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Developing the Retail Proposition - UK

DateDec, 2005
Pages239
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Abstract:
 Why develop the retail proposition?Consumer expenditure patterns continue to be weak and generating superior like-for-like sales growth from mature retail concepts is increasingly difficult. However, refocusing the retail proposition may be the answer. By achieving clarity as to consumer demands, both now and in the future, retailers are able to evaluate what kind of shopping experience they are delivering and whether it will create a competitive advantage. In doing so they will be better able to maximise store and staff productivity.

This wide ranging report looks at the key factors that affect and influence how retailers adapt and develop their trading strategy and operations to meet the challenges of an increasingly competitive and over-shopped market. The report considers what influences shoppers before they go shopping and while they are in the store. The growing importance of multi-channel and online retailing is considered and evaluated in the context of how shoppers want to use more than one channel.

Compiling together all the most sought-after trend data and most authoritative, independent market analysis, you can use Mintel’s report to:
  • Analyse usage and attitudes towards online shopping
  • Track consumers’ spending habits and understand the structure of the retailing industry
  • Gain an insight into the benefits of using multi-channels
  • Understand which type of consumer actually enjoys food and non-food shopping and what attracts them to purchasing
  • Identify factors that stimulate shopping, increase consumer interest, and expand point of purchase sales
  • Look at future opportunities with regards to Internet sales and customer service
  • Measure market forecasts and build realistic business models
  • Examine factors that affect future consumer expenditure and behaviour



Table of contents:
 Introduction
Methodology
Consumer research
ACORN
Trade research
Abbreviations
Premier Insight

Executive Summary
Today’s retail environment - spending patterns and the structure of the retail industry
Tomorrow’s shopper - factors affecting consumer expenditure and behaviour in future
Consumer enjoyment of non-food shopping
Consumer enjoyment of food shopping
Stimulating consumer interest in shopping
Stimulating the consumer to shop
Stimulating the shopper at POP
Usage and attitudes to online shopping
Developing the retail proposition through range development
Developing the retail proposition through format development
Developing the multi-channel proposition
Developing the retail proposition through consumer insight
Developing the retail proposition through store design, layout and visual merchandising
The importance of service in delivering an enhanced proposition
Developing the proposition for the future - stimulating tomorrow’s shoppers
Today’s retail environment - spending patterns and the structure of the retail industry

Where Consumer Spend Goes by Retail Category
Figure 1: Retail industry, by trading category, 2004
Figure 2: Retail industry sales growth Index, by trading category, 2000-04
Figure 3: Retail industry changes in proportion of sales, by trading category, 2000-04

Where Consumer Spend Goes by Category
Figure 4: Consumer expenditure growth rates, by category, 2000-10
Figure 5: Consumer expenditure share held by category, 2000-10

Tomorrow’s Shopper - Factors Affecting Consumer Expenditure and Behaviour in Future
Key issues and implications
Cautious outlook ensures value for money is top of mind
Spend on household goods under pressure
Value as well as fashion a key requirement
Specialist non-food retailers need multi-channel presence
Outlook for the future

Increased Competition for Consumer Attention
Relative affluence
Figure 6: PDI, at current and constant 2000 prices, 2000-10
Rising consumer expenditure
Figure 7: Trends in consumer expenditure, at current and constant 2000 prices, 2000-10
Figure 8: Annual real growth rates for consumer expenditure and PDI, 2000-04
Lower interest rates
Taxes likely to rise in future
Rising personal debt
Figure 9: Monthly net lending to individuals, seasonally adjusted, July 2004-July 2005
Figure 10: Net lending to individuals, total amount outstanding, seasonally adjusted, July 2004-July 2005
Mortgage equity withdrawal
Repossession orders
Demographic changes and population structure
Figure 11: Trends in the UK population, by gender and age, 2000-10
Home ownership and household formation
Figure 12: Trends and forecasts in households and occupancy, 2000-10
Changing household structure and working patterns
Figure 13: Household working patterns, 2000-04
Rising aspiration and socio-economic groupings
Figure 14: Trends in socio-economic groups, 2000-10
Employment trends
Figure 15: Employment trends, 2000-10
ICT and channel-development opportunities
Figure 16: British Internet penetration, 2002-05
Figure 17: British Internet penetration, October 2005
Geopolitical factors

Consumer Enjoyment of Non-Food Shopping
Key issues and implications
Sound fundamentals will satisfy 'purpose-driven' shoppers
Ambivalence leads to alternative channels
'Shopaholics' a key target for impulse selling
Function not fun
Attitudes to non-food shopping - Detailed consumer research findings
Purposeful behaviour more widespread…
…but so too is impulsive behaviour
Variety of growing importance
Trends suggest that retailers are losing leisure shoppers to other activities
Online gaining more users…
…and stores losing appeal to online
Figure 18: Attitudes to non-food shopping, April 2003 and September 2005
Figure 19: Popular attitudes to non-food shopping, by gender, age and socio-economic group, September 2005
Figure 20: Popular Attitudes to non-food shopping, by lifestage, presence of children and Mintel's special groups, September 2005
Other popular attitudes to shopping
Figure 21: Other popular attitudes to non-food shopping, by gender, age and socio-economic group, September 2005
Figure 22: Other popular Attitudes to non-food shopping, by lifestage, presence of children and Mintel's special groups, September 2005
Cluster group analysis
Purpose-driven - 29% of the sample
Persistent shoppers - 12% of respondents
Unconcerned - 25% of respondents
Reluctant shoppers - 15% of respondents
Shopaholics - 19% of respondents
Figure 23: Non-food cluster groups, by gender, age and socio-economic group, September 2005
Figure 24: Non-food cluster groups, by lifestage, presence of children and Mintel's special groups, September 2005

Consumer Enjoyment of Food Shopping
Key issues and implications
Greater convenience will reduce the chore status of food shopping
Price comparison advertising is here to stay
List stickers harder to influence
De-stress the process online
Attitudes to food shopping - Detailed consumer research findings
More see it as a necessary chore
Impulsive buying commonplace
Price sensitivity static
Price and value never far away as issues…
Online food shopping gaining more users
Figure 25: Attitudes to food shopping, September 2005
Figure 26: Popular attitudes to food shopping, by gender, age and socio-economic group, September 2005
Figure 27: Popular attitudes to food shopping, by lifestage, presence of children and Mintel's special groups, September 2005
Other popular attitudes to food shopping
Figure 28: Other popular attitudes to food shopping, by gender, age and socio-economic group, September 2005
Figure 29: Other popular Attitudes to food shopping, by lifestage, presence of children and Mintel's special groups, September 2005
Cluster group analysis
Necessity-driven - 21% of respondents
Purpose driven - 20% of respondents
Harassed shopper - 14% of respondents
Unconcerned - 45% of respondents
Figure 30: Food cluster groups, by gender, age and socio-economic group, September 2005
Figure 31: Food cluster groups, by lifestage, presence of children and Mintel's special groups, September 2005

Stimulating Consumer Interest in Shopping
Key issues and implications
Clothing and footwear shoppers
Pre-purchase Influences - Detailed consumer research findings
Frequency of shopping trip influences behavioural loyalty
Clothing and footwear retailers have to maintain a strong visual dialogue with passers by
Satisfaction spreads recommendation
Speed of service a key feature for food and clothing…
…but likely to be a factor in other retail categories
Quality of service counts most in electrical goods
Media influences are fairly low
Figure 32: Influences on shopping decision making, September 2005
Shopping for clothing and footwear
Attracting impulsive shoppers
Strong visual appeal required
Satisfy one customer, attract more
Media a weak influence in this category
Figure 33: Influences on clothing shoppers decision making, April 2003 and September 2005
Cluster group analysis
Figure 34: Influences on clothing shopping decision making, by cluster groups, September 2005
Electrical goods shoppers
Recommendation is most important influence
Service requirements high
TV most influential advertising medium…
…but growing use of online for information
Figure 35: Influences on electrical goods shoppers decision making, April 2003 and September 2005
Cluster group analysis
Figure 36: Influences on Electrical goods shopping decision making, by cluster groups, September 2005
DIY goods shoppers
Implied loyalty a key influence
Service standards an important consideration
Media influences not particularly strong
Figure 37: Influences on DIY goods shoppers decision making, April 2003 and September 2005
Cluster group analysis
Figure 38: Influences on DIY Goods shopping decision making, by cluster groups, September 2005
Food shoppers
Creatures of habit
Convenience counts
Muted response to media
Figure 39: Influences on Food shoppers decision making, April 2003 and September 2005
Cluster group analysis
Figure 40: Influences on food shopping decision making, by cluster groups, September 2005

Stimulating the Consumer to Shop
Key issues and implications
Attributes influencing purchasing decision making - Detailed consumer research findings
Lost in space
Attention-grabbing windows
Staff standards all-important in non-food categories
High availability counts most in food shopping
Figure 41: Features influencing purchasing decision making, September 2005
Clothing and footwear shoppers
Figure 42: Features influencing clothing and footwear purchasing decision making, april 2003 and September 2005
Cluster group analysis
Figure 43: Features influencing clothing purchasing decision making, by cluster groups, September 2005
Electrical goods shoppers
Figure 44: Features influencing electrical goods purchasing decision making, April 2003 and September 2005
Cluster group analysis
Figure 45: Features influencing Electrical goods purchasing decision making, by cluster groups, September 2005
DIY goods shoppers
Figure 46: Features influencing DIY goods purchasing decision making, April 2003 and September 2005
Cluster group analysis
Figure 47: Features influencing purchasing decision making, by cluster groups, September 2005
Food shoppers
Figure 48: Features influencing food purchasing decision making, April 2003 and September 2005
Cluster group analysis
Figure 49: Features influencing purchasing decision making, by cluster groups, September 2005

Stimulating the Shopper at POP
Key issues and implications
Increased levels of responsiveness to promotional activity likely to be retailer-driven
Influencing shoppers at POP is relatively easy…
…but less so on non-regularly purchased items
In-store electronic communications influence shoppers at the POP
EDLP losing appeal
Trade research insights - Detailed findings
Behaviour at POP - Detailed consumer research findings
Figure 50: Influences at POP, April 2003 and September 2005
Figure 51: Strongest influences at POP, by gender, age and socio-economic group, September 2005
Figure 52: Strongest influences at POP, by lifestage, presence of children and Mintel's special groups, September 2005
Families also responsive to other influences
Bonus points on loyalty cards
POS communication getting lost?
Figure 53: Other influences at POP, by gender, age and socio-economic group, September 2005
Figure 54: Other influences at POP, by lifestage, presence of children and Mintel's special groups, September 2005

Usage and Attitudes to Online Shopping
Key issues and implications
Food shopping online yet to gain widespread usage…..
…but non-food shopping online becoming established part of shopping patterns
Online shopping confined mainly to ABC1 consumers
Yet, nearly half of those with access are not buying online
Lower prices the main motive for online shopping
…but reassurance of high street retail brand names attractive to women and those who may be less familiar with the Internet
Interplay of channels an important feature of usage
Harassed shoppers find salvation online
Online food shopping - Detailed consumer research findings
Figure 55: Use of online food shopping, September 2005
Figure 56: Use of online shopping, by gender, age and socio-economic group, September 2005
Figure 57: Use of online shopping, by lifestage, presence of children and Mintel 's special groups, September 2005
Cluster group analysis
Figure 58: Use of online shopping, by food cluster groups, September 2005
Figure 59: Use of online shopping, by non-food cluster groups, September 2005
Methods and Motives for Online Shopping - Detailed Consumer Research Findings
Security concerns remain a barrier to usage
Cheaper prices main draw of the Internet
Information exchange
Multi-channel influence
Figure 60: Methods and motives for online shopping, September 2005
Fears about payment security
Cheaper prices
Specialist online traders attract more users than high-street retailers operating online
Figure 61: Popular Attitudes to online shopping, by gender, age and socio-economic group, September 2005
Tackling resistance to use
Attracting affluent shoppers with cheaper prices
Online specialists winning spend from key consumer groups
Accessing information online a key attraction
Figure 62: Popular attitudes to online shopping, by lifestage, presence of children and Mintel 's special groups, September 2005

Developing the Retail Proposition Through Range Development
Key issues and implications
Price driven retailing has limitations
Proposition development opportunities through range extension
Extensions must complement core offer…
…or be complementary to type of shopping trip
Own brand and exclusives aid differentiation
Trade research insights - Detailed findings
Price positioning and proposition development
Range development issues

Developing the Retail Proposition Through Format Development
Key issues and implications
Space and ambition - key drivers of format development
Developing multi-format businesses
Sustained interest in out-of-town formats
Trade research insights - Detailed findings
Drivers for format development

Developing the Multi-channel Proposition
Key issues and implications
Multi-channel improves access to the offer
Multi-channel facilitates greater information provision
Interplay of channels is a feature in usage
Promoting and encouraging use of multi-channel
Trade research insights - Detailed findings
Developing the Retail Proposition Through Consumer Insight

Key issues and implications
Proposition development stems from listening to customers
Loyalty cards do not provide all the information needed
Segmentation a useful tool especially when used with database marketing
Trade research insights - Detailed findings

Developing the Retail Proposition Through Store Design, Layout and Visual Merchandising
Key issues and implications
Convenience a critical factor in store design and layout
Creating excitement and interest
The store is the brand
Trade research insights - Detailed findings

The Importance of Service in Delivering an Enhanced Proposition
Key issues and implications
Store staff at the heart of the service proposition
Service and the shopping experience
Benchmarking performance to assist service development
Trade research insights - Detailed findings

Developing the Proposition for the Future- Stimulating Tomorrow’s Shoppers
Making differentiation a reality rather than a buzzword
Proposition development in clothing and footwear retailing - visibility and value
Proposition development in electrical goods retailing - information and service
Proposition development in DIY goods retailing - availability and advice
Proposition development in food retailing - a multi-format, multi-channel future
Proposition development in food retailing - delivering greater convenience
Product location
Queuing and speed of service
Greater convenience
Leverage brand equity to sell more
Improving in-store experience makes shopping more pleasurable
Future opportunities for integration of online and store based retailing
Retaining strong customer focus

Detailed Consumer Demographics
Figure 63: Popular attitudes to non-food shopping, by region and media consumption, September 2005
Figure 64: Popular atttiudes to non-food shopping, by supermarket used for grocery shopping, September 2005
Figure 65: Other popular attitudes to non-food shopping, by region and media consumption, September 2005
Figure 66: Other popular atttiudes to non-food shopping, by supermarket used for grocery shopping, September 2005
Figure 67: Non-food cluster groups, by region and media consumption, September 2005
Figure 68: Non-food lcuster groups, by supermarket used for grocery shopping, September 2005
Figure 69: Popular attitudes to food shopping, by region and media consumption, September 2005
Figure 70: Popular atttiudes to food shopping, by supermarket used for grocery shopping, September 2005
Figure 71: Other popular attitudes to food shopping, by region and media consumption, September 2005
Figure 72: Other popular atttiudes to food shopping, by supermarket used for grocery shopping, September 2005
Figure 73: food cluster groups, by region and media consumption, September 2005
Figure 74: food cluster groups, by supermarket used for grocery shopping, September 2005
Figure 75: Most popular influences when shopping for clothing and footwear, by gender, age and socio-economic group, September 2005
Figure 76: Most popular influences when shopping for clothing and footwear, by lifestage, presence of children and Special Groups, September 2005
Figure 77: Most popular influences when shopping for clothing and footwear, by region and media consumption, September 2005
Figure 78: Most popular influences when shopping for clothing and footwear, by supermarket used for grocery shopping, September 2005
Figure 79: Most popular media influences when shopping for clothing and footwear, by gender, age and socio-economic group, September 2005
Figure 80: Most popular media influences when shopping for clothing and footwear, by lifestage, presence of children and Special Groups, September 2005
Figure 81: Most popular influences when shopping for clothing and footwear, by region and media consumption, September 2005
Figure 82: Most popular media influences when shopping for clothing and footwear, by supermarket used for grocery shopping, September 2005
Figure 83: Most popular influences when shopping for electrical goods, by gender, age and socio-economic group, September 2005
Figure 84: Most popular influences when shopping for electrical goods, by lifestage, presence of children and Special Groups, September 2005
Figure 85: Most popular influences when shopping for electrical goods, by region and media consumption, September 2005
Figure 86: Most popular influences when shopping for electrical goods, by supermarket used for grocery shopping, September 2005
Figure 87: Most popular Media influences when shopping for electrical goods, by gender, age and socio-economic group, September 2005
Figure 88: Most popular media influences when shopping for electrical goods, by lifestage, presence of children and Special Groups, September 2005
Figure 89: Most popular media influences when shopping for electrical goods, by region and media consumption, September 2005
Figure 90: Most popular media influences when shopping for electrical goods, by supermarket used for grocery shopping, September 2005
Figure 91: Most popular influences when shopping for DIY goods, by gender, age and socio-economic group, September 2005
Figure 92: Most popular influences when shopping for DIY goods, by lifestage, presence of children and Special Groups, September 2005
Figure 93: Most popular influences when shopping for DIY goods, by region and media consumption, September 2005
Figure 94: Most popular influences when shopping for DIY goods, by supermarket used for grocery shopping, September 2005
Figure 95: Most popular media influences when shopping for DIY goods, by gender, age and socio-economic group, September 2005
Figure 96: Most popular media influences when shopping for DIY goods, by lifestage, presence of children and Special Groups, September 2005
Figure 97: Most popular media influences when shopping for DIY goods, by region and media consumption, September 2005
Figure 98: Most popular media influences when shopping for DIY goods, by supermarket used for grocery shopping, September 2005
Figure 99: Most popular influences when shopping for food, by gender, age and socio-economic group, September 2005
Figure 100: Most popular influences when shopping for food, by lifestage, presence of children and Special Groups, September 2005
Figure 101: Most popular influences when shopping for food, by region and media consumption, September 2005
Figure 102: Most popular influences when shopping for food, by supermarket used for grocery shopping, September 2005
Figure 103: Most popular media influences when shopping for food, by gender, age and socio-economic group, September 2005
Figure 104: Most popular media influences when shopping for food, by lifestage, presence of children and Special Groups, September 2005
Figure 105: Most popular media influences when shopping for food, by region and media consumption, September 2005
Figure 106: Most popular media influences when shopping for food, by supermarket used for grocery shopping, September 2005
Figure 107: Most popular Features influencing clothing and footwear shoppers, by gender, age and socio-economic group, September 2005
Figure 108: Most popular features influencing clothing and footwear shoppers, by lifestage, presence of children and Special Groups, September 2005
Figure 109: Most popular features influencing clothing and footwear shoppers, by region and media consumption, September 2005
Figure 110: Most popular features influencing clothing and footwear shoppers, by supermarket used for grocery shopping, September 2005
Figure 111: Other popular Features influencing clothing and footwear shoppers, by gender, age and socio-economic group, September 2005
Figure 112: Other popular features influencing clothing and footwear shoppers, by lifestage, presence of children and Special Groups, September 2005
Figure 113: Other popular features influencing clothing and footwear shoppers, by region and media consumption, September 2005
Figure 114: Other popular features influencing clothing and footwear shoppers, by supermarket used for grocery shopping, September 2005
Figure 115: Most popular features influencing electrical goods shoppers, by gender, age and socio-economic group, September 2005
Figure 116: Most popular features influencing electrical goods shoppers, by lifestage, presence of children and Special Groups, September 2005
Figure 117: Most popular features influencing electrical goods shoppers, by region and media consumption, September 2005
Figure 118: Most popular features influencing electrical goods shoppers, by supermarket used for grocery shopping, September 2005
Figure 119: Other popular features influencing electrical goods shoppers, by gender, age and socio-economic group, September 2005
Figure 120: Other popular features influencing electrical goods shoppers, by lifestage, presence of children and Special Groups, September 2005
Figure 121: Other popular features influencing electrical goods shoppers, by region and media consumption, September 2005
Figure 122: Other popular features influencing electrical goods shoppers, by supermarket used for grocery shopping, September 2005
Figure 123: Most popular features influencing DIY products shoppers, by gender, age and socio-economic group, September 2005
Figure 124: Most popular features influencing DIY products shoppers, by lifestage, presence of children and Special Groups, September 2005
Figure 125: Most popular features influencing DIY prodcts shoppers, by region and media consumption, September 2005
Figure 126: Most popular features influencing DIY products shoppers, by supermarket used for grocery shopping, September 2005
Figure 127: Other popular features influencing DIY products shoppers, by gender, age and socio-economic group, September 2005
Figure 128: Other popular features influencing DIY products shoppers, by lifestage, presence of children and Special Groups, September 2005
Figure 129: Other popular features influencing DIY prodcts shoppers, by region and media consumption, September 2005
Figure 130: Other popular features influencing DIY products shoppers, by supermarket used for grocery shopping, September 2005
Figure 131: Most popular features influencing food shoppers, by gender, age and socio-economic group, September 2005
Figure 132: Most popular features influencing food shoppers, by lifestage, presence of children and Special Groups, September 2005
Figure 133: Most popular features influencing food shoppers, by region and media consumption, September 2005
Figure 134: Most popular features influencing food shoppers, by supermarket used for grocery shopping, September 2005
Figure 135: Other popular features influencing food shoppers, by gender, age and socio-economic group, September 2005
Figure 136: Other popular features influencing food shoppers, by lifestage, presence of children and Special Groups, September 2005
Figure 137: Other popular features influencing food shoppers, by region and media consumption, September 2005
Figure 138: Other popular features influencing food shoppers, by supermarket used for grocery shopping, September 2005
Figure 139: Strongest influences at POP, by region and media consumption, September 2005
Figure 140: Strongest influences at POP, by supermarket used for grocery shopping, September 2005
Figure 141: Other influences at POP, by region and media consumption, September 2005
Figure 142: Other influences at POP, by supermarket used for grocery shopping, September 2005
Figure 143: Use of online shopping, by region and media consumption, September 2005
Figure 144: Use of online shopping, by supermarket used for grocery shopping, September 2005
Figure 145: Popular Attitudes to online shopping, by region and media consumption, September 2005
Figure 146: Popular Attitudes to online shopping, by supermarket used for grocery shopping, September 2005




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