Blinds & Shutters - Issue 2-2023

PROFILE
actually satisfied with the results,” Klaus
Wuchner stresses.
Successful product
strategy even in 2022
Michael Gerling, Director of R&D and
Production, is certain that expansion of the
product range has made a contribution to
this. “First of all, we were able to extend the
range of modern full cassette awnings with
the 'MX-2'. And secondly, with the ‘pergola
stretch’ and ‘pergola cubic’ models, that
were launched in 2021 and 2022, we once
again expanded the product range for largearea
shading”, he says. Last year, these
product groups were once again very
popular at markilux. Mr Gerling also cites
the market launch of the “collection one” as
being equally successful. Select dealers were
already able to include the new cover
collection in their range in 2022. He says
this gave an increased feeling of security for
the official launch of the collection this year.
Because with its durable and at the same
time trendy patterns, it pursues a concept
that is focussed entirely on the future.
A challenging year with
good decisions
“In contrast, the flow of goods from
suppliers was less reliable. Unfortunately, the
uncertainty that had manifested itself in our
supply chains continued into this year. In
addition to high staff absences due to
Corona, this had a negative impact on
production, especially in the first quarter,”
explains Michael Gerling, adding: “This was
compounded by rising prices on the side of
our suppliers, which continued to exact
patience and understanding from our
customers.” In this environment it has
proved to be an advantage that much of
what we do within the company has already
been automated and digitalised. Providing
training in additional vocational areas was
also the right decision and proved to be
very important. This ensures a high quality
level and binds employees to the company.
“Since last year we have also had an
employee app which has turned out to be a
source of lively exchange with the staff and
makes it possible to communicate more
quickly – also in terms of new or
modifications in legal requirements,” explains
Heike Reinermann, Head of HR. The awning
company is also digitally active as far as
additional training is concerned. Since2022,
employees have had the opportunity to use
a dedicated e-learning channel whenever it
suits them.
Marketing focusses on
end consumers and
specialist dealers
And the cooperation with specialist
dealers also benefits from the digital tools
developed by the company. Such as new,
supportive features on the markilux
website, for example. “This helps us reach
out to more potential awning customers.
And passing on contacts to the specialist
dealer has also become easier as a result",
Christiane Berning, Head of Marketing and
Business Development explains.
Furthermore, the Marketing Customer
Service provides assistance in the design of
showrooms and websites or with regional
promotional campaigns. Otherwise,
marketing has concentrated on showing the
brand in the best possible light on all
communication channels. The focus
continues to be on convincing the end
consumer of the benefits of the products
and the service. According to Ms Berning,
the end consumer hotline and the
company’s own flagship stores also
contribute to this.
Sales process at specialist
dealers more demanding
Klaus Wuchner sees continuous
investment in brand building and
professional sales as being crucial for the
company’s success. Because today, end
consumers do extensive research online
before actually going to a specialist dealer.
“The demands put on service and what a
company offers in its range have grown and
customers now reflect longer before
actually deciding whether to buy or not. This
in turn means that the sales process in the
showroom of specialist dealers has become
more time-consuming. Of course, our office
staff and sales representatives support the
specialist dealers as best they can and our
Academy training courses also provide
focussed assistance,” says Mr Wuchner. So in
future the company will be putting even
more emphasis on well-qualified specialist
dealers.
Continued growth with
caution
The awning specialist aims to continue
along the trajectory of growth it has been
pursuing for years in both the middle and
long term. Even though the current political
and economic environment repeatedly
requires strategic countermeasure, the two
directors, Klaus Wuchner and Michael
Gerling, both agree that solar protection will
continue to be in demand in these times of
climate change. "This year, we are offering
excellent new products and a well-thoughtthrough
fabric collection which has been
designed in a very material-friendly way and
therefore uses a minimum of resources.
Furthermore, in the future, we will continue
to focus on durable products which are
easy to repair and that therefore have
superior longevity. This is an essential anchor
for the future of our brand. And, very
importantly, it preserves the environment,”
says a convinced Klaus Wuchner.
14 Blinds & Shutters • ISSUE TWO 2023