National vs local – who has the edge?

Research from Deceuninck shows that homeowners prefer to buy from a trusted local supplier over national retailers – as long as they have the right offer. We report.

Newly released research into consumer buying trends, carried out by YouGov on behalf of Deceuninck, has revealed that the vast majority of homeowners would choose a local home improvement company by default.

An overwhelming 59% of those polled said they would choose an established, local home improvement specialist, with just 10% opting for a national retailer.

“Our extensive research shows that local home improvement companies are the preferred choice for the vast majority of homeowners, with under-35s most willing to consider a national brand,” says Darren Woodcock , General Manager, Deceuninck UK.

“Of the under-35s age group, 20% showed interest in working with a national company, as opposed to 9% of 35-55 year-olds, and just 3% of those in the over-55 age bracket. This could perhaps be down to the more transient nature of the under-35s age group, with national companies more prevalent nationwide.”

Appealing to the majority of participants in each age bracket, almost 70% of homeowners said word-of-mouth recommendation or local reputation would influence their choice, with almost half swayed by online reviews. Physical access to a showroom to view the products in real life was also a key factor for around one third of survey participants.

“With these statistics in mind, the prospects look good for professional, local installation companies,” says Darren. “The key is offering the right products in ways that maximise margin.”

Diving deeper into buying motivations, the research reveals that 80% of homeowners would be prompted to upgrade their windows for energy efficiency gains, while 45% said the desire to lower their carbon footprint directly impacts on their purchasing decisions.

This was particularly favoured by the under-35s, with more than a quarter of this age group (26%) also swayed by a product’s recyclability.?

“Sustainability, not just in terms of domestic energy efficiency and lower bills – but also in terms of a product’s carbon footprint and recyclability – is clearly important to consumers,” adds Darren.?

“And with the younger generation increasingly attuned to environmental issues, it’s likely these factors will have a greater influence on purchasing decisions as time goes by.”

“Partly made from?recycled base materials, our products are 100% recyclable, reducing our reliance on raw materials. We also subscribe to the Science Based Targets initiative as part of our commitment to producing the most sustainable, environmentally-friendly products that we can.”

When it comes to aesthetics, the research shows that the popularity of the flush, heritage style endures, accounting for more than 40% of all products sold.?

“Our research shows that 62% of homeowners prefer flush windows to ‘regular’ storm casements,” added Darren. “Foiled products are also favoured by almost half of survey respondents.

“It’s really no surprise that flush is the preferred option because with a grained white or woodgrain foil you’re getting a window that looks as good as timber, but for a better price and with the added benefits of increased durability, reduced maintenance and higher energy efficiency.

“Alternatively, with a black or a grey foil, flush PVC-U fenestration can give a new-build, or a more contemporary property, a high-end aesthetic that is comparable with aluminium, only more affordable,” he continues.?

PAS24 tested and Part Q approved for security, Deceuninck’s Heritage Flush Sash offers a Window Energy Rating as high as A** and U-values as low as 0.90W/m2k. The quality of its design is also demonstrated by achieving Class 4 airtightness, Class E900 water tightness and AE2400 for wind resistance.

It can be fully welded or mechanically jointed, extending its appeal for period home improvement projects and together with a night vent facility, it is also available with Georgian bars and a selection of traditional ironmongery.

“The Heritage Flush Sash is also a perfect match for our open-out flush door,” adds Darren. “This is also PAS24 approved, features class leading performance for air, water and wind resistance and – like the Flush Sash –?can be welded or mechanically jointed.”

With the majority of flush products ordered in a foiled finish, the strength of Deceuninck’s colour offer is a major factor in the volume of flush windows and doors that are manufactured by its partners. The systems house holds 30+ colourways in stock – with an additional 20 colours available on just 15 working-day lead times.

“Our customers sell twice as much colour as their competitors,” concludes Darren, “a large proportion of which is on our Heritage flush products. It’s high margin sales like this, supported by our strong sustainability credentials, that really help them take advantage of the clear homeowner preference for locally recommended home improvement companies.”

For more information about Deceuninck’s product and service offer please call 01249 816 969, email [email protected] ?or visit www.deceuninck.co.uk