Home Decor - Improve don't move!
1
The shopper barometer study was conducted in December 2012 with 1,000 primary household shoppers. Data courtesy of SPA Future Thinking www.spafuturethinking.com innovation intelligence inspiration The Shopper Barometer HOME DÉCOR improve... don’t move! A welcoming and relaxed home are key drivers for home improvements for all ages Home is where the heart is. As a nation of home owners, when it comes to décor, we’re always busy looking for inspiration and stylish solutions for our homes. But with the recession still having an impact, have our spending habits changed when it comes to creating that all important look and feel... The 55+ age group have the strongest views on their home style With house prices continuing to rise, and the recession still in full swing for the masses just how are we keeping up with trends and upgrading our homes? With so many choices available, where do we go to research our options? The possibilities are endless... Research is predominantly conducted online, so what is it that drives 4 out of 5 home improvement purchases to be made in-store? Our Shopper Barometer highlights a trend for indulging in cushions and throws rather than bricks and mortar 65 47 36 33 33 30 25 23 16 14 Purchases made in last 3 months It’s not all about being cheapest... When it comes to making a choice, value is about best fit as well as cost SOFT FURNISHINGS ALL PRODUCTS For soft furnishings, the ability to help shoppers visualise how the product would look in their home is critical STYLE over substance INFORMATION and inspiration Most important factors when selecting products YEARS of experience 60 46 37 59 50 74 M a k e i t c o s y & w e l c o m i n g L o o k r e l a x e d D e c o r a t e e v e r y 3 - 5 y e a r s AGE 55+ ALL Shoppers and their home style More than half conduct research before buying, with the internet providing the main source of information 33% research online 63% Retailer sites 29% 18% Comparison sites Manufacturer sites ... a great opportunity for retailers to convert sales by providing information at the start of the purchase journey Online research starts on specific retailer websites... The type of information we are researching doesn’t vary greatly between online and in store Look good in my home Appearance 43 47 Best value for money Suits my needs 63 43 55 42 34 33 19% Expert Opinion 21% Brand Opinion 25% Consumer Opinion 31% Best Fit Suggestions BUT opinion gathering plays a major role online Which stores are we purchasing in? 22% 12% 10% 4% 3% Price is one of the major contributors to where we buy, so what are shoppers doing to cut costs and save money? 20% Discount store 22% Postpone until sales 25% Postspone purchase 26% Vary where I shop 1 Online 2 In Store 3 Catalogues SHOPING and spending 26% 22% 18% Trust the retailer Cheaper than elsewhere More convenient than online Only place I could find 29% 82% PURCHASE IN STORE BECAUSE... Recessionary spending changes see the focus on absolute essentials and timing consideration Unsurprisingly decisions for more expensive items take longer to make Impulse Purchases (%) 6 10 27 5 3 0 Average Purchase Time (weeks) 2.8 1.8 2.3 3.2 6.2 5.1 Soft furnishings see most impulse purchases but the average purchase decision takes almost 3 weeks The Shopper Barometer
-
Upload
spa-future-thinking -
Category
Self Improvement
-
view
248 -
download
0
description
Home is where the heart is. As a nation of home owners, when it comes to décor, we’re always busy looking for inspiration and stylish solutions for our homes. But with the recession still having an impact, have our spending habits changed when it comes to creating that all important look and feel...
Transcript of Home Decor - Improve don't move!
The shopper barometer study was conducted in December 2012 with 1,000 primary household shoppers.
Data courtesy of SPA Future Thinking
www.spafuturethinking.com innovation intelligence inspiration
TheShopperBarometer
HOME DÉCORimprove... don’t move!
A welcoming and relaxed home are key drivers for home
improvements for all ages
Home is where the heart is.As a nation of home owners, when it comes to décor, we’re always busy looking for inspiration and stylish solutions for our homes. But with the recession still having an impact, have our spending habits changed when it comes to creating that all important look and feel...
The 55+ age group have the strongest views on
their home style
With house prices continuing to rise, and the recession still in full swing for the masses just how are we keeping up with trends and upgrading our homes?
With so many choices available, where do we go to research our options?The possibilities are endless...
Research is predominantly conducted online, so what is it that drives 4 out of 5 home improvement purchases to be made in-store?
Our Shopper Barometer highlights a trend for indulging in cushions and
throws rather than bricks and mortar
65 47 36 33 33 30 25 23 16 14
Purchases made in last 3 months
It’s not all about being cheapest...
When it comes to making a choice,
value is about best fit as well as cost
SOFT FURNISHINGS
ALL PRODUCTS
For soft furnishings, the ability to help shoppers
visualise how the product would look in their home is critical
STYLEover substance
INFORMATIONand inspiration
Most important factors when selecting products
YEARSof experience
60
46
37
59
50
74Mak
e it c
osy & welcoming
Look relaxed
Dec
orate
every 3-5 years
AGE 55+ALL
Shop
pers
and
the
ir ho
me
styl
e
More than half conduct research
before buying, with the internet providing
the main source of information
33% research
online
63%Retailer sites
29%
18%
Comparison sites
Manufacturer sites
... a great opportunity for retailers to convert sales by
providing information at the start of the purchase journey
Online research starts on specific
retailer websites... The type of information we are researching doesn’t vary greatly
between online and in store
Look good in my homeAppearance
4347
Best value for money
Suits my needs
6343 5542 3433
19%Expert Opinion
21%Brand
Opinion
25%Consumer Opinion
31%Best Fit
Suggestions
BUT opinion gathering plays a major role online
Which stores are we purchasing in?
22% 12% 10% 4% 3%
Price is one of the major contributors to where we buy,
so what are shoppers doing to cut costs and
save money?
20%Discount
store
22%Postpone until sales
25%Postspone purchase
26%Vary where
I shop
1
Online
2
In Store
3
Catalogues
SHOPINGand spending
26% 22% 18%
Trust the retailer
Cheaper than elsewhere
More convenient than online
Only place I could find
29%
82% PURCHASE IN STORE BECAUSE...
Recessionary spending changes see the focus on absolute essentials and
timing consideration
Unsurprisingly decisions for more expensive items take longer to make
Impulse Purchases (%)
610
27
5 3 0
Average Purchase Time (weeks)
2.8
1.82.3
3.2
6.2
5.1
Soft furnishings see most impulse purchases but the average purchase decision takes almost 3 weeks
TheShopperBarometer
