Many home improvement companies have been slow products and are 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 being a prime example.
Composite doors are recognised as being superior to standard 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 as well as that when faced with a choice of a new family saloon or a meaningful Rolls Royce for about the same price, the choice, for many, is irresistible!
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 several years been retailing UPVC windows and doors. They were interested in selling composite doors being the demand for them amongst local residents was growing quickly.
The principal reason for this was extremely that the professionals in the upgrading 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 cost of 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. Moving to the fast growing composite doors market seemed a good move but kitchens . of outfitting a showroom was prohibitive. 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 push.
Obviously price and credit facilities were major factors, as was order to delivery turnaround, returns policy and product quality. There gave the impression to be little distinction between the door manufacturers here as virtually all 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 mention that with enhancing 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 actual were going test and do to help us to sell items. The lack of promoting 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 business 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 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 was to see which door manufacturers would assist 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 might cost several thousand pounds to outfit a new showroom and get initial customers, when we were going to be ordering from tennis shoes 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 through proving samples involving charge. Two companies totally outshined you need to engage and my Devon-based door supplier has signed up with both of them:
Door-Stop International, tipped by many to end up being the market leader in the long term had obviously done their homework and deliver cutting-edge technology such a great own-brand website which retailers can use for in-home demonstrations as well as advertising and marketing 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 net ordering unit.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA