Retail Observer

RETAILOBSERVER.COM MARCH 2020 60 B U Y I N G G R O U P N E W S W hen it comes to shopping for appliances, Consumer Reports has long championed the independent dealer channel over big-box chains. In its 2020 Buying Guide, the product review leader not only doubles down on that advice, it cites the top four dealers from the AVB/BrandSource buying organization in customer satisfaction, based on price, selection, service, in-store atmosphere, e-commerce ease, and delivery. The rankings were determined by a survey of more than 48,000 Consumer Reports readers who rated their most recent buying experiences at major appliances sellers. The list includes national chains like Costco, Home Depot and Best Buy, as well as Amazon.com, multi-regional retailers like Pac Sales and P.C. Richard & Son, plus independent dealers. Of the 23 retailers rated, BrandSource member Famous Tate Appliance & Bedding landed in second place, one slot ahead of Amazon with a satisfaction score of 93 on a scale of 83 to 95. The Florida chain received high marks across the board but ranked especially high on service and in-store atmosphere. Coming in ninth was Spencer's TV & Appliance, which tied fellow BrandSource member Grand Appliance & TV (No. 10) with a satisfaction score of 88. The survey showed that both companies excel at service and are also strong in selection, in-store atmosphere, and delivery. Also topping the Consumer Reports list is Washington State's Albert Lee Appliance, which edged out JCPenney for 16th place with a satisfaction score of 86, while the overall independent channel placed seventh with a score of 90. Rounding out the list with middling rankings were, in descending order: Lowe's, Menards, Sears Hometown Stores, The Home Depot, Bray & Scarff and Sears. Consumer Reports concludes, "The biggest stores aren't necessarily the best." Among the publication's other findings: • Eighty-two percent of major appliances are still purchased in stores, although online sales have climbed to 18 percent, up from 11 percent five years ago. • Four out of five major appliance shoppers begin by researching products online, and over 80 percent of those visit a retailer's website before making a purchase at its store or website. • Thirty-six percent of shoppers who buy a major appliance online first check out the product in a brick-and-mortar store ("showrooming"). Nearly half (46 percent) of shoppers who buy a major appliance at Costco.com, and more than 30 percent of those who buy a major appliance from the websites of Best Buy, Home Depot and Lowe's go to a physical showroom first, the survey showed. • Eighteen percent of major appliance buyers purchase an extended warranty or service contract. The New York metro area's P.C. Richard & Son, and Washington, D.C.'s Bray & Scarff were rated the pushiest when it came to hawking warranties, but their attachment rates are also among the highest, at about 38 percent. BRANDSOURCE DEALERS DOMINATE CONSUMER REPORTS RANKINGS Alan Wolf , Content Specialist — AVB | BRANDSOURCE RO

• Cover