Published On: Wed, Jul 16th, 2014

Frames Conservatories Direct incorporates Ultraframe’s latest products in showroom

2722_LOGGIA_TIMES_297x350_12pp_NL_JUNE2014_3_AW.inddOver the last two years Ultraframe has launched a significant number of new systems that will shape the future of the conservatory industry and will support installers, and network partners, in extracting maximum value from the rising home improvement economy.

But Ultraframe’s job doesn’t just start and end with new product development, they are continually evolving new marketing initiatives to enable customers to fully exploit the sales opportunity presented by new systems and showroom opportunities. Conservatories Active talked to Adrian Lewis, MD at Frames Conservatories Direct to gain his perspective on why he has chosen to integrate all Ultraframe’s new systems in his showroom and take full advantage of the Ultraframe consumer video offer. “In many respects it’s the demographic of our customer base that really convinced us to harness the showroom opportunity with realROOF, Loggia Prestige and LivinROOF. In my opinion if you only showcase the ‘white box’ you’ll only sell the ‘white box’ – it’s important that customers can touch and feel the new evolved systems and only then can they make an informed choice about what system is right for them. Bury St Edmunds in the main is an affluent area and we do attract customers looking for something unique, but our approach is very much focused on really understanding exactly what the customer wants in terms of usage, size and layout even before we get to the most appropriate solutions.

“The feedback we’ve had from customers has been tremendous and it’s testament to the showroom that we secured the first Loggia Prestige order in the UK. If that customer hadn’t been given the opportunity to see a Loggia he would have walked away with a conservatory – he would have been happy, but we’re happier he made the switch. That improved sale was totally down to the showroom featuring the Loggia Prestige.

“But it hasn’t stopped at the showroom upgrade. We’re fully on board with the new sales training course from Ultraframe and we’ve just taken advantage of the fantastic consumer video opportunity – this will form a key component of the future Loggia sales I’m sure. Very slick and professional.

“Granted, these are still nervous times for this industry, we appear to be emerging from the recession but I am delighted that we made the investment when we did – it’s paying for itself already. Reality is a consumer is far more likely to part with their cash if they can see what they’re buying – we need to switch our minds to the car industry – put the old bangers round the back and showcase the top-of-the range. Simple method – better results.”