2012 U.S. Home Improvement Retailer Satisfaction Study Results
Service and convenience are the keys to success for home improvement retailers, according to the J.D. Power and Associates 2012 U.S. Home Improvement Retailer Satisfaction Study.
As it has in each of the 6 years in which J.D. Power has conducted the study, Ace Hardware ranks highest in customer satisfaction with home improvement retailers. This year, Ace receives a score of 781 on a 1,000-point scale. Another large chain store, Lowe's, ranks second with 769 points. The industry average is 758, and those two retail chains were the only ones to score above the industry average.
The study notes that repeat business is essential to the success of a home improvement store, and that 64% of customers who rate their retailer "outstanding" also describe themselves as likely to return to that store for home improvement products.
About 45% of those surveyed returned merchandise at some point, and the study indicates that a trouble-free return process is an indicator of higher overall satisfaction.
The study also examines the content of online media conversations about home improvement retailers. The most salient findings include a consumer preference for knowledgeable and professional customer service representatives, as well as opportunities to interact with experienced staffers.
According to the study, many customers are willing to visit a store that's not the nearest to them, if that store provides better materials, service, and prices. This could be because a knowledgeable staff can save the consumer repeat trips and prevent the purchase of unnecessary or inefficient products.
The 2012 U.S. Home Improvement Retailer Satisfaction Study is based on responses from more than 6,100 customers who purchased a home improvement product or service within the previous 12 months from a retail store that sells home improvement products. Customers were asked to evaluate their primary home improvement retailer. The study was fielded in January and February 2012. The study measures customer satisfaction with home improvement retail stores based on the following factors:
As it has in each of the 6 years in which J.D. Power has conducted the study, Ace Hardware ranks highest in customer satisfaction with home improvement retailers. This year, Ace receives a score of 781 on a 1,000-point scale. Another large chain store, Lowe's, ranks second with 769 points. The industry average is 758, and those two retail chains were the only ones to score above the industry average.
The study notes that repeat business is essential to the success of a home improvement store, and that 64% of customers who rate their retailer "outstanding" also describe themselves as likely to return to that store for home improvement products.
About 45% of those surveyed returned merchandise at some point, and the study indicates that a trouble-free return process is an indicator of higher overall satisfaction.
The study also examines the content of online media conversations about home improvement retailers. The most salient findings include a consumer preference for knowledgeable and professional customer service representatives, as well as opportunities to interact with experienced staffers.
According to the study, many customers are willing to visit a store that's not the nearest to them, if that store provides better materials, service, and prices. This could be because a knowledgeable staff can save the consumer repeat trips and prevent the purchase of unnecessary or inefficient products.
The 2012 U.S. Home Improvement Retailer Satisfaction Study is based on responses from more than 6,100 customers who purchased a home improvement product or service within the previous 12 months from a retail store that sells home improvement products. Customers were asked to evaluate their primary home improvement retailer. The study was fielded in January and February 2012. The study measures customer satisfaction with home improvement retail stores based on the following factors:
- staff and service (including availability, courtesy, knowledge);
- store facility (including ease of finding merchandise and cleanliness);
- merchandise (including availability and product information);
- price;
- sales and promotions.