Share of shoppers in the C1 socioeconomic grouping has fallen to 30.0% from 31.6%. These shoppers have taken the hardest impact of the tough economic climate. Discretionary spending is limited and footwear has taken a hit. As the economic outlook becomes more stable frugal shopping habits will remain ingrained in consumer behaviour.

Range is the top driver of shopper loyalty to footwear retailers, and has consistently been a top priority for shoppers in the past five years. 58.5% of shoppers rated range as the main driver of loyalty in the latest survey. Targeting your customer with the right mix of products and up-to-date styles is key to converting visitors into main users.

Though Clarks’ visitor and main user shares have dropped slightly, it remains the market leader by a significant distance in both. While the visitor share profile remains skewed towards older shoppers, there has been a rise in 25–44 year olds shopping at the retailer, a result of a stronger focus on style in new ranges.

For the third consecutive year, the proportion of consumers shopping for footwear has fallen. Indeed, the 6.7 percentage point decline in this survey is greater than the combined falls of the previous two years. How Britain Shops Footwear examines why share is slipping, who shops for footwear, where they shop and whether they are satisfied with their current store.

Features and benefits

• Identify how main players in footwear drive loyalty and which stores are favoured by disloyal customers to improve your own shopper penetration
• Understand which strategies are most effective at driving customer loyalty in footwear and justify your own business investments
• Data is segmented regionally and by demographic and socio-economic group to enable you to identify which customer groups offer the most opportunities

Britain footwear Industry

Published: April 2012
No. of Pages: 257

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Your key questions answered

• How has the profile of the consumers shopping at the main footwear players changed over the past year and what has caused this?
• What drives consumers to shop for footwear at both you and your competitors? What makes them disloyal?
• How many other stores do your shoppers use for footwear and what stores are these? Will these be a threat going forward?