Study Reveals Metal Supermarkets Maintains a Leading Position in North America’s Small-Quantity Metals Sector
Results Reinforce Importance of Niche Product and Service Offerings to Businesses and Consumer Hobbyists
March 03, 2021 // Franchising.com // MISSISSAUGA, Ontario - The convincing findings of a recent independent customer assessment study confirms Metal Supermarkets has endeared itself to customers in the markets it serves. Results demonstrate that the brand’s competencies of convenience, speed, product variety and fixation on customer service drive genuine customer loyalty.
Forum Research (Forum), a respected North American market research firm, conducted the comprehensive study through a survey of customers. Results reinforced Metal Supermarkets as a leading North American small-quantity metals supplier, as more than a third of the study’s respondents purchase at least 80% of their metals with the brand. The connections built with its customers have helped elevate the brand despite the tragic pandemic, generating strong results even as some of the industries it serves have experienced setbacks.
“It’s clear from the survey results that our customers count on us for the vast majority of their metal needs. They see us as a reliable resource that they can turn to provide them with the products and services they need,” said Stephen Schober, President & CEO of Metal Supermarkets. “The range of industries that rely on Metal Supermarkets is why we’ve been deemed an essential business. Many of our customers are essential businesses such as schools, manufacturing plants, the construction industry, food processors, and other businesses that play important roles in their communities. The survey findings reinforce the expectations customers have of us and our ability to meet and even exceed them.”
Given the dependability Metal Supermarkets has established with its customers, 77% of those surveyed ranked the distributor as their number one option for metal purchasing.
Additional key findings that demonstrate business customer affinity for Metal Supermarkets include:
- Nearly 80% of business respondents indicated that they will increase or maintain current purchasing levels in 2021 as well as when the COVID-19 pandemic has passed.
- 90 percent of customers count on Metal Supermarkets for unique materials that are not typically stocked elsewhere.
- The top three factors identified by survey respondents that drive customer satisfaction are: 1) no minimum orders; 2) accuracy; 3) customer service and knowledge of staff.
The reputation Metal Supermarkets has solidified with its customers has been established primarily through in-store purchasing, however, the brand also offers an experience beyond the stores’ four walls, to online purchasing. This has helped grow their customer base, with the percentage of businesses buying 100% of small quantity metals online from Metal Supermarkets doubling in the past four years.
“Having a robust online sales platform is critical for us,” added Schober. “We’re investing heavily in e-commerce to ensure our customers can purchase when and how they choose.”
The company’s customer base extends beyond its traditional B2B customer base, to consumers as well. Among those surveyed, 25% reported spending additional time on personal use during the COVID-19 pandemic. Another sign of the company’s strong positioning with hobbyists is the survey’s finding that 20% of personal metal users made 100% of their metal purchases at Metal Supermarkets.
The survey results reinforce the strength of the Metal Supermarkets business model and the ongoing and increasing demand for small-quantity metals. This business has proven to be recession resistant and stable, even during unprecedented economic turbulence.
SOURCE Metal Supermarkets
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