Kitchen & Bath Design News

OCT 2018

Kitchen & Bath Design News is the industry's leading business, design and product resource for the kitchen and bath trade.

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Page 11 of 83

COSTA MESA, CA — Cabinet manufacturers that truly understand consumers' needs and expectations are best posi- tioned to target performance-improvement initiatives aimed at increasing customer satisfaction and brand loyalty while maximizing sales. That conclusion, while self-evident for decades in the kitchen and bath industry, was reinforced by the 2018 Kitchen Cabinet Satisfaction Study, an annual research initiative conducted by J.D. Power, the Costa Mesa, CA-based specialist in consumer insights and analytics. The online study, whose results were released last month, was conducted between March and April among 2,325 custom- ers who purchased kitchen cabinets in the past year. Most of the study's participants were do-it-yourselfers, but a consider- able number also purchased their cabinetry through profes- sional channels, including kitchen/bath design firms, remodel- ers, builders and lumber yards, J.D. Power officials said. "In the increasingly competitive home improvement industry, consumers have more options than ever in their building and remodeling projects, which makes it critical for kitchen cabinet manufacturers to differentiate their brands and products in the marketplace," said Christina Cooley, director, Home Improvement and Technology Practice for J.D. Power. According to J.D. Power, overall satisfaction among kitchen cabinet customers increased to 839 (on a 1,000-point scale), up from a level of 817 in 2017. However, the compa- ny noted, satisfaction with particular cabinet brands can vary considerably based on four factors that the company identified as "the key drivers of satisfaction" among cabinet consumers. Those factors are: • Design Features – specifically, a company's range of available styles, configurations and other features; • Operational Performance – for example, the smoothness of drawer slides and other functional components; • Ordering and Delivery – ease of ordering, con- dition at delivery and quality of installation; • Price and Warranty. "What we see in our research is that cabinet brands can perform consistently high across of all the areas, or in some, or one," Cooley said, adding that cabinet suppliers – and, by extension, dealers and designers – "can maximize brand value by fulfilling customers' needs through [both] products and front-to-end experience." The J.D. Power study, which is available for purchase, also contains insights regarding cabinet brand image and reputation, as well as consumers' usage patterns, problem occurrence and customer loyalty. Also captured is data regarding consumers' pathways to purchase: their reasons for shopping; the steps they take after their decision to purchase; the websites used for research and shopping; the number of shopping visits across retail locations; the involvement of sales associates, and the ultimate place of purchase. "It's ultimately the customer [who decides] the brands whose performance has exceeded satisfaction and delivers in the areas that are most important," Cooley observed. "It be- comes the challenge of the brand to differentiate [itself ] with the customer by understanding their needs and wants." Cooley added: "By creating a seamless process for the customer from ordering through installation, manufac- turers can ensure the customer is both delighted with the process and the cabinets, creating an outstanding experi- ence overall." ▪ Study Looks at Satisfaction with Cabinets Cabinetry can be transformative, as seen in this kitchen designed by Kitchen Design Partners in Northbrook, IL, but client satisfaction depends not only on design factors but also on performance, pricing/ warranty, ordering ease and delivery. Photo: Mike Kaskel, Kaskel Photography 12 Kitchen & Bath Design News • October 2018 CONSUMER BUYING TRENDS DEMOGRAPHICS & BUYING PATTERNS FOR THE HOME PUBLISHING SOLA GROUP, INC. 1880 OAK AVE., SUITE 350 EVANSTON, IL 60201 (847) 440-3000 Paul DeGrandis Publisher, ext. 100 Eliot Sefrin Publisher Emeritus, ext. 113 SALES WEST Paul DeGrandis Ext. 100 EAST Joanne Naylor Ext. 114 SOUTHEAST Dan Agostinacchio Ext. 101 MIDWEST Jessica Fidrocki Ext. 117 MIDWEST Zach Stenberg Ext. 115 PRODUCT & LITERATURE SHOWCASE/CLASSIFIED ADS Mike Serino Ext. 102 EDITORIAL Janice Anne Costa Editor, ext. 116 Anita Shaw Managing Editor, ext. 112 Autumn McGarr Associate Editor, ext. 104 SUBSCRIPTIONS Kitchen & Bath Design News Circulation Dept. P.O. Box 3007 Northbrook, IL 60065-3007 (866) 932-5904 ®

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