November/December 2019
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Q&A: Eurocell<br />
“CUSTOMERS WANT TO DEAL WITH<br />
BUSINESSES THEY CAN TRUST”<br />
Total Installer puts the questions to Chris Coxon of Eurocell, discussing current trends in the<br />
market, pressures and opportunities for installers and so much more...<br />
TI: How has <strong>2019</strong> been and all things<br />
considered, what can we expect in 2020?<br />
CC: <strong>2019</strong> has been another phenomenal year for<br />
us with very strong growth, both on the profiles<br />
and branch sides of our business. We recognise<br />
that it’s not been the same for everyone, so we’re<br />
fortunate. 2020? The truth is who really knows?<br />
especially until the B-word is sorted out. We will<br />
carry on launching new products, opening new<br />
branches and advancing the cause of PVC-U.<br />
TI: Your products are utilised in a number<br />
of sectors including new build,<br />
residential, commercial and<br />
refurbishment. Which sectors are<br />
performing well at the moment and where<br />
has the growth been this year?<br />
CC: It’s a real mix. We’re still seeing growth in<br />
New Build through taking market share and<br />
Refurbishment is performing better than<br />
expected, helped by more branches. New product<br />
ranges have helped too, especially our Coastline<br />
cladding which is exceeding all expectations.<br />
TI: You operate the Eurocell installer<br />
network. How is this going and what sort<br />
of benefits does it present to installers<br />
and the end user?<br />
CC: Getting the set-up right has taken a while,<br />
but we’re pretty much there now. Equinox tiled<br />
conservatory roof and Window installers have<br />
been our first priorities and we’ve got around 350<br />
on board for these. Plus, we’re extending<br />
Windows into New Build & Commercial as well.<br />
The main benefit to installers is our ability to<br />
bring them business from our lead generation<br />
activities, branch network expansion and project<br />
specifications. SELECT installers are first in the<br />
queue to benefit from these. As we make the<br />
supply chain slicker<br />
we’ll see more repeat<br />
business. Plus,<br />
we’re partnering<br />
with FENSA and<br />
Certass so we don’t<br />
create extra admin for<br />
installers.<br />
“I think there is more<br />
recognition that<br />
installers hold the keys<br />
to consumers, but that<br />
they also need<br />
support”<br />
TI: What are some of the key challenges<br />
facing your installer customers?<br />
CC: Getting business in will always be first<br />
priority, but they are also feeling the skills<br />
shortage. In some cases an inability to find good<br />
fitters is holding back growth, plus the<br />
construction industry has a bit of an image<br />
problem when it comes to attracting young people.<br />
For small owner operators approaching retirement<br />
age, what do they do with their businesses?<br />
TI: I feel in construction in general there’s<br />
a greater focus on the installer / operative<br />
now more than ever. Is this something you<br />
recognise and if so, is it more important<br />
for installers to make use of the support<br />
that is out there, whether that be from<br />
suppliers or Associations, events etc?<br />
CC: I think there is more recognition that<br />
installers hold the keys to consumers, but that<br />
they also need support. Associations are fine, but<br />
it’s commercial support that installers need most<br />
and I sometimes wonder how geared up<br />
Associations are to deliver<br />
this. Events are tricky to<br />
justify the time<br />
investment installers<br />
need to be confident<br />
that they’ll benefit from<br />
them. As someone<br />
working in Marketing, I<br />
get inundated with invitations to events. The truth<br />
is very few are actually worthwhile. Suppliers like<br />
us can deliver support on a practical level, but we<br />
need to – and plan to – do more.<br />
TI: In what is an extremely competitive<br />
market, how has your relationship with<br />
your Installer customers developed in<br />
recent years? Have their demands in<br />
terms of support changed?<br />
CC: I like to think that we’re closer to our installer<br />
customers now, although there’s always room for<br />
improvement. We’ve certainly got a better<br />
understanding of issues affecting them, their<br />
needs and wants, from research and customer<br />
feedback loops. Our lead generation has grown<br />
significantly. The SELECT approved installer<br />
programme is ensuring that installers benefit<br />
from this. Demands have remained pretty<br />
consistent around commercial and training<br />
support if product availability is excluded.<br />
TI: The homeowner is more knowledgeable<br />
about the products and materials installed<br />
on their properties – has this put pressure<br />
on installers’ communication skills and<br />
how they interact with homeowners? Has<br />
how they present themselves become<br />
more important?<br />
30 TINOV/DEC <strong>2019</strong> PRACTICAL CONTENT FOR THE GLAZING INSTALLER & HOME IMPROVEMENT SPECIALIST
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