Ultraframe update on market conditions and it’s response to them
Ultraframe marketing manager Mark Hanson looks at what’s happening in ‘consumer land’ and how its shaping the company’s direction.
The latter half of 2008 and the first half of 2009 have been the conservatory industry’s ‘annus horribilus’….but we may just be starting to come out of it. It might be too soon to count our chickens but……
With the market for conservatories having shrunk to what is expected to be around 100,000 units this year, its ironic that these tough market conditions are driving some spectacular changes both within the industry and here at Ultraframe.
At the government level, by the time you read this, our industry will have had to respond to a consultation paper on Part L and Part F that could see substantial changes to how we work, all happening within 13 months from now. On the conservatory side , they would have to comply with Part L but still be exempt from the remainder of the regulations ( N and P notwithstanding), but, if requested by a Building Control Officer, they may have to show how the products comply. Windows and roof glazing would have to have a Windows Energy Rating of band C, whilst doors would need to have a U value of 1.8.
At the company level, Ultraframe is continuing to invest in new products and service propositions. As the conservatory roofing company with the strongest brand and reputation, there is an expectation from its users that there is always something new around the corner.
The products we have launched most recently are in response to the market reaching maturity. Analysis of consumer registrations at its consumer call centre, show that whilst 53% are first time buyers, a whopping 47% are second and third time buyers. These buyers typically have more to spend, are looking at ‘crossover’ products like Orangeries or tend to specify more complex conservatory shapes that have all the bells and whistles….often these decisions are fuelled by mistakes made when they were naive first time buyers
One product that is on everyone’s lips is Orangeries. Credited with having started the trend two years ago, Ultraframe is further investing in Orangeries by introducing a version with a ‘flat perimeter roof’ to sit alongside its existing ‘tiered glazing’ option. There are different benefits to each type of Orangery and a new trade specification brochure is in the course of preparation.
As retailers are responding to consumers demands for ‘something different’, Ultraframe introduced its Cornice, an aluminium powder coated shroud that adds interest to the gutter/bar end locations. Given that it takes time for new products to be grasped by retailer’s sales teams, we are now starting to see encouraging sales of this innovative product. Furthermore, this is the first leg of a journey to have a complete aluminium external suite of products for the Classic roof.
Coloured foil conservatories are another trend that Ultraframe was instrumental in initiating. A recently launched retail brochure – featuring
high quality print finishes and showcasing all the available colourways – is helping retailers to grow their business in this emerging niche .
Whilst the initiatives above are responding to the needs of consumers who are buying a ‘new’ conservatory, one prominent trend that is emerging is that of conservatory refurbishment and upgrading. Ultraframe knows the percentage of its roofs that are being used in this way and its surprisingly high (this is commercially sensitive information which we are happy to discuss with individual retailers)……..inevitably in the months ahead, we will be looking to introduce new products to tackle this market. There are three million existing conservatories, many of them now quite old – the technology embedded in a conservatory 15 years ago is a far cry from what we can deliver today (and that’s before Part L applies).
After the recession and once people start moving home again, more and more consumers will inherit a conservatory, with many wanting to upgrade it. Ultraframe is currently developing initiatives to steer consumers to members of its Ultra Installer scheme who can then tackle this opportunity – watch this space for further information in the months ahead.
