August 29, 2007 | Vol 2, Num 34
W&D Weekly, Delivering the Fenestration Industry to Your Desktop

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Vinyl impact windows and doors from Atrium Companies Inc.

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The Latest...

Home Depot Moves on Reduced Supply Sale
A significant cut in the sale price sealed the deal for Home Depot's sale of its professional supply business... read more

Royal Closing Winnipeg Extrusion Plant
Georgia Gulf Corp. says it will close Royal Group's Winnipeg, Manitoba profile extrusion facility later this year... read more

Update Your 2008 Buying Guide Info
Image of 2008 Window and Door Buying Guide coverVisit us online 24/7 to submit or update your company information now, for the 2008 Window & Door Buying Guide, the industry’s leading annual directory featuring more than 1,500 manufacturers and suppliers... read more

Wood-Plastic Composites Conference Set
for October
Principia Partners is hosting its fourth annual Wood-Plastic and Natural Composites conference October 8-9... read more

The Outside View...

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The Talk...

Assuming equivalent energy efficiency, we could sell a "greener" window or door... a premium of more than 25%.
...for 10% to 25% more.
...up to 10% more.
No premium, but "greener" might keep a buyer from going to a competitor.
If characteristics are the same, "greener" won't sway a customer.

If poll form doesn't work in your email, Click Here.

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John Swanson,
editor/associate publisher of Window & Door

ProSales recently reported about an experiment Home Depot conducted at one of its stores. They placed a pile of wood featuring “FSC-certified” labels on the floor with an employee nearby promoting the wood’s greenness. They then placed a second pile of wood nearby, not labeled at all—almost to suggest it came from unknown origins and possibly a not-so-environmentally-friendly source. The "labeled" wood was priced 25 percent higher than the other wood.

There were no takers. A Home Depot executive reported that customers didn’t start opting for the environmentally friendly product until the store lowered its price to only 2 percent higher than the non-labeled product. Pointing to the big box's success with energy-efficient products, the executive observed, “If people can save the world while saving money, they’re all for it,” but the general conclusion reached is that consumers are more enthusiastic for green when it’s the color of money.

Are window and door buyers the same? If two window or door products were identical, but one was "greener" for whatever reason (besides energy efficiency), how much more would customers pay? That’s our poll question of the week. I’d also be interested to hear what customers are looking for on the green front besides energy efficiency. Are they asking about specific materials or corporate practices? Do you have a green message that seems to resonate well in the market?
Email me and let me know.

RESULTS AND COMMENTS FROM LAST WEEK'S POLL—"Has your attitude changed about sourcing from China?": The answer for most is "no," but our industry has been pretty cautious to this point.
Click here to see our poll results and extensive comments from AAMA’s Rich Walker, regarding that organization’s efforts to prevent the sort of problems in our industry that emerged in the toy business.
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