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 doors 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 as being a prime example.
Composite doors are recognised as being superior to standard 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 by using a choice of a new family saloon or a meaningful Rolls Royce for on the same price, the choice, for many, is alluring!
Anyway, I’m well known locally for my marketing experience, in particular assisting new business start-ups and i was delighted to answer the call for a house improvement company in Devon that has for some time 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 basis for this was numerous that the pros in the home improvement 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 rivalry was announced were offering. Moving into the fast growing composite doors market seemed a good move but fee of this program 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 them to the analyze.
Obviously price and credit facilities were major factors, as was order to delivery turnaround, returns policy and product quality. There appeared to be little difference 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 cover that with the introduction of British Standards in 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 achieve to help us to sell some. The lack of advertising support, knowledge and training was truly shameful, indicative of your slow decline in Britain’s manufacturing base (Short term thinking ,worrying about immediate costs versus long term investment for business 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 emphasis 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 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 had been going to be ordering from your suppliers for years, so why when they not share the actual world start-up cost?
There were seven companies that were willing to help, either by proving a ‘credit’ over the cost of product samples or just before proving samples involving 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 become the market leader in the near future had obviously done their homework and provide cutting-edge technology such being an own-brand website which retailers can use for in-home demonstrations as well as a marketing tool. This amazing site has a design feature that allows potential purchasers to discover style, colour and furnishings for their ideal door and many of the shows the finished design and price instantly, even including a respectable ordering gym.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA