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J.D. Power rates the paints

Here are the broad-brush results of th 2019 U.S. Paint Satisfaction Study.

BY HBSDEALER Staff

Sherwin-Williams, BEHR and Benjamin Moore were the brands that most often appeared at the top of the J.D. Power 2019 U.S. Paint Satisfaction Study. Sherwin-Williams ranked highest in three segments, while BEHR and Benjamin Moore each ranked highest in one segment.

In the paint retailer segment, Sherwin-Williams scored highest, edging out Menards in the overall customer satisfaction index ranking.

The study is based on the responses from 5,884 customers who purchased and applied interior paint, exterior paint or exterior stain in the last 12 months.

Sherwin-Williams led the retailer segment.

In addition to customer satisfaction, the study also presented lessons learned on customer behavior. For instance: Generation Y and Z customers are more likely to make their paint purchases online than Boomers or Pre-Boomers. And while a majority of paint customers are making purchases in- store, satisfaction among those who purchase online is higher than those who went in-store for purchases, according to the J.D. Power study.

“Paint brands are challenged by the need to provide consultative experiences for in-store customers, while catering to the technologically reliant younger generations who want to buy paint online,” said Christina Cooley, director of the At-Home Practice at J.D. Power. “Channeling more resources into their websites— while maintaining current in-store experiences—will only help paint brands in the long run.”

In the retailer segment, Sherwin-Williams earned an Overall Customer Satisfaction Index of 855 points on a 1,000 point scale. Menards was close behind at 851. Both of these retailers earned “Among the best” ratings from J.D. Power

Three other retailers were given an “about average” ranking in the paint retailer segment: Lowe’s (841), Benjamin Moore Paint Stores (838); The Home Depot (830). The Paint Retailer Average was 837.

Trailing the group with a 762 index was Walmart.

Other study results:

  • BEHR and Sherwin-Williams rank highest in a tie in the interior paint segment with a score of 852. Valspar ranks third with 851.
  • Benjamin Moore ranks highest with a score of 858 in the exterior paint segment. Sherwin-Williams (854) ranks second and BEHR (848) ranks third.
  • Sherwin-Williams ranks highest in the exterior stain segment with a score of 837, while BEHR (823) ranks second.

The 2019 Paint Satisfaction Study is based on responses from 5,884 customers who purchased and applied interior paint, exterior paint and/or exterior stain in the past 12 months. The study was fielded in January 2019.

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