Gen Y and Z Customers Prefer Buying Paint Online

One of the most affordable ways to change the look and feel of a home is to add a fresh coat of paint. It’s not uncommon for consumers to have a favorite go-to brand since selecting the ideal color and being confident that the final results will meet their expectations is serious business. Paint manufacturers and retailers count on repeat purchases and recommendations from loyal customers to generate sales and continually grow their customer base.


Understanding shopping behavior and the attitudes that motivate consumers to purchase specific brands helps paint sellers meet customer expectations and deliver an exceptional shopping experience.

The newly released, J.D. Power 2019 Paint Satisfaction Study uses six key drivers to rate the overall customer experience and shopper’s level of satisfaction when purchasing interior paint, exterior paint, and/or exterior stain. One finding from the study may be of particular interest to retailers who operate a high-volume paint business.

Although the majority of customers still prefer to visit a brick-and-mortar store to purchase paint, Generation Y and Z shoppers are buying paint online. This buying behavior is not typical for Boomers and Pre-Boomers. Surprisingly, the satisfaction level for those who purchased online was higher than consumers who made in-store purchases.

“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.”

Here are more results reported in the J.D. Power Study (based on a rating score of 100).

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 paint segment with a score of 837, while BEHR (823) ranks second.

Sherwin Williams ranks highest in the paint retailer segment with a score of 855, followed by Menards (851) and Lowe’s (841).

The 2019 Paint Satisfaction Study results are 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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