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 door and windows have chosen to weather the storm by trying to cut costs rather than investigate new solutions. The market is changing though, mainly due to quantum leaps in technology, composite door manufacturing as a prime example.
Composite doors are recognised as being superior to plain 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 he that when faced having a choice of a new family saloon or any kind of Rolls Royce for towards 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 a house improvement company in Devon that has for years and years been retailing UPVC doors and windows. They were interested in selling composite doors being the demand for them amongst local residents was growing quickly.
The principal reason for this was appropriate that the big boys in the renovating 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 price switching the main focus of door retailing to a composite doors range and away from UPVC, which is what all of rivalry were offering. Getting in the fast growing composite doors market seemed a good move but you won’t of outfitting a showroom was too 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 put both of them to the test.
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 experience with the home improvements market and recognised the need for credit facilities, keen prices and fast turnaround. Not to note that with the introduction of British Standards in the composite manufacturing industry, the manufacturing processes were extremely quite.
Where some companies fell down though was when we asked them the were going total to help us to sell some. The lack of selling 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 running investment for market share has often been the bane of British Industry).
This ‘test’ though allowed certain door manufacturers to shimmer. 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 ended up being see which door manufacturers would help 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 were going to be ordering from the same suppliers for years, so why if and when they not share within start-up cost?
There were some companies that were willing to help, either by proving a ‘credit’ on the cost of product samples or just before proving samples involving 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 one’s destiny had obviously done their homework as well as supply cutting-edge technology such a great own-brand website which retailers can use for in-home demonstrations as well as advertising tool. This amazing site has a design feature that allows potential purchasers to discover style, colour and furnishings for their ideal door and the web site shows the finished design and price instantly, even including an online ordering facility.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA