Many home improvement companies have been slow come up with 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 plain 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 point out that when faced along with a choice of a new family saloon or some sort of Rolls Royce for inside 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 . i was delighted to answer the call for your house improvement company in Devon that has for decades been retailing UPVC windows and doors. They were interested in selling composite doors like the demand for them amongst local residents was growing quickly.
The principal cause this was males that the pros in the upgrading industry, the market leaders in fact, had began selling composite doors recently and had positioned these products in the top of their price range, reflecting the superiority of composite over UPVC doors.
The first problem was the price 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 into the fast growing composite doors market seemed a good move but the cost of outfitting a showroom was prohibitive. So the first thing we did would have been to get onto Google, find out who the players were in composite door manufacturing and supply and then back up for sale to the quality.
Obviously price and credit facilities were major factors, as was order to delivery turnaround, returns policy and product quality. There did actually be little distinction between the door manufacturers here as virtually all those approached had many years experience in the home improvements market and recognised the need for credit facilities, keen prices and fast turnaround. Not to mention that with improvement British Standards into the composite manufacturing industry, the manufacturing processes were extremely close.
Where some companies fell down though was when we asked them the actual were going you want to do to help us to sell goods. The lack of marketing support, knowledge and training was truly shameful, indicative of the slow decline in Britain’s manufacturing base (Short term thinking ,worrying about immediate costs versus long running investment for market share 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 focus 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 would be to see which door manufacturers would allow us to stock a showroom with sample products, provide point of sales materials and help us to obtain the word out locally about the superiority of composite doors over UPVC doors. Our reasoning was that end up being cost several thousand pounds to outfit a new showroom and get initial customers, when we had been going to be ordering from your suppliers for years, so why whenever they not share in the start-up cost?
There were six companies that were willing to help, either by proving a ‘credit’ on the cost of product samples or just proving samples associated with 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 with regard to own-brand website which retailers can use for in-home demonstrations too as advertising and marketing tool. This amazing site has a design feature that allows potential purchasers to simply select the style, colour and furnishings for their ideal door and many of the shows the finished design and price instantly, even including a respectable ordering facility.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA