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GGP December 2013

Systems & Profiles 56 December 2013 The Big news 12 months on... Chris Tudgay, Rehau Window Division’s business team manager, discusses the impact of the Total70 profile a year after its Big launch In December 2012, the ‘Big’ news from Rehau was the launch of our Rehau Total70 brand and new five and six chamber profiles. The response at the time of the Big roadshows was excellent and since then we’ve seen consistent growth in the numbers of customers using Rehau Total70 and choosing the multi chamber profiles in particular. Currently, the figures are at 70% of customers using Rehau Total70 and more than 50% of these having used the new five and six chamber profiles at some point during the course of last year. One of the most important reasons for this hugely positive response is that fabricators don’t need to change their tooling or set up to use the new profiles – they are interchangeable with our existing three chamber versions. The first customer to switch completely to the multi-chamber profile was EcoFrame in April, followed soon afterwards by Sheffield Window Centre and then, in August 2013, one of the UK’s biggest and best known trade fabricators, Shepley Windows, switched completely to the five chamber system. This helped to build real momentum behind the new profiles and now almost 30 customers have switched to the five chamber and further big names are planning to change early in 2013, including Belfast based Dessian Products and one of our largest trade fabricators in the South East. Many of these customers initially tried out the profiles just on certain projects or for selected installers and then, when these were successful, they opted to change completely and this is a trend which I see continuing. As we expected, the multi-chamber profiles have given our customers’ marketing teams great opportunities to differentiate their businesses. With Rehau support, they have been able to successfully communicate the benefits of the new profiles in terms of improved thermal performance and, at the same time, they have been able to position themselves as offering the most advanced Rehau solution available. With the ‘Rehau Answers’ website (www.rehauanswers.com) which offers instant thermal calculations for Rehau Total70 and cost comparisons between windows fabricated in either three, five or six chamber profiles, we have given our customers the chance to make an educated and informed choice about whether the profiles are right for them; and the usefulness of the online tool extends to installers and specifiers who can also use it to understand the benefits. One year on from the Big launch, I believe we are now approaching an interesting tipping point. During 2013, those customers who have been using the new profiles have mainly done so because they want to stay ahead of the market and they have largely succeeded in doing so. Moving forward though, we are approaching a point where those customers who aren’t using the new profiles will risk being left behind. Certainly, we are already nearing that point in the north of England where we have the largest number of fabricators using the five chamber version and where those who aren’t using it will soon find themselves in the minority. I am not criticising those customers who haven’t yet switched over yet, though. They are comfortable and satisfied with our classic three chamber system and indeed, many of them have built their business on these profiles. It was an important part of Rehau’s strategy when we launched Total70 that we wouldn’t immediately impose the change to multichamber profiles on our customers, but that we would simply extend the choice available to them and we have stayed true to that. I believe that it is the market itself which will drive the changes which will soon make the five chamber version of Rehau Total70 the norm for our fabricators throughout the UK. There will of course be legislative changes in the form of the Building Regulations, which will require ever improved thermal performance from windows, but there will also be pressure and demand from trade and retail buyers for the most advanced Rehau window which our fabricators will need to respond to. The move to six chambers will definitely take a while longer but it remains a key element in our strategy of offering choice. We have commercial fabricators already using the six chambers in commercial projects which demand the highest levels of thermal efficiency and it essentially ‘future proofs’ Rehau Total70 against the legislative changes which we expect. There are more developments planned for Total70 and customers will get the first chance to see these for themselves at FIT in June 2014. “the move to six chambers will definitely take a while longer”


GGP December 2013
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