American Express study sheds light on consumer loyalty.(retail industry)(Brief Article)

Do-It-Yourself Retailing, November, 1998

Home improvement consumers are in the market for stores that will offer them a flexible, fun shopping experience, helpful employees and a wide selection of brand-name products, according to information contained in the American Express Retail Index on Shopper Loyalty.

The index asked consumers to provide information on where they shop, how much they spend and the factors that attract them to one store over another. The study revealed that 49 percent of home improvement shoppers have been loyal to the same store for five years or more.

Consumers said that having a large selection of products, a convenient location and a broad selection of popular brands and styles were the top three ways for stores to earn their loyalty. Conversely, home improvement...

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