile of all male House of Fraser shoppers (%) 2008 125
Figure 121: What House of Fraser shoppers use it for (%) 2008 126
Figure 122: House of Fraser sectors shopped (%) 2008 126
Figure 123: House of Fraser cross-sector participation 2004-2008 127
Figure 124: Demographic profile of House of Fraser cross-sector participation 2008 127
Figure 125: Percentage of House of Fraser shoppers using other department stores 2008 130
Figure 126: Percentage of all consumers who use John Lewis 2004-2008 133
Figure 127: Percentage of all department store shoppers who use John Lewis 2004-2008 133
Figure 128: John Lewis sector shares (%) 2008 134
Figure 129: Consumers using John Lewis: penetration of demographic segments (%) 2008 135
Figure 130: Demographic index of all John Lewis shoppers compared with all department store shoppers 2008 136
Figure 131: Demographic profile of all John Lewis shoppers (%) 2008 136
Figure 132: Demographic profile of all female John Lewis shoppers (%) 2008 137
Figure 133: Demographic profile of all male John Lewis shoppers (%) 2008 137
Figure 134: What John Lewis shoppers use it for (%) 2008 138
Figure 135: John Lewis sectors shopped (%) 2008 139
Figure 136: John Lewis cross-sector participation 2004-2008 140
Figure 137: Demographic profile of John Lewis cross-sector participation 2008 140
Figure 138: Percentage of John Lewis shoppers using other department stores 2008 143
Figure 139: Percentage of all consumers who use Marks & Spencer 2004-2008 146
Figure 140: Percentage of all department store shoppers who use Marks & Spencer 2004-2008 146
Figure 141: Marks & Spencer sector shares (%) 2008 147
Figure 142: Consumers using Marks & Spencer: penetration of demographic segments (%) 2008 148
Figure 143: Demographic index of all Marks & Spencer shoppers compared with all department store shoppers 2008 149
Figure 144: Demographic profile of all Marks & Spencer shoppers (%) 2008 149
Figure 145: Demographic profile of all female Marks & Spencer shoppers (%) 2008 150
Figure 146: Demographic profile of all male Marks & Spencer shoppers (%) 2008 150
Figure 147: What Marks & Spencer shoppers use it for (%) 2008 151
Figure 148: Marks & Spencer sectors shopped (%) 2008 152
Figure 149: Marks & Spencer cross-sector participation 2004-2008 153
Figure 150: Demographic profile of Marks & Spencer cross-sector participation 2008 153
Figure 151: Percentage of Marks & Spencer shoppers using other department stores 2008 156
Figure 152: Percentage of all consumers who use Selfridges 2004-2008 159
Figure 153: Percentage of all department store shoppers who use Selfridges 2004-2008 159
Figure 154: Selfridges sector shares (%) 2008 160
Figure 155: Consumers using Selfridges: penetration of demographic segments (%) 2008 161
Figure 156: Demographic index of all Selfridges shoppers compared with all department store shoppers 2008 162
Figure 157: Demographic profile of all Selfridges shoppers (%) 2008 162
Figure 158: Demographic profile of all female Selfridges shoppers (%) 2008 163
Figure 159: Demographic profile of all male Selfridges shoppers (%) 2008 163
Figure 160: What Selfridges shoppers use it for (%) 2008 164
Figure 161: Selfridges sectors shopped (%) 2008 165
Figure 162: Selfridges cross-sector participation 2004-2008 166
Figure 163: Demographic profile of Selfridges cross-sector participation 2008 166
Figure 164: Percentage of Selfridges shoppers using other department stores 2008 169
Figure 165: Percentage of all consumers who use TJ Hughes 2004-2008 172
Figure 166: Percentage of all department store shoppers who use TJ Hughes 2004-2008 172
Figure 167: TJ Hughes sector shares (%) 2008 173
Figure 168: Consumers using TJ Hughes: penetration of demographic segments (%) 2008 174
Figure 169: Demographic index of all TJ Hughes shoppers compared with all department store shoppers 2008 175
Figure 170: Demographic profile of all TJ Hughes shoppers (%) 2008 175
Figure 171: Demographic profile of all female TJ Hughes shoppers (%) 2008 176
Figure 172: Demographic profile of all male TJ Hughes shoppers (%) 2008 176
Figure 173: What TJ Hughes shoppers use it for (%) 2008 177
Figure 174: TJ Hughes sectors shopped (%) 2008 178
Figure 175: TJ Hughes cross-sector participation 2004-2008 179
Figure 176: Demographic profile of TJ Hughes cross-sector participation 2008 179
Figure 177: Percentage of TJ Hughes shoppers using other department stores 2008 182