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 cut costs 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 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 favored choice of UK consumers, there are plenty of articles on that subject, some even written by yours truly. Suffice declare that when faced by using a choice of a new family saloon or a meaningful Rolls Royce for towards 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 . i was delighted to answer the call for a home improvement company in Devon that has for quite a few years been retailing UPVC windows and doors. They were interested in selling composite doors being the demand for them amongst local residents was growing quickly.
The principal cause this was males that the pros in the home improvement 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 associated with switching the main focus of door retailing to a composite doors range and away from UPVC, which is what all of level of competition were offering. Getting into the fast growing composite doors market seemed a good move but you won’t of outfitting a showroom was beyond reach. 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 put both of them to the analyze.
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 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 note that with the development 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 to achieve to help us to sell some. The lack of promoting support, knowledge and training was truly shameful, indicative with the slow decline in Britain’s manufacturing base (Short term thinking ,worrying about immediate costs versus long running investment for business has often been the bane of British Industry).
This ‘test’ though allowed certain door manufacturers to light. 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 have see which door manufacturers would help 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 might cost several thousand pounds to outfit a new showroom and get initial customers, when i was going to be ordering from your suppliers for years, so why should they not share in the start-up cost?
There were some companies that were willing to help, either by proving a ‘credit’ on your cost of product samples or bring down proving samples free of charge. Two companies totally outshined you need to engage 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 forthcoming had obviously done their homework and erect cutting-edge technology such as an own-brand website which retailers can use for in-home demonstrations too as marketing and advertising tool. Neutral has a design feature that allows potential purchasers to pick the style, colour and furnishings for their ideal door and the internet site shows the finished design and price instantly, even including a respectable ordering gym.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA