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 door and windows have chosen to weather the storm by trying to expenses rather than investigate new solutions. The market is beginning to change though, mainly due to quantum leaps in technology, composite door manufacturing to be 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 favored 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 about 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 when compared to was delighted to answer the call for a home improvement company in Devon that has for decades been retailing UPVC windows and doors. 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 extremely that the professionals in the redecorating 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 cost of switching the main focus of door retailing to a composite doors range and away from UPVC, which is what all of rivalry was announced were offering. Moving into the fast growing composite doors market seemed a good move but kitchens . of outfitting a showroom was beyond reach. So the first thing we did would be to get onto Google, find out who the players were in composite door manufacturing and supply and then put both of them to the test.
Obviously price and credit facilities were major factors, as was order to delivery turnaround, returns policy and product quality. There appeared to be little distinction between the door manufacturers here as virtually all 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 cover that with improvement British Standards into the composite manufacturing industry, the manufacturing processes were extremely common.
Where some companies fell down though was when we asked them the were going to achieve to help us to sell items. The lack of selling 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 overall investment for market share has often been the bane of British Industry).
This ‘test’ though allowed certain door manufacturers to luster. 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 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 it would 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 if and when 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 free of charge. Two companies totally outshined away from the conversations and my Devon-based door supplier has signed up with both of them:
Door-Stop International, tipped by a lot of to end up being the market leader in the forthcoming had obviously done their homework and deliver cutting-edge technology such the own-brand website which retailers can use for in-home demonstrations too as a marketing tool. This website has a design feature that allows potential purchasers to pick the style, colour and furnishings for their ideal door and the web site shows the finished design and price instantly, even including the web ordering gym.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA