Recognition and assurance

Paul Atkinson, sales and commercial director for Yale, discusses how enhanced security guarantees, new security product developments, and household brands offer an often untapped competitive advantage to the retail salesperson.

As we enter the winter months, opportunist thieves ramp up activity, according to the crime statistics. This may be attributed to the earlier onset of nighttime with the darker evenings offering greater cover, or homes storing Christmas gifts.

With this in mind, there has never been a better time to feature the security aspect of doors and windows in the retail sales presentation, encouraging customers to consider security in their buying needs, building on a higher specification for a higher margin.

In many cases, security may be some way down the priority list of requirements for customers considering new doors and windows, perhaps after aesthetics and price. However, many homeowners underestimate the importance of sufficient door and window security, taking it as a given that their new windows and doors meet the latest standards, despite reports that seven homes a minute were burgled across the UK last year.

It’s important to ensure homeowners understand that not all windows and doors are made equal and how providing protection against common methods of attack can offer the retail salesperson an ideal opportunity to upsell.

Cylinder snapping is one of the main methods of entry for burglars, as it requires little to no experience or skill. In response to attacks, fabricators, retailers and installers should be promoting doorsets that meet the TS007 standard, developed in conjunction with the Door and Hardware Federation.

Under the TS007 3-Star system, the cylinder, or a combination of the cylinder and security furniture, must have an accumulative three stars to meet the minimum security requirements.

To achieve the highest TS007 3-Star accreditation the Yale Platinum 3-Star cylinder has been independently tested by BSI (British Standards Institution), against known cylinder attack methods. The benefit of the 3-Star accreditation means no additional security door furniture is necessary to achieve the highest level.

In addition, the Yale 3-Star cylinder has been tested to meet the MLA SS312 Diamond standard and it is also Secured by Design approved, meaning it could save homeowners money when it comes to renewing their insurance premiums.

Yale is also offering a £1,000 guarantee in the unlikely event that its Platinum 3-Star cylinder is snapped under attack due to a forced break-in. This guarantee provides ultimate peace of mind to homeowners, offering a translatable selling feature to fabricators, retailers and installers.

As the ‘smart’ market develops, homeowners are looking to extend their smart ecosystems, investing in security devices that can be integrated with their smart voice-activated speakers or controlled remotely via a smartphone.

However, consumers still often want a trade professional to install devices for them, with 40% preferring professional installation and a third opting for a mix of professional and DIY.

The Conexis L1 Smart Lock from Yale allows users to configure, control and unlock their door all from their smartphone. This offers trade professionals an easy entry point into the smart home market, enabling them to capitalise on a different revenue stream with the reassurance of a household brand.

The Yale Lifetime Security guarantee offers simple, easy to translate security reassurance for consumers on doors and windows that are fabricated with Yale hardware to PAS 24:2016 specification.

Rather than get into the technicalities of the hardware specification during the retail sale, the mere mention of a Yale Security Guarantee will often be enough to reassure the customer that security is covered. Indeed, this may position the whole window or door as a more premium end proposition.

To back this guarantee, Yale offers up to £1,000 towards home insurance excess, up to £1,000 towards repairs or replacements, £1,000 compensation, up to £250 refund on call-out fees and 10% off all security products at Fabricators, retailers and installers have no admin or additional costs as everything is managed by Yale, which also supplies point of sale literature and guarantee certificates.

With 98% brand recognition, Yale is heralded as the leading home security brand throughout the UK. Door and window fabricators, retailers and installers can benefit from this by providing assurance to their consumers that one of the key components of their door or window design – security – is in tried and tested hands.