Belt Tightening in Retail

Belt Tightening in Retail

A quantitative study into shopping behaviour and attitudes

Contents

To access all reports and for further NS research please visit

Background

Page 4

Methodology

Page 5

Management Summary

Page 7

Section 1: People continue to cut back

Page 9

- Main Considerations for Shoppers

Page 10

- Importance of Value

Page 11

- Importance of Distance - Spend by Demographic

Page 12 Page 13

- Regional Pride

Page 14

- Local in Numbers

Page 16

Section 2: Individual Sector Data

www.thewantedads.co.uk

- Food & Groceries

Page 20

- Household Goods

Page 22

- Entertainment & Leisure - Furniture

Page 24 Page 26

- Mobile Phones

Page 28

- Opticians

Page 30

- Chemists

Page 32

- Fashion & Clothing

Page 34

- DIY/Home Improvements

Page 36

- Frequency of Visits

Page 38

Four Main Themes NS Local Media Initiatives

2

Page 19

Page 39 Page 39

3

Background

Methodology

Belt Tightening in Retail is a UK-wide quantitative research project which gives a snapshot of shopping habits and behaviour during challenging times. Originally carried out in 2008, this latest edition compares and contrasts previous research, and is once again conducted on behalf of the NS by Continental Research.

The research was carried out by Continental Research through online interviews of a nationally representative sample covering quotas on age, gender, class and ITV region.

The research gives new insights into perceptions of the retail environment and considerations when purchasing products and deciding where to shop.

The online survey was weighted to correct demographic and media bias.

Covering nine retail sectors from Groceries and Household Goods to Mobile Phones and DIY/Home Improvements, the research gives a comprehensive outlook of the retail market from the perspective of the consumer.

Local media, comprising 1,100 local newspapers and 1,600 associated websites, provides an unrivalled connection with local communities throughout the UK. Belt Tightening in Retail builds upon the previous NS research in Retail as we hit a downturn, Local Matters, which looks at why, when and how people engage with the community and the unique role of local media, and Loving Local, focussing on the role that local media can play within communities nationwide.

We hope these findings add value to your communications planning process. To find out more log onto www.newspapersoc.org.uk or contact us on +44 (0)20 7632 7400 and we will be happy to help.

In total 2,559 interviews were conducted across all regions of the UK.

The research was carried out between 13-20 August 2012 across nine retail categories: • Groceries • Household Goods • Furniture • Entertainment & Leisure • Mobile Phones • Opticians • Chemists • Clothing & Fashion • DIY/Home Improvements The questionnaire covered six broad topics relevant to the retail industry: - Important factors when deciding where to shop - Sources of information in the retail purchase cycle - Distance travelled to shop - Media usage - Attitudes to shopping - Frequency of shopping Local Media refers to local newspapers and associated websites.

Lynne Anderson Communications & Marketing Director

4

5

Management Summary The new research into retail provides relevant insights into consumer shopping habits: • People are doing their grocery shopping less frequently but closer to home, with local media continuing to outperform at all stages of the path to purchase, particularly influencing where to shop.

• Looking across all nine retail categories, consumers are not prepared to travel as far to do their shopping as they were four years ago. In 2012, people travelled an average of 5.7 miles to do their shopping, compared to 6.1 miles in 2008.

• Unsurprisingly, people are looking to maximise value wherever they can, with 87 per cent of survey respondents saying they have tightened their belts on the amount they spend.

• Consumers are increasingly community-focused, with 65 per cent saying they feel part of their community, and 83 per cent saying they are proud of the area they live in. Eighty-four per cent of people agree the recession has made supporting the local community more important and 86 per cent prefer to buy from local suppliers.

• Looking across paid for media channels during different stages of the path to purchase, local media performed strongly across all stages coming top for showing price range and providing special offers, and vouchers/coupons across all nine retail sectors.

6

7

Section 1 People continue to cut back....

8

9

Cost and value main consideration for shoppers, as well as distance and location…

Which of these are important in deciding where to buy? (%)

2008 (%)

Cost/Value For Money

90

Distance/Location

84

Atmosphere/Ambience

75

Opening Hours

73

Variety

72

89

Importance of value across categories…

Those who answered that cost/value was important in deciding where to buy (%) 75

Groceries

84

69

H/hold Goods

52

66

Clothing

76

63

Furniture

82

Level Of Service

68

76

DIY

61

Convenient/Free Parking

68

77

Mobile Phones

61

Delivery Options

65

Good Public Transport Ethical Considerations

29 20

72

59

Ents/Leisure

34

53

Opticians

31 Chemists

Source: Newspaper Society Retail Survey 2012/BDR Continental Base: All who shop in each category.

42

Source: Newspaper Society Retail Survey 2012/BDR Continental Base: All who shop in each category.

• The top two considerations are cost and location, which were the main considerations in 2008 • Atmosphere and ambience has become more influential when considering where to shop, increasing substantially in 2012 (75%) compared to 2008 (52%), perhaps with shoppers taking some of the other factors as read

• As you would expect with finances tight, cost and value is a key consideration across all categories • When shopping for glasses/non-prescription drugs, there is more of a compromise in value, with other factors deemed to be more important

• The other most comprehensive change in influencing where to buy is the ethical factor (down 11%) which shoppers now appear to be willing to trade off for other considerations such as atmoshere and ambience 10

11

Importance of distance consistent across categories…

Little difference by age or social grade

“I have tightened my belt on the amount I spend...” (% Agree)

Those who answered that distance/location was important when deciding where to buy (%)

59

Chemists

84

84

Female

90

90

53

DIY

Age 16-34

51

Opticians

45

Clothing

88

88

91 91

Age 35-54

49

H/hold Goods

Age 55+

84

84

44

Furniture

ABC1 Adults

40

Ents/Leisure Mobile Phones

Male

66

Groceries

85

C2DE Adults

34

85 90

90

Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,136

Source: Newspaper Society Retail Survey 2012/BDR Continental Base: All who shop in each category.

On average 87% of the population are ‘belt-tighteners’

• The importance of distance varies according to category • Groceries, which has the highest shopping frequency, also has the heaviest weighting when consumers consider travel distance

• Overall nearly every socioeconomic group claims to be ‘tightening their belts’ on the amount they spend

• Leisure and entertainment has one of the lowest weightings but the actual distance travelled is relatively low

• Almost nine out of 10 people are watching what they spend • The over 55s are least likely to cut back on spending

12

13

People are attached to the area they live in…

..and they are proud of their area too

%

% North East

59

North East

81

Yorkshire

72

Yorkshire

88

Wales and West

69

Wales and West

83

South West

60

South West

83

South East

64

South East

87

Scotland

69

Scotland

85

Northern Ireland

66

Northern Ireland

76

North West

63

North West

80

Midlands

66

Midlands

80

London

60

London

84

East of England

56

East of England

79

Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,552

Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,728

• People feel part of their community, nowhere more so than in Yorkshire • Across every region in the UK over half of those interviewed agreed that they are attached to where they live

14

• As well as feeling part of their community, Yorkshire also boasts the proudest people in the UK, with 88% agreeing that they are proud of their area

15

People STILL love their local area

83%

86%

Agree that ‘they are proud of the area they live in’

Prefer to buy from local suppliers Sample: 1,645

Sample: 1,552

84%

92%

Agree ‘the recession has made supporting the local community more important’

Like ‘companies that involve themselves in the local community’

People are more economically positive on a local level

Sample: 1,648

22% Agree that ‘they feel part of their community’ Sample: 1,728

Sample: 1,654

Agree that the local economy is doing well Sample: 1,729

65%

Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: Mixed

Vs. 11% 16

Agree that the country is doing well Sample: 2,120

17

Section 2 Individual Sector Data

18

19

Food & Groceries Cost/Value for Money

Most important factors in deciding where to shop (%):

• Cost and value are more important than ever in the grocery category the most frequent shopped for category

75

Distance/ Location

• As grocery retailers increase their secondary distribution through ‘local‘ outlets, people are travelling even shorter distances to shop

66

Convenient/ Free Parking

• What is clear is that the role of local media is the most effective at influencing where to shop

52

% Media across decision making process

%

40

40

30

30

20

20

10

10

Learn about new products

Distance to travel

Compare products and services

2008

3.3

Show price range

Deciding where to shop

2012

Promoting special offers/promotions

Containing vouchers/coupons

National Newspaper/ Website

Commercial Radio

Commercial TV

Local Newspaper/ Website

Outdoor

Cinema

Magazines

3.4 20

Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Grocery Shoppers Sample Size: 2,030.

‘Distance to travel’: All respondents 2,559

21

Household Goods Cost/Value for Money

Most important factors in deciding where to shop (%):

• Three-quarters of consumers consider cost and value to be most important ahead of distance and parking for household goods (electrical products)

75

Distance/ Location

• People will travel just over six miles to purchase household goods

49

Convenient/ Free Parking

• Local media is the dominant media across all stages of the decision-making process

42

% Media across decision making process

%

40

40

30

30

20

20

10

10

Learn about new products

Distance to travel

Show price range

Compare products and services

2008

Deciding where to shop

2012

5.9

Promoting special offers/promotions

Containing vouchers/coupons

National Newspaper/ Website

Commercial Radio

Commercial TV

Local Newspaper/ Website

Outdoor

Cinema

Magazines

6.1 22

Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for household goods. Sample Size: 1,588.

‘Distance to travel’: All respondents 2,559

23

Entertainment & Leisure Cost/Value for Money

• Entertainment and leisure (books, DVDs, CDs etc.) is less driven by cost and value as other categories but remains the most important factor ahead of distance and location

Most important factors in deciding where to shop (%): 59

Distance/ Location

• Distance travelled to shop for entertainment and leisure is relatively short reflecting the fact that products are now available through a range of outlets such as supermarkets etc.

40

Variety

• Throughout the decision-making process local media is the most influential media

36

% Media across decision making process

%

40

40

30

30

20

20

10

10

Learn about new products

Distance to travel

Compare products and services

Deciding where to shop

2012

2008

5.3

Show price range

Promoting special offers/promotions

Containing vouchers/coupons

National Newspaper/ Website

Commercial Radio

Commercial TV

Local Newspaper/ Website

Outdoor

Cinema

Magazines

5.5 24

Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for ents & leisure. Sample Size: 1,874.

‘Distance to travel’: All respondents 2,559

25

Furniture Cost/Value for Money

• Cost and value dominate as considerations for a furniture buyer but delivery is far more important than in any other category

Most important factors in deciding where to shop (%): 63

Delivery Options

• Given the distribution and location of furniture outlets the distance travelled to purchase is further than any other categories but still less than 10 miles

47

Distance/ Location

• Local media is the most influential media channel across all stages of the purchase decision especially when deciding where to shop (39%) and showing the price range of products (36%)

44

% Media across decision making process

%

40

40

30

30

20

20

10

10

Learn about new products

Distance to travel

Compare products and services

2008

Show price range

Deciding where to shop

2012

Containing vouchers/coupons

National Newspaper/ Website

Commercial Radio

Commercial TV

Local Newspaper/ Website

Outdoor

Cinema

9.4 26

Promoting special offers/promotions

Magazines

9.9

Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for Furniture. Sample Size: 637.

‘Distance to travel’: All respondents 2,559

27

Mobile Phones Cost/Value for Money

• For mobile phone buyers cost and value is not as highly considered in comparison to other categories but overall is still the most important

Most important factors in deciding where to shop (%): 61

Level of Service

• Level of service and distance to retail outlets are the next in terms of deciding where to shop

36

Distance/ Location

• The distance travelled to an outlet is just under six miles reflecting the wide range of outlets for mobile phones

34

• Local media is very effective across all stages of decision-making especially when learning about new products (36%)

% Media across decision making process

%

40

40

30

30

20

20

10

10

Learn about new products

Distance to travel n/a

Compare products and services

Show price range

Deciding where to shop

2012

2008

Promoting special offers/coupons

Containing vouchers/coupons

National Newspaper/ Website

Commercial Radio

Commercial TV

Local Newspaper/ Website

Outdoor

Cinema

Magazines

5.8 28

Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for mobiles and answered question. Sample Size: 596 ‘Distance to travel’: All respondents 2,559

29

Opticians Cost/Value for Money

• Although cost is the more important factor when choosing where to shop for opticians it is lower when compared to other sectors

Most important factors in deciding where to shop (%): 53

• Distance is important and level of service is more influential in this sector when compared to other industries

Distance/ Location

51

Level of Service

• People will travel on average just under five miles to visit the opticians • Local media is the lead media across all stages of decision making for opticians

45

% Media across decision making process

%

40

40

30

30

20

20

10

10

Learn about new products

Distance to travel

Compare products and services

Deciding where to shop

2012

2008

4.6

Show price range

Promoting special offers/promotions

Containing vouchers/coupons

National Newspaper/ Website

Commercial Radio

Commercial TV

Local Newspaper/ Website

Outdoor

Cinema

Magazines

4.8 30

Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for opticians. Sample Size: 1,598 ‘Distance to travel’: All respondents 2,559

31

Chemists Distance/ Location

Most important factors in deciding where to shop (%):

• Distance is clearly the most important in deciding where to shop for non-prescription drugs

59

Cost/Value for Money

• This is reflected in the short distance people travel to buy products sold by chemists (3.3 miles)

42

Opening Hours

• Local media is the most effective media in helping people decide where to shop for non-prescribed products

41

% Media across decision making process

%

40

40

30

30

20

20

10

10

Learn about new products

Distance to travel n/a

Compare products and services 2008

Show price range

Deciding where to shop

2012

Promoting special offers/promotions

Containing vouchers/coupons

National Newspaper/ Website

Commercial Radio

Commercial TV

Local Newspaper/ Website

Outdoor

Cinema

Magazines

3.3 32

Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for chemists. Sample Size: 1,654 ‘Distance to travel’: All respondents 2,559

33

Fashion & Clothing Cost/Value for Money

• Cost and value are the most important factors in deciding where to shop but distance and variety are also important

Most important factors in deciding where to shop (%): 66

Distance/ Location

• Shoppers will travel a little further than other categories to shop for fashion and clothing, but still focus closer to home, reflecting on their value-seeking tendencies

45

Variety

• Local media is a key source across all stages of decision-making in where to shop for clothing and fashion

45

% Media across decision making process

%

40

40

30

30

20

20

10

10

Learn about new products

Distance to travel

Compare products and services

2008

Show price range

Deciding where to shop

2012

7.2

Promoting special offers/promotions

Containing vouchers/coupons

National Newspaper/ Website

Commercial Radio

Commercial TV

Local Newspaper/ Website

Outdoor

Cinema

Magazines

7.4 34

Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for clothing and answered question. Sample Size: 1,393.

‘Distance to travel’: All respondents 2,559

35

DIY/Home Improvements Cost/Value for Money

Most important factors in deciding where to shop (%):

• Cost, location and parking are the top three factors for consumers when deciding where to shop for DIY products

61

Distance/ Location

• The distance travelled is slightly higher than other categories but still close to where shoppers live

53

Convenient/ Free Parking

• Local media is effective at all stages of the decision-making process but is particularly influential when deciding where to shop

46

% Media across decision making process

%

40

40

30

30

20

20

10

10

Learn about new products

Distance to travel

Compare products and services

Show price range

Deciding where to shop

2012

2008

5.6

Promoting special offers/promotions

Containing vouchers/coupons

National Newspaper/ Website

Commercial Radio

Commercial TV

Local Newspaper/ Website

Outdoor

Cinema

Magazines

5.7 36

Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for DIY & answered question. Sample Size: 1,531.

‘Distance to travel’: All respondents 2,559

37

Frequency of Visits Average grocery trips per month

Four Main Themes

2012

People are continuing to cut back - Belt-tightening across all retail sectors

2008

Cost/Value for money the #1 priority - Focused shopping behaviour especially looking for value

8.7 7.5

Locality more important than ever - Despite growth internet users continue to shop locally Consumers seek promotion & value messaging - Local media #1 paid-for media Source: Newspaper Society/ BDR Continental 2008/2012 Base: All grocery shoppers.

Newspaper Society’s Local Media Initiatives • 1 piece of copy - 1 order, 1 invoice • Advertising position and day of week guarantees in all daily titles • Contact the Communications & Marketing team on +44 (0)20 7632 7400 or CAM@newspapersoc.org.uk for more information

• Across all categories for frequency of shopping, grocery outlets were clearly the most visited, with an average of 7.5 visits per month • In other industry sectors, entertainment and leisure (1.7), chemists (1.5) and fashion and clothing (1.5) were the next in terms of frequency of visits, with furniture (0.6) visited the least per month • Consumers are now grocery shopping over one trip per month less than they were four years ago, supporting the fact that consumers are ‘tightening belts’ on spend

38

• Connecting national advertising to local features • Local editorial alongside national advertising • Local press is most trusted medium and messages initiate response • log onto www.featurelink.org.uk for more information • The home of NS Communications & Marketing • Free consulting resource for advertisers and agencies to better understand the context and power of local media • check www.thewantedads.co.uk for more information

39

www.newspapersoc.org.uk

For more information visit: www.newspapersoc.org.uk Or contact us on: Tel: +44 (0)20 7632 7400 Email: CAM@newspapersoc.org.uk