Shoppers Spend More at Home Improvement Stores than in Previous Year according J.D. Power and Associates Study

May 4th, 2011 by DWM Magazine

Home improvement store shoppers are spending a greater percentage of their overall annual expenditure at their primary home improvement store, according to the J.D. Power and Associates 2011 U.S. Home Improvement Retailer Satisfaction StudySM released today. In 2011, customers spent a greater percentage of their overall annual expenditure at their primary home improvement store (72 percent) than in 2010 (68 percent).

Shoppers are also more satisfied with store facilities, merchandise and pricing in 2011, compared with 2010.

The study measures customer satisfaction with home improvement retail stores, based on performance in five factors (listed in order of importance): staff and service (including availability, courtesy, knowledge); store facility (including ease of finding merchandise and cleanliness); merchandise (including availability and product information); price; and sales and promotions.

For a fifth consecutive year, Ace Hardware ranks highest in satisfying home improvement retail store customers. Ace Hardware achieves a score of 786 on a 1,000-point scale and performs particularly well in the two most influential factors: staff and service and store facility. Lowe’s improves from ranking in the fourth place position in 2010 to ranking second in 2011 with a score of 771, and performs particularly well in the merchandise factor. Menards retains its third rank position from 2010 with a score of 765 and performs particularly well in the sales/promotions and price factors.

Not only has satisfaction with store facilities improved, compared with 2010, but also home improvement store customers indicate that they are more satisfied with store facilities than any other aspect of the retail experience.

The study also discovered that the average customer in 2011 has spent $1,650 at home improvement retailers within the past 12 months.



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