CONSUMER LOYALTY HIGH FOR OPE REPAIR PARTS
While brands like Stihl and WORX inspire loyalty, others have room to grow.
According to TraQline’s Maintenance and Replacement Parts™ (MRP) survey for the Full Year 2019, on average 39% of people who own a specific brand of OPE product will buy replacement parts or products that are the same brand as the OPE product. The survey, which tracks purchasing and consumer behavior for upkeep of outdoor power equipment products, also revealed which brands are more likely to inspire consumer loyalty than others. For example, more than half of consumers who are purchasing replacement parts for a Stihl or WORX branded OPE will choose that brand for the replacement or maintenance product as well.
“We’ve seen some brands that have inspired consumer loyalty,” says David Garcia, a Director of National Accounts for TraQline™, “However, while third party brands are doing well with most products, the majority of OEMs have ample opportunity to increase loyalty to their respective brands.”
Other takeaways from this outdoor power equipment survey include:
- Replacement and maintenance parts are most frequently bought for mowers (both walk-behind and zero turn/riding), and least frequently bought for hedge trimmers and snow throwers
- The most commonly purchased repair and maintenance parts are oil and spark plugs for lawn mowers, trimmer lines for line/string trimmers, and chains for chain saws.
- About 17% of consumers don’t know the brand name of the replacement parts they purchased.
- About 15% of all replacement parts were purchased online.
About TraQline | Market Research and Consumer Insights
TraQline™ delivers improved market intelligence for US retailers and manufacturers. TraQline™ launched its Maintenance and Repair Parts (MRP) survey in January 2018 to capture consumer purchases of OPE maintenance and replacement parts in retail stores. Its syndicated survey solutions provide consumer market research and insights that can be customized based on the individual needs of the retailers and manufacturers. For more information, please visit http://www.traqline.com, or follow us on Twitter (@TraQline) for updates on our products and consumer trends.