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Report: Retail Staff Key Factor in Customer Satisfaction with Paint Retailers

Staff drives high satisfaction with paint retailers and is the single most important factor differentiating the purchase experience among customers, according to the recent J.D. Power 2014 Paint Satisfaction StudySM—Retailer Segment.

The study measures customer satisfaction with major paint retailers, including Sherwin-Williams, Ace Hardware, Lowe’s, Home Depot and Menards. Satisfaction with paint retailers is based on evaluations from customers who purchased paint during the past year and is measured in five key factors of the painting experience: merchandise; sales and promotions; staff; store facility; and store services.

“A well-trained, courteous and accessible staff really impacts satisfaction among customers shopping at a paint retailer. The proper guidance ultimately affects the success the customer has with their project,” said Christina Cooley, director of home improvement industries at J.D. Power.

Staff, including their availability, courtesy, paint knowledge and concern for the customer’s needs, is the most important factor differentiating the customer experience and in driving customer satisfaction with paint retailers.

Among paint retailer customers, 41 percent say they “definitely will” repurchase paint from their retailer, while 55 percent “probably will” repurchase.

“Satisfied customers are more likely to repurchase from a paint retailer and recommend that retailer,” Cooley said. “For paint retailers with lower satisfaction, there is a great opportunity to provide a differentiated retail experience to move customers toward a stronger commitment to repurchase and recommend.”

According to the study, Sherwin-Williams ranks highest (848) in customer satisfaction with paint retailers. Sherwin-Williams performs particularly well with staff, store services and merchandise and also has the highest repurchase (46 percent) and advocacy (48 percent) rates.

Ace Hardware follows in the paint retailer ranking with a score of 835 and performs particularly well in store facility.

The 2014 Paint Satisfaction Study—Retailer Segment is based on responses from more than 6,700 customers who purchased paint within the previous 12 months. The study was fielded in January through March 2014.

About Amanda Bell

Amanda Bell was an assistant editor of Hardware Retailing and NRHA. Amanda regularly visited with home improvement retailers across the country and attended industry events and seminars. She earned a degree in magazine journalism from Ball State University and has received honors for her work for Hardware Retailing from the Association of Marketing and Communication Professionals.

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