With new construction industry jobs expected to balloon by almost 2 million in 2022, new contractor research sheds light on tradespeople's attitudes and preferences about loyalty programs. The Drilling Down: 2022 Contractor's Loyalty Report reveals that 40% of contractor dollar purchases are made online with 60% in store or via distributors. Nearly 90% of those surveyed want to be rewarded for all purchases, regardless of channel and 91% have already made an online purchase.
The quantitative survey of U.S. contractors was sponsored by B2B Loyalty Specialist Reward Paths and undertaken by The Wise Marketer in October 2021. Over 250 geographically and demographically balanced contractors in the electrical, plumbing, HVAC, roofing, and landscaping sectors were surveyed. Key findings include the following:
"The loyalty landscape among this audience is shifting rapidly," said Colin Samson, CEO, Reward Paths. "Our research definitively proves the need for merchants, manufacturers and distributors to recognize and reward contractors for their purchases, regardless of channel. Dealers and distributors need to re-invigorate their loyalty programs and upgrade their technology or risk losing share to big box retail and manufacturers. A well-crafted program can alter customer behavior and drive channel preference."