But most shoppers begin their search online
By Alan Wolf, YSN
To borrow a phrase from Mark Twain and with apologies to Amazon.com, reports of the death of brick-and-mortar retail have been greatly exaggerated. At least when it comes to appliances.
According to an expansive survey of appliance shoppers by J.D. Power, nearly three-fourths (71%) of all purchases are made in-store and 75% of those purchases occurred on the first visit.
However, while only 29% of appliances are purchased on websites, more than half (56%) of respondents said they conducted research online before heading to physical stores to buy, suggesting that shoppers still want to see products in person.
Among the study’s other key takeaways:
- Price remains the main driver behind most purchase decisions
- One-third of shoppers hold out for specific features and options
- One-fifth are set on a specific model and won’t make a purchase if the item is out of stock
J.D. Power also queried consumers on their brand satisfaction in 12 appliance categories. Samsung dominated the ratings, ranking highest in cooktops, freestanding ranges, laundry and top-mount and French door refrigerators. In contrast, KitchenAid ranked highest in wall ovens and dishwashers, while LG was tops in side-by-side refrigerators and tied with Samsung in over-the-range microwave ovens.
The 2023 Appliance Satisfaction Study, available for purchase here, was fielded December 2022 through March 2023 and is based on 21,062 evaluations from customers who purchased home appliances over the prior 12 months.
