Window and Door Jan/Feb 2012 : Page 22

° 2012 OUTLOOK Fig. 5 How Will Employment Levels Change at Your Company in the Coming Year Compared with the Previous Year? 60 % OF RESPONDENTS 50 40 30 20 10 0 2006 2007 2008 2009 2010 2011 2012 n Increase Significantly n Decline n Decline Significantly Slightly n Stay the Same n Increase Slightly CAPITAL SPENDING Just as there’s been a pull-back in expectations for sales gains, manufacturers and dealers seem to be taking more of a wait-and-see attitude in their capital spending plans for 2012. The percentage of respondents indicating their capital spending will stay the same saw a notable increase this year from 35 percent to 45 percent ( Fig. 4 ). The percentage of respondents predicting an increase in capital spending has dropped from 38 percent to about 30 percent. The study does suggest that bigger companies may be more willing to make investments than smaller companies in the coming year. Half of the large distributor/dealer respondents predict increased capital spending for 2012, compared to just under a third of those dealers with less than $100 million in sales. At the manufacturing level, 40 percent of the companies with more than $100 million in sales expect an increase in capital spending, compared to about 20 percent among smaller and medium-sized Changing Ways of Doing Business Manufacturer Adoption Rates 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% n Under Development n Implemented W ebsites are the norm, social media has many fans and mobile technologies are gaining traction among manufacturers, distributors and dealers of windows and doors. Those findings come from a series of questions included as part of Window & Door’s 2012 Industry Pulse study, asking about the electronic tools and media companies using to conduct business and/or communicate with customers and prospects. The results, shown in Figs. 1 and 2 , probably won’t come as too much of surprise. At this point, nearly all the manufacturers surveyed said their companies have websites, with the vast majority of dealers reporting the same. It’s also clear that the cost and effort involved in implementing other tools clearly has an impact on adoption rates. For example, secure e-commerce sites for customers are offered by about a third of manufacturers and a fifth of the dealers and distributors. The costs of such systems are evident when comparing the responses from those at larger firms to those at smaller firms. More than half the dealers with sales of more than $100 million report having such Internal Smartphone Apps Company Twitter Account Company Facebook Page Fig. 1 capabilities, compared to just over 10 percent for those with sales below the $100 million threshold. Among manufacturers, 60 percent of the more than $100 million group have e-commerce sites, compared to 27 percent for those in the $20 million to $100 million category and 24 percent those manufacturers in the less than $20 million category. FACEBOOK AND TWITTER Social media require fewer resources to get started, and that clearly plays a role in its evident popularity in the industry. More than half the manufacturers responding said they have a Facebook page, and about half the dealers say they have a page or one is in the works. It is somewhat interesting to note that the large manufacturers are the biggest adopters of Facebook, at about 70 percent, while the large dealers and distributors, coming in at about 30 percent, appear to be the slowest adopters. Looking at other social media, dealers appear to like LinkedIn next, with about a 22 | Window & Door | January/February 2012 Internal iPad/Tablet Apps Secure E-Commerce Site for Customers Company LinkedIn Page Electronic Newsletter iPad/Tablet App for Customers Smartphone Apps for Customers Company website QR Codes BIM

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