3 minute read
Glass News Interview: Deceuninck
STOCKING OF 30 COLOURWAYS PAYS DIVIDENDS FOR DECEUNINCK AND YOUGOV RESEARCH PROVES THE POINT
Although intending to talk to Deceuninck’s Rob McGlennon about the use of colour in the fenestration industry, as ever, it is always tempting to go a little off piste! Glass News’ Editor, Chris Champion, brings both supply and pricing into the conversation as well as Deceuninck’s remarkable increase in business over the past year.
The past year, albeit challenging, has also seen commercial successes across the fenestration industry. System company Deceuninck is among those who have made the most of the opportunities and appetite for home improvements as homeowners raid the unused holiday funds and put the cash into their homes. To take advantage it comes down to being able to supply what’s in demand and although some may have thought that investing in stock to the levels Deceuninck has in its warehouse in Calne, Wiltshire, could be described as risky, it has paid off handsomely. Offering full systems in 30 different colours from stock, including all the necessary ancillaries, requires a lot of space and substantial investment. Add to that another 20 colours that can be supplied in just 15 days and it is clear that stock control and careful planning of runs of specific colourways is key to success. It may not be surprising, therefore, that the company has commissioned independent research to better understand the drivers for purchasing decisions when it comes to homeowners choosing new windows and doors. Is it sustainability, energy efficiency, security, acoustics or simply trusted supply, good looking products or great colour choice? If you are stocking 30 colourways knowing what the buying trends are going to be is key: you could be stocking a lot of product that will only move from the shelves on odd occasions. Of course, you can see historic sales statistics but that’s what they will be – historic! So, using YouGov to conduct in depth research makes eminent sense. What are the homeowners looking for and what are the trends? It is always going to be a recipe of factors but with Deceuninck’s commitment to colour, just how important is that and of the 30 standard colours, what should be stocked in the greatest quantities as we move forward?
It is interesting listening to Rob as he talks about the findings. The fact that 96% of those interviewed said that a match with the overall appearance of the property is no great surprise but that 75% think that a choice of colours is important in making a purchasing decision may make you think. The fact that smooth colour finishes are twice as popular as natural grain finishes and woodgrain colours only rated 12% certainly surprised me and shows just how behind the times I am! The variance in importance on aesthetics and property matching by various age groups was interesting whereas price for the 55+ age group was not so important as for those of younger ages who are bringing up children and paying mortgages. The whole issue of colour choice by the various groups and how both finish and colour choices vary by age group is important to understand if keeping correct stock on the shelves is going to be maintained.
What did surprise me was the style of window with older properties attracting flush windows and casements going into younger homes. And I thought everything was pointing to flush casements whatever the age of the property. As ever, Rob is very generous in sharing the headline findings from their YouGov research and it is worth listening to him on the subject. He is also no wilting flower when it comes to talking honestly about supply issues. While some may talk of applying surcharges, an indication that it is all temporary, McGlennon is more realistic and his open appraisal of what it all means to the industry and to product pricing makes a great deal of sense.
