The Study
To learn more from consumers about their opinions on national and local brands, Orgill commissioned an independent study from The Farnsworth Group, a well-respected research firm that specializes in the home improvement industry.
For the study, The Farnsworth Group spoke with more than 900 consumers and 240 professional remodelers and tradespeople nationwide. Orgill wanted to find out exactly how important these different types of brands are to home improvement shoppers.
The Findings
After The Farnsworth Group completed its research and compiled the data for the study, it became clear that to stand out from your competition, you need to market your store, including products, prices and service, to your local area.
In fact, the study found that spending money to prop up a national brand identity was not that impactful on how customers view your store. They suggest that your money is better spent if it’s put toward other factors that could positively impact a store’s performance.
Consumers and DIYers
When it comes to consumers, The Farnsworth Group study reinforces the fact that these shoppers identify far more with a store’s local identity and reputation than with any national brand.
In fact, when asked the name of the local hardware store where they do their shopping, nearly 70 percent of the consumers surveyed named their local store, without mentioning any national affiliation.
Further, the majority of consumers surveyed said their local hardware store’s national identity has no influence over whether or not they shop at that store.
Pro Customers
Contractors and other professionals who took the survey were even less motivated by brand.
In fact, when researchers asked those survey respondents to identify the name of their local hardware store, the vast majority did not list a brand affiliation when naming that store.
In addition, the majority of these customers said they do not consider a store’s national brand identity when choosing where to shop.
These pros continue to be loyal to their local stores. Nearly all of those respondents said they would keep shopping at their local store, whether it was or wasn’t affiliated with a national entity.