In today’s window and door market, choosing a systems supplier is about more than just profile.
Modern consumers want more choice, better energy performance and a wider range of colours and styles, while fabricators face rising costs, changing legislation and increasing pressure to stand out in a crowded marketplace.
“When conditions are as challenging as they are at the moment, good products alone are no longer enough,” explains Gaby Handy, Marketing Manager at Deceuninck.
“Fabricators also need a systems partner that is both willing and able to continually invest in the additional support they need to help them grow their businesses.”
In response to this, marketing expertise, lead generation, digital tools, sustainability guidance and strong, dependable customer service have become non-negotiable as opposed to ‘nice to have’ and for Deceuninck, a strong commitment to these things has become a defining part of its identity.
With winning new work among the biggest challenges facing fabricators and installers, Deceuninck has adapted Business Kit, its marketing and lead generation platform, accordingly.
“Business Kit encompasses all the marketing support that we can offer to our customers, but it also works as a lead generation platform to capture all the leads that come directly from our websites,” explains Gaby.
“We're continuously developing it, so it's always evolving. We've added numerous tools and assets to ensure we’re providing as much assistance as we can.”
Having generated 1,000 leads in the first half of this year alone, it’s an investment that is clearly getting results.
Serving as a central hub, enquiries arrive through the consumer websites, while the integrated CRM allows users to track leads, book appointments and record whether opportunities have been won or lost.
“Business Kit is easy to access, and users have everything that they need in one place, rather than having to chase multiple touchpoints to find information," explains Gaby.
“It means our customers can deal with enquiries and sales admin faster for a better chance of winning the work.”
Offering high-resolution photography, brochures, showroom materials and banners, customers have access to a growing library of professionally produced content that helps them promote the benefits of the Deceuninck brand.
This includes a stronger emphasis on sustainability messaging, as businesses and consumers become more aware of the environmental impact and energy efficiency benefits of the products they choose to buy.
As an environmentally conscious manufacturer heavily focused on circular economy practices, carbon reduction, and sustainable manufacturing, effectively communicating these strong green credentials provides another strong selling point for Deceuninck customers.
Digital tools within the platform also include an energy ratings calculator, energy savings calculator and a 3D visualiser which installers can embed into their own websites, helping customers compete in a crowded marketplace.
As the window and door market continues to metamorphosise, this year has also seen the introduction of dedicated support for aluminium products and the commercial sector via Business Kit, including access to live commercial tenders that can be allocated directly to customers, creating further opportunities to win new business.
All this – combined with operational investment to create a strong, dependable supply chain; an average OTIF score of 98.5%; consistent quality of manufacture and accurate order picking thanks to the latest digital technology – firmly positions Deceuninck as a long-term partner, as opposed to merely a supplier.
“Our role as a systems house goes way beyond just manufacturing profile,” confirms Gaby.
“Our aim is to give our customers the tools and resources they need to compete more effectively, respond to changing market demands and build stronger, more resilient businesses.
“The key is to support them to support themselves and that’s what we’ll continue to do, going forward.”
