Consumer Attitudes Towards Water Efficient Bathroom Fittings and the Water Label. Tuesday 5 February 2014 Watef / BRE, Watford

Transcription

1 Consumer Attitudes Towards Water Efficient Bathroom Fittings and the Water Label Tuesday 5 February 2014 Watef / BRE, Watford

2 About WRAP WRAP s vision is a world without waste, where resources are used sustainably. We help businesses, individuals and communities reap the benefits of reducing waste, developing sustainable products and using resources in an efficient way.

3 Background The Government s Water White Paper Water for Life Retailers, builders merchants and the Bathroom Manufacturers Association established an industry working group, facilitated by WRAP, to consider what action on water efficiency. The group reached agreement on a collective approach earlier this year.

4 Content 1. The Consumer Journey bathroom products 2. Consumer attitudes to water efficient bathroom fittings 3. Developing communications materials

5 Consumer Insights Research - Methodology

6 The Consumer Journey

7 Replacement cycle 7 Question (Cohort A): How old were the fitting(s) you replaced? If there were several fittings of different ages, please give the answer that best reflects the age of the majority of the fittings being replaced Question (Cohort B): How old are the fitting(s) that you will be replacing? Less than a year 3% 1-3 years 9% 4-5 years 19% 6-7 years 16% MEAN AVERAGE = 8.9 YEARS 8-10 years 19% More than 10 years 34% Base: Consumers in the target market - All (1,121)

8 Research in store and online 8 Question: How much research, if any, did you do online during the purchase process? Question: In the course of the purchase process, how many different DIY/bathroom stores did you go into (e.g. to compare fittings and prices)? Base: Cohort A (i.e. purchased one or more items in the past year) - All (746) For me it s looking online to start with, then into the store, then some variation of talking to someone either staff or friends and family. F, Richmond I went straight on the internet looking for fairly cheap showers. Once I d satisfied myself with how much I was willing to pay I went to B&Q and Argos online, checked some of the reviews, ordered it online and then picked it up. M, Bristol

9 Method of purchase 9 Question: Did you purchase the fitting(s) online or in store? Not sure someone else purchases for me/us 7% Online 19% 12% Mixture of in store and online 61% In store If purchased in store or a mixture of in store and online (base: 545), which store? DIY superstore (e.g. B&Q, Homebase, Wickes): 67% Specialist bathroom shop chain (e.g. Bathstore, Ripples): 11% Specialist bathroom shop independent: 11% Plumbers/builders merchant (e.g. Plumbcentre, Jewsons): 9% Base: Cohort A - All (746)

10 Key influencing factors 10 Question: To what extent, if at all, did the following influence your decision about which fitting(s) to buy? My own ideas and preferences 41% 39% Information online 17% 33% Ideas / preferenes of someone else at home 14% 34% Information and labels on products / in store 10% 34% Our plumber Help from 'expert' family and friends 11% 8% 9% 12% A great deal A fair amount Talking to staff in store 6% 13% Talking to family and friends to get ideas A store magazine 4% 3% 12% 10% A home/bathroom design magazine 1% 5% In-home consultation with a designer 2% 2% Base: Cohort A (i.e. purchased one or more items in the past year) - All (746)

11 Attitudes to Water Efficiency

12 Attitudes to water efficiency 12 Question: To what extent do you agree or disagree that? the need to save water will become more important in the UK in the next 5-10 years I don t have a view 14% Tend to + Strongly disagree 5% Strongly agree 43% Tend to agree 37% GB: 81% agree Wales: 79% agree Base: Consumers in the target market - All (1,121)

13 Purchase propensity for water efficient fittings I 13 Question: To what extent do you agree or disagree that? if price, design and specification were equal, I would prefer to purchase a bathroom product that is water efficient I don t have a view Tend to + Strongly disagree 3% 13% Strongly agree 49% 36% Tend to agree GB: 85% agree Wales: 85% agree Base: Consumers in the target market - All (1,121)

14 Purchase propensity for water efficient fittings II 14 Question: If a basin tap was promoted as water efficient would this make you...? Question: If a shower was promoted as water efficient would this make you...? Basin taps Make no difference 27% Much more likely to purchase 17% Less likely to purchase Make no difference 4% 19% Shower Much more likely to purchase 27% Less likely to purchase 3% 53% 50% Much more likely: Find & Replace - 13% Time for an update 21% Full scale re-model 17% A little more likely to purchase A little more likely to purchase Much more likely: Find & Replace - 21% Time for an update 31% Full scale re-model 27% Base: Consumers in the target market - All (1,121)

15 Performance- positive perceptions 15 Question: Thinking now about a [basin tap/shower] that is water efficient, how do you think it will compare to a standard [basin tap/ shower]. Do you think it will? Perform worse 20% Don t know / no opinion 9% 29% Perform better The eco is quite attractive to me I quite like saving, or at least not wasting, water. But I d be concerned about the effectiveness of it. Male, Cambridge A shower is a markedly different experience depending on the water flow so I d be inclined to look at a wasteful one on the basis that I might actually enjoy the shower. Male, Reading 42% Perform about the same Base: Customers in the target market All (1,121) Taps make more sense (for water efficiency) because you don t need that much water anyway it s just to wash your hands or your face. Female, Bristol

16 Initial cost- negative perceptions 16 Question: Thinking now about a [basin tap/shower] that is water efficient, how do you think it will compare to a standard [basin tap/shower]. Do you think it will? Don t know / no opinion 14% Cost less to buy 9% Cost about the same to buy 22% Cost more to buy 64% Base: Customers in the target market All (1,121)

17 Cost savings- positive perceptions 17 Question: Thinking now about a [basin tap/shower] that is water efficient, how do you think it will compare to a standard [basin tap/shower]. Do you think it will Question: To what extent would you agree or disagree that: I would be interested to find out more about how bathroom products could save me money on my water bill? Cost about the same to run Cost more to run 19% Don t know 5% 7% Strongly + Tend to Disagree I don t have a view 4% 19% 34% Strongly agree 68% Cost less to run 42% Tend to agree Perception that water efficient products cost less to run + Desire to save money on water bill Base: Consumers in the target market - All (1,121)

18 Current engagement with staff 18 Question: Which of the following did you talk to staff in store about? Advice on the quality of the product Advice on special offers/good deals Advice on the specification/performance of the product 52% 57% 60% Key engagement opportunities Advice on what could fit in the room 39% Advice on how long the product will last / the warranty A quote for installation 31% 29% Developing design options 17% Advice on structural changes to the bathroom 11% Base: Cohort A those who talked to staff in-store (249)

19 Current attitudes towards POS labelling 19 Question: To what extent would you agree or disagree that? I would find it helpful to have more detailed information on in-store labels for bathroom fittings It would be useful to have information about how water efficient each product is so that I could compare them easily I don t have a view Strongly + tend to Disagree 3% 16% Strongly agree 30% Strongly + tend to disagree I don t have a view 3% 15% 35% Strongly agree 47% 52% Tend to agree Tend to agree Desire for more detailed in store labelling + Desire for more information on WE of products in store Base: Consumers in the target market - All (1,121)

20 Conclusions from consumer insights research Water efficiency has the potential to impact purchase choices Its influence will be strengthened by alignment with first order motivations (design, style, performance) Online research is prevalent and highly influential on purchase decisions In store as a place to research is also key In store is the prime purchase location- 6 in 10 solely purchase here, 1 in 10 mix in store and online Key influencers: customers own ideas, in store labelling- on product and on shelf, online Customer segmentation: reason for purchase affects journey length, the number of touchpoints interacted with and how many are interacted with Acknowledgement that the need to save water will grow in importance High propensity to purchase basin taps and showers promoted as water efficient Perceived lower running costs and a desire to save money represent an opportunity to engage customers with this message Desire for staff to provide information on water efficiency

21 Communications Materials

22 To develop the following materials to support the Water Label and water efficiency: Communications pack (for store managers) Training resources Communications pack (for marketing teams)

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26 Summary results from the consumer insights research available online. Communications and training materials available by early Summer Look out for the Water Label in stores and online!

27 Thank you for your time For further information please contact: T: