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The Customer Journey for the Home - UK - October 2015

“For the future, internet content and dwell time on web pages will be vital metrics for retailers. By encouraging customers to browse for longer on their websites, retailers are more likely to convert browsers into purchasers, even if those customers go on to buy in stores. Developments of interesting and authoritative content will be part of the formula to improve customer engagement. As the browsing process moves on and people take decisions, the role of expert selling staff in the stores will be one of the most influential differentiators for retailers.”

- Jane Westgarth, Senior Market Analyst

This report looks at the following areas:

  • Will more furniture purchases involve online shopping?
  • What innovations are likely to affect the way people shop for furniture?
  • What are the strengths and weakness of online or in-store shopping?

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Table of contents

  1. Overview

    • What you need to know
      • What is covered in this report
        • Excluded
        • Executive Summary

            • The market
              • Figure 1: Consumer spending on furniture, 2010-20
            • The market by segment
              • Figure 2: Consumer spending on furniture, by segment, 2015 (est)
            • How much spending is going online?
              • Figure 3: Market shares by furniture retailer, 2014 (est)
            • Innovation
              • The consumer
                • ABs and 16-34s buy furniture most frequently
                  • Figure 4: Furniture purchases in the last three years, August 2015
                • Living room furniture purchased most recently
                  • Figure 5: Most recent furniture purchases in the last three years, August 2015
                • The internet is a favourite place for getting ideas
                  • Figure 6: Looking for ideas, August 2015
                • More purchasing in-store than online
                  • Figure 7: Channels used for most recent furniture purchase, browsing and buying, August 2015
                • Tipping points in the decision process
                  • Figure 8: Factors influencing the actual decision, August 2015
                • Attitudes towards buying furniture
                  • Figure 9: Attitudes towards buying furniture, August 2015
                  • Figure 10: Customer typologies when buying furniture, August 2015
                • Shopping preferences
                  • Figure 11: Preferred methods in the buying process for furniture, browsing, August 2015
                  • Figure 12: Preferred methods in the buying process for furniture, speaking to staff, August 2015
                  • Figure 13: Preferred methods in the buying process for furniture, catalogues and reviews, August 2015
                • What we think
                • Issues and Insights

                  • Will more furniture purchases involve online shopping?
                    • The facts
                      • The implications
                        • What innovations are likely to affect the way people shop for furniture?
                          • The facts
                            • The implications
                              • What are the strengths and weakness of online or in-store shopping?
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Growth in furniture spending
                                      • Upholstery is 26% of the market
                                        • Smartphones and PCs driving online shopping
                                          • Buoyant housing market
                                            • 5.2 million UK homes rented privately
                                              • Growth in household numbers
                                              • Market Size and Forecast

                                                  • Figure 14: Consumer spending on furniture and furnishings, 2010-20
                                                  • Figure 15: Consumer spending on furniture and furnishings, 2010-20
                                              • Segment Performance

                                                • Large and diverse market
                                                  • Figure 16: Consumer spending on furniture, by category, 2015 (est)
                                              • Market Drivers

                                                • Personal technology ownership
                                                  • Figure 17: Personal technology ownership, by age, April 2015
                                                • Revival for residential housing sales
                                                  • : Figure 18: Property transactions, UK, December 2013-August 2015
                                                • Home improvements
                                                  • The buy-to-let effect
                                                    • Figure 19: Housing tenure, UK, June 2015
                                                  • House prices rise fastest in London
                                                    • Figure 20: House prices by region, UK, 2013-14
                                                  • 4.7% more households 2015-20
                                                    • Figure 21: UK households, by size, 2010-20
                                                • Channels to Market

                                                  • Market shares by retailer
                                                      • Figure 22: Market shares by furniture retailer, 2014 (est)
                                                    • Category specialists play a huge role in furniture retailing
                                                      • General furniture retailers
                                                        • Intensifying competition for furniture
                                                          • Other competitors
                                                            • Shopping from home or on the move
                                                              • Figure 23: Online furniture specialists, 2015
                                                            • Independents
                                                            • Innovation and Launch Activity

                                                              • Cloudtags tracks the in-store journey
                                                                • Wearable technology
                                                                  • Ikea’s augmented reality
                                                                    • B&Q’s design app
                                                                      • 3D printing
                                                                        • DFS uses iPads in-store
                                                                          • Argos goes digital
                                                                            • Mobile payments
                                                                            • The Consumer – What You Need to Know

                                                                              • ABs and 16-34s are the most active shoppers for furniture
                                                                                • Highest volumes in living and bedroom
                                                                                  • Browsing often begins online
                                                                                    • More in-store than online purchasing
                                                                                      • 16-34s heavily influenced by online shopping
                                                                                        • Attitudes vary with age
                                                                                          • People enjoy browsing online and in-store
                                                                                            • Four main shopper clusters
                                                                                              • Customer journey preferences
                                                                                              • Furniture Purchases in the Last Three Years

                                                                                                  • Figure 24: Furniture purchases in the last three years, August 2015
                                                                                                  • Figure 25: Most recent furniture purchases in the last three years, August 2015
                                                                                              • Looking for Ideas

                                                                                                  • Online browsing influences half of purchasers
                                                                                                    • People restrict the number of shops they visit
                                                                                                      • Making use of online advice and comments
                                                                                                        • Expert reviews please
                                                                                                          • Brochures popular with wealthier
                                                                                                            • Least experienced shoppers ask for advice
                                                                                                              • Figure 26: Looking for ideas, August 2015
                                                                                                          • Channel Used for Last Furniture Purchase

                                                                                                            • 54% browsed online, 30% browsed in-store
                                                                                                              • More people go on to buy in-store
                                                                                                                • Figure 27: Bought in-store or online, by age, August 2015
                                                                                                                • Figure 28: Channels used for most recent furniture purchase, browsing and buying, August 2015
                                                                                                              • Little variation by room
                                                                                                                • Figure 29: Channels used for most recent furniture purchase, by room, August 2015
                                                                                                              • Tipping points when buying furniture
                                                                                                                • Figure 30: Factors influencing the actual decision, August 2015
                                                                                                            • Attitudes Influencing Buying Furniture

                                                                                                                • Figure 31: Attitudes towards buying furniture, August 2015
                                                                                                                • Figure 32: Attitudes towards buying furniture, agree, by age and socio-economic group, August 2015
                                                                                                              • Four target groups
                                                                                                                  • Figure 33: Customer typologies when buying furniture, August 2015
                                                                                                                  • Figure 34: Bought online or in-store by target group, August 2015
                                                                                                                • Social Smartphoners
                                                                                                                  • Figure 35: Customer typologies when buying furniture, Social Smartphoners target group, August 2015
                                                                                                                  • Figure 36: Customer typologies when buying furniture, Touchers target group, August 2015
                                                                                                                  • Figure 37: Customer typologies when buying furniture, Onliners target group, August 2015
                                                                                                                  • Figure 38: Customer typologies when buying furniture, Service Seekers target group, August 2015
                                                                                                              • Preferences in the Buying Process

                                                                                                                  • Figure 39: Preferred methods in the buying process for furniture, August 2015
                                                                                                                • Online stands out for getting ideas
                                                                                                                  • Figure 40: Preferred method for getting ideas, August 2015
                                                                                                                • Best way to get advice is speak to staff in-store
                                                                                                                  • Figure 41: Preferred method for getting advice, August 2015
                                                                                                                • Stores are best for viewing items
                                                                                                                  • Figure 42: Preferred way to view items, August 2015
                                                                                                                • Stores stand out as the best place to judge quality
                                                                                                                  • Figure 43: Preferred way to judge quality, August 2015
                                                                                                                • They judge comfort in-store without speaking to staff
                                                                                                                  • Figure 44: Preferred method for judging comfort, August 2015
                                                                                                                • Looking in-store is just ahead of online for choosing colours
                                                                                                                  • Figure 45: Preferred method for choosing colours, August 2015
                                                                                                                • Online is just ahead for getting size details
                                                                                                                    • Figure 46: Preferred method for getting size details, August 2015
                                                                                                                  • Online just wins out for planning
                                                                                                                    • Figure 47: Preferred method for designing plans, August 2015
                                                                                                                  • People are divided about the best place to get quotes
                                                                                                                    • Figure 48: Preferred method for getting quotes, August 2015
                                                                                                                  • Split opinions for online and in-store for making payments
                                                                                                                    • Figure 49: Preferred method for making payment, August 2015
                                                                                                                  • Credits arrangement are of no interest to 38%
                                                                                                                    • Figure 50: Preferred method for arranging credit, August 2015
                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                  • Data sources
                                                                                                                    • Market sizing and segment performance
                                                                                                                      • Fan chart forecast
                                                                                                                        • Abbreviations

                                                                                                                        Companies Covered

                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                        The Customer Journey for the Home - UK - October 2015

                                                                                                                        US $2,583.33 (Excl.Tax)