Survey: Big Box Retailers More Likely to Recommend Specific TVs
Big box retailers are more likely to recommend specific brands of big-screen TVs than are their mass merchandiser counterparts, according to a survey released this week by J.D. Power and Associates.
The survey used 8,000 "mystery shoppers" who visited more than 4,500 stores, and found that among big box employees, 86 percent of salespeople provided specific recommendations for LCD TVs and 77 percent could recommend specific plasma TVs. Among mass merchandise employees, 51 percent did not recommend a specific plasma brand and 22 percent did not name a specific kind of LCD set.
"“Manufacturers and retailers can both benefit from increasing employee training to make their salespersons more knowledgeable about the features and benefits of each brand, which, in turn, will make sales staff better able to address the needs and questions of shoppers—ultimately leading to a more satisfying shopping experience,” J.D. Power's senior director of the technology practice, Lawrence Wu, said as part of the announcement.