When it comes to major home improvement items from cabinets to flooring, a study by The Integer Group and Decision Analyst says that 70 percent of remodeling shoppers are not brand loyal.

Because of the length of time between purchases for these major items, customers are open to new brands and products, according to “The Complex Shopper” study, which looked at eight home improvement categories, including flooring, furniture and windows and doors.

“However, home improvement brands can turn shoppers into loyal brand advocates,” said Frank Maher, The Integer Group COO and president of its Midwest office, “by understanding their shopping behaviors and committing to long-term communication in between those purchases.”

The new study looks at a variety of shopper behaviors including the amount of product research they do online as well as the importance of talking to a salesperson and seeing the product in-person.

Maher says that brand loyalty can be increased by understanding the customer, their needs and knowing how to connect with them long-term. “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.”

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