NPD: Online a Growth Engine for Floor-Care Sales

       

       

PORT WASHINGTON, N.Y.-Web sales of floor-care products rose 31 percent in 2012, according to a study by The NPD Group.

In addition, according to the research firm, the average price point for a floor-care product sold online was 50 percent greater than average in-store prices last year. “This is rooted in consumers’ interest in researching these higher-end products and their limited distribution in traditional brick-and-mortar stores,” said Debra Mednick, NPD’s executive director and home industry analyst.

“Brand, technology and innovation matter, but price is still always top of mind,” Mednick added. “With the increased and simplified access to product information and reviews, more and more consumers are doing their research. This, in turn, increases the likelihood of purchasing a higher-priced product.”

Higher-priced floor-care products also fueled the category at brick-and-mortar stores, NPD said. “Products priced between $150 and $249.99, $250 and $349.99, and $500 and above all posted unit growth, outpacing the overall floor care market,” the company said.

The specialty-store, warehouse-club and hardware/home-center retail channels benefited in particular from floor-care sales last year, with these channels expanding their market share in the category at the expense of mass merchants and national chains, NPD said.