Brand Loyalty? Not With Big-Ticket Home Improvement Shoppers. | The Integer Group®
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Brand Loyalty? Not With Big-Ticket Home Improvement Shoppers.

Wednesday, February 29th, 2012

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™ study conducted byThe Integer Group®and research partner Decision Analyst. The study is designed to reveal the motivations that drive the considered purchase process – those infrequent, big-ticket items ranging in price from $100s to $1000s.

Discover why shoppers turn to new brands when it’s time to replace or upgrade, and how you can increase their loyalty and continue a relationship with them after the purchase by downloading our newest report, “Revealing the Motivations that Drive Home Improvement Shoppers.”

This report — the second fromThe Complex Shopper Study— shares shopper insights around big-ticket home improvement categories in general, and in-depth findings in three categories: flooring, windows/doors and major appliances. Among the findings:

  • Window/door and flooring shoppers both spend the greatest amount of time researching — often by retail site and not brand — before in-store shopping.
  • The Internet is a critical channel for major appliance shoppers and can affect purchasing decisions at point of sale. It may even drive shoppers online to buy.
  • Flooring shoppers researched products online an average of 6.72 times versus going to a store to shop, most shoppers averaged 3.89 in-store visits.
  • Appliance shoppers are more likely to respond to a deal — but the new normal has them closely studying the real price/value equation of their purchase.

We also dove back into the four considered purchase shopper types identified by the study to look at home improvement-shopping behavior. Did you know the relatively young Social Adventureris more apt to take action after purchase than other shopper types? And Experience Lovers and Passive Purchasers are most likely to submit warranty information?

Understanding shoppers and their behavior with home improvement products can help companies develop successful communication plans and loyalty strategies. Want ideas? Download our free report now.

What’s coming next? The Complex Shopper study will examine shopper behaviors for single-serve coffee makers, vacuum cleaners and other “plugged in” considered purchases.

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