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<strong>How</strong> <strong>Britain</strong> <strong>Shops</strong> <strong>for</strong> <strong>Gardening</strong> | Verdict Consumer<br />
Report Is Released<br />
Summary <strong>How</strong> <strong>Britain</strong> <strong>Shops</strong> <strong>Gardening</strong> is part of Verdict's <strong>How</strong> <strong>Britain</strong> <strong>Shops</strong> series, which surveys<br />
12,000 shoppers online to gauge how the nation shops across 12 different retail sectors. The report<br />
provides valuable insights into the UK gardening shopper demographics and shopping habits as well as<br />
gardening retailers' per<strong>for</strong>mance in relation to the shopping drivers deemed important by consumers.<br />
Key Findings - Use retailer ratings across eight key metrics to benchmark the per<strong>for</strong>mance of retailers in<br />
the gardening market - Understand what channels shoppers are using to make purchases and see how<br />
this varies across regions and demographics to improve customer targeting - Identify what factors<br />
gardening shoppers find important, and how well retailers satisfy the expectations of their shoppers<br />
Synopsis <strong>Gardening</strong> is weighted toward female consumers in the UK, with 51.8% of shoppers belonging<br />
to this gender group. While female consumers make up the majority of gardening shoppers, they lag<br />
behind male consumers in shopping frequency. Store is still the main channel used <strong>for</strong> gardening<br />
shopping, with 57.4% of gardening consumers buying in store and taking their purchases home<br />
immediately. Despite capturing higher shares of the gardening market, specialists Wyevale and Dobbies<br />
are increasingly challenged by general merchandisers and grocers. Reasons?To?Buy - <strong>How</strong> much better<br />
off do gardening shoppers feel in comparison to last year? - Which gardening retailers have the highest<br />
share of visitors and purchasers? - What are the primary channels used <strong>for</strong> gardening shopping??.<br />
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Table of Contents<br />
2 Main Conclusions<br />
2.1 <strong>Gardening</strong> consumer profile: female, older and affluent<br />
2.2 <strong>Gardening</strong> spending to increase<br />
2.3 South West is the gardening hub of the UK<br />
2.4 Store has the greatest appeal<br />
2.5 BandQ remains top<br />
2.6 General merchandisers and grocers challenge specialists<br />
2.7 Wyevale is the top converter<br />
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2.8 Dobbies needs to improve conversion<br />
2.9 Amazon outper<strong>for</strong>ms with online offer<br />
3 Sector Analysis<br />
3.1 Sector summary<br />
3.1.1 Spending continues despite negative sentiment<br />
3.2 Shopping frequency<br />
3.2.1 South West has the most frequent shoppers<br />
3.3 Channel spend<br />
3.3.1 Store is the dominant channel<br />
3.4 Penetration of shoppers<br />
3.4.1 <strong>Gardening</strong> is weighted toward females, older and affluent<br />
3.5 Conversion<br />
3.5.1 <strong>Gardening</strong> is the third best converting sector<br />
3.6 Shopping around<br />
3.6.1 BandQ customers shop around least<br />
4 Retailer Rankings<br />
4.1 Importance of shopping drivers<br />
4.1.1 Value <strong>for</strong> money, quality and price matter most<br />
4.2 Retailer ratings<br />
4.2.1 Dobbies scores the highest in quality<br />
4.2.2 Poundland is the winner in price<br />
5 Methodology<br />
5.1 Access to additional data<br />
6 Appendix<br />
6.1 About Verdict Retail<br />
6.2 Disclaime<br />
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