Also online at: www.dijonline.co.uk 38 THE door industry journal summer 2024 Industry News Things Can Only Get Better There is no escaping the fact that it has been a difficult start to 2024 for many. Business conditions have been challenging, with the UK slipping into a recession for the first quarter of the year. We experienced the wettest winter since records began and at the time of writing, an election campaign is underway. Unsurprisingly, this has had a knock-on effect on the home improvement market, with end consumers and businesses holding back on their spending plans. Unfortunately, this has created an environment where we have seen some unsustainable low prices being offered, particularly in the roller garage door market. There is no doubt that margins for everyone are being squeezed, but surviving and thriving in a market is not just about having deep enough pockets to weather the storm; it is about having a long-term sales and customer support strategy, which is about so much more than just price. At Hörmann, we are in a really good position to help our customers navigate the market when it hits the doldrums and be ready for when the gloom finally lifts. It is all about delivering better value to our customers to keep their hard-earned margins intact. When it comes to consistent product quality, Hörmann stands out from the crowd. For the past 45 years, we have been supplying the garage door market with products designed, developed and manufactured by ourselves that offer longevity, operational integrity and real value for money. Being a family-owned business means that no matter what is happening in individual markets, Hörmann is a stable and long-term partner for its dealers and partners. With an eye to the market at all times, Hörmann has continued to grow its market share with the most comprehensive range of fitter-friendly products available. This covers not just their garage door range but also the Hörmann Truedor composite door range, making Hörmann a significant player in the entrance door market. To further reinforce the quality and fitter-friendly nature of our products and get closer to both existing and new customers, Hörmann has been staging a series of events. May saw us stage three Open Days comprising six sessions at our IG Doors manufacturing facility to promote our composite door range. In June and October, you will see us out on the road hosting installation demonstrations highlighting the features and benefits of the RollMatic T roller garage door and showing how easy it is to transport and install the door. But the product has not been our only focus. Over the past five years, Hörmann has introduced several marketing support packages, all aimed at helping dealers optimise every sales opportunity. The most noticeable has been the Hörmann Partner Standard programme and associated Dealer Finder, which has given consumers direct access to our dealer network and consistently provides sales leads for our customers throughout the UK. Additional investment in the marketing team at Coalville has led to the recruitment of specialists in social media, resulting in the development of comprehensive and innovative end-consumer campaigns that run across several different platforms. This activity continues to be supported by more traditional promotion methods, all aiming to generate leads but also to maintain and grow what is one of the most recognisable brands within the home improvements market. Traditional support items such as sales literature, showroom support materials and samples are all available and widely used. The company has also introduced the Hörmann Rewards programme, which aims to reward installer loyalty. Hailed as the first independent loyalty programme of its kind in the market, points are awarded for Hörmann products installed, with accumulated points being redeemed against a selection of ‘must-haves’ for any fitter’s toolkit, such as Dewalt power tools and site radios. Hörmann is in the market for the long haul.
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