Many home improvement companies have been slow to make any change in suppliers as the industry has slowed during the recent recession. Afraid to rock the boat, retailers of doors and windows have chosen to weather the storm by trying to cut costs rather than investigate new solutions. The market is evolving though, mainly due to quantum leaps in technology, composite door manufacturing as being a prime example.
Composite doors are recognised as being superior to straightforward UPVC doors and improvements in the manufacturing process have meant that composite doors are now priced around the same as UPVC doors. I won’t go into much detail as to why composite doors are becoming the preferred choice of UK consumers, there are plenty of articles on that subject, some even written by yours truly. Suffice he that when faced having a choice of a new family saloon or a new Rolls Royce for on the same price, the choice, for many, is imperative!
Anyway, I’m well known locally for my marketing experience, in particular assisting new business start-ups we was delighted to answer the call for an apartment improvement company in Devon that has for decades been retailing UPVC windows and doors. They were interested in selling composite doors just as the demand for them amongst local residents was growing quickly.
The principal aim of this was extremely that the professionals in the homeimprovements industry, the market leaders in fact, had began selling composite doors recently and had positioned these products at the top of their price range, reflecting the superiority of composite over UPVC doors.
The first problem was the associated with switching the main focus of door retailing to an amalgamated doors range and away from UPVC, which is what all of the competition were offering. Moving to the fast growing composite doors market seemed a good move but fee of this program of outfitting a showroom was beyond reach. So the first thing we did were get onto Google, find out who the players were in composite door manufacturing and supply and then back up for sale to the push.
Obviously price and credit facilities were major factors, as was order to delivery turnaround, returns policy and product quality. There perceived to be little difference between the door manufacturers here as each one of those approached had many years knowledge in the home improvements market and recognised the need for credit facilities, keen prices and fast turnaround. Not to mention that with the creation of British Standards into the composite manufacturing industry, the manufacturing processes were extremely common.
Where some companies fell down though was when we asked them the actual were going test and do to help us to sell many. The lack of promoting support, knowledge and training was truly shameful, indicative in the slow decline in Britain’s manufacturing base (Short term thinking ,worrying about immediate costs versus long running investment for share of the market has often been the bane of British Industry).
This ‘test’ though allowed certain door manufacturers to shine. The ones that we chose as suppliers were easily recognisable as companies that placed heavy increased customer service and, more importantly recognised that their customer was in fact the retailer, not the end purchaser of a new door.
The simple test we put was to see which door manufacturers would allow us to to stock a showroom with sample products, provide reason for sales materials and help us to get the word out locally about the superiority of composite doors over UPVC doors. Our reasoning was that it cost several thousand pounds to outfit a new showroom and get initial customers, when we going to be ordering from tennis shoes suppliers for years, so why should they not share in the start-up cost?
There were half-dozen companies that were willing to help, either by proving a ‘credit’ over the cost of product samples or bring down proving samples regarding charge. Two companies totally outshined in conversation with and my Devon-based door supplier has signed up with both of them:
Door-Stop International, tipped by a lot of to become the market leader in the near future had obviously done their homework and also cutting-edge technology such a great own-brand website which retailers can use for in-home demonstrations too as a marketing tool. This amazing site has a design feature that allows potential purchasers to discover style, colour and furnishings for their ideal door and packed with shows the finished design and price instantly, even including world wide web ordering center.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA