Loredana Emmerson, customer marketing manager at Veka, explains how delivering market-leading windows and doors is only part of the Veka story. For Veka, she says, true partnership goes beyond products – it’s about providing meaningful support that helps customers grow their businesses. 

For decades, Veka has been at the forefront of innovation and product excellence.

But what truly differentiates us is our unwavering commitment to customer excellence. We believe in building genuine partnerships, fostering collaboration and delivering marketing support that empowers our partners to thrive.

It can be easy to dismiss marketing as simply product brochures and leaflets, but at Veka we have placed a lot of investment into transforming our customer marketing offering over recent years to ensure that we are providing our partners with true value.

Having spent over a year on the road, visiting Veka customers across the country, I’ve seen firsthand the opportunities and challenges they face.

This invaluable time has allowed me to understand their businesses, their goals and how Veka can better support them.

Listening, learning and collaborating have been central to strengthening our customer relationships, and this approach is shaping how Veka continues to lead the fenestration industry.

Communication: a two-way street

Listening to our customers has been my priority. Each business we work with is unique – different goals, challenges and opportunities. By dedicating time to sit with customers, I gain insights into their operations, ambitions and the hurdles they face.

This hands-on approach ensures that Veka’s marketing strategies align with our customers’ real-world needs.

For example, one customer lacked in-house marketing resources and felt overwhelmed about where to start. After spending time with them, we developed a comprehensive 12-month marketing strategy tailored to their objectives. We are now working closely throughout the year to achieve common goals, ensuring they feel supported every step of the way.

This commitment to open communication goes both ways. Our regular customer updates are a prime example of how we keep our partners informed and engaged, fostering a closer connection to the Veka brand and our shared goals.

This approach sets strong foundations for us to then offer solutions that deliver results.

Learning: bringing insights back to Veka

Every customer interaction teaches me something new. These insights are invaluable and directly inform how Veka can refine our strategies to better support our network. By understanding the journey further down the product chain, we gain a clearer picture of what installers and homeowners truly need and want.

Another customer I spent time with was equipped with an in-house marketing resource and wanted to increase awareness and sales for a specific window system in their local market. However, they needed a fresh perspective and strategic guidance.

By integrating into their marketing operations, we collaborated on a robust strategy, combining impactful materials and targeted channels. The result? An 18% sales increase for that product within 12 months.

Omnia: Setting a new standard

Our partnerships are built on respect, clear communication, and a shared vision for success. Customer excellence means being reliable, transparent, and consistently delivering value.

Our role is to provide customers with the experience they deserve, positioning them for sustainable growth.

A standout example of this collaborative spirit is the launch of our Omnia system. Winning ‘Promotional Campaign of the Year’ at the G Awards 2024 was not just a recognition of Veka’s innovation – it was a testament to how we redefined customer marketing support.

We went beyond traditional brochures and image libraries. Instead, we treated every customer as a true partner, equipping them with a comprehensive suite of digital and print assets, and innovative sample boxes designed to engage their audiences effectively.

The feedback was phenomenal, and this journey illustrates how Veka sets industry standards not only in product innovation but also in how we support and collaborate with our customers.

Looking ahead: Veka Edge

As we move into 2025, we’re excited to build on this approach with the launch of Veka Edge, our updated marketing portal designed to provide our customers with an all-encompassing resource hub.

This one-stop-shop will offer a comprehensive library of marketing materials and a refreshed customer portal, putting everything our customers need right at their fingertips. Whether it’s installers seeking promotional assets or fabricators looking for streamlined resources, Veka Edge will enable our customers to stay ahead in a competitive market.

Our goal with Veka Edge is simple: to empower our partners with the tools they need to succeed, while making marketing as straightforward and accessible as possible.

Our people make the difference

The success of Veka’s customer marketing initiatives is only possible because of the incredible team working with me. Our expert marketing team is a dynamic mix of talents and strengths, and when we collaborate, remarkable things happen.

With the leadership of Jessica Cooper as marketing director and the right individuals in key roles, we are pushing Veka’s marketing capabilities to new heights.

Together, we continue to innovate, collaborate and deliver on our promise of setting standards – in product quality, in customer support and in every partnership we build. Veka isn’t just a supplier; we are a dedicated partner committed to helping our customers succeed.

For more information about becoming a Veka Partner contact Jonathan Greenwood, national sales manager, by emailing: [email protected]