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 side 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 to be 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 as well as 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 imperative!
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 an apartment improvement company in Devon that has for quite a few years been retailing UPVC windows and doors. They were interested in selling composite doors just as the demand for them amongst local residents was growing quickly.
The principal reason for 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 a composite doors range and away from UPVC, which is what all of the competition were offering. Getting into the fast growing composite doors market seemed a good move but kitchens . of outfitting a showroom was too 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 placed both of them to the quality.
Obviously price and credit facilities were major factors, as was order to delivery turnaround, returns policy and product quality. There did actually be little distinction between the door manufacturers here as nearly every one of those approached had many years expertise in the home improvements market and recognised the need for credit facilities, keen prices and fast turnaround. Not to cover that with improvement British Standards in the composite manufacturing industry, the manufacturing processes were extremely similar.
Where some companies fell down though was when we asked them what they were going test and do to help us to sell their products. The lack of advertising support, knowledge and training was truly shameful, indicative with the slow decline in Britain’s manufacturing base (Short term thinking ,worrying about immediate costs versus long term investment for business 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 would be to see which door manufacturers would help 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 it would cost several thousand pounds to outfit a new showroom and get initial customers, when we had been going to be ordering from gonna do it . suppliers for years, so why should they not share as start-up cost?
There were six companies that were willing to help, either by proving a ‘credit’ while on the cost of product samples or just proving samples free of 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 people to end up being the market leader in one’s destiny had obviously done their homework and also cutting-edge technology such a great own-brand website which retailers can use for in-home demonstrations too as marketing and advertising tool. Neutral has a design feature that allows potential purchasers to pick 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
(219) 663-2279