With a high saturation of replacement windows in place, it is evident that companies will only succeed in this market if they successfully sell the next generation windows to existing replacement window households.
As many of the first-time replacement window customers were sold specifically on low maintenance, last forever benefits, it is probably these who will be the hardest to convince. Indeed those who borrowed money on long term finance to make the investment may, in real terms, have only in recent years finished paying for them. Facing the prospect of repeating the exercise will have a limited attraction. We are left, therefore, to seek out a new generation of window buyers.
Whilst PVC-U window technology has moved on enormously since they first were introduced during the 1970s and profile suites are constantly being developed, it is still going to be a tough sell to convince the householder that they need to change. It is vital for the industry's future to identify what appeals to today's increasingly discerning buyers and develop products that are attractive to them.
Replacement is inevitable
Perhaps the answer is to become more fashion conscious and learn from the experience of the kitchen and bathroom manufacturers where colour, shape and design blend with practicality and function. Their customers have come to accept that nothing is forever and replacement is inevitable, whether driven by desire for change in tastes or simply because the product wears out.
During the past 10 years there has been a growing trend towards decorative window suites as a way of enticing the homeowner into replacing their windows to a more aesthetically pleasing product. To a large extent this has worked and sales of decorative systems have grown considerably – Deceuninck's 1800 decorative suite is still their best selling product even though it was launched 11 years ago.
There is a principle that states every so often you need to reinvent yourself. All successful, long-term, businesses do this and thereby renew their customer base. Usually selling new products and ideas to those same customers with whom they have previously dealt. It is no surprise that the customer generally feels more comfortable with this as the familiarity and trust that has previously been built up can be maintained.
Meeting the challenge
So how are Deceuninck proposing to meet this challenge?
After four years of extensive research and development, driven by a desire to offer customers a product that will differentiate them from the competition, Deceuninck have launched their most technically advanced suite, known as the 3000 Series.
The 3000 Series represents state of the art window design; embracing contemporary styles with its soft curves which sit well with modern consumer trends. The design allows for personalisation of the window with a choice of three glazing beads and two sash options.
The 70mm system has been designed with a host of benefits including Deceuninck's revolutionary, pre-inserted, weatherseal which is far less intrusive thanks to the improved position and new 'invisible' grey colour.
At recent customer seminars a prize draw for an Apple i-Pod MP3 player attracted much attention. We chose the i-Pod as it symbolises what can be achieved by marrying technical innovation with aesthetic appeal. The new 3000 Series draws heavily on the same values.
With many fabricators finding a growing number of their orders are to replace early replacement windows, it is one area that certainly cannot be ignored. To capitalise on this growth, fabricators need to offer more than just another replacement window. With the technical innovation and modern day aesthetics of the 3000 Series, it just may help you achieve that sale.
Source
Glass Age
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