Value proposition

Norman

“With so much conflicting information and countless options in the shutter market, retailers need to emphasise craftsmanship, provide hands-on experiences, and establish trust through expert guidance,” says Norman. 

The company stands by three key ideas to drive sales and maximise customer confidence:

• Know exactly what makes your product exceptional compared to the alternatives so you can confidently sell on value rather than price. Norman makes this easy with industry-leading training for retail partners, ensuring you and your staff have the knowledge to highlight every feature and benefit with confidence.

• With four distinct ranges, Norman offers a shutter solution for every budget and window. Woodlore, an entry-level yet durable, eco-friendly wood composite, provides a superior alternative to PVC, while Normandy showcases premium hardwood craftsmanship. For enhanced light and privacy control, the blockout shutter features an integrated honeycomb shade, and specialty-shaped shutters offer custom solutions for tricky window designs. With this versatile selection, retailers can confidently provide high-quality, tailored options to suit any home.

• Let customers see and feel the difference through in-home consultations with sample bags and hand samples or showroom displays and display towers, allowing them to experience the craftsmanship, materials, and effortless operation firsthand. Norman has a comprehensive range of sampling for retailers. 

To avoid the pitfalls of discounting, the company believes a range of tips and tricks can be deployed for converting higher-margin sales in the shutter market.

“Winning customers without resorting to discounts comes down to demonstrating why your shutters are worth the investment. Here are three key strategies to help you convert higher-margin sales:

• Offer your customers premium-quality products with standout features and benefits. By focusing on durability, aesthetics, and functionality, you can justify the price point and reinforce what value customers are receiving from their investment. 

• Highlight additional benefits that enhance customer confidence, such as Norman’s No Questions Asked Warranty. Whether it’s accidental damage from everyday life or unexpected mishaps, this policy ensures a hassle-free, one-time shutter replacement—reinforcing the value and peace of mind that come with their purchase.

• Give customers more reasons to invest by offering customisation options and premium add-ons. From motorisation and smart home integration to custom colours and decorative finishes, tailored upgrades enhance both functionality and aesthetics. By highlighting these premium options, you create a more compelling offer that increases the value your customers are receiving. 

Beyond these strategies, the unique selling points of Norman shutters can be deployed to their advantage.

“Norman shutters are packed with industry-leading features that make them an effortless, high-value sell for retailers. Designed for durability, style, and ease of use, they provide a trouble-free solution that benefits both retailers and customers.

“Woodlore shutters feature a tough, medical-grade polypropylene coating that resists scratches, chips and fading, ensuring long-lasting performance and colour retention.

“Standard across all Norman shutters, EasyTilt provides smooth operation without the need for clearview bars, delivering a sleek finish with fewer service calls.

“Norman’s award winning shutter motorisation delivers cutting-edge technology, voice-command control, and seamless compatibility across all shutters and shades, offering effortless convenience for your customers.

“Our 180-degree tracked system with optional self-closing louvres adds convenience and functionality to bi-fold shutters.

“By highlighting these standout features, retailers can confidently position Norman shutters as a premium, low-maintenance solution that delivers exceptional value and performance.”

Luxsol

“Much like timber venetian blinds, vertical blinds and slimline venetian blinds, plantation shutters have become commoditised,” says Luxsol. “Instead of a race to become cheaper than your competitor, there is another option.

“Differentiation is a marketing strategy that makes a product or service stand out from competitors. The goal is to increase sales and profits by making a product more appealing to your customers. So how does Luxsol support your business and help you make a sale you otherwise might miss?

“Whereas other products offered little in the way of differentiation, shutters offer an unmatched opportunity to provide different options and provide solutions, from the type of material, installation methods, colour, shapes and more.

“One of the biggest competitive advantages Luxsol can offer a business is with their Australian Made Poly100AU. Instead of waiting six to 10 weeks you can have your shutters ready in three weeks. If you have a customer with a deadline like selling a house or moving in to a new house, imagine the power of being able to offer a quicker delivery. The cost to the consumer becomes less of a driver in their decision making.

If price has become a key differentiator there is only so low you can go, which is not a sustainable strategy. Instead of offering PVC shutters to consumers because they are “cheap”, Luxsol can offer another option. Upsell to Nexus50 Luxsol’s hybrid shutter with a PVC frame using a moisture resistant timber louvre. This has two significant benefits, one is reducing the weight of each panel by around 30% and secondly by keeping the PVC frame if moisture does get into a window, it does not affect the integrity of your shutters.

“Luxsol also offer two ranges of timber shutters, Durawood100 and Woodland100, offering further customisation and providing an option for environmentally conscious consumers. Timber is a better material thermally, acoustically and lighter than PVC. Once again by offering a suite a products, Luxsol gives retailers plenty of opportunities to differentiate themselves from their competitors.

“Finally if you are looking for an outdoor shutter option, Luxsol have you covered with Luxal100 aluminium shutters. Extending your living area has never been easier with their range of frames, colours and options.

“Luxsol also offer retailers in home selling tools like sampling, panels, on trend colour swatches, point of sale material and a valuable resource in their website.

“An often overlooked point in your shutter supply chain is that Luxsol does not compete in the market with you, including online!”