Many home improvement companies have been slow generate 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 cut costs rather than investigate new solutions. The market has been evolving though, mainly due to quantum leaps in technology, composite door manufacturing as 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 using a choice of a new family saloon or an innovative new Rolls Royce for upon 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 house improvement company in Devon that has for years and years been retailing UPVC windows and doors. They were interested in selling composite doors like the demand for them amongst local residents was growing quickly.
The principal basis for this was extremely 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 cost of switching the main focus of door retailing to a composite 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 fee of this program of outfitting a showroom was prohibitive. 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 back up for sale to the quality.
Obviously price and credit facilities were major factors, as was order to delivery turnaround, returns policy and product quality. There seemed to be little difference between the door manufacturers here as each and every 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 bring up that with the creation of British Standards in the composite manufacturing industry, the manufacturing processes were extremely close.
Where some companies fell down though was when we asked them what they were going to do to help us to sell items. The lack of marketing 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 long running 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 focus 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 allow us to stock a showroom with sample products, provide point of sales materials and help us to obtain 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 had been going to be ordering from tennis shoes suppliers for years, so why when they not share on the inside start-up cost?
There were half a dozen companies that were willing to help, either by proving a ‘credit’ on your cost of product samples or by simply proving samples involving charge. Two companies totally outshined the rest and my Devon-based door supplier has signed up with both of them:
Door-Stop International, tipped by many people to get to be the market leader in the long term had obviously done their homework and erect cutting-edge technology such the own-brand website which retailers can use for in-home demonstrations also as advertising tool. This amazing site has a design feature that allows potential purchasers to select the style, colour and furnishings for their ideal door and the web site shows the finished design and price instantly, even including a respectable ordering gym.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA