January 2024

Contract Smart Technology
Talk
A SMART ACT TO FOLLOW
Kubu’s Ryan Bromley explores some valuable lessons to learn from online retail...
I
will start by wishing you all a happy and
prosperous New Year! I’m sure 2024 will bring
ups and downs for us all, but taking lessons
from the past and making sure we’re prepared
for what’s coming over the hill will help us all see
many more highs than lows!
The last few years have seen the fenestration
industry standing on the brink of a smart
revolution, and if the last quarter of ‘23 was
anything to go by, that revolution is now finally
in full swing. Tighter market conditions have
installers and fabricators alike looking for
differentiation to help get those sales over the line
– resulting in a huge uplift in interest in smart
security products.
As we continue to integrate smart security
features into fenestration products, there are
valuable lessons to be learned from the online
retail industry. Being probably the most mature
digital market, it provides insight after insight.
Understanding consumer behaviour
Online retail has thrived by deeply understanding
and responding to consumer behaviour. Key to
its success is the ability to anticipate customer
desires, adapt quickly to changing preferences,
and deliver personalised experiences.
Indicators from some recent high-profile
casualties (think Wilko’s on the high street), show
that an inability (or unwillingness) to pivot to
current consumer demand can be catastrophic.
Fenestration industry professionals must similarly
focus on understanding their customers’ evolving
preferences for smart security features in doors
and windows.
Convenience and ease of use: a priority
The ease of browsing, selecting, and purchasing
products online has set new standards for
consumer expectations. In the context of smart
fenestration, this translates to prioritising
user-friendly design and installation processes.
Installers and manufacturers must ensure that
integrating smart security features into windows
and doors is as hassle-free as ordering a product
online. This involves simplifying the installation
process, offering clear instructions, and ensuring
compatibility with existing home set-ups. Making
something simple is hard work, but it is crucial
for the success of a digital product these days.
Trust and reliability: building confidence
Trust is the cornerstone of online retail, achieved
through secure transactions, quality products,
and dependable customer service. In fenestration,
trust is gained by ensuring that smart security
features are reliable, robust, backed by strong
customer support, and come from an established
and reliable business. Providing warranties,
responsive troubleshooting, and demonstrating
the tangible benefits of enhanced security helps
in building this trust.
Educating consumers beyond the purchase
Online retailers don’t just sell products; they
educate consumers. From detailed product
descriptions to reviews and FAQs, they provide
comprehensive information that aids in decisionmaking.
Through our Pro Installer Scheme,
installers can adopt a similar approach by
educating homeowners about the benefits and
operation of smart security systems. Informative
content, demonstration videos, and hands-on
training for installers are all provided to demystify
smart technology, making it easier to sell.
Feedback and continuous improvement
Online retailers thrive on feedback, using it
for continuous improvement. Similarly, the
fenestration industry should use installer and
homeowner feedback to refine smart security
products. At Kubu, we have been actively
encouraging reviews, conducting surveys, and
seeking feedback during installations, providing
us with valuable insights into user experience and
areas for enhancement that no amount of preplanning
could ever achieve. Experience, iteration
and refinement are key.
Adapting to market trends
Just as online retailers stay ahead of market
trends, fenestration needs to keep abreast of the
latest developments in smart home technology
too. By working with Kubu, you can be safe in the
knowledge that you will always be at the forefront
– allowing you to focus on your core business.
Engaging the digital consumer
Online retail marketing strategies are driven by
digital engagement. Fenestration professionals
must leverage digital platforms to promote smart
security features effectively. Websites, social media
campaigns, and digital advertising can reach a
wider audience, showcasing the benefits of smart
security in an engaging and relatable manner.
The path forward: smart as standard
The journey towards integrating smart security
into the fenestration industry is not without
challenges, but it presents a wealth of
opportunities.
By learning from the successes and strategies
of online retail, fenestration professionals can
navigate this transition effectively. Embracing
consumer-centric approaches, prioritising ease
of use, fostering trust, and continuously adapting
to changing consumer needs are key to making
smart security a standard in homes, ensuring
that windows and doors are not just functional
but also intelligent components of the modern,
smart home. Let’s smash it in 2024!
Contact Kubu:
0330 555 9545
getkubu.com
40 T I JANUARY 2024 PRACTICAL CONTENT FOR THE GLAZING INSTALLER & HOME IMPROVEMENT SPECIALIST