Store Staff and Service Differentiate Retailer Experience and Influence Brand Selection
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1 Benjamin Moore Ranks Highest in Customer Satisfaction with Interior Paint and Exterior Stain; Ranks Highest in Exterior Paint and Paint Retailer Store Staff and Service Differentiate Retailer Experience and Influence Brand Selection WESTLAKE VILLAGE, Calif.: 19 April 2016 Benjamin Moore ranks highest in customer satisfaction with interior paint and exterior stain, while ranks highest in exterior paint and highest in satisfaction with paint retailers, according to the J.D. Power 2016 Paint Satisfaction Study, SM released today. The study measures customer satisfaction in the $26.2 billion 1 interior and exterior paint and stain market. In the interior paint, exterior paint and exterior stain segments satisfaction is measured across six factors (in alphabetical order): application; design guides; durability; price; product offerings; and warranty/guarantee. In the paint retailer segment, satisfaction is measured across five factors (in alphabetical order): merchandise; price; sales and promotions; staff and service; and store facility. Satisfaction is measured on a 1,000-point scale. Application, product offerings and durability have the greatest impact on satisfaction with interior paint, exterior paint and exterior stain brands. In fact, the highest-ranked brands in each of the three segments score not only highest in all three of these factors, but also significantly higher than segment average. Paint and stain is one of the very few product categories that has not transitioned to an Internet-based sales model, making the retailer and customer-facing store staff a crucial component to the overall customer experience, said Greg Truex, senior director of the at-home practice at J.D. Power. Not only do the store sales staff and level of service they provide play an important role in the paint brand selected by customers, but they also strengthen the relationship between the brand and retailer to help draw customers into the store. Cracking the Code on Customer Satisfaction The hands-on, face-to-face nature of the paint and stain retail experience puts a premium on customer service, with the following elements having the greatest influence on overall satisfaction: Salespeople Who Listen: According to the study, customer satisfaction is positively impacted by a significant 150 points when the salesperson listens carefully to understand the needs for the job, compared to when they do not listen (827 vs. 677, respectively). Satisfaction generated by listening salespeople also drives loyalty, with 49% of customers whose salesperson listened saying they definitely will repurchase from the retailer vs. 15% of those whose salesperson did not listen. Color Recommendations and Application Tips Appreciated: Satisfaction is also significantly higher among customers who receive help in selecting paint color (851 vs. 784 no help), and significantly higher when tips for paint application are offered (857 vs. 777 no tips). 1 Source: The Freedonia Group (Page 1 of 2)
2 Interior Paint Brand Satisfaction Rankings Benjamin Moore (836) ranks highest in customer satisfaction among interior paint brands and performs particularly well in the application, durability and product offerings factors. and Valspar (831 each) rank second in a tie, followed by BEHR (826). Exterior Paint Brand Satisfaction Rankings (831) ranks highest in customer satisfaction among exterior paint brands, performing particularly well in application; design guides; durability; product offerings; and warranty/guarantee. BEHR (820) ranks second and Benjamin Moore (816) ranks third. Exterior Stain Brand Satisfaction Rankings Benjamin Moore (814) ranks highest in customer satisfaction among exterior stain brands, performing particularly well in application; design guides; durability; price; product offerings; and warranty/guarantee. (794) ranks second and BEHR (789) ranks third. Paint Retailer Satisfaction Rankings (847) ranks highest in customer satisfaction among paint retailers and performs particularly well in the merchandise; staff and service; and store facility factors. Ace Hardware (828) ranks second and Benjamin Moore Independent Retailer (819) ranks third. The 2016 Paint Satisfaction Study is based on responses from 8,629 customers who purchased and applied interior paint, exterior paint and/or exterior stain within the previous 12 months. The study was fielded in January and February For more information about the J.D. Power 2016 Paint Satisfaction Study, SM visit See the online press release at Media Relations Contacts John Tews; Troy, Mich.; ; media.relations@jdpa.com About J.D. Power and Advertising/Promotional Rules # # # (Page 2 of 2) Note: Five charts follow.
3 Interior Paint Segment Benjamin Moore Valspar 831 BEHR 826 Interior Paint Average 821 Dutch Boy 820 Clark + Kensington 802 Pittsburgh 798 Glidden 787 Olympic 786 Royal 784 Source: J.D. Power
4 Exterior Paint Segment 831 BEHR 820 Benjamin Moore 816 Exterior Paint Average 813 Valspar 811 Pittsburgh 809 Clark + Kensington 800 Dutch Boy 799 Glidden 792 Olympic 788 Royal 785 Source: J.D. Power
5 Exterior Stain Segment Benjamin Moore BEHR 789 Rust-Oleum 788 Exterior Stain Average 787 Valspar 784 Olympic 774 Thompson s WaterSeal 771 Royal 770 Cabot 768 Source: J.D. Power
6 Paint Retailer Segment 847 Ace Hardware 828 Benjamin Moore Independent Retailer 819 Menards 818 Paint Retailer Average 812 Lowe's 811 The Home Depot 804 Sears 795 Wal-Mart 738 Source: J.D. Power
7 Year / Project / Study Name J.D. Power Award-Eligible Paint Brands Included in the Study Brand Names Executive Name U.S. Company Address Ace Hardware John Venhuizen Oak Brook, Ill. BEHR Jeffrey Filley Santa Ana, Calif. Benjamin Moore Mike Searles Montvale, N.J. Cabot Gary Hendrickson Minneapolis, Minn. Clark + Kensington John Venhuizen Oak Brook, Ill. Dutch Boy John Morikis Cleveland, Ohio Glidden Michael McGarry Pittsburgh, Pa. Lowe's Robert Niblock Mooresville, N.C. Menards John Menard Jr. Eau Claire, Wis. Olympic Michael McGarry Pittsburgh, Pa. Pittsburgh Michael McGarry Pittsburgh, Pa. Royal John Venhuizen Oak Brook, Ill. Rust-Oleum Tom Reed Vernon Hills, Ill. Sears Edward Lampert Hoffman Estates, Ill. John Morikis Cleveland, Ohio The Home Depot Craig Menear Atlanta, Ga. Thompson s WaterSeal John Morikis Cleveland, Ohio Valspar Gary Hendrickson Minneapolis, Minn. Wal-Mart C. Douglas McMillon Bentonville, Ark. Note: Ace owns Clark + Kensington and Royal; Berkshire Hathaway owns Benjamin Moore; Masco Corporation owns BEHR; PPG Architectural Coatings owns Glidden, Olympic and Pittsburgh; RPM International, Inc. owns Rust-Oleum; owns Dutch Boy and Thompson's WaterSeal; and Valspar owns Cabot. and not necessarily on statistical significance. No advertising or other promotional use can be made of the information in this
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