2014-02-03 06:01:01 - How Britain Shops 2013 DIY - Verdict Consumer Report - a new market research report on companiesandmarkets.com
The growth in visitor share has been driven by older, more affluent customers. Such shoppers are more likely to own their own home with the more affluent better able to return to pre-downturn spending sooner than others. Older customers are less likely to move and as such will be more willing to renovate their existing home.
While range remains the main driver behind loyalty for DIY, both convenience and service have become more important in 2013. Convenience is up 3.5 percentage points to pull away in second while service has been the big winner up 8.0. These uplifts re-iterate how shoppers have changed, becoming more demanding and increasingly time-poor.
B&Q continues to lead the way in DIY, with more than half of
all DIY shoppers buying from them. They maintain the highest level of loyalty, convert more customers into main users with shoppers using fewer other stores. B&Q is also gaining traction among women, with changes to their advertising and improved service resonating with them.
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