For many years, big box home improvement retailers faced criticism for their vast layouts, impersonal atmosphere, and lack of readily available assistance. This often resulted in difficulty navigating product selection and customer frustration.
It appears, however, that the days of aimlessly wandering through aisles searching for help are fading. According to the J.D. Power 2023 U.S. Home Improvement Retailer Satisfaction StudySM customer satisfaction with home improvement retailers is at an all-time high, driven largely by enhanced in-store service.
Since 2021, there has been a steady increase in proactive, helpful, and friendly service. Staff are more readily available to answer questions, recommend the right products, and offer project advice – transforming previously overwhelmed shoppers into confident DIYers.
The positive impact of this shift is evident: better assistance directly translates to higher customer satisfaction and increased spending. When customers feel informed, valued, and supported, they're more likely to quickly make a purchase and spend more, either by buying additional items or investing in higher-quality products. This is reflected in compelling data – in 2023, 89% of home improvement customers made a purchase on their first visit and 47% spent $400 or more annually (a 6% YOY increase).
This focus on improved service pays dividends for both retailers and customers. Home improvement projects can be daunting but imagine having a friendly expert explain the intricate details of plumbing fixtures or guide you in selecting the perfect exterior stain for your new deck. This personalized approach instills confidence, empowering customers to tackle additional projects and continuously upgrade their home. Ultimately, retailers that invest in training programs and equip staff with product knowledge and project expertise are creating a seamless and enjoyable shopping experience while directly contributing to long-term customer loyalty.
Building On Excellence
Although satisfaction is increasing, there are still opportunities for home improvement retailers to further enhance the customer experience. One key area to address is wait times for staff assistance. Data shows a concerning trend: fewer customers report waiting less than 5 minutes for help. This can lead to frustration and cart abandonment. Retailers should explore solutions – such as optimizing staff presence, cross-training employees, and leveraging apps/kiosks – to ensure a smoother and more efficient shopping experience.
Another area for focus is the self-checkout experience, which currently lags behind traditional cashier service in customer satisfaction. Retailers hoping to improve this should identify pain points – such as interface complexity, item scanning challenges, or limited technical support – to help reduce friction and frustration during the self-checkout process. Additionally, they should ensure sufficient cashier lanes for those who favor personal service.
Will these trends continue into 2024? What new opportunities will arise for home improvement retailers this year? Find out on May 15th when the J.D. Power 2024 Home Improvement Retailer StudySM results are announced.
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