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 The California Company says consumers are increasingly eco conscious but also still looking for cost effective ways to upgrade the look and feel of their home. Blinds & Shutters hears how the company is helping them do this
Murray Clark, managing director of The California Company, explained: “This year we’ve seen more UK home owners putting their move on hold and choosing to invest and renovate their current property.
“We’ve seen that more consumers are looking for cost effective ways to upgrade the look and feel of their home and improve its value, without breaking the bank. Consumers are also more eco-conscious, and are looking for ways to do their bit for the environment and cut their carbon footprint.
“And shutters are a great investment for the home. We’ve deliberately kept our prices low, running strategic sales throughout the year, and have improved our website to make the customer journey as smooth and as easy as possible, to encourage repeat visit and recommendations. Our wooden shutter products are also made from Forest Stewardship Council certified wood from well-managed forests.”
 At The California Company the number one focus is the customer, and to meet their changing needs, the company has invested heavily in its website, in new technology to make the website user-friendly and an enjoyable place to shop. The website features useful measuring guides and design information, including the unique Easy Design System, which allows customers to have a play around with the design of their shutters and blinds before they place their order. The system includes sections on size, colour and finishes, with practical diagrams, so customers can create a truly bespoke product that works best for their living space. To help with measurements, customers can also email the expert design team with images of their windows; the team will then highlight on the images where customers should measure to get the best possible fit.
It is anticipated that video installation guides will be available to download by the end of the year.
The California Company has also put in place a strategic sales and marketing strategy that includes regular 15 per cent sales held at key points of the year, such as over bank holiday weekends when many consumers have the extra time to spend renovating their houses and doing a spot of DIY, and tiered spend and save sales are also held, offering up to 20 per cent off wooden shutter products.
The sales have proved popular with California’s customers, generating around £3 million worth of sales, with an increase of 150 per cent in site traffic.
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