After a buoyant March, the UK’s window and door retail sector returned to a steadier pace in April, according to the latest Business Pilot Barometer. While some performance indicators edged down, the overall picture remains one of cautious resilience, with installers advised to focus on value and service to sustain conversions.
The Barometer, which draws on real-time data from the Business Pilot CRM platform developed by installers for installers, revealed a 5.5% drop in average leads – down from 114.7 in March to 108.4 in April. Though the dip reflects typical seasonal patterns, particularly around Easter, lead volumes remain higher than those recorded in February, suggesting a longer-term upward trend.
Sales saw a marginal decline of 2.1%, falling from 52.5 in March to 51.4 in April. Analysts suggest this softening indicates not a lack of demand, but more deliberate consumer decision-making. “Homeowners appear to be taking slightly longer to commit, or are scaling back the size of projects,” said Neil Cooper-Smith, Senior Analyst at Business Pilot.
This is underscored by a notable 33.3% drop in average order value—from £5,990 in March to £3,994 in April—interpreted by Cooper-Smith as a correction following unusually large orders the previous month. “It’s a rebalancing rather than a retreat,” he noted, adding that April’s order value still exceeded February’s figure of £3,688.
Encouragingly, conversion rates ticked up from 39.6% to 39.9%, suggesting that despite fewer and smaller leads, consumer intent remains strong. This subtle shift points to a market where homeowners may be more cost-conscious but remain willing to invest when the proposition is clear and trusted.
Overall, April’s data points to a stabilising market rather than one in decline. As spring gives way to summer—a typically active period for home improvements—installers are advised to stay agile, leveraging insights from tools like Business Pilot to maintain momentum and margin.
“Complete visibility into what’s working allows businesses to adapt quickly,” said Cooper-Smith. “In a cautious but active market, that’s where the edge lies.”
www.businesspilot.co.uk
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