Many home improvement companies have been slow products and are 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 is changing though, mainly due to quantum leaps in technology, composite door manufacturing to be 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 to say that when faced along with a choice of a new family saloon or a new Rolls Royce for towards 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 several years been retailing UPVC doors and windows. They were interested in selling composite doors just as the demand for them amongst local residents was growing quickly.
The principal reason for this was appropriate that the large players 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 price switching the main focus of door retailing to an amalgamated doors range and away from UPVC, which is what all of level of competition were offering. Moving to the fast growing composite doors market seemed a good move but the cost 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 put both of them 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 distinction 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 cover that with the creation of British Standards into the composite manufacturing industry, the manufacturing processes were extremely similar.
Where some companies fell down though was when we asked them the actual were going to do to help us to sell items. The lack of promoting 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 overall 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 assist us 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 were going to be ordering from tennis shoes suppliers for years, so why when they not share on the inside start-up cost?
There were some companies that were willing to help, either by proving a ‘credit’ on the cost of product samples or through proving samples involving 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 many people to end up being the market leader in the near future had obviously done their homework and erect cutting-edge technology such with regard to own-brand website which retailers can use for in-home demonstrations also as marketing and advertising tool. Neutral 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 an online ordering center.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA