Many home improvement companies have been slow supplementations 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 evolving 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 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 outstanding!
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 real estate improvement company in Devon that has for decades 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 extremely that the professionals 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 associated with 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. Getting in 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 ended up get onto Google, find out who the players were in composite door manufacturing and supply and then position 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 one of those approached had many years experience within the home improvements market and recognised the need for credit facilities, keen prices and fast turnaround. Not to call that with the development of British Standards in the composite manufacturing industry, the manufacturing processes were extremely quite.
Where some companies fell down though was when we asked them what they were going to achieve to help us to sell items. The lack of selling 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 light. The ones that we chose as suppliers were easily recognisable as companies that placed heavy increased exposure of 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 allow 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 cost several thousand pounds to outfit a new showroom and get initial customers, when i was going to be ordering from food with caffeine . suppliers for years, so why especially if they not share the actual world start-up cost?
There were half-dozen companies that were willing to help, either by proving a ‘credit’ while on the cost of product samples or just before proving samples regarding 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 longer term had obviously done their homework and deliver cutting-edge technology such as an own-brand website which retailers can use for in-home demonstrations also as a marketing tool. This amazing site has a design feature that allows potential purchasers to select the style, colour and furnishings for their ideal door and many of the shows the finished design and price instantly, even including the web ordering gym.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA