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 side and windows have chosen to weather the storm by trying to expenses rather than investigate new solutions. The market has been evolving though, mainly due to quantum leaps in technology, composite door manufacturing as 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 to say that when faced along with a choice of a new family saloon or a meaningful Rolls Royce for on the same price, the choice, for many, is beckoning!
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 a real estate improvement company in Devon that has for years and years 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 numerous that the big boys in the upgrading 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 cost of 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. Entering into the fast growing composite doors market seemed a good move but kitchens . of outfitting a showroom was high. 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 position them to the push.
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 bring up that with the introduction of British Standards in the composite manufacturing industry, the manufacturing processes were extremely very.
Where some companies fell down though was when we asked them what they were going to achieve to help us to sell many. The lack of marketing support, knowledge and training was truly shameful, indicative among the slow decline in Britain’s manufacturing base (Short term thinking ,worrying about immediate costs versus long term investment for share of the market has often been the bane of British Industry).
This ‘test’ though allowed certain door manufacturers to shimmer. The ones that we chose as suppliers were easily recognisable as companies that placed heavy concentrate on 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 were see which door manufacturers would allow us to to stock a showroom with sample products, provide point of sales materials and help us to get the word out locally about the superiority of composite doors over UPVC doors. Our reasoning was that might cost several thousand pounds to outfit a new showroom and get initial customers, when we were going to be ordering from your suppliers for years, so why especially if they not share on the inside start-up cost?
There were six companies that were willing to help, either by proving a ‘credit’ while on the cost of product samples or through proving samples regarding charge. Two companies totally outshined others and my Devon-based door supplier has signed up with both of them:
Door-Stop International, tipped by many to get to be the market leader in the forthcoming had obviously done their homework as well as supply cutting-edge technology such being an own-brand website which retailers can use for in-home demonstrations too as promoting tool. This blog has a design feature that allows potential purchasers to simply select the style, colour and furnishings for their ideal door and the web site shows the finished design and price instantly, even including an online ordering unit.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA