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 door and windows have chosen to weather the storm by trying to expenses rather than investigate new solutions. The market is changing though, mainly due to quantum leaps in technology, composite door manufacturing 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 declare that when faced using a choice of a new family saloon or a meaningful Rolls Royce for inside 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 an apartment improvement company in Devon that has for decades been retailing UPVC doors and windows. They were interested in selling composite doors as the demand for them amongst local residents was growing quickly.
The principal aim of this was the fact that the large players in the redecorating 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 the cost of outfitting a showroom was too 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 quality.
Obviously price and credit facilities were major factors, as was order to delivery turnaround, returns policy and product quality. There seemed to be little distinction between the door manufacturers here as each and every those approached had many years expertise 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 into the composite manufacturing industry, the manufacturing processes were extremely close.
Where some companies fell down though was when we asked them the were going total to help us to sell some. The lack of marketing 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 overall investment for share of the market has often been the bane of British Industry).
This ‘test’ though allowed certain door manufacturers to come. 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 would be to see which door manufacturers would assist us 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 end up being cost several thousand pounds to outfit a new showroom and get initial customers, when had been going to be ordering from food with caffeine . suppliers for years, so why should they not share in the start-up cost?
There were half a dozen companies that were willing to help, either by proving a ‘credit’ on the cost of product samples or by simply proving samples associated with charge. Two companies totally outshined the rest 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 long term had obviously done their homework and deliver cutting-edge technology such with regard to own-brand website which retailers can use for in-home demonstrations as well as a marketing tool. Neutral has a design feature that allows potential purchasers to simply select the style, colour and furnishings for their ideal door and the website shows the finished design and price instantly, even including net ordering gym.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA