Consumer Behavior and Smart Security: Lessons from Online Retail for the Fenestration Industry

This article by Ryan Bromley, Co-Founder of Kubu Smart Security 🔒 was first published in Total Installer Magazine January 2024 Edition.

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First and foremost, can I start by wishing you all a happy and prosperous new year!

I’m sure the coming year will see lots of ups and downs for us all, but taking lessons from the past, and making sure we’re prepared and ready for what’s coming over the hill, will help us all see many more highs than lows!

The last few years has seen the fenestration industry standing on the brink of a smart revolution, and if the last quarter of ‘23 was anything to go by, that revolution is now finally in full swing. Tighter market conditions have Installers and Fabricators alike, looking for differentiation, or new product offerings to help get those sales over the line – resulting in a huge uplift in interest in Smart Security products.  

As we continue to integrate smart security features into fenestration products, there are valuable lessons to be learned from all sorts of unlikely places – one such place being the online retail industry.  Being probably the most mature digital market, it provides insight after insight – if only we take a look!  

Understanding how online retail has adapted to evolving consumer behaviours provides us with crucial pointers into how our industry can start to take advantage, by effectively marketing and delivering Smart on our fenestration products.

Understanding Consumer Behaviour

Online retail has thrived by deeply understanding and responding to consumer behaviour. Key to its success is the ability to anticipate customer desires, adapt quickly to changing preferences, and deliver personalised experiences. 

Indicators from some recent high-profile casualties, whether from our own industry, or the wider market (think Wilko’s) show that an inability (or unwillingness) to pivot to current consumer demand can be catastrophic. 

Fenestration industry professionals must similarly focus on understanding their customers’ evolving preferences for smart security features in doors and windows. Are homeowners looking for simplicity, enhanced security, remote access, or integration with other smart home systems? It’s the answers to questions like these that have guided every step of the way for us at Kubu, during the development of our products and our Pro Installer Scheme.

Convenience and Ease of Use: A Priority

The ease of browsing, selecting, and purchasing products online has set new standards for consumer expectations. In the context of smart fenestration, this translates to prioritising user-friendly design and installation processes. Installers and manufacturers must ensure that integrating smart security features into windows and doors is as hassle-free as ordering a product online. This involves simplifying the installation process, offering clear instructions, and ensuring compatibility with existing home setups. Making something simple is HARD work – believe me! But it is crucial for the success (or failure) of a digital product these days.

Trust and Reliability: Building Confidence

Trust is the cornerstone of online retail, achieved through secure transactions, quality products, and dependable customer service. In fenestration, trust is gained by ensuring that smart security features are reliable, robust, backed by strong customer support, and come from an established and reliable business. Providing warranties, responsive troubleshooting, and demonstrating the tangible benefits of enhanced security helps in building this trust. 

Educating Consumers: Beyond the Purchase

Online retailers don’t just sell products; they educate consumers. From detailed product descriptions to reviews and FAQs, they provide comprehensive information that aids in decision-making. Through our Pro Installer Scheme, Installers can adopt a similar approach by educating homeowners about the benefits and operation of smart security systems. Informative content, demonstration videos, and hands-on training for installers are all provided to demystify smart technology, making it easier to sell, more accessible to the homeowner, and therefore more desirable.

Feedback and Continuous Improvement

Online retailers thrive on feedback, using it for continuous improvement. Similarly, the fenestration industry should use installer and homeowner feedback to refine smart security products. At Kubu, we have been actively encouraging reviews, conducting surveys, and actively seeking feedback during installations, providing us with valuable insights into user experience and areas for enhancement that no amount of pre-planning could ever achieve. Experience, iteration and refinement are key.

Adapting to Market Trends

Just as online retailers stay ahead of market trends, fenestration needs to keep abreast of the latest developments in smart home technology too. Staying informed about advancements in IoT, security protocols, and consumer tech trends is difficult enough for us in the know! 

That’s why research and development is so core to our business. By helping to anticipate market shifts and adapting our product offerings accordingly, by working with Kubu, you can be safe in the knowledge that what you will always be at the forefront – allowing you to focus on your core business.

Marketing Strategies: Engaging the Digital Consumer

Online retail marketing strategies are driven by digital engagement. Fenestration professionals must leverage digital platforms to promote smart security features effectively. Engaging websites, social media campaigns, and digital advertising can reach a wider audience, showcasing the benefits of smart security in an engaging and relatable manner.

As a Pro Installer, you have access to our award winning in-house marketing team, who are ready to help you out with all of the above, and more… 

The Path Forward: Smart Integration as Standard

The journey towards integrating smart security into the fenestration industry is not without challenges, but it presents a wealth of opportunities. 

By learning from the successes and strategies of online retail, fenestration professionals can navigate this transition effectively. Embracing consumer-centric approaches, prioritising ease of use, fostering trust, and continuously adapting to changing consumer needs are key to making smart security a standard in homes, ensuring that windows and doors are not just functional but also intelligent components of the modern smart home.

Let’s smash it in 2024!