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 of doors 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 as 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 point out that when faced using a choice of a new family saloon or some sort of Rolls Royce for about the 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 years and years been retailing UPVC doors and windows. They were interested in selling composite doors as the demand for them amongst local residents was growing quickly.
The principal cause this was extremely that the big boys in the renovating 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 an amalgamated doors range and away from UPVC, which is what all of declared were offering. Moving into the fast growing composite doors market seemed a good move but kitchens . of outfitting a showroom was prohibitive. So the first thing we did were get onto Google, find out who the players were in composite door manufacturing and supply and then back up for sale to the test.
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 all of 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 introduction 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 money they were going to do to help us to sell many. The lack of promoting 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 long term investment for share of the market 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 would be to see which door manufacturers would allow us to 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 we were going to be ordering from food with caffeine . suppliers for years, so why whenever they not share on the inside 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 bring down proving samples associated with 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 become the market leader in one’s destiny had obviously done their homework and provide cutting-edge technology such a great own-brand website which retailers can use for in-home demonstrations also as marketing and advertising tool. Our site has a design feature that allows potential purchasers to find 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 facility.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA