A View from the Market Front Mark Lohan Trading Director Brooks - - PowerPoint PPT Presentation

“A View from the Market Front”

Mark Lohan Trading Director Brooks

September 2011

BHT Group Companies “Serving the Irish Market”

BHT Group Branch Locations

Trade Side of the Business

Brooks operates through a network of 13 branches nationally open to the Trade and Public

• Timber
• Building Materials
• Insulation
• Flooring
• Roofing Material
• Landscaping

Brooks Branch Locator

Trade Side of the Business

Heat Merchants operates through a network of 43 branches nationally open to the Trade and Public

• Heating
• Plumbing
• Insulation
• Spare Parts
• Renewable
• Industrial Pipe
• Electrical

BHT Group Profile

Customer & Market Profile

Large Contractors Small Builders Plumbers Insulation Specialists Retail Customers Tilers Electricians

2011/2012 Construction Industry 2006/2007 Construction Industry

* RMI : Repair, Maintenance, Improvement

BHT Group

• Excess of 10,000 Trading Account

Customers

Trading Accounts

• Excess of 150,000 Transactions per

month

Transactions

• Excess of 75,000 Cash Transactions

per month

Cash Sale Transactions (including Retail)

• Excess of 20,000 Products supplied

per month (250,000 units)

Products

BHT Group

Given BHT’s

National Branch Network Service

• ffered

Product Range & Offering Customer Profile

Our Experience is representative of the Irish Repair, Maintenance, Improvement (RMI) & Retrofit Market

Customer Footfall

Retrofit Customers

• Who are our Retrofit Customers?
• What do they Purchase per transaction / per month?
• What drives their purchasing behaviour?

Customers

Customer A – Retrofit Retail Customer

• 1. Average Customer Spend per Transaction €600
• 3. Typical Purchases

a) Attic Insulation b) Frost Guards c) Pipe Insulation d) Loft Ladders

• 4. Growing in Importance
• 5. Spend is Prevention Driven
• 6. Spend is Not Grant Driven

• 1. Average Customer spend per month €2,500
• 2. Typical Purchases

a) Energy Efficiency Boilers

b) Energy Efficiency Controls c) Solar Panels d) Energy Efficiency Lighting e) Attic & Wall Insulation

• 3. Purchases assisted by Grant
• 4. Cost of Replacement vs. Cost of Repair

Customers

Customer B – Small Builder & Small Plumber

• 1. Specialist Retrofit Contractors
• 2. Typical Purchases

a) Fibreglass Attic Insulation b) Terminal Liner Insulated Plaster Slabs c) External Wall Insulation d) Cavity Wall Insulation

• 3. Typical Retrofit customer being actively targeted
• 4. Increase usage of direct and indirect Marketing

Customers

Customer C – Insulation and Energy Efficiency Specialists

Market Summary

The overall Market has moved to primarily an RMI Market Investment in Insulation has been the biggest driver to date The Small Builder & Plumber Customers are central to the Retrofit Market moving forward The Retail Customer is being actively encouraged by direct marketing campaigns by specialist contractors to be more energy efficient Big Ticket Retrofit purchases have declined, as evidenced in Solar sales reduction and “sluggish” External Insulation market

Retrofit Investment

What are BHT doing to Support Retrofit

Solar and Water Heating

What are BHT doing to Support Retrofit

Insulation

What are BHT doing to Support Retrofit

Underfloor Heating

We continually train and re-train our sales force team

Up-Skilling

• Our Sales Force Team in Energy Efficiency & Retrofitting Products
• Increasing our Staff Knowledge and Awareness of the Government

Grant\Aid available to End Users

What are BHT doing to Support Retrofit

ISO Learn to our Trade Customers A Computer Based Package demonstrating the many Retrofit Offerings available and educating the End User on the Options available

What are BHT doing to Support Retrofit

We educate and empower our Customers through Open Evenings and latest Software Packages

Retrofit Open Evenings

mark.lohan@bhtgroup.ie

BHT Breakfast Mornings and Open Evenings to Trade and General Public demonstrating the many Energy Efficiency Products on Offer

• Insulation
• High Energy Efficient Boilers
• Temperature Controls

Conclusion

Future Investment

• Grant aided schemes and access to finance need to be

further developed in order to simplify the process of attaining funding for the end user

The Energy Efficiency & Retrofit Market is Growing

• Evidence is there that customers sees the benefit in

Investing in Energy efficiency product and services

BHT are continuing to invest

• Offering the Customer the best advice as well as selling

the features and benefits of the many products available

Thank You

BHT Group, Moydrum Road Athlone, Co. Westmeath T: +353 (0)90 642 4000 F: +353 (0)90 642 4067