Evaluating partial laminate offering based on sales data and market need.
A refreshed surface materials offering breaths new life into a standard program, allowing the best elements to be brought forward, lesser elements to be discontinued, and highlighting new introductions.
With a bit more time on my hands this last few months, I’ve been thinking a lot about the core of what I do. It’s not just about ideating color palettes. One of my primary roles involves helping customers navigate additions and deletions to their existing surface materials programs. This can be for a singular product-type, like glass or thermo plastic, or it can be an entire portfolio of various materials with lots of complex moving parts.
It is critical to discontinue sku’s throughout a products’ life cycle. Eliminating older colors reduces complexity and saves money over the long run. This is especially important during a downturn as it lessens the burden on inventory of stocked goods as well as costly marketing materials. A surface materials refresh offers designers new tools while clarifying a portfolio and brand. Updating a surface materials program provides cohesion, generates market interest and gives dealers and reps reasons to connect with customers.
Considerations for sku reductions or deletions include evaluating aesthetics, sales volume, potential operational issues, and redundancy. Making room for new colors and materials must also be considered when looking at new product introductions.
Strategy for additions requires a keen understanding of market forces balanced with customer branding aspirations and of course budgetary constraints.
Refreshing a standard surface materials program is a low cost way to make a high impact in the market.
Augmenting an existing tile line with new colors to fill in voids.
Evaluating existing and possible new finishes across materials to ensure harmony.
Injecting a couple of new colors adds depth to a line while continuing with high sellers.