Many home improvement companies have been slow generate 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 being 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 he that when faced using a choice of a new family saloon or an innovative new Rolls Royce for upon the 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 hence there is no was delighted to answer the call for a house improvement company in Devon that has for several years been retailing UPVC windows and doors. They were interested in selling composite doors given that the demand for them amongst local residents was growing quickly.
The principal cause this was males that the pros 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 associated with switching the main focus of door retailing to a composite doors range and away from UPVC, which is what all of rivalry were offering. Moving into the fast growing composite doors market seemed a good move but the cost of outfitting a showroom was too high. So the first thing we did would have been to get onto Google, find out who the players were in composite door manufacturing and supply and then put them to the analyze.
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 within the home improvements market and recognised the need for credit facilities, keen prices and fast turnaround. Not to cover that with enhancing British Standards in the composite manufacturing industry, the manufacturing processes were extremely close.
Where some companies fell down though was when we asked them the actual were going total to help us to sell some. The lack of promoting 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 lengthy 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 have see which door manufacturers would allow us 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 always be cost several thousand pounds to outfit a new showroom and get initial customers, when i was going to be ordering from the same 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’ on the cost of product samples or through proving samples free of charge. Two companies totally outshined others 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 a great own-brand website which retailers can use for in-home demonstrations also as promoting tool. This website has a design feature that allows potential purchasers to simply select the style, colour and furnishings for their ideal door and many of the shows the finished design and price instantly, even including the web ordering unit.
Nick’s Building Supply
11100 Broadway, Crown Point, IN 46307, USA