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Choosing radiators

08 August 2014

What does a radiator specialist consider when introducing new products to their range? This article helps you think about what is important when choosing a radiator.

Although Feature Radiators’ team is often complimented on our comprehensive range of products, we are sometimes asked by our customers why we don’t offer certain other radiators that are available from other retailers. Feature Radiators’ aim is to ease the decision-making process for our customers; one of the ways we do this is by using our expert knowledge to eliminate products that don’t add anything new to our range. There are 3 key reasons why we may choose not to sell a particular product: 1. We want to ensure that all our products meet our strict quality standards, regarding both the product and the service attached, as some radiators do not; 2. We want to avoid overwhelming our customers - There is now a huge range of “feature radiators” available, so if we didn’t limit our range, we would be offering literally 1000s of different models including numerous duplicate offerings; and 3. We want to ensure that our products offer good value for money. To ensure quality, our business is ISO 9001 accredited; this is an internationally recognised quality accreditation and means that we have strict processes regarding what we sell and how we sell it. To ensure that we offer the best quality, we have a step-by-step process in place for introducing new products. Identify a new product 1. We identify a potential new product. a. Either radiator manufacturers approach us with new products; or b. Our team seeks out a product to fill a specific gap in the market. 2. Is the supplier on our “Approved Suppliers” list? a. Yes – great. They have been scrutinised and passed our “Approved Supplier Process”; this checks things like quality and service standards, company ethos and financial health. b. No – then they would need to pass the “Approved Supplier Process”. 3. We request product information and images from the manufacturer. Scrutinise the product’s specification 4. We do this by completing a New Product form which ensures that we have considered all relevant factors when introducing a new product. These include: • Heat output – Does the radiator produce a good output, particularly in relation to its dimensions? • Quality of the product – Do we feel that the quality stands up against the price? Have the smaller details e.g. brackets been considered? • Does this radiator add something new or different to the market? – We don’t want to duplicate products that we already sell. • Range of sizes • Range of finishes • Availability and lead times • Delivery service 5. Once the New Product Form has been completed it is passed to the sales, technical and marketing team and the Directors who then submit their feedback. 6. A decision is made at this point as to whether to proceed with further inspections or not. Inspect a sample of the product 7. A sample is ordered. 8. We assess the radiator and its delivery service from a customer’s perspective. 9. Negative comments are fed back to the supplier so minor issues can be resolved. For instance, we may flag up that the packaging is not adequate. 10. Our conclusions are passed to the directors to make the final decision. Introduce the new product to our range. 11. A name is chosen based on the product’s appearance and characteristics; it may highlight a key selling point. 12. A pricelist is completed and added to our website; this will include images and all relevant information for a customer, not just prices and heat outputs, but also useful details such as “Wall to front face measurement”. 13. A display model is hung in our showroom for members of the public to view. For more information on choosing radiators, speak to an expert such as Feature Radiators. Their large showroom in West Yorkshire has over 200 radiators on display and expert advice on hand. Feature Radiators, The Old Post Office, 134-140 Main Street, Bingley, West Yorkshire. BD16 2HL Twitter: @featureradiator Tel: 01274 567789 Fax: 01274 561183

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