Achieving growth by focusing on people and development

Harol customer day 2019

While outside on the grounds of De Wagenwerkplaats in Amersfoort the rain was dripping on the cobblestones, inside in Het Oude Magazijn the sun was shining. After all, that's where the Harol Customer Day 2019 took place, especially for the Dutch Harol dealers. These had flocked in a respectable number, to be informed about the latest developments of the company from the Belgian town of Diest.

After the warm reception, CEO Annick Draelants opened the event with a speech, in which she indicated that, thanks to the climate issue, solar shading is in the spotlight more than ever. Annick and Joris Draelants are the third generation at the helm of the now 70-year-old family business. "The focus is on family, digital and international," explains Annick Draelants. "There is investment in people and development. Trust and partnership are the pillars on which Harol rests and that now in more than thirty countries. We need to stay closer to the market together, have ambitions together and grow together." 

Not going home empty-handed: goodie bags were patiently waiting to be taken away at the end of the day.

Looking at experience and craftsmanship
Marketing Manager Isabelle Wintmolders then took over the microphone and introduced the marketing team. She then highlighted the Customer Experience campaign launched this year. "The focus here is on experience and craftsmanship," she explained. The promotional video shown with its emphasis on being outdoors underlined this fully. Harol partners can make use of a special communication kit, in order to bring the Comfort Deals to the public's attention. "Thanks to targeted campaigns concentrated around the dealer's store, 31% more leads were generated," outlined Isabelle Wintmolders. "Thanks to the use of social media and Google Adwords, Google mapping and assistance with lead follow-up, we can speak of the Harol Sales Booster." The figures show that the path taken is working. The Harol Academy, the new training center, also appears to be contributing well to the professionalization of both technical and sales people at dealers. "The action program is participant-driven," Isabelle Wintmolders continued her story. υ "The spring action runs from March 15 to May 17 and the fall action from September 2 to November 9." 

Commercial director Marc van den Berg and CEO Annick Draelants of Harol.

Product development for 2019
"In terms of product development, Harol is working on smart improvements that benefit both architects and building owners," explained product development manager Jan Habex. "In addition, the focus is on the ease of installation of products. The philosophy for new designs is the combination of design, energy savings and our own Harol philosophy. Within the range of shutters, blinds, outdoor living and gates  we constantly provide novelties." 

Jan Habex then showed the new VR150 Solar Roller Shutter, equipped with a new battery. "Better and more affordable. By the way, this battery will also be available on the existing SC800 ZIP Solar Screen." Other developments can be found in the attachment roller shutters. "The OB900 becomes the OB910, an attachment roller shutter with insulation box, in which a screen can be integrated. The OB910 has the highest insulation value on the market, with a U-value as low as 0.50 W/m²K. The VR1000 shutter for cavity application has also just been launched. Drilling through the insulation shell is no longer necessary with this shutter, making it ideal for passive construction. It has the revision shutter at the bottom and uses a spring-loaded pipe plug." There was also news on the screen front. "The SC800 Zip Facade comes with a Glass Protect Profile, a pre-mountable clip profile that prevents glass breakage," Habex told us. "For the SC900 and SC1000 zipper screens, a black zipper rebate is now available, adding to the design. To complete the story, a nice finishing profile for the guides has been included in the program for counter-mounting the SC1000." 

'Growth is about generations'
Z&R also sat down with CEO Annick Draelants and commercial director Marc van den Berg for a wrap-up discussion. "We learned a lesson," Draelants told us. "Sustainable growth can only be achieved within an organization that is professional at all levels. It's a 360° story, where there has to be two-way traffic." 

"Good communication in the consumer-dealer-Harol triangle is a requirement. Then everything comes into balance," Marc van den Berg complemented. "We have to be as professional as possible and support the next link - our dealers. We do that by offering them support in training, sales and marketing." 

Harol has two tracks that are both equally important, people and product. Important here is taking responsibility to the future. "We already had a battery-powered screen in our package when sustainability was not yet a common good," Van den Berg said. "Sometimes product development costs money first and takes a long time before you can reap the benefits. Within a family business, however, you have more patience and can bet on the long term." 

"Growth is not just about quarters and years, but generations," Annick Draelants concluded. "It's about the passion, the drive and the will to work together. That makes Harol as a family business, together with a professional and loyal dealer network, a strong party."