The Inspiration Challenge
In the current climate, staying competitive is difficult for any company and Rajesh had found in recent years that inspiring customers was becoming more and more challenging.
He says: “Consumers are generally savvier these days. Due to platforms such as Instagram and Pinterest, home and lifestyle inspiration is being propelled in front of homeowners multiple times in a day, which makes it harder to excite them.”
Keen to continually introduce new products that inspire customers and add the so-called ‘wow factor’, the team at Arks regularly attends industry shows to discover the latest innovations. This is how Rajesh initially met REHAU and learned more about its RAUVISIO crystal décor range, a high-performance acrylic which can also be used as a glass alternative, available in a selection of plain and exclusive stone finishes. It is marketed on its many comparable features to traditional materials, but without any of the disadvantages associated with processing them.
Rajesh says: “I’d come to realise that when it came to surface solutions, many suppliers were just offering the same thing. There are only so many things you can do with the same board, so when I came across RAUVISIO Crystal and RAUVISIO Crystal Décor range, I knew I’d found something different.”
Selling the ‘element of surprise’
REHAU went on to develop a portfolio of sample boards for Arks’ Showroom which the team were able to show to prospective clients. This led to a project for a large kitchen in a high-gloss all-matte finish complemented by a central island in the crystal décor. By actively promoting this project as a case study, the business started to see an increase in requests for the same finish.
Rajesh continues: “I didn’t know that much about REHAU at first, other than that they provide edge-banding solutions. However, once I got to know them, I discovered there were so many more exciting products I could introduce. My customers want kitchens and bedrooms they can show off to their families and friends, and offer that element of surprise to get people talking. RAUVISIO Crystal is a product that can do that – it has all the aesthetically pleasing attributes of traditional, expensive materials but without any of the downsides relating to maintenance and breakability.”
The value of comprehensive testing
Due to the high-value nature of Ark’s developments, it is also important that the company can demonstrate the technical superiority of products installed. By being able to tell customers that RAUVISIO is comprehensively tested to AMK and TÜV standards – two German accreditations recognised Europe-wide as the highest of engineering standards for the KBB industry – shows that the products will last the long haul.
To achieve such standards, the surfaces are held over boiling water for extended periods of time, allowing steam to infiltrate the joints. REHAU’s RAUVISIO range showed no signs of discolouring or damage under such stringent testing conditions, demonstrating its quality.