From the Front Line at
E.A.S. Windows
E.A.S. Windows is predominantly a
retail fabricator and installer and, like many similar
businesses across the UK, it has grown and prospered
thanks largely to a loyal customer base in its own
geographical area and on a mix of repeat business,
recommendation and reputation. A family owned company,
established in the 1980s, it has a prominent location, a
large and impressive showroom and an output of around
150 frames per week in the 60mm REHAU Tritec system.
In the current downturn, E.A.S. is
finding that its loyal, retail customers have quite
suddenly reined in their spending – whether that is
because of the impact of the credit crunch, a lack of
confidence in their own financial security or a genuine
sense of indebtedness is not yet clear. However, the
company has had to act quickly and effectively to
minimise the impact of this on both its turnover and its
profitability.
Adam Spradbury, the Managing
Director of E.A.S. Windows says: “The biggest downturn
has been in the conservatory sector where we have seen
installations fall from three per month at the start of
2008 to two per month now; but it is probably fair to
say that sales in all of the traditional areas of the
business have reduced to some degree.
“But, we are certainly not downbeat
about our prospects. We have already taken steps to
respond to the challenges we face and have acted
positively with a mix of new product diversifications
and innovative marketing ideas which are so far helping
to offset the downturn in business as much as possible.”
The first step by E.A.S. has been to
introduce a raft of new products with the help of REHAU.
This includes multi-fold doors, vertical sliders in the
REHAU Heritage system, new windows with Astragal bars,
new laminated coloured finishes and even REHAU’s own
electric underfloor warming system for conservatories,
branded Solelec.
Each has been carefully selected to
help E.A.S diversify its market and target new types of
customers, while at the same time increasing sales from
that part of its existing customer base which is still
investing in home improvements.
Adam adds: “Conservatories and
traditional casement window replacement have been
hardest hit so we have deliberately selected new
products which appeal to different types of buyers such
as those with traditional homes looking for vertical
sliders or those looking for contemporary solutions such
as multi-fold doors.”
As well as the new products, E.A.S.
has also invested in achieving BFRC B and C ratings on
its casement window range since it has recognised that
those customers who are buying replacement windows are
much more focused on saving energy than ever before.
Adam adds: “E.A.S actually stands for Energy And
Security and, when my father founded the company in the
1980s, he believed that those would be the most
important criteria for buyers. It may have taken nearly
30 years, but he has finally been proved right!”
Most interestingly perhaps has been
E.A.S’s decision to invest in a new marketing campaign
to target a much wider geographical area and to focus on
a different customer demographic. Previously, the
company advertised like most retail window businesses in
its local weekly newspaper – the Leicestershire
Mercury. But, as the response has declined, it has now
opted to run both advertising and PR in regional
lifestyle magazines such as ‘The Leicestershire’ and
‘City Life’ which are read by a different type of
customer whose spending power is so far less affected.
Adam adds: “E.A.S. has the
advantage that it enjoys an excellent reputation
throughout Leicestershire for the quality of its
products and its service. Allied to this, we benefit
from the strength and security of the REHAU brand name
and, with our B rated windows, we also now have access
to the Pilkington Energikare brand. This seems to be
giving new buyers the reassurance they need about our
business and, of course, once they visit our showroom or
see our literature or website, then we are easily able
to convince them about the quality of the company they
are dealing with.”
E.A.S. has certainly not turned its
back on its traditional customers though and has in fact
adopted a more proactive approach than ever before in
targeting homeowners who have bought from it in the
past. It has retained its standard window and door
ranges alongside its more expensive products and has
even introduced a finance package for the first time.
The company is determined that it
will not resort simply to cutting prices in order to
compete for its share of this market. Adam says: “We
are determined to communicate to customers that the best
price isn’t always the lowest price. For most of 2008,
fabricators like us were hit by increasing costs on one
side and pressure to cut prices on the other but we have
made the conscious decision that we can’t just go on
absorbing this until we are squeezed out of business.
“Instead, we are using marketing and
PR to communicate the essential benefits of buying –
albeit at a slightly higher price – from a reputable
local company supplying a quality product which has been
around for nearly 30 years, and intends to be around for
30 more.”
E.A.S. is so far achieving its aim
and remains optimistic about its prospects. Adam adds:
“I firmly believe that the steps we have taken as a
business have made us stronger and, when the upturn
finally does come, we will be in even better shape to
take advantage of it.”
Adam Spradbury
Managing Director |
