Clearview National December 2015 - Issue 169 | Page 13

INDUSTRYNEWS

The ‘iPad’ of
Roofing Lights
»»And it went click! – This short
sentence may soon be heard more frequently
on European construction sites. More
specifically: when installing a new generation
of roof windows. It is called “RotoQ” and,
according to Christoph Hugenberg, it is
already “an exceptional success story”. During
the first joint International Roto Trade Press
Day, hosted together with the Window and
Door Technology Division, the Roof and Solar
Technology chairman identified the main
reason for this as the “consistent focus on
customer benefits”.
The innovation is the result of an intensive
analysis of the market and competitive
environment as well as customer requirements.
This showed that, in the European market,
more than 50% of timber and PVCu roof
windows are produced in the basic segment.
The second important product development
factor was the market partners’ opinion of the
key criteria for buying roof windows. Roto
used targeted surveys in several European
countries. On balance, ease of installation,
subjective product quality and energy
efficiency were the most frequently identified
factors.
The “RotoQ” success was so impressive that
it comes very close to the goal of creating “the
iPad of roof windows” and a self-explanatory
practical solution. This was also demonstrated
by a look at the characteristics of the product
range, which is ideal for all roof types, foil
roofs and above-rafter insulation.
Hugenberg highlighted the simple and
secure “click” installation as the “most
important difference” to conventional market
alternatives. They make it literally impossible
to ignore the correct installation, even if
several operation steps are required. This is
the case for the internal accessories’ tool-free
installation and dismantling as well as the
tool- and screw-free sheeting installation.

The manufacturer also listed durability, the
guaranteed gap dimension, installation and
suspension assistance, the sash adjustment
option and the prefitted thermal insulation as
other, in some cases, exclusive installation plus
points. On the other hand, the innovation also
provided builders and renovators with specific
added value, such as, for instance, that arising
from user-friendly ergonomics and surface feel
as well as the attractive overall impression with
reduced profiles.
The public premiere of the “first roof
window that talks to you” at “BAU 2015”
was preceded by intensive international
market level tests. Two thousand windows
were installed and no less than 250 product
improvements were incorporated, some of
which led to last-minute optimisations. The
emotional “MissionQ” kick-off event for the
internal organisation and selected customers
was followed by the Munich exhibition
presence in January.

To obtain a neutral “highlights” and
presentation assessment on behalf of the
manufacturer, the forsa institute surveyed
exhibition visitors, predominantly from the
roofing sector. 85% of participants assessed
“RotoQ” as “very positive”.
In 2015, the company’s sales and marketing
activities were predominantly focussed on
the “RotoQ” launch. Internationally, this
involved about 150,000 customer visits, over
4,500 training sessions, more than 200 “local”
events as well as the point-of-sale presentation
of over 1,000 windows. The responses from
continuous customer discussions, in which
managers are often also involved, were received
directly by the project team.
At its core, the innovation’s success was
based on the fact that “customers understand
the concept and are very impressed by the
product and its quality”. This was ultimately
also reflected by the number of convinced
trades’ people who supported the sales
campaigns.
In his forecast, Hugenberg announced the
already initiated significant sales capacity
increase and the development of the versions
necessary for international markets. This will
also support continuous “RotoQ” portfolio
expansion. As a result, the conclusion drawn
in Lövö was: “We are confident that the smart
roof window generation will ensure excellent
long-term performance in the hard-fought
basic segment.”
www.roto-frank.co.uk

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