Wednesday, September 12th, 2012 - Roy Morgan Research
More than 1.5 million Kiwis purchase from the main six hardware stores in New Zealand over an average four week period. Two-thirds (68%) or over a million of them have bought from Mitre 10, making it the most popular hardware store among Kiwis, followed by Bunnings (40%). These findings are based on Roy Morgan Single Source – a New Zealand-wide survey of over 11,500 New Zealanders annually.
 
New Zealand hardware store customers


Source: Roy Morgan Single Source, New Zealanders 14+, who have bought from any hardware store in the last 4 weeks, July 2011 – June 2012,  n= 5,288.


Customer loyalty is strongest for Mitre 10 where 70% of their customers only purchased from them (some 30% also shopped at other hardware stores). This places them well ahead of Bunnings with 54% of their customers shopping only with them, Hammer Hardware (46%), Placemakers (33%), ITM (29%) and Carters with only 18% of their customers not purchasing elsewhere.


Pip Elliott, General Manager (New Zealand), Roy Morgan Research says:
 
“Loyalty is a key factor for hardware stores as both Bunnings and Mitre 10 offer the price guarantee of ‘we’ll beat it by 15% on any identically stocked product that is priced the same or lower at another store’. There are also different loyalty schemes such as Flybuys and discounts for traders available at most of the hardware stores.

“It is important that hardware stores know what drives shoppers to their stores. Knowing whether their customers regularly use Flybuys or other loyalty programs and whether they read hardware catalogues, watch ‘The Block’ or have recently undertaken some DIY renovations all factor into how they should tailor their marketing programs.”

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Roy Morgan Research


Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

Keywords

retail, hardware, loyalty,

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