Home Design Products: Windows, Doors, Paint and Wallpaper 2018 Profiler - PowerPoint Presentation

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Home Design Products: Windows, Doors, Paint and Wallpaper 2018 Profiler

Products to Make Every Home Unique

Brought to you by Media Group Online, Inc.

© 2018 Media Group Online, Inc. All rights reserved

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The Sun Shines on the Windows Market

The windows market is forecasted to increase from 49 million units sold during 2016 to 54 million for 2018 and 56 million for 2019. Approximately 37 million of these units will be for repair or replacement units and the remainder new construction.

Although repair-and-replacement windows are the majority of the market, this segment is only projected to increase 3% annually, compared to the new-construction segment, which is projected to increase 9% annually.

Newly-constructed homes are more often opting for higher-quality windows, including more mid-tier and higher-end vinyl rather than clad wood and composite windows

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Open Wide for Profits

According to research from Freedonia Group, the US door market is forecasted to increase 4.8% annually through 2021, to $21.1 billion.Metal doors will continue to be the most popular because they are the most frequent choice for the commercial market, but fiberglass and vinyl doors will gain market share. Currently, wood doors are the most popular choice for high-end residential exterior doors.

In the residential market, 60% of the amount spent on windows and doors is for doors because there are more doors than windows; however, doors are a smaller share of the repair-and-replacement market because they need to be replaced less often.

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The Biggest Door and Window Manufacturers

According to Window & Door’s 2017 annual Top 100 Manufacturers report, 82% of the biggest companies said sales increased during 2016, compared to 2015, 17% said they were about the same and only 1% said they decreased.

Almost half, 46%, sell to builders and remodelers, 34% via big box stores and 27% sell directly to consumers. Most manufacturers use more than one distribution channel and 80% are planning to expand their dealer network.

Of the top manufacturers, 39% sell primarily replacement products, 34% mostly new-construction products and 27% sell to both segments.

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Paint It Black

According to Kusumgar, Nerlfi & Growney’s third Global Paint & Coatings Study, the global coatings market reached $121 billion during 2016, with a 4% annual growth rate forecast through 2021. Volume increased 54% from the low during the 2009 recession.Paints and coatings are increasingly moving to more environmentally-friendly technologies, such as water-based paint.

Behr’s hottest interior paint color for 2018 is In the Moment, a grayish blue and green; Sherwin-Williams, Oceanside, a rich teal; Benjamin Moore, Caliente, a blood red; Olympic, Black Magic, a true black; and Glidden, Deep Onyx, a true black

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Wallpaper Trends

Vintage wallpaper patterns from the Victorian, art deco and art nouveau periods are popular. Consumers can also create wallpaper from their artwork, photography or text with digitally-printed designs.Other wallcovering industry trends include glass fiber wallcovering, textile acoustical wallcovering to dampen noise and natural/sustainable materials.

Unlike the wallpaper of the past, modern, vinyl wallpaper is made with a fabric backing that is easy to remove, making it a good choice for renters or those who like to update their décor frequently.

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Busy with a Brush

According to The Media Audit, a higher percentage of men than women improved their homes with interior paint or wallpaper during the past 12 months: Charleston, SC, 53.9% and 46.1%, respectively, and Los Angeles, CA, 59.9% and 40.1%, respectively. The Media Audit’s Summer 2017 survey of the Pittsburgh, PA GMA revealed that 23.4% of adults 55–64 improved their homes during the past 12 months with interior paint or wallpaper, the largest age group, followed by adults 25–34, at 12.9%.

In Charleston and Los Angeles, however, the largest age group were adults 35–44, at 21.6% and 21.1%, respectively. Latino Americans had the largest index in Charleston, at 219, while they were the largest percentage by ethnicity in Los Angeles, at 43.8%.

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Advertising Strategies

Share the findings from the J.D. Power Satisfaction Study in the Profiler about customers’ higher satisfaction when speaking with a sales associate, and then suggest a TV commercial that features one or more sales associates and title it, Let’s Start the Conversation.For smaller homes, market exterior doors that are more decorative to improve their curb appeal and complement the interior décor of the home.

Create in-store displays (and feature them in your TV commercials) that highlight the newest paint-color and wallpaper trends. Offer a free bundle of painting and/or wallpaper tools with a qualifying purchase.

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New Media Strategies

Add an augmented-reality feature to your app or Website, so consumers can envision different doors, windows, paint or wallpaper in their rooms.Create videos, featuring each of your sales associates, as a complement to your “Let’s Start the Conversation” TV spot. Each sales associate explains his or her area of expertise. Post to your Website and social media and run them as a loop on a tablet in your store.

Add a page to your Website where consumers can upload current photos of their rooms. Assign a sales associate to respond with suggestions in a video. Collect consumers’ contact information, so the sales associate can text them when his or her video has been uploaded.

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