Pricing wars are often front and center in today’s fast-evolving home improvement industry. However, as consumer expectations evolve, brand loyalty is no longer built on price alone. For home improvement brands, winning hearts (and repeat purchases) means creating value beyond discounts through experience, service, convenience, content and shared values.
The Challenge of Competing on Price
E-commerce platforms and real-time comparison tools have made it easier than ever for shoppers to price hunt. Brands that lean too heavily on markdowns often erode margins and train customers to wait for the next deal. To combat this, brands must rethink their loyalty strategy.
The Shift to Experience-Driven Loyalty
Loyalty isn’t just about points or punch cards. Today’s customers want personalized service, exceptional experiences and a sense of alignment with their chosen brands. Brands that cultivate loyalty beyond pricing build emotional connections that keep shoppers returning.
Here are five strategies that home improvement brands can use to build lasting loyalty:
1. Deliver Personalized Shopping Experiences
Today’s customers expect experiences tailored to their needs. Personalization helps your brand stand out and build an emotional connection beyond price.
Example: A paint brand can offer a personalized quiz on its website to help homeowners select a palette based on style preferences, lighting conditions and room type. Follow-up emails can suggest complementary décor items and tools or even schedule reminders for touch-up kits.
2. Prioritize Customer Service and Support
Exceptional service transforms a one-time buyer into a lifelong customer. Whether in-store or online, consistency and support make a lasting impression.
Example: Brands can invest in training programs and internal communications that equip retail associates with deep product knowledge and talking points. A power tool manufacturer could create a mobile-friendly product knowledge hub for associates to access specs, how-tos and warranty info on the spot.
3. Invest in Omnichannel Convenience
Customers want to shop where, when and how it’s most convenient. Ensuring that your brand is integrated across digital and physical platforms is crucial.
Example: A home organization brand could offer direct-to-consumer online orders with options to deliver to the home or the job site. It could also provide subscription services for replacement parts or refills, while also participating in cross-channel rewards through retail partners.
4. Create Value-Added Content
Shoppers want more than just a product – they want confidence, inspiration and expertise. Content can extend your brand’s utility and elevate trust.
Example: After a grill purchase, a brand could send a thank you email with a link to a step-by-step assembly video, cleaning tips and seasonal grilling recipes. Even simple items can benefit from this touch – think care instructions for outdoor furniture or tool maintenance guides.
5. Align with Customer Values
Consumers are increasingly choosing brands that reflect their beliefs. Authenticity matters, especially in sustainability, inclusivity and community investment.
Example: A flooring brand could highlight its commitment to responsibly sourced materials and low-VOC finishes. Collaborating with a nonprofit to donate flooring remnants to local housing projects is another way to demonstrate impact.
The Takeaway: Build Loyalty Beyond the Sale
Loyalty in the home improvement space isn’t just about offering the lowest price – it’s also about offering the best experience. When brands personalize, support, simplify, educate and align with values, they create a relationship that keeps customers coming back, price tags aside.