Profitability is the life-blood of any industry. Over many years, consumers have built up an image of timber and wood products as being of low quality and therefore of low value. A ‘low-value’ image does little to improve profitability potential in the trade. The smaller manufacturers of pine furniture are currently at the mercy of a downward image spiral, despite having many highly-skilled craftsmen amongst their ranks.
Neil Smith, manager of the Woodnet Alliance, formerly the National Pine Manufacturers’ Association, comments: ‘Our business is suffering from negative consumer perceptions which place pine goods at the lower end of the quality and price spectrum. We are losing out to alternative materials and styles. We need our suppliers’ help in promoting the quality of our products and in bringing through the next generation of designs. It’s ironic that in Scandinavia pine is associated with high quality furniture and innovative design, but Scandinavian furniture in the UK is associated with inexpensive flat-packs.’ wood. for good has also experienced the difficulty of changing public attitudes. Despite the advertising campaign’s success, the summary of its first year revealed that there is still room for improvement on three fronts: consumer recognition that wood could increase the value of their property, that wood is a material of the future, and that ‘modern wood does not rot’. ‘Some attitudes are harder to move than others – for example attitudes to rot are fairly well entrenched and hard to shift,’ wood. for good managing director Charles Trevor commented in the review.
Before embarking upon the campaign, wood. for good’s initial research revealed that consumer perceptions of solid wood product pricing were out of touch with reality. The promotion of MDF on television DIY and decorating programmes had proved a powerful persuader. Solid wood flooring market development has similarly been affected by this misunderstanding on price. Many consumers wouldn’t credit that some non- laminate solid wood flooring is now priced at levels equivalent to good quality carpets. However since wood. for good began its campaign, attitudes have begun to take a turn in the right direction.
‘Even in Sweden, the move to solid timber flooring only began 30 years ago,’ says Peter Fiddling of Swiftwood. ‘The Swedes found that in the first few years, click-fit-style flooring and laminated products sold well, but within 5-10 years, solid wood flooring had established itself as the mainstay of the market. In the UK, laminates and click products have been around for a few years and people are starting to look for differentiators. Quality solid wood flooring is satisfying that demand.
‘We find that some larger builders’ merchant groups don’t have the depth of timber knowledge required to satisfy consumer questions so we’ve taken the step of advertising wood flooring to the consumer. We then make the connection between consumers and our customers. Direct advertising also gives us the opportunity to "hook" into the customer’s life and increase their appreciation for – and purchasing of – quality wood products. We often find that orders for skirting and architraves follow the installation of solid wood flooring.
‘Good visual images are a very effective sales tool. They bring in far more responses than words alone. wood. for good has some excellent images and great posters but we still need to make the connection with the market. You need to tell consumers how and where to begin the purchasing cycle,’ Peter Fiddling adds.
Promotion has certainly proved the key to increasing the market for timber decking – and the profitability of producing and selling it. ‘As with any product receiving the kind of promotion afforded to timber decking, the initial publicity created a demand unrelated to quality. Now, as we move into the fourth year of timber decking promotion, the public is becoming more discerning and is seeking higher quality product,’ comments Andrew Howarth, managing director of Howarth Timber Importers Ltd.
Attitudes within the timber trade also need to change. Neil Smith of the Woodnet Alliance, concludes: ‘Timber suppliers don’t see their livelihoods as linked with our own: they still sell wood as a commodity instead of a component of a quality end product. Only by adopting a view of timber as a quality link in a value chain will we increase prmotional potential and, with it, the profitability of our trade.’
