The company wants to come close to its customers by understanding how they assess their need for building products
By Gyanendra Kumar Kashyap
Polymer-based building solutions provider REHAU India has laid out an aggressive retail push strategy. Backed by a survey, it had recently commissioned IMRB to conduct across India, the company has devised a series of initiatives that will take it right into the homes of targetted customers. REHAU’s retail push is marked by the launch of REHAU Inspiration Express, a coach stacked with real-life displays of solutions for windows, furniture and the building industry.
“REHAU’s Inspiration Express will reach out to the architects at their door step; it will also engage with consumers and make this entire selection activity easier. This initiative has been designed to implement our ‘go to market’ approach,” avers Ajay Khurana, chairman of REHAU South Asia. “It facilitates interaction with the audiences and enables them to experience our concepts and get access to information, which forms the backbone of our long-term relationship with them through an integrated campaign.” The Inspiration Express displays REHAU’s surface solutions, flooring, chord furniture, roller shutters, uPVC window solutions, and radiant heating/cooling solutions and plumbing pipes.
Speaking exclusively to Sourcing Hardware on the sidelines of the launch of Inspiration Express, Khurana informed that over the next one year REHAU Inspiration Express will traverse 70 cities to interact with consumers. “The mobile showcase will offer first-hand experience and demonstrate our expertise to architects, interior designers, consultants, contractors, craftsmen and consumers.” He added, “We want to build a long lasting and strong bond with them through this initiative.”
Peep into the Minds
The REHAU-IMRB survey reveals interesting insights about purchase behaviour and decision making
- In the age of shrinking spaces, openness is considered aluxury; it is equally important to maintain a practical outlook towards having a convenient and organised space.
- With most families having children, the outlook towards space revolves around kids’ needs; kids are pivotal triggers to the process of reinventing space in most households.
- Window is one of the most important aspectsthat define a house; it has a direct connection with the overall health and well-being of the house.
- Large sliding doors &windows are preferred for providing fresh air and ventilation. Breeze flowing through windows helps in reducing stress and providing a positive/refreshing feeling.
- Lack of sunlight and ventilation is a leading cause of health issues and depression.
- Flooring is considered a canvas, basis which rest of the interiors is determined.
- Kitchen has an emotional connect, bringing about warm memories and emotions.
- Almost everyone discusses about home improvement products with the spouse.
- Outside of home, the primary source of influence is Architect/Interior Designer.
- Internet is becoming the main platform to search for home solutions
Aiming for a turnover of Rs 1,000 crore by 2020, REHAU will position itself as a brand that represents durability and quality. The company will be present in all possible building segments where polymer can provide effective solutions, and will aim to become the preferred choice for brand conscious buyers.
REHAU’s ‘lean forward’ marketing strategy would entail experience-based sales generation, state-of-the-art retail and dealer outlets, a strong retail push and more shop-in-shop space.The company at present has 200 dealers, 700 sub-dealers and seven warehouses. More specifically REHAU will add 15 new dealers for furniture by 2018. Apart from this the company has two dealer centres – Delhi and Bengaluru. Shortly dealer centres will come up in Gurugram, Guwahati and Patna, to enable consumers to interact closely with the brand. “Over the next two years the number of dealer centres will cross70,” Khurana informed, adding that dealer centres will follow the shop-in-shop concept.
“I am extremely pleased to see how REHAU is trying to establish itself as a brand that cares, demonstrating a strong commitment to be present across every consumer touch point. This is the need of the hour and it will help everyone understand the product portfolio in an interactive and experiential platform,” said Manish Motwani, chief architect at RSP Group, during the launch event.
Khurana also unveiled findings of the IMRB survey which was undertaken to fathom consumer buying insights and behaviour patterns across key cities of India by obtaining feedback from over 600 consumers in a qualitative and quantitative research. The study confirms that quality is a key factor for upgrading or renovation of home. Sophistication, functionality, efficiency, durability, quality, aesthetics, and reliabilityare some of the other considerations in a consumer’s purchase cycle. The study shows that a drawing room defines the consumer’s character the most, and that the outlook towards space in majority of the homes revolves around the needs of the kids. There is also a growing need for large sliding windows in homes as they are considered important for providing fresh air and ventilation, providing a positive and refreshing feeling. The study highlights that digital media is becoming an increasing choice for consideration when searching for home solutions. “REHAU Inspiration Express and the IMRB survey are proof that we will do all it takes to bring our solutions closer to consumers. We will also work hard for sharing knowledge with architects and designers who play an important role in decision making outside homes.”
Talking more about REHAU’s India strategy, Khurana stated that while construction and building industry were the focus segments, providing solutions for affordable housing could turn out to be a game-changer for the company. “We are a complete solutions provider and are able to address all tastes and budgets. Therefore,we will continue our efforts in localising fabrication and developing innovative business models for our dedicated partners.The per-capita consumption of polymer in India is very low and we see ample scope for growth in all our segments. Our strong focus on ‘Made in India’ and ‘Made for India’ can help in creating localised offerings for Indian consumers across furniture, windows and building solutions, and this appraoch is what will differntiate us from others in the industry.”
REHAU has operationalised two plants in Pune since 2001,which produce a wide range of edgebands, rigid profiles, profiles for windows and doors, and other industrial solutions. A third facility at Vadodara in Gujarat has been operational since December 2017.