Ace tops 2009 J.D. Power rankings

Ace Hardware has ranked highest in satisfying home improvement retail store customers for the third straight year in the J.D. Power and Associates 2009 Home Improvement Retail Store Study.

The study, in its third year, measures customer satisfaction with home improvement retail stores based on performance in five categories: merchandise; price; sales staff; sales/promotions; and store facility.

Ace Hardware had a score of 792 on a 1,000-point scale and performs particularly well in the sales staff and store facility factors, the study said. Lowe's (779), Menards (774) and True Value (774) and Home Depot (753) followed in the rankings.

The study found that 51% of shoppers asked the sales staff for assistance during their most recent visit to a home improvement retail store, down from 61% in 2008. The importance of the store facility has increased considerably from 2008, while the importance of the price and sales/promotions factors has decreased. Although the sales staff factor decreased in importance, it still remains as one of the most influential factors impacting customer satisfaction.

"Many home improvement store chains have had to reduce the size of their sales staff to remain competitive in this tough economy, so those chains that have a sufficient, well-trained and helpful sales staff have a competitive advantage," said Dale Haines, senior director of the real estate and construction practice at J.D. Power and Associates.

Additionally, customers spend approximately 76% of their total home improvement budget at their primary home improvement retailer. And although overall spending on home improvement products is down this year, customers who say they are "delighted" with their primary retailer's sales staff spend an additional 4% of their budget at that same retailer.

"Although customers are spending less, on average, there is a financial benefit to truly delighting them since the most highly satisfied customers are more likely to remain loyal to their primary home improvement retail store," said Haines.

The study also finds the following key patterns:

• 29% of customers report shopping at their primary home improvement retailer more than once per month. Overall, 8% of customers report shopping at their primary home improvement retailer once per week.

• More than 40% of customers report experiencing a service issue during their last store visit. The most frequently mentioned problems include: floor staff not available; floor staff not knowledgeable; and desired merchandise out of stock.

The 2009 Home Improvement Retail Store Study is based on responses from 8,186 consumers who purchased a home improvement product or service within the previous 12 months from a store that sells home improvement products. Consumers were asked to evaluate their primary home improvement retailer. The study was fielded in March and April 2009.