Clearview Home Improvements was formed just two years ago by John Beaty with long standing associates Chris Mitchell, sales director, and Andy Ross who has a lifetime of installations behind him. Within that time Clearview claims that it has become the largest retailer of conservatories in the North West of England. Without verification we await the counter claims of others in the region, but to even be a contender within that period makes the claim impressive.
Clearview installs, on average, 60 conservatories a month with a sales value of £7.5 million last year through its established branches in Leyland, Lancashire and Holmes Chapel, Cheshire. The Warrington branch opened earlier this year is confidently expected to boost the company’s sales by a further £2.5 million in its first 12 months.
Such growth would be impressive under any conditions but with conservatory sales falling off a cliff over the past three to four years, it is quite remarkable. And yet according to sales director Chris Mitchell there are no miracles behind such prodigious growth: “Sorry to disappoint you but there are no big secrets behind our success; and to use a cliché it is down to professionalism – doing what any company should be doing but, I guess, doing it very well. Our combined experience has allowed us to avoid the pitfalls and growing pains that other start ups may experience, which means of course that there has been no learning curve.”
Another key element in the company’s success, says Mitchell, is its membership from day one of the Conservatory Outlet network: “We needed a first rate marketing and promotional campaign. Obviously we had several options including of course the development of our own strategies. We also looked around the market place to see what others were doing, what was successful and of course, what was not. We were aware of Conservatory Outlet and that it was a sort of networking operation and we were very impressed with what we saw.
“It appeared to be a sort of franchise, although on closer inspection there are no fees or tie-ins and we were able to retain our own identity as well as utilising the Conservatory Outlet brand. Our commitment to Conservatory Outlet was to buy product from them – all of our windows – for which in return we could tap into what we believe is in many respects the best retail marketing operation in the UK window and conservatory business.”
Clearview supplements the marketing it receives as part of the Conservatory Outlet network with its own television advertisements and extensive promotional activity across the region, in addition to local support for each store. “We do spend a considerable amount of advertising and promotion,” says Mitchell. “Advertising still works, although the way in which we advertise and promote ourselves is very different from when I began in the industry. The Internet is now a major factor in our lead generation.”
One of the key benefits that Clearview and other network members enjoy from Conservatory Outlet is the main national web site, in addition to an individually styled and hosted site that is customised – and importantly, optimised – to their company, in their specific area. This follows the strong and clear corporate identity of Conservatory Outlet but will also carry specific messages and design elements that are specific to each network member. Much of this is provided free of charge to members of the network.
“It is not the web site itself that is the key element here; a number of companies will provide this,” explained Mitchell. “What makes the Conservatory Outlet web site so effective is the back office work that means if you type ‘conservatories’ into Google, Conservatory Outlet will consistently be one of the top names listed; few of the big national retailers do this as effectively. And, perhaps more importantly, when someone is looking a little more specifically, dropping the area into the search, then the web site of the dealer in that area will enjoy their name popping up at the top of the list for thousands of key words entered by homeowners. We get hundreds of high quality sales leads from this.”
Installation boss Andy Ross says that the sales leads translate to better business and more satisfied customers: “Because many of the people that come to us through an Internet search have carried out a lot of research as part of the process, they are better informed and understand the key issues better. Our installation process is structured, using installers that are the best in the business and we communicate what is happening and when it is happening. And this all leads to very happy customers, who tell their friends and family. Again,” adds Ross, “this is a traditional approach but applied very effectively.”
The showrooms themselves are also a key part of the Conservatory Outlet dealer network requirement. Clearview’s latest is located on a large retail park in Warrington, surrounded with such retail giants as Toys ‘R’ Us in addition to a host of other home improvement outlets, such as tile centres. With a large car park it is destination shopping at its best. An investment of £150,000 has ensured that there is plenty for the visiting homeowner to become excited about, with interiors that are inspiring in themselves to offer Mr and Mrs Jones plenty to get the creative juices flowing for their stylish end of terrace, or the Ponsonby-Smythes for their country seat.
New styles abound, including examples of Orangeries with both brick and preformed pilasters. Ultraframe’s intriguing ‘Verandah’ is also to be found as well as the ever popular bi fold doors, something that Conservatory Outlet has recently begun manufacturing.
The objective therefore is very simple: all efforts are directed at driving traffic to the showrooms because once there, any reasonably interested homeowners will have difficulty in walking away. And with Conservatory Outlet’s market-beating online effectiveness and, in the North of England at least, regular television advertising, it is an unbeatable package. That there is no premium charged by Conservatory Outlet for such powerful marketing is extraordinary.
Says Mitchell: “It was a no brainer to use Conservatory Outlet when we began Clearview simply as our investment went into the first showroom and infrastructure. But now we have a choice, we could market ourselves quite comfortably. But why would we when we have the best marketing package in the country, free of charge?”
To find out more about Clearview Home Imporvements visit www.theconservatoryoutlet.co.uk or yopu can click on www.conservatoryoutlet.co.uk.
