How Britain Shops for Electricals | Verdict Consumer Report

Date: 2016-02

How Britain Shops Electricals is part of Verdict’s How Britain Shops series, which surveys 12,000 shoppers online to gauge how the nation shops across 12 different retail sectors. While just half of all shoppers have made an electrical purchase over the last year (52.9%), this will grow over the next few years as the wearables sector becomes more popular, particularly smart watches.

Key Findings
– Use retailer ratings across eight key metrics to benchmark the performance of retailers in the electrical market

– Understand what channels shoppers are using to make purchases and see how this varies across regions and demographics to improve customer targeting

– Identify what factors electrical shoppers find important, and how well retailers satisfy the expectations of their shoppers

With 89.9% of electrical shoppers purchasing goods ‘once every few months’ or less often, the frequency with which they encounter retailers is below that of many sectors. This means that there are fewer opportunities for retailers to leave an impression and to build loyalty with the shoppers, which makes each instance all the more important.

The electrical market is one of the most mature in terms of spend transitioning from stores to online, and it also has one of the highest levels of penetration for click and collect use over the past year at 8.6%. However, the sector remains in a high growth phase, which will result in large increases in shoppers using the channel.

Amazon has a significant margin over its electrical competition in terms of penetration, with 52.2% and 36.8% of electrical shoppers having visited and purchased from the retailer, respectively. This represents a respective 11.2 and 8.6 percentage point margin over the second placed retailer, Argos.

– How much better off do electrical shoppers feel in comparison to last year?

– Which electrical retailers have the highest share of visitors and purchasers?

– How many other stores do your shoppers use for electrical?

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