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GGP December 2013

Systems & Profiles Deceuninck UK’s MD, Roy Frost, explains why Deceuninck obsesses about differentiation and why he believes it’s the 'D' that helps fabricators and installers sell. 50 December 2013 Three systems better than two Afew years ago, research was done to guide PVC-U systems companies in the development of new window systems. Researchers obtained eight equal sized white glazed windows with identical hardware. Among the eight samples were five existing windows, from different profiles, and three new concept windows featuring developments that systems companies wanted feedback on. Participants were invited to discuss problems they were currently experiencing in fabricating, installing and selling, and new developments they wanted. To aid discussion, unidentified lengths of profile were provided. Most fabricators easily identified most of the profile, without prompting, by looking at the cut sections. They were then shown the windows, identified only by letters of the alphabet, and were asked their views on the value of the developments. Neither systems company nor fabricator brands were identified. One or two fabricators and installers correctly identified one or two of the windows but the consensus was, that it was practically impossible to tell the windows apart without clues from cut sections etc. So, why should we be surprised when homeowners can’t tell them apart in beauty parades, and fall back on price to decide the issue? Most windows do look pretty similar, and without explaining the differences and benefits the homeowner treats them as being the same. It’s probably the biggest challenge for installers and fabricators today. That’s why Deceuninck is obsessive about design and innovation to differentiate our windows and doors. We do it so customers have products that visually stand out. We do it so they have a unique range and a competitive edge that ensures they can sell when others can’t – and at prices others can’t – and it’s probably the most important thing we do for our customers. Every systems company has two suites for example, a chamfered and a sculptured suite, but neither looks right in contemporary domestic properties and commercial projects. That’s why some fabricators and installers have been turning to aluminium to fill the gap and why, uniquely, Deceuninck has three window systems specifically for the British market. In addition to our Traditional chamfered 2500 system and our Heritage sculptured 2800 system, we have the Contemporary 3000 window and door system, with its cool, contemporary-styled pencil round profile. It’s ideal for modern domestic and commercial buildings. To top it off, Deceuninck also has a Classic 3000 window system (Autentica) with classical looking decorative additions to catch the consumer’s eye. It’s a lot easier to sell with a window that looks right for the building! Our fabricators also say Deceuninck is unique in having symmetrical windows. Peter Dyer, sales and marketing director at Dempsey Dyer, told me: “Deceuninck's windows are symmetrical, so they mirror inside and out, which is a huge benefit compared to other systems. The rebate height of the frames and sashes match the height of the glazing bead, so they are not higher or lower than the other. This parallel sightline makes for a cleaner view from the inside out, and the outside in. Being able to offer a bead with the same shape as an internally beaded sash or an externally beaded frame and not tell the difference is also a big plus.” A different approach Deceuninck is well known for its pretty windows. Homeowners prefer them even if they can’t quite put their finger on why they look better and different. Well, we design them to be more attractive, so it helps customers sell. Arif Roker, MD of Arctic Glass, said: “Deceuninck offers superior quality – others just don’t compare. “In a recent healthcare project, where quality and aesthetics were essential, Deceuninck products helped us clinch the deal, knocking other suppliers off our client’s approved supplier list.” We also make to a higher standard of tolerances than the rest of the industry. We work to +/-0.2mm in height and +/-0.3mm in width rather than +/-0.3mm in height and +/-0.5mm in width. We also aim to make the flattest profiles in the industry. Why does that matter? Tighter tolerances and flatter profiles mean they go through machinery better, so you get less waste and fewer problems installing. Download our ‘Why Deceuninck?’ brochure at www.AskRoyFrost.com for other product advantages, such as Monorail, our patented glass fibre reinforced windows and colour, an area in which we are a market leader, and you’ll see that they all add up to a significant competitive edge. It’s part of what makes Deceuninck different. “We do it so customers have products that visually stand out”


GGP December 2013
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