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 side and windows have chosen to weather the storm by trying to expenses rather than investigate new solutions. The market is beginning to change though, mainly due to quantum leaps in technology, composite door manufacturing as being 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 the preferred choice of UK consumers, there are plenty of articles on that subject, some even written by yours truly. Suffice declare that when faced by using a choice of a new family saloon or a new Rolls Royce for inside 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 an apartment improvement company in Devon that has for decades been retailing UPVC doors and windows. They were interested in selling composite doors like the demand for them amongst local residents was growing quickly.
The principal aim of this was males that the large players in the redecorating 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 price 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. Entering into the fast growing composite doors market seemed a good move but fee of this program 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 put them to the quality.
Obviously price and credit facilities were major factors, as was order to delivery turnaround, returns policy and product quality. There appeared 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 bring up that with the creation of British Standards into the composite manufacturing industry, the manufacturing processes were extremely close.
Where some companies fell down though was when we asked them the money they were going you want to do to help us to sell many. The lack of marketing 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 running investment for share of the market has often been the bane of British Industry).
This ‘test’ though allowed certain door manufacturers to come. 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 ended up being see which door manufacturers would allow us to to stock a showroom with sample products, provide reason for 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 had been going to be ordering from food with caffeine . suppliers for years, so why should they not share in the start-up cost?
There were half a dozen companies that were willing to help, either by proving a ‘credit’ on the cost of product samples or through proving samples associated with charge. Two companies totally outshined away from the conversations and my Devon-based door supplier has signed up with both of them:
Door-Stop International, tipped by a lot of to get to be the market leader in the long term had obviously done their homework as well as supply cutting-edge technology such as an own-brand website which retailers can use for in-home demonstrations as well as advertising and marketing tool. This website has a design feature that allows potential purchasers to simply select 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 center.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA