COMMENT
Fulfilling consumers’ needs will be
more important than ever
Marcus O’Boyle, business development and marketing manager at Bison Frames, considers how consumers’
needs are likely to have changed as a result of the lockdown.
As a result of the lockdown, a
substantial percentage of the
population of the UK has spent – and
is spending – considerably more
time at home than ever before. And as always
happens when you spend a long time in one
place, and in this case it’s your home, you start to
see the flaws.
Recent reports have shown a surge in interest
for DIY products as people have more time on
their hands. And as well as having more time
to fix the little things, people have also had
more time to think about bigger changes, such
as new doors and windows. It’s undoubtedly
why Google searches for home improvement
products saw a huge spike during the lockdown.
So, as we emerge from the lockdown and
more businesses reopen, we know several things.
Many consumers will have noticed where their
home needs to be improved. They will have had
time to research the options and see what’s out
there and while by no means will it be the case
that all consumers will be in a position to invest
in changes, those who can will want to invest
in products that will help them appreciate their
homes more than ever before.
My guess is that this means we are going to
see a surge in interest in the feature-rich, highly
crafted products that were already gaining
traction before the lockdown. The standard
white casement, sold on price, is really not going
to cut it when it comes to enticing consumers
who are now actively seeking outlets that can
offer niche window and door products.
If you haven’t already done so, my advice is to do
your own research and make sure your portfolio is
equipped with the best of best when it comes to
feature-rich products to tap into this opportunity.
Take our Genesis Collection for example. The
thinking behind every product in our range is
simple – would we choose this product ahead of
all the others in the market for our own homes?
Only if the answer is yes does it have a place in
our portfolio. This is a powerful selling point
for the consumer – these products are the ones
industry insiders would choose.
The PVC-U selection includes the Genesis
vertical slider and the Genesis flush sash
windows. Both have the option of mechanical
joints or seamless Graf welds and both have
features such as low sheen finishes so they look
more authentic than standard PVC-U featurerich
windows. Both windows offer outstanding
levels of security and thermal efficiency and
the Genesis bi-fold door and Genesis ŒŽ patio
door completes the collection offering similarly
impressive features.
ATTENTION TO DETAIL
The aluminium selection includes the Genesis
WarmCore flush sash window, the Genesis
WarmCore bi-fold and the Genesis Warmcore
patio door. All products offer the stunning
aesthetics that only aluminium can deliver. And
all benefit from WarmCore technology that
means they are Œ’% more thermally efficient
than standard aluminium systems.
Across the entire collection, it’s the attention
to detail that makes the difference. For example,
Genesis PVC-U products have colour-coded and
upgraded gaskets, seals and bi-fin brushpiles.
They improve weather performance, of course,
but they also improve the aesthetics when frames
are open. The same is true on our aluminium
products – the black full-width thermal core
creates a neat and well considered appearance
when the frames are open.
As lockdown ends, the new normal is going
to be a challenging time for the economy.
Unemployment looks set to rise so spending is
likely to tighten. Many homeowners will have
noticed their homes need improving – but a high
proportion of them won’t be in a position to do
so. It means there will be increased competition
to win over the consumers who can invest by
offering the stand-out products they seek and
have the ability to sell items with strong USPs.
This approach will allow installers to attract these
customers and most importantly, provide the
added benefit of protecting margins. And for that
you will need feature-rich, crafted products such
as those in the Genesis Collection.
“My guess is that this means we are going
to see a surge in interest in the feature-rich,
highly crafted products”
June www.ggpmag.com
/www.ggpmag.com
