7 THINGS YOU DIDN’T KNOW ABOUT CONSERVATORY OUTLET
Sep 12, 2019
Fabricators are all pretty much the same, right? Strip it back, and they all supply similar products, at similar prices, with varying levels of success. They might even claim to provide you with some marketing collateral, albeit you’ll find the same material at most installers on your patch.
Leads? Sure, they may generate you a few leads (which they’ll also pass on to three other customers at the same time for you to scrabble with.)
So, in today’s uncertain political climate (which spells challenging trading conditions for our industry at best) what can installers and retailers really do to stand out?
At Conservatory Outlet Ltd, the team believe their business model is truly unique to anything you’ve seen, or will see, in the industry. The CO ethos that underpins the overriding success of its retail Network is to add value at every step of their customers’ journey.
The company supplies high-quality home improvement products exclusively to a close-knit group of independent retailers across the UK – the Conservatory Outlet Network. With an annual turnover topping £20m, a fabricator of Conservatory Outlet’s size could expect to have up to 500 customers. Conservatory Outlet has 25. This represents a true customer loyalty and closeness of supply chain relationship rarely seen in modern business.
Here are seven things you might not know about Conservatory Outlet…
If you were expecting to arrive at Conservatory Outlet HQ with the intention of finding a glitzy retail showroom, then you’re mistaken. What you will find is a state-of-the-art 60,000sq ft manufacturing facility, geared up with the latest technology and skilled tradespeople ready to produce more than 2000 frames per week, to be delivered right across the UK.
Offering a full range of home improvement products spanning contemporary extensions, conservatories, orangeries, roofs, glass, windows and doors in both uPVC and aluminium, you certainly won’t need to go anywhere else.
But what you might not know is that Conservatory Outlet also has two sister companies within its parent Group, Pennine Home Improvements and Clearview Home Improvements – two of the biggest retail players in the North of England.
Owned and managed by the same team, this means quite simply that Conservatory Outlet really does understands retail. Being able to test out new ideas and concepts within Group and roll out to the wider Network is a key strength which has proved invaluable to the fabricator’s success. Its all about understanding home owner needs and building a business model to best support them.
A True Network.
“If you grow, we grow” – this is the strategy that underpins the Conservatory Outlet Network.
Aside from supplying top quality products at the right price, within the best lead time, Conservatory Outlet employs a dedicated team whose sole aim is to support its Network members to improve and grow their businesses. This support can take many forms, including (not exhaustively) sales and marketing support, operational expertise and assistance, support and funding towards new and existing showrooms, and access to unbeatable flexible consumer finance options.
But perhaps the most celebrated benefit of working with Conservatory Outlet is the Network itself – giving customers the benefit of peer support from 24 of the strongest businesses in the sector, allowing them to share ideas and insight, and benchmark themselves without the fear of competition.
Conservatory Outlet allows only one Network member per region, meaning each retailer is able to flourish in their dedicated postcode area and benefit from a truly bespoke offering.
Unrivalled product offering.
Today’s retail market demands ‘choice’. Choice of design, of colour, of style and of performance. It can be really challenging for installers and retailers to stand out with a unique product range that can’t be found elsewhere. After all, exclusivity is how we built real value proposition.
The team at Conservatory Outlet make it their mission to lead the future of the industry, being the first to market with leading products that will influence future buying behaviour. Testament to this was the unveiling this Summer of an innovative new contemporary flat roof extension solution, 100% exclusive to the Conservatory Outlet Network and already taking the market by storm.
Unlike other fabricators who ride on the back of their supplier brands and simply repeat their benefits down the supply chain, Conservatory Outlet creates and shares its own brands, offering a truly unique and value-add buying experience for the home owner.
Being able to source a full range of products from a single supplier is just another added benefit for its Network members.
Cutting-edge marketing support.
Conservatory Outlet places huge importance on sales and marketing, ensuring it provides its retail customers with the tools and expertise to really make its product range stand out.
This has led the company to embark on its latest project, investing heavily in 3D visualisation software with a view to rolling out to its retailers to help bring installations to life to aid the sales process.
Having the benefit of an in-house marketing team means Network members can access marketing & campaign-planning support and free graphic design expertise amongst a host of other free services.
A suite of bespoke retail brochures is also designed exclusively for each member, supported by stunning lifestyle photography. The CO philosophy is to support the growth of each retailer’s local brand identity, which is why all literature features their own unique branding, with no direct reference to Conservatory Outlet.
Digital lead generation.
Conservatory Outlet works hand-in-hand with a best-in-class digital agency to offer its Network members extensive multi-channel digital marketing campaigns. Its aim – to generate a consistently high volume of good quality retail enquiries. Each member is provided with a fully designed and paid-for website, created to capture and convert the highest quality sales leads. The websites are designed to be fully responsive across desktop, laptop, tablet and smart phone, ranking favourably in organic search listings.
Monthly reports are sent to each Network customer so they can not only track their own spend, engagement and conversions, but also those of their peers.
Conservatory Outlet believes strongly in the showroom model, offering support and funding to help renovate existing showrooms, and to plan and launch new industry-leading showrooms for its members. Behind-the-scenes visits to the best showrooms from across the Network are also a regular occurrence, helping to inspire new layouts and innovative point-of-sale techniques.
Having just 25 members really is conducive to a genuinely close-knit, family feel across the Conservatory Outlet Network.
A comprehensive programme of events is organised and delivered each year. Without conflict of interest, it’s customers can openly discuss experiences and ambitions for the benefit of the wider Network – a truly unique concept within the industry.
Not only this, but Conservatory Outlet also actively seeks structured bi-monthly feedback from the Network through it’s unique ‘Customer Journey Survey’. This encourages new ideas that formulate the basis of continuous improvement plans, giving members the power to influence future strategies for both Conservatory Outlet and its Network.
If you’d like to find out more, please contact Andy@conservatoryoutlet.co.uk or 07975 655476.
The company is actively seeking new Network retailers in both Essex and South Wales, an excellent opportunity for ambitious, forward thinking retailers to become part of a truly unique retail model that is bucking the trend.