January 2024

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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
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January 2024

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