CREATIVE PARTNER and Hettich: "Innovation Pioneers" for a strong furniture trade

Published on: Aug 2, 2024 in Know-How & Expertise

Since last autumn, the “Innovation Pioneers” have been working on strategies
to make the carpentry and joinery trade fit for the future.
The network project is run by the CREATIVE PARTNER alliance and the fittings manufacturer Hettich. At the second Pioneer Workshop in East Westphalia, the focus was on planned new customer acquisition.
The motto: full speed ahead with acquisition. 

The meeting at the end of June offered many opportunities for lively conversations: inspiring insights came from the visit to network partner Miele & Cie. KG in Gütersloh. On the second day, the Hettich Forum in Kirchlengern became a lively creative workshop for the “Innovation Pioneers”, with a mix of keynote talks and workshop formats. 

Customer acquisition: don’t wait for harder times 
In the trade sector, the current order situation is good – but that can change quickly. The best time to start acquiring new customers is when business is going well. Full order books mean: full speed ahead with acquisition. Rather than running off blindly, every business owner should answer these questions for themselves: “Who am I?” and “How do I differentiate myself?” Is it quality leadership through products and special services that the competition does not offer? Or is it a niche offering, because the company is recognised as a specialist in a sub-market? Once your own positioning is clearly defined, you allocate resources to address potential target groups – sensibly starting with those most likely to bring high revenues. With new, unfamiliar customers you secure yourself, when in doubt, with credit checks. Choosing channels and approaching potential new customers remains a creative learning process for every company. The journey is the goal. Anyone who systematically collects and manages customer data and the information gained after first contact keeps an optimal overview for future customer management. 

Participants also received exciting information on the topics of digitalisation services in the joinery trade, innovation management and product development. In the validation process for a new hinge, the “Innovation Pioneers” were able to provide their assessments as expert product testers. Finally, the focus turned to unusual innovation ideas for premium interior fit-out and how forward-looking spatial solutions can emerge from them. 

Photos: Hettich