Shopper Barometer Infographic - Home decor 2014
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The Shopper Barometer study was conducted in December 2013 with 1,200 primary household shoppers, including 600 fashion shoppers. For further information please contact a member of the shopper team. T: 01865 336 400 E: [email protected] Data courtesy of SPA Future Thinking www.spafuturethinking.com innovation intelligence inspiration HOME DÉCOR improve... don’t move! 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... Cosy & welcoming 51% Relaxed 50% Up-to-date 26% Decorated every 3-5 yrs 20% Sleek & modern 17% Formal & elegant 13% Fun & funky 9% I would describe my home as... Purchases made in last 3 months Beyond paint, lighting, soft furnishings and accessories are driving home improvement purchases STYLE & COSMETICS 59% 45% 44% 43% 37% 35% The desire to create a welcoming and relaxed home are the key drivers for home improvements IMPROVEMENTS Value is about suitability as well as cost; deals come further down the priority list DECISION CRITERIA Important factors for choice 49% Best value for money 41% Appearance of the product 36% Suits my needs 34% Would look good in my home 25% Special offer / promotion 25% Product specification 21% Quick delivery / availability The value of research... Increase Decrease No change Movement since 2013 71% conduct research before buying compared to just over half in the previous year Providing price & product information, coupled with good availability of stock will assist consumers with their research and influence purchase decisions RESEARCH & REVIEW The internet provides the main source of information for research 43% 37% 15% Category knowledge is the main reason that almost 1 in 3 do not conduct any research Knowledge is power! Online research starts at specific retailer sites for 73% (10% up on last year)... a great opportunity for retailers to convert sales by providing information at the start of the purchase journey ONLINE POWER ... Both online and in-store Consumers visit an average of 4 websites and 3 stores for home décor research 44% 29% 26% 25% 17% 15% Type of information sought doesn’t vary greatly by source, but 25% gather opinions online Price Product availability Look at product Purchaser opinion In-store purchases have declined in the past year. Focussing on brand trust and offering products exclusively in store will help drive consumers to shop the traditional way STORE CONVENIENCE Purchasing in-store 71% purchase in store Compared to 82% last year... The online shopping trend continues as high street retailers feel the strain Increase Decrease Movement since 2013 31% Trust the retailer 26% More convenient than online 24% Cheaper than elsewhere 22% Only place I could find it The Shopper Barometer Shopping and spending Which stores are we purchasing in? 19% 9% 7% 7% 5% On the rise...86% have made changes to their shopping habits in order to save money on home décor, compared to 78% last year We’re still seeing the effects of recessionary spending changes, with the focus firmly on shopping around and absolute essentials SPENDING PATTERNS 27% Vary where I shop 24% Cut non- essentials 23% Postpone purchase 22% Shop at a discounter 41% 29% 26% 24% 23% 19% Home is where the heart is.
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Shopper behaviour has evolved in recent years as we have seen the economy move through recession and into recovery. Understanding changing behaviours is crucial to the success of your brand. The Shopper Barometer 2014 has examined shopping habits to identify their perceptions towards shopping and the high street. The results show how Shoppers are now actively spreading their purse into a wider mix of stores and channels for maximising choice and savings. Alongside the many shopper challenges highlighted in our main study, a chapter on attitudes towards home décor highlights that the recession is still having an impact. Our spending habits have therefore changed when it comes to creating that all important look and feel. Check out our infographic on home decor to understand how as a nation of home owners we’re still busy looking for inspiration and stylish solutions for our homes. We identify: • Style & cosmetics – what’s driving home improvement purchases • Factors influencing spend on home décor • Where we seek out information and inspiration • Key drivers for home improvements across all ages • Where we make our purchases Our research experience in the home category extends from mass market to premium brands, customers and shopper research, and from qual to quant, whilst incorporating some of the most innovative techniques. Projects range from understanding people’s relationship with their homes and home furnishing needs, to new range concept development and brand tracking. For more information and to discuss presenting the Shopper Barometer and Home Décor in full please call or email Noreen Kinsey on 01865 336 400 or [email protected]
Transcript of Shopper Barometer Infographic - Home decor 2014
The Shopper Barometer study was conducted in December 2013 with 1,200 primary household shoppers, including 600 fashion shoppers.
For further information please contact a member of the shopper team. T: 01865 336 400 E: [email protected]
Data courtesy of SPA Future Thinking
www.spafuturethinking.cominnovation intelligence inspiration
HOME DÉCORimprove... don’t move!
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...
Cosy & welcoming
51%
Relaxed
50%
Up-to-date
26%
Decorated every 3-5 yrs
20%
Sleek & modern
17%
Formal & elegant
13%
Fun & funky
9%I would describe my home as...
Purchases made in last 3 monthsBeyond paint, lighting, soft furnishings and accessories are driving home improvement purchases
STYLE & COSMETICS
59% 45% 44%
43% 37%
35%
The desire to create a welcoming and relaxed home are the key drivers for home improvements
IMPROVEMENTS
Value is about suitability as well as cost; deals come further down the priority list
DECISION CRITERIA
Important factors for choice49%
Best value for money
41%Appearance of
the product
36%Suits my needs
34%Would look good
in my home
25%Special offer /
promotion
25%Product
specification
21%Quick delivery
/ availability
The value of research...
Increase Decrease No change
Movement since 2013
71% conduct research before buying compared to just over half in the previous year
Providing price & product information, coupled with good availability of stock will assist consumers with their research and influence purchase decisions
RESEARCH & REVIEW
The internet provides the main source of information for research
43% 37% 15%
Category knowledge is the main reason that almost 1 in 3 do not conduct any research
Knowledge is power!
Online research starts at specific retailer sites for 73% (10% up on last year)... a great opportunity for retailers to convert sales by providing information at the start of the purchase journey
ONLINE POWER
... Both online and in-storeConsumers visit an average of 4 websites and 3 stores for home décor research
44% 29% 26%
25% 17% 15%
Type of information sought doesn’t vary greatly by source, but 25% gather opinions online
Price Product availability
Look at product
Purchaser opinion
In-store purchases have declined in the past year. Focussing on brand trust and offering products exclusively in store will help drive consumers to shop the traditional way
STORE CONVENIENCE Purchasing in-store
71% purchase in store
Compared to 82% last year... The online shopping trend continues as high street retailers feel the strain
Increase Decrease
Movement since 2013
31%Trust the
retailer
26%More convenient
than online
24%Cheaper than elsewhere
22%Only place I could find it
TheShopperBarometer
Shopping and spendingWhich stores are we purchasing in?
19% 9% 7% 7% 5%
On the rise...86% have made changes to their shopping habits in order to save money on home décor, compared to 78% last year
We’re still seeing the effects of recessionary spending changes, with the focus firmly on shopping around and absolute essentials
SPENDING PATTERNS
27%Vary where
I shop
24%Cut non-essentials
23%Postpone purchase
22%Shop at a discounter
41% 29% 26%
24% 23% 19%
Home is where the heart is.
