Changing the conversation on glass

Jenni Young, Saint-Gobain Glassolutions, explains why moving the conversation on glass to focus on end-user comfort, generates a host of opportunities?

Technical performance wins business in the specification sector. When it comes to home improvement sales, it can be a barrier to them.

Homeowners are expected to grapple with terms commonly used by industry, but which to the uninitiated, can appear complex and daunting.

“Glass is an incredible material. IGUs can make our homes warmer, cooler, quieter and more secure. It can help us define spaces and bring more natural light into our homes.

“As a sector do we pitch it that way to the end-user? Maybe sometimes, but more often than not, we either underexplain performance to homeowners or overload them with technical detail, leaving them more confused than when they started.

“We’re working to change that.”

Glassolutions parent Group, Saint-Gobain Glass UK and Ireland , launched its campaign to re-position the conversation on glass. With glass typically making up more than 70% of a window, Jenni argues that the opportunity for installers and fabricators to sell the end user benefits? on glass, and particularly IGU performance are large.

“While home improvement companies are comfortable selling aesthetics, multi-point locking, and slim-sightlines, innovation in glass is not always communicated effectively to the end-user, yet in a raft of applications, glass specification is integral to through-life performance.

“We just need to make it more accessible.”

Planitherm Network

Planitherm is part of Saint-Gobain Glass and Glassolutions answer. The campaign distils glass performance to focus on things that, well, homeowners care about: energy efficiency; enhanced security; noise reduction; fade protection and reduced overheating.

Most importantly it does it in a universal language, resisting the temptation to get caught up in technical details, with barely a reference to Window Energy Ratings or u-values in sight!

“It’s about making information accessible and easier to understand for consumers”, continues Jenni, “Helping them to understand energy efficiency and core IGU performance, but also other benefits - noise reduction, solar control, enhanced security.”

The three-option range simplifies the conversation while still highlighting the positive impact that choosing the right glass option makes in making homes more comfortable.?

Planitherm Packages:

Energy Standard – Ideal for standard windows in any room but less well suited to south or west facing rooms with sunny aspects or large glazed areas.

Comfort – With enhanced acoustic performance it's ideal for bedrooms or rooms overlooking busier streets where noise or security are a concern.

Comfort Plus - Designed for homes with large-glazed areas, bifold doors and south and west facing aspects where overheating may be a concern.

“It’s about not over-complicating things”, Jenni continues. “Thermal performance is an expectation. It’s still vitally important but it’s now less of a point of differentiation.

“Talking about acoustics, solar control, security but keeping the language that we use simple is a key way to differentiate. The Planitherm Network is structured to do that, and we have a wealth of tools available tailored to each point of the supply chain to take that message to the end user.”

Maintain margin despite tougher trading conditions

Jenni argues that against the context of toughening market conditions, up-selling on glass delivers added value to the end-user and an opportunity to differentiate for installers.

“We know things are a little bit tougher but that doesn’t mean that you have to sell on price. People are prepared to extend their budget if they understand what that extra spend delivers.

“A warmer, more comfortable, quieter or more secure home is something that people place a premium on.”?

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