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What Makes an Appliance Buyer?

According to a recent survey from the Home Improvement Research Institute (HIRI), appliance buyers have certain characteristics and preferences. Appliances can be a competitive category, but there may be an opportunity in your community as department stores close or people seek local options for sourcing large purchases. For more insight into how the appliance category is changing, click here. 

Top 5 Themes of Appliance Buyers

Respondents to the HIRI survey were asked how strongly they agreed to statements about their homes and home improvement purchases. Based on their responses, they were sorted into the following themes. These buyers prefer to make just one stop for their home improvement needs. Identify these customer types by zeroing in on regular shoppers who consistently purchase a diverse basket of items. These shoppers were most likely to purchase clothes washers and refrigerators, according to the survey.

ONE-STOP SHOPPER
These shoppers see their home as their primary investment and value making improvements to it. Identify shoppers who regularly choose the highest quality items or who aren’t put off by spending more if it means the resale value will remain high.

HOME INVESTORS
These shoppers feel personal satisfaction in finding the most energy-efficient products for their homes. Help these shoppers find the right fit for their homes by having the latest information from the Department of Energy and appliance manufacturers on the efficiency of appliances.

ENVIRONMENTALLY CONSCIOUS
These shoppers want to know as much information about a product as possible before buying it. Support these customers by staying on top of appliance trends and being able to make recommendations according to specific projects.

RETAIL RELIANT
These shoppers rely on home improvement retailers to provide product information and advice and to recommend specific brands of products. You’ll know these shoppers because they will come in with specific questions and will want your guidance on making the right purchase.

INFORMATION SEEKER
These shoppers rely on home improvement retailers to provide product information and advice and to recommend specific brands of products.You’ll know these shoppers because they will come in with specific questions and will want your guidance on making the right purchase.

Source: Product Purchase Tracking Study, Major Household Appliances, Home Improvement Research Institute, 2018

About Melanie Moul

Melanie Moul
Melanie is the managing editor for Hardware Retailing magazine. She worked in central Pennsylvania for several years after college and returned to the Hoosier State in late 2016 to join the NRHA team. In her spare time, she enjoys testing new recipes and watching online makeup tutorials. She and her husband are raising their son and two fur children in Indianapolis.

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