The hardware balancing act
In this article for Window Industries, Louise Lai, Marketing Manager for Carl F Petersen reflects on the challenges facing the hardware distributor who has to address the needs of purchasers, installers and end users.
Drawing on the Carl F organisation's history dating back over 125 years in Denmark, and the company's trading record of almost twenty years in the UK, Louise Lai is well placed to comment on the behind-the-scenes balancing act that has to be performed by the successful companies working in the window and door fittings distribution market.
"There are a number of 'audiences' to consider when developing a hardware catalogue, each with its own set of needs. For a hardware supplier to survive, as Carl F has in this challenging market, these different priorities must be addressed and constantly reviewed to ensure the offer continues to meet everyone's requirements.
In partnership with purchasers...
First there are the purchasers of hardware products and, naturally, price - along with quality products and a comprehensive portfolio - play significant roles in the buying decision.
Understandably, our customers are seeking to make a profit and this is the first challenge faced by the hardware distributor. It is essential to take a technical approach to the sale to ensure that opportunities for added-value are identified. This 'benefits led', partnership approach to the sale ensures that marketing opportunities are identified that enable customers to offer products that will help generate additional profit.
But it is not just the ability to supply a quality product that offers scope for added-value. Availability of stock is crucial and fast delivery is essential. The supplier has to respond instantly to customers' requirements therefore, products need to be immediately available. This means that we have to be a step ahead of buyers, predicting industry trends and building a picture of customers' purchasing patterns to hold appropriate stock. This is where Customer Relationship Management comes into play: at Carl F we believe that CRM is an essential discipline to survive the rigours of the hardware distribution industry.
Some might see us as mere distributors however, our responsiveness and ability to supply the right product, at the right price and place frequently makes us the heroes of the hour, albeit behind-the-scenes.
Installer intuition
It is also important that the hardware supplier looks at the bigger picture regarding product selection and, while the purchaser is in the front-line of the sales discussions, the person working on site installing fittings should not be overlooked. Although it adds to the complexities of developing a product portfolio, it is essential that products are sourced with the installer in mind i.e. an easy fit solution that will not cause unnecessary on-site frustration and 'down-time'.
End user ethos
The final piece of the jigsaw regarding the hardware distributor's balancing act is responding to the desires of end-users. Increasingly, design functionality, aesthetics and user needs come into play. A new partnership between Carl F Petersen and Siegenia - Aubi for example has resulted in the launch of the Carl F Trident. The window lock with restrictor combines safety, security and simplicity. Security hardware technology previously used only in door locks has been applied to window hardware to provide an advanced security solution. With the end-user in mind, this product ensures an emergency escape facility can be provided and vulnerable users are protected as the window opening can be restricted if required.
There are many needs and considerations that come into play when developing a product portfolio. The strength of the range comes not only from the products' quality and functionality but the service skills of the supplier also make a significant contribution to the brand offer. It is the ability of the distributor to meet the needs of the wide spectrum of interested parties that ensures all requirements are met which, in turn, cements the partnership relationship with the customer."
Louise Lai, Marketing Manager for hardware supplier Carl F Petersen Ltd looks at the jigsaw of elements needed in the balancing act meeting needs of customers, installers and end users.
