Little Brand Loyalty Among Home Improvement Shoppers

March 28, 2012
Markets

Nearly seven out of 10 home improvement shoppers say they are not brand loyal when it comes to buying big-ticket items, according to The Complex Shopper, a study conducted by The Integer Group and Decision Analyst. The research also found that about 70 percent of window/door shoppers did not have any prior experience with the brand or company they ultimately picked when buying.

“Considering it may be three, five, even 10 years between purchases of home improvement items–ranging from flooring and gutters to kitchen cabinets and faucets–it’s not so surprising that shoppers turn to new brands when it’s time to replace or upgrade,” says Frank Maher, Integer COO and president of its Midwest office. “However, home improvement brands can turn shoppers into loyal brand advocates by understanding their shopping behaviors and committing to long-term communication in between those purchases.”

In a report entitled “Revealing the Motivations that Drive Home Improvement Shoppers,” Integer shares insights around home improvement categories in general, and in-depth findings in three categories: flooring, windows/doors and major appliances. Among its findings are that window/door and flooring shoppers spend the greatest amount of time researching–often by retail site and not brand–before in-store shopping.

The report identifies four shopper types–the Experience Lover, the Fretting Frugal, the Passive Purchase and the Social Adventurer–and reviews how they interact differently with home improvement brands. For instance, the relatively younger Social Adventurer segment is more apt to take action after purchase than other shopper types because of their social shopping behavior.  The research points out the potential these types have to become another medium to advertise a brand. 

“Understanding what your shoppers want and expect from you is the key to creating an ongoing relationship,” Maher says. “Knowing who wants to engage with you, and how, will help brands develop successful communications and loyalty strategies that encourage their shoppers to become brand advocates.”

Throughout 2012, Integer plans to publish new facts and findings related to the study.  More information, including downloads or The Complex Shopper home improvement white paper, executive summary, infographic overview and related blog posts, is available at www.complexshopper.com.