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 side and windows have chosen to weather the storm by trying to cut costs rather than investigate new solutions. The market is beginning to change though, mainly due to quantum leaps in technology, composite door manufacturing 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 using a choice of a new family saloon or some sort of Rolls Royce for inside 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 when compared to was delighted to answer the call for your house improvement company in Devon that has for decades 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 aim of this was appropriate that the large players in the redecorating 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 declared were offering. Moving to the fast growing composite doors market seemed a good move but the cost of outfitting a showroom was high. 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 gave the impression to be little distinction between the door manufacturers here as all 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 bring up 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 test and do to help us to sell goods. The lack of selling 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 lengthy 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 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 end up being cost several thousand pounds to outfit a new showroom and get initial customers, when we going to be ordering from gonna do it . suppliers for years, so why when they not share within start-up cost?
There were half-dozen companies that were willing to help, either by proving a ‘credit’ on the cost of product samples or just proving samples regarding charge. Two companies totally outshined in conversation with 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 the own-brand website which retailers can use for in-home demonstrations as well as a marketing tool. This website has a design feature that allows potential purchasers to select the style, colour and furnishings for their ideal door and the website shows the finished design and price instantly, even including the web ordering facility.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA
(219) 663-2279