Somfy promised its retailer and assembler partners that, as part of the support it provided to them, it would increase end user awareness of the possibilities presented by home motorisation and home automation – ie ‘Home Motion’.

With an ability to examine and compare markets world-wide and to adopt solutions and best practices identified across those markets, Somfy took action to provide support for its business partners, including making use of the fantastic opportunities presented by the Internet to inform and educate consumers. The Internet is recognised as one of the most economically viable communication channels for reaching consumers. Somfy therefore revamped its websites to provide a more enjoyable interaction for consumers and Somfy retail partners have benefited from their exposure on the UK site. Internet selling is a complementary offering to traditional channels – not an alternative. Many companies talk of having ‘bricks and clicks’ and find that a ‘presence’ is needed in both channels. This is because large numbers of consumers tend to gather information for products/services on-line before making their buying decisions.

In the case of more complex or premium branded products this is especially true. Consumers spend more time in the ‘information-gathering’ and ‘evaluation of alternatives’ phases, as they perceive a greater risk of making a wrong buying decision. For example, a person spends a great deal more time gathering information and making comparisons when considering the purchase of a new car than when considering the purchase of a can of beans!

Once basic information has been gathered, many consumers then seek advice from specialists to help them evaluate their alternatives and subsequently make their purchase via traditional channels (eg High Street retailers).

With this ‘clicks and bricks’ relationship in mind, Somfy decided to utilise the Internet’s reach to make a compelling product offer to consumers in terms of information and choice. This offering consists of a range of Somfy products not normally demanded of existing business partners, offered online via the new Somfy UK website, launched in May 2008. Products were carefully chosen to complement offers made by Somfy’s partners and the consumer is able to gather information about Home Motion in general, about the products on offer, and have the choice of buying online or via Somfy retailer partners. This website offering is expected to drive the market for the traditional channel as the e-sales product offer is limited. The website also encourages consumers to contact their local Somfy specialist for advice and help, especially for more complex/demanding projects or products.
In tandem with this action, Somfy has also launched Home Motion Packs aimed at providing further support for retailers. These packs are exclusively for members of Somfy’s Retailer Support Programme and contain mixes of products carefully selected, along with information for consumers, to provide additional opportunities for retailers to sell Home Motion.

These activities continue Somfy’s efforts to provide support for retailers. The increased exposure on the new website and the ability to provide special offer Home Motion Packages in addition to the usual product offerings, provide many opportunities from which not only retailers but all Somfy’s business partners in the supply chain, will benefit.

• Somfy T: 0113 391 3030