Vision Display – ‘the word of mouth go-to company for all things tile-display related’

VISION Display says it’s known as the UK’s leading display manufacturer in the tile and bathroom sector, where it’s the ‘word-of-mouth ‘go-to’ company for all things tile-display related’.

Says the company: ‘Vision also works in the flooring display sector, mainly focusing on hard floor covering displays for products such as LVT and laminate, with some additional work in the carpet area.

‘Supplying displays to the flooring sector became an obvious step for Vision a few years back, as there are lots of similarities between tile and hard flooring products, with many common crossovers in display methods and materials used.’

Breaking into the flooring market
Vision co-founder and director Dave Akerman says, ‘When we first scoped out the flooring display market, we quickly saw that several major, long-term players already supply display equipment and have strong relationships with distributors and retailers. Breaking into a market like this can be tricky, as any new player needs to prove itself, which can take time.

‘We’ve now managed to establish strong relationships with some of the bigger players as well as many smaller independents, which is where we think our strengths lie. We noticed a number of incoming enquiries for our services come from customers who don’t seem to be properly looked after by larger display makers, possibly because their requirements are too small. We believe each customer should be assessed on its own merits, not with a ‘one size fits all’ approach, as everyone’s needs are different – and every customer is a customer!’

Continues Dave: ‘From our experience dealing with a wide range of customers, the smaller independent operator is quite different from a major retailer, as it makes its own choices without needing approval from a committee of decisionmakers with different agendas.

Sometimes there can be too much focus on analysing everything holistically, when the customer basically needs a functional, cost-effective solution for showing off samples practically, no matter how large or small the enquiry is. Our company is structured to handle enquiries of all sizes, and we are adept at dealing with small display requirements quickly – sometimes in a matter of days from initial conversation to delivery if particularly urgent.’

Design and manufacturing capabilities
‘Our free design services include full 2D and 3D CAD layouts, coupled with manufacturing facilities capable of making displays using timber panels, metalwork, plastics, and in-house full-colour digital printing for POS.

‘We’re also experienced in making sample display panels from engineered wood through to LVT and beyond. As a general view of the flooring display market, one surprise was that some customers are reluctant to try anything new. Our work in the tile market taught us to offer fresh, innovative ideas, not just visually but based on shopability and functionality of the display when used by the customer.’

Adds Dave: ‘Occasionally, if we present a slightly different idea to flooring customers, the reaction can be hesitance, with the customer opting for a more traditional display. Obviously there are only so many ways to display a product – static, sliding, swinging, rotating – and most options have been explored, but just because something has always been done a certain way doesn’t mean it’s the best approach.

‘Many display systems look remarkably similar, with just colour or material finishes differing – a bit like changing the wheels on a car, but it still does the same job. Perhaps it’s time for the industry to open its mind a little so not every showroom looks the same as the one down the road.’

Market convergence
‘We also believe a steady merging of markets is underway, as tile retailers start selling LVT and some flooring companies venture into tiling products, especially floor tiles. These are obvious moves by any retailer looking for extra sales.’

Says Dave: ‘We invite any prospective customers thinking about expanding their product ranges to contact us and discuss their needs directly. We may have the experience required to help them get underway quickly and without unnecessary misfires from the start.’

www.visiondisplay.co.uk