Brand loyalty? Not with big-ticket home improvement shoppers, reveals new report by The Integer Group®

Feb 29, 2012, 15:15 ET from The Integer Group

DES MOINES, Iowa, Feb. 29, 2012 /PRNewswire/ -- 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. You can also follow us on Twitter and Facebook.

About The Integer Group
The Integer Group ( is one of the world's largest promotional, retail, and shopper marketing agencies, and a key member of Omnicom Group Inc. Integer lives at the Intersection of Branding and Selling® and creates strategic marketing solutions for clients in categories that include retail, beverage, packaged goods, telecommunications, home and shelter, automotive aftermarket, and power sports. Integer has more than 1,200 employees working in U.S. locations as well as international offices in Africa, Asia, Australia, Europe, the Middle East, and North and South America. Join the conversation on shopping culture and brand strategy at

About Decision Analyst
Decision Analyst (, based in Dallas-Fort Worth, is a leading international marketing research and analytical consulting firm specializing in advertising testing, strategy research, new product development, and advanced modeling for marketing decision optimization. For over 30 years the firm has delivered competitive advantage to clients throughout the world in the consumer packaged goods, retail, high technology, telecom, automotive, home goods, and leisure & travel industries. In addition, Decision Analyst owns and operates American Consumer Opinion® Online, one of the largest consumer panels in the world, with more than eight million members.

SOURCE The Integer Group