The future of solar shading

'Our business revolves around people, that's where our distinctiveness lies'

Steffie van der Velde has been marketing manager at Luxaflex® Netherlands since June 2022. Having experienced the sun protection industry from the inside for two years, Z&R spoke with her about her findings. Where are we now and what is the future of blinds? "I started at Luxaflex® Netherlands just after the world returned to 'normal' after the corona pandemic. That 'normal' has changed significantly, however, with the accelerated integration of technology and sustainability."

"Every consumer, young and old, is orienting themselves online," Van der Velde continues. "They find it important in their choice that a brand is transparent about the origin of raw materials, production processes and working conditions. We are very actively working on this. In our (pleated) curtains, for example, we use a lot of re-life yarn, made from recycled plastic from PET bottles." 

Consumers are also heavily influenced by their social environment, according to Van der Velde. "Online platforms and social media play a crucial role in getting knowledge and experiences from others, which helps to make the right choices. What those 'right choices' are depends heavily on the type of consumer and their expectations. We try to adapt as much as possible to changing consumer behavior, to make Luxaflex® as visible as possible."

What does different consumer behavior mean for the awning industry?

"Personally, I believe new consumer standards and expectations are being set outside of our industry. Think Uber, Netflix and paying with one swipe. Consumers have become quite 'spoiled'. The service they get from other companies, they expect elsewhere. It is a challenge to respond to this as well as possible, without losing our own strength. Where technology is concerned, you see nice developments in the market. For example, the smarthome market is growing more and more. As Luxaflex® we invest heavily in smart window decoration. With our PowerView® automation, we contribute to burglary prevention and energy savings and thus smarter, more sustainable living." 

According to Van der Velde, certain parts of the sales and orientation process take place online, with 3D visualizers, chatbots and AI. "The emotion of a styling advice at home, the measuring and fitting of an awning product, the expert eye that sees that because of that one door closer you are better off choosing screen door X than Y, or that the walk-through on your terrace that is just a little better with screen B than with screen C ... that knowledge is priceless and irreplaceable. The awning and living industry needs to cherish the craft, the physical aspect, the knowledge and the skill. I certainly still see plenty of opportunities for technology and online to work in our favor. But we must not forget that our business is primarily about people. That is still where the distinctiveness lies."

What is Luxaflex® doing to nurture craftsmanship?

"Promoting and maintaining knowledge and skills within the dealer network is one of the core tasks for Luxaflex®. Luxaflex® Academy organizes dozens of training courses every year, both physical and online. Especially in times of staff shortages, training courses are often cancelled due to 'no time', but in order to stand up to the 'all-knowing' consumer, gaining knowledge is essential. We want to support our customers and their employees by providing them with relevant knowledge about our product range, useful tips for sales, styling and installation. Therein lies the added value for the consumer to come to the store and not choose an online provider. People always want to know what that beautiful curtain or pleated fabric really looks like, but I think advice and emotion is what really makes retailers indispensable. That there is someone who makes your living wish come true or transforms your terrace into a paradise with knowledge and skill, no chatbot can compete with that."