Knowledgeable Sales Staff Increasingly lmportant

More do-it-yourselfers are choosing retailers that staff knowledgeable salespeople, according to the annual American Express Retail Index.

When asked to list the top reasons for choosing a home improvement/ home furnishings retailer, 29Vo cited knowledgeable salespeople, a 6Vo increase from 1997. Fair prices (66Vo), selection (48Vo) and quality merchandise (39V0)led the lisr.

The Index monitors retail customer spending and is based on a random national poll of more than 1,000 homeowners.

The study credited a strong economy and stable interest rates for allowing do-it-yourselfers to perform their own home improvements. Of those surveyed, 39Vo revealed they plan on tackling home improvements themselves this year, up \Vo from 1997. Not surprising, the budget for performing these home improvements registered an increase as well, up l}Vo to $2,929. Over one-third (34Vo) wlll begin their projects this month.

This year, the most common projects are interior decorating and refurbishing (59Vo), renovation and remodeling (32Vo), landscaping (29Vo), gardening (27Vo), mandatory maintenance (24Vo), exterior decorating work (22Vo), expansion (l4Vo), and restoration (l3%o).

Approximately lSVo of remodelers will refurbish at least one room in the house, with attention shifting away from last year's top room, the living room, to the bedroom (27Vo). The living room came in second at l7%o.

In the kitchen, 43Vo will install new cabinets, with the majority choosing wood (907o) over any other material. About 6l%o wlll add new countertops, choosing formica and ceramic tile over Corian and granite surfaces. Nearly half (45Vo) will install new appliances, choosing white or almond over trendier colors such as stainless steel and black. Other popular additions include a breakfast table, stools, work center or island, and baker's rack.

Throughout the rest of the house, the majority of d-i-yers are following either a neutral (6OVo) or blue/green (46Vo) color scheme, installing wallto-wall carpeting (24Vo), and adding a variety of lighting accents (25Vo) to a contemporary design theme (3l%o). An additional l9%o will add or convert a room into either a home office or home entertainment room.