Online Home Improvement Research Drives Sales at Brick-and-Mortar Retailers

Costa Mesa, Calif. -- To help people create the home of their dreams, brick-and-mortar home improvement retailers must invest in their websites and web presence. According to the J.D. Power 2019 Home Improvement Retailer Satisfaction Study, 41% of home improvement retailer customers research and/or shop online before making an in-store purchase. That same group of customers also spends more on home improvement products than customers who do not conduct online research, yet many home improvement retailer websites don’t measure up to customer expectations.

“The proliferation of home improvement-related sites, services and tutorials on the web creates a complex set of challenges and opportunities for brick-and-mortar home improvement retailers,” said Christina Cooley, at home intelligence lead at J.D. Power. “Online retailers do introduce new competition, but when traditional retailers get their online/offline formula right, they are able to really differentiate by offering a level of personalized knowledge and expertise that cannot be replicated in an online-only environment. Many retailers still have work to do to, though, when it comes to creating satisfying online experiences.”