How extended warranties are transforming lawn & gardening equipment sales

The following is a case study featuring lawn & gardening retailers like Great Circle Us, SuperHandy, SLE Equipment and others who partnered with SureBright.

Business Context

Six months ago, a leading lawn and gardening equipment retailer in Michigan began a deep dive into their customer feedback and sales data. Specializing in ride-on mowers and trimmers they sell products across their own website, Amazon as well as physical stores.

Having served thousands of homeowners and landscaping professionals over the last 8+ years, the customer support team undertook a comprehensive customer feedback assessment process. The reviews collected through feedback logs, Amazon reviews and BBB ratings, were mostly positive. But they revealed persistent pain points: mechanical failures, electrical breakdowns, and costly repairs after the manufacturer’s warranty expired.

While there was a sense that many such issues are unavoidable given how customers use the equipment, they were willing to dive deeper into the data.

What customer feedback revealed

A detailed classification of customer reviews showed that:

• A significant portion of negative ratings stemmed from equipment breakdowns-issues such as faulty blades, battery failures, and products that wouldn’t start.
• Many customers expressed frustration with the cost and hassle of repairs after the standard warranty period, leading to returns, poor reviews, and lost loyalty.
• Some reviews highlighted delays or confusion in getting service, especially for buyers in rural or less-served regions.

Financial Impact

The leadership team realized the impact went far beyond ratings. While numbers showed that mechanical and electrical failures were a problem, closer scrutiny revealed that this also had a major impact on returns and lost repeat business.  

The cost of handling these issues-covering parts, labor, and customer service-was eroding margins. As one retailer put it:

“Every time a mower comes back for an out-of-warranty repair, it’s not just the parts and labor-it’s the trust we lose with that customer, and that’s hard to win back.”

Results Achieved

By integrating extended warranties and accidental warranties through SureBright, their business achieved clear, measurable improvements:

• Higher customer satisfaction: On average their product ratings improved from 4.1 to 4.7 within 4 months.
• Reduced returns and service costs: With coverage for mechanical and electrical failures, they saw fewer costly returns and 17% less strain on their customer service teams.
• Increased revenue: Attachment rates for lawn and garden equipment protection plans ranged from 16% for power tools to over 50% for high-demand items like ride-on mowers and exercise equipment. These plans provided a new, recurring revenue stream.
• Competitive differentiation: Offering robust protection plans helped them stand out in a crowded market, especially as consumers grew more aware of the risks and costs of equipment failure.

Process

A thorough analysis revealed the clear need for product protection:

• Customers needed a solution that covered maintenance for a wide range of equipment-from walk-behind mowers to zero-turn riders and trimmers.
• For it to make financial sense- the program had to be easy to implement, with no need for additional staff or complex paperwork.
• But as they sold across both US and Canada- the coverage needed to be available across both countries, with a simple claims process.

SureBright understood their demands, held consultations with different insurance partners and implemented the following:

1. A WooCommerce plugin that instantly generated customized protection quotes for every product.
2. Offered customers extended coverage beyond the manufacturer’s warranty, including parts and labor for mechanical and electrical failures.
3. Provided access to different authorized repair networks across both countries, ensuring fast, and reliable service.
4. Streamlined claims processing, reducing workload for internal teams.
5. Delivered a hands-off, fully digital experience for both merchants and customers.

The Data Speaks for Itself

The numbers are clear: mechanical and electrical failures are among the most common and costly issues for lawn and garden equipment owners. With attachment rates as high as 44% for certain categories and strong customer demand for peace of mind, product protection plans are no longer a luxury-they’re a competitive necessity.

“Adding protection plans has been a game changer. Our customers feel more confident in their purchases, and we’ve seen a real boost in both satisfaction and repeat business.” - National Lawn Equipment Retailer

Conclusion

For lawn and gardening equipment sellers, product protection plans address real customer pain points while driving profitability and loyalty. As the industry faces rising costs, regulatory pressures, and growing consumer expectations, offering robust, easy-to-access protection is a proven way to build resilience and stand out.

Next Steps:

Research shows- 70% customers perceive products with warranties as more reliable and are willing to pay more for it. So, why not offer it to your customers?