DES MOINES, IA -- 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 by The Integer Group and research partner Decision Analyst.

"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," said Frank Maher, president of The Integer Group's Midwest office and chief operating officer of The Integer Group. "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 its newest considered purchase report, "Revealing the Motivations that Drive Home Improvement Shoppers," The Complex Shopper from The Integer Group shares shopper insights around 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 spend the greatest amount of time researching -- often by retail site and not brand -- before in-store shopping.

•Sixty-nine percent of window/door shoppers said they did not have any prior experience with the brand or company they ultimately picked when buying.

•For flooring shoppers, the store is a critical touch point to see the product and talk to a salesperson or a professional.

•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.

Showing the love

How can brands increase loyalty and continue a relationship with existing customers? The Complex Shopper report reveals that the four shopper types identified in the study all interact differently with brands after making the purchase.

"Understanding what your shoppers want and expect from you is the key to creating an ongoing relationship," Maher said. "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."

The new report provides insights into four distinct shopper types and their behaviors with home improvement brands after the purchase. 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. They have the potential to become another medium to advertise your brand. Are you giving them a forum and engaging them in two-way dialogue when they seek it?

Insights about considered purchases

The Complex Shopper study researched eight big-ticket purchase categories: automobiles, flooring, furniture, major appliances, major vacation travel, single-serve coffeemakers, vacuum cleaners and windows/doors. Each shopper group experiences vastly different emotions and behaviors based on the item for which they are shopping.

Throughout 2012, we'll continue to examine the four shopper profiles and eight considered purchase categories in the study. We'll regularly publish new facts and findings. Want more results now? Visit to download The Complex Shopper home improvement white paper, executive summary, infographic overview and related blog posts.


Source: The Integer Group


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