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 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 to say that when faced by using a choice of a new family saloon or some sort of Rolls Royce for upon the 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 hence there is no was delighted to answer the call for a real estate improvement company in Devon that has for some time 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 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 price switching the main focus of door retailing to an amalgamated doors range and away from UPVC, which is what all of rivalry was announced were offering. Entering into the fast growing composite doors market seemed a good move but you won’t of outfitting a showroom was high. 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 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 difference between the door manufacturers here as virtually all those approached had many years experience within the home improvements market and recognised the need for credit facilities, keen prices and fast turnaround. Not to bring up that with improvement 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 test and do to help us to sell many. The lack of advertising support, knowledge and training was truly shameful, indicative among the slow decline in Britain’s manufacturing base (Short term thinking ,worrying about immediate costs versus long-run investment for share of the market has often been the bane of British Industry).
This ‘test’ though allowed certain door manufacturers to light. The ones that we chose as suppliers were easily recognisable as companies that placed heavy concentrate 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 cost several thousand pounds to outfit a new showroom and get initial customers, when we were going to be ordering from gonna do it . suppliers for years, so why especially if they not share in the start-up cost?
There were seven companies that were willing to help, either by proving a ‘credit’ over the cost of product samples or bring down proving samples associated with 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 get to be the market leader in the longer 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 too 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 web site shows the finished design and price instantly, even including a respectable ordering unit.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA