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Personnel changes were nearly 4 times as likely to cause a customer to return merchandise and switch companies than a lower payment or a even a lower overall price
From RTO Magazine Consumer Survey

RTO Online, Inc. is celebrating it's 200th consecutive weekly E-Zine with the release of RTO Magazine's first consumer survey.

RTO Magazine recently completed a comprehensive survey of Rent to Own customers. Roy Griffaw, publisher of RTO Magazine explained, "We asked 23 customers from 12 states and the District of Columbia questions ranging from Why do you use rent-to-own to acquire household products? to What is most likely to cause you to return your merchandise and switch companies?."

The importance of employees was a common thread. "No matter how you analyze the data, one thing keeps coming up; people are more important than price." Personnel changes were nearly 4 times as likely to cause a customer to return merchandise and switch companies than a lower payment or a even a lower overall price (see data below).

A small sample of the survey results are below. The complete results will be included in the upcoming issue of RTO magazine.

Q: What is most likely to cause you to return your merchandise and switch companies? Personnel changes (example: manager moves to a different company) (39.13%) Dispute about a late payment (26.09%) Lower payment (8.70%) Shorter term (fewer months) for similar merchandise (8.70%) Lower overall price (8.70%) Free week for switching (4.35%) Free month for switching (4.35%)

Q: Please rate how important each of the following are to you personally when renting? (1 = Not important at all, 5 = Very important) Factoid: Total price and store location were the least important to consumers Condition of merchandise   4.57 Product selection   4.52 Being able to get what I want today   4.43 Eventually owning the product I rent   4.35 Payment amount   4.26 Relationship with store employees   4.17 Product service or warranty   4.17 Length of contract (number of months until I own it)   3.87 Total price of the product   3.83 Store location   3.30

Q: Does a SPECIAL OFFER (1st Week Free or $5.00 Gets it Today) motivate you to try a product you're not renting now? Yes (65.22%) No (34.78%)

What specific type of advertising offer brings you into a rent-to-own store? Lots of product to choose from (56.52%) Free Week on any new agreement (30.43%) Free Gift for all shoppers (8.70%) Raffle for prizes (4.35%)

Other Questions From The Survey to be published in the July issue of RTO Magazine:

Why do you use rent-to-own to acquire household products?

What is most likely to cause you to return your merchandise and switch companies?

How likely are you to shop at the same rent-to-own as your family and friends?

What specific type of advertising offer brings you into a rent-to-own store?

Does a SPECIAL OFFER (1st Week Free or $5.00 Gets it Today) motivate you to try a product you're not renting now?

Which type of advertising do you notice the most with Rent-To-Own?

What is the most convenient way for you to make payments on merchandise rentals?

Which company do you recognize as being the best rent-to-own company based on your personal knowledge?

Have you ever gotten a flyer on your door about a sale or promotion at a rent-to-own store?

Did you shop at the rent-to-own store as a result of the flyer?

Have you ever received any mail announcing a sale or promotion at a rent-to-own store?

Did you shop at the rent-to-own store as a result of the mail direct mail?

Can you remember the slogan from any rent-to-own advertisement?