November/December 2019

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Integral Blinds MAKE OPPORTUNITY KNOCK AGAIN The opportunity to go back to site and retrofit added-value products is a major – but so far under-exploited – opportunity for installers. Ian Woolley of HiTech Blinds explains why he feels integral blinds can give installers a profitable route back to previous customers... There is a wealth of evidence which demonstrates that it’s a far lower cost to keep an existing customer than to acquire a new one – in fact, according to some studies it’s between 5 and 25 times more expensive to search out and win new business. “There are a handful of people doing it, but there are sizeable chunks of the industry who aren’t. They have databases of past customers but they aren’t mining them for new opportunities”, explained Ian Woolley, HiTech Blinds. “They aren’t going back in and saying to the homeowner, ‘you bought this then, but now we can offer you this, or this, making what you bought then that much better’”, he added. Ian argues that at best, installers will approach past customers to sell an additional bi-fold or sliding door but aren’t coming forward with new opportunities. “The replacement market is more or less saturated”, he continued, “so, you can do one of two things; you can either go back to the customer and try to sell them the same product again, or you can show them how by upgrading their pre-existing product, they can significantly improve its performance.” There is no doubt that the second time “There is no doubt that the second time replacement market has taken on a critical importance for the UK window and door industry” replacement market has taken on a critical importance for the UK window and door industry with the vast majority of windows and doors already replaced once – in some cases twice or as many as three times already. In fact, Palmer suggests its more than 92% of the total UK housing stock and will top 95% by next year. This puts PVC-U colour, flush casements, and aluminium bi-folding and inline sliding doors in the front line of the battle to persuade homeowners to part with their hard-earned-cash again. But Ian argues that in pursuing those opportunities, window and door retailers may be over-looking other high margin platforms, and critically, ones which may be a little bit easier to sell. “We’re all familiar with the arguments for flush casements or colour, or the aspirational appeal of bi-folding doors. There are, however, other opportunities to go back to pre-existing customers or homeowners in general, with an opportunity to upgrade an element of their preexisting installation. “IGUs with integrated blinds are one example. They deliver a tangible benefit to the end-user; they probably weren’t available to them the last time they replaced their windows; replacement is “They aren’t going back in and saying to the homeowner, ‘you bought this then, but now we can offer you this, or this” 62 TINOV/DEC <strong>2019</strong> PRACTICAL CONTENT FOR THE GLAZING INSTALLER & HOME IMPROVEMENT SPECIALIST
Get into outdoor living. Open-up to fantastic, new sales opportunities and explore the growing gap in the outdoor living market with our new Luminia Veranda. Full aluminium system A range of designs; premium, modern and enhanced 5 stylish colours Hidden water drainage and fi xing Optional glass sliding doors and side walls Up to 6m span To discover more, speak to our experts on 01291 639 739 or email info.uk@aluk.com aluk.co.uk Experts in Aluminium
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NOV/DEC 2019 PRACTICAL CONTENT FOR
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November/December 2019

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