Annual Survey Results: Customers & installers

Last year we launched our first questionnaire to installers, to better understand their drivers for choosing roofing materials.

The results from our 2022 survey are now in, but this year we’ve also spoken to our merchant customers, to better understand how Klober can meet their business needs. Read more to find out what we learnt…

Key Findings

1. Both merchants & installers said that product availability was their biggest concern in the roofing industry right now. This was due to restricted availability of raw materials and general unrest impacting the supply chain for everyday building materials
   
   
2. Installers said that dry verge & valleys was the product category they most associated with Klober, followed by membranes. Whilst merchants also cited dry verge & valleys, but roof vents in 1st place.
   
   
3. Installers ranked Klober the highest when it came to quality of product and trust, versus 7 other leading suppliers. Whilst merchants rated Klober 8/10 for their overall experience of working with Klober and 8.5/10 for delivery.
   
   
4. Klober had the 2nd highest brand awareness, when installers were asked to recall roofing brands and was the 3rd highest when it came to first mention.
   
   
5. Merchants viewed training by manufacturers as poor, with 3 quarters of all respondents selecting ‘none’, when asked which manufacturer offers the best product training. Installers also rated training as poor, with Klober receiving 6.5 out of 10, which was the highest score versus other leading roofing brands

Background

Both merchant and installer surveys were carried out by a 3rd party research agency, with years of experience working in the construction industry. The agency interviewed 194 roofing stockist merchants and 200 installers, who were predominantly roofers or builders undertaking a high percentage of roofing work.

Summary

Overall Klober saw a steady improvement in its installer survey versus 2021, including an increase in the number of installers who named Klober first, when asked to name which roofing brand first comes to mind. Klober’s overall brand awareness was at 94%, which meant out of 200 roofing installers, 188 were aware of the Klober brand. 

Klober also received scores of over 8/10 in areas such as quality, providing technical advice and value for money. Areas for improvement across the roofing industry, included investing in new products and innovation and providing product training.  

Whilst the merchant research was new for 2022, it certainly acts as a benchmark going forward with scores above 8/10 for the rating of product information made available by Klober, including the website and technical support. However, there are definitely improvements required to the training offered to merchants by manufacturers. Additionally, better communication from suppliers when it comes to product availability.