Now the clocks have gone back and the nights are drawing in, it’s no surprise that security is a key focus for merchants and the industry, as conscious consumers look to invest in the latest measures for the winter season.
October saw a real focus on security with the return of National Home Security Month for its third successful year, as well as the introduction of building regulation, Approved Document Q.
Document Q aims to set out reasonable standards for doors and windows in all new properties to resist physical attack by a casual or opportunistic burglar, by being both sufficiently robust and fitted with appropriate hardware.
This latest addition sees security being brought to the forefront, regulating against poor quality doors, windows and associated hardware. For builders, having a standardised security legislation makes it easier to provide buyers with information about the locking and hardware products in newbuilds, helping with the purchase decisions and the eventual re-sale of a property.
Additionally, Doc Q delivers a clear and easy to follow standard when it comes to security, making the specification process straightforward and time effective.
As a result, retailers and tradespeople should capitalise on this peak time for sales, making security a priority as interest grows among consumers. To do this, retailers can bring security products to the front of the branch encouraging impulse purchases and catching the customers’ attention straightaway. Additionally, use upselling techniques by inducing a customer to purchase upgrades or add-ons to their security products.
David Herbert is head of marketing at Yale.