ANCHOR WALL SYSTEMS CONDUCTS EXTENSIVE RESEARCH
AMONG LANDSCAPE AUDIENCES
Results Help Guide 2003 Products and Programs

 

In one of the most comprehensive research efforts ever conducted in the landscape industry, Anchor Wall Systems has announced promising insight into the landscape market. Anchor conducted the quantified national research with licensed manufacturers, dealers, contractors, engineers, architects and consumers. The results of that research are reflected in Anchor’s 2003 products, as well as through enhanced licensed manufacturer and contractor tools.

“In an organization such as ours with multiple distribution layers, it’s critical to understand the needs and nuances of each level,” said Lynn Barnhart, director of marketing for Anchor. “We invested in a substantial, multifaceted research endeavor to ensure that we understand each of our critical audiences. Now, we’re using the information to help our trade channels improve their businesses and our consumer audiences enhance their experience with our products.”

The studies revealed valuable information about the planning process, purchase factors, knowledge about retaining wall projects, product awareness and preference, brand selection factors, and interest in segmental retaining wall (SRW) education. Several key trends were uncovered: aesthetics are important; block selection hinges on color, cost and installation; and knowledge is power.

From a consumer angle, when looking for information about retaining wall products, consumers prefer photographs of projects, actual product samples and a color chart.

Aesthetics Are Important
Across all audiences, retaining wall projects are gaining more popularity for decorative purposes (versus functional). The color of the block is a major consideration to both consumers and architects. In fact, nearly half consumers who have recently installed a wall consider it to be more decorative than functional. Consumers who have installed a retaining wall in the last 18 months have caught the landscaping bug, with 28 percent of do-it-for-me (DIFM) consumers planning to undertake another landscaping project within two years. And about two-thirds of consumers say their future landscaping project will be designed primarily to enhance the aesthetics of their property.

Block Selection Hinges on Color, Cost and Installation
Although the individual research audiences prioritize selection factors differently, some clear trends appeared: color, cost and ease of installation emerged near the top of almost every list. Reasons engineers use retaining walls include cost, aesthetics, grading, soil retention, client request, ease/speed of use and architect/contractor requirement. Durability, followed by cost and aesthetics are the sequential priorities for architects in determining which retaining wall block to use. Quality of product and ease of installation are the most important factors when contractors choose a brand of retaining wall block. DIFM consumers say the most important factor in making block selection is the recommendation of their landscape contractor, followed by block color, price and texture.

Knowledge Is Power
Consumers have only limited knowledge about SRW block and trust contractors and dealers to guide them in their decisions. Contractors, dealers and design and engineering professionals all express a strong desire to learn more about SRW products. For example, more than three-fourths of engineers and architects are interested in learning more about retaining wall design. Most contractors show interest in new product information, installation techniques and technical and engineering issues.

Specific research results were shared with Anchor product developers, marketers, licensed manufacturers, dealers and contractors so that target audience insight could be reflected in the way Anchor product is distributed and marketed.

The 2003 products and programs from Anchor reflect the key research findings: audiences are hungry for more knowledge, product design and aesthetics are important, and ease of installation is a major factor in selecting a block. An example that addresses several of these priorities is Anchor Highland Stone®.

Suitable for a variety of commercial and residential projects, Anchor Highland Stone is an innovative, new multi-piece concrete retaining wall system featuring a natural-stone-inspired face texture. Blocks feature a face style and rounded corners that give a rough-hewn, natural stone look. The natural-looking block face is highlighted with the use of multiple colors to create a unique effect that replicates closely what Mother Nature produces. “No two Anchor Highland Stone blocks are alike, which gives the wall a much more natural look,” explains Barnhart. The Anchor Highland Stone system consists of multiple pieces to create the most natural-looking wall possible.

Another Anchor product innovation is the Highland Stone jumper unit, which is a vertical accessory stone that helps create a random rock look to a Highland wall. The jumper features an inclined face to match the setback of the system and enhance the overall appearance of an Anchor Highland wall. With a hollow center, the 12-inch-high (equivalent to two rows of Highland Stone block) jumper unit is light and easy to handle, upholding the Anchor Highland Stone promise of easy installation. Like Anchor Highland Stone, there is no required installation pattern for the jumper unit, however Anchor Wall Systems does provide ideas for unit density and placement. With no lip or connector, the versatile jumper unit is easily set in place with concrete adhesive and also may be installed in walls using geosynthetic reinforcement.

Aside from product innovation, Anchor ensures that licensed manufacturers are equipped with the necessary tools to succeed. For 2003, Anchor created a comprehensive resource to help licensed manufacturers sell and market Anchor products in the landscape market. The Landscape Market Field Guide includes product and installation information, complete contractor recruitment and training resources, marketing tools, and business plan assistance. Then, once a year, licensed manufacturers gather in key markets for Anchor University – a refresher course on the latest product news, initiatives and more.

Specifically for contractors, Anchor has introduced Anchor Assistant™, a new CD containing everything needed to sell and calculate Anchor SRWs – including product information; product calculator; photo gallery; brochures; user assistance; and optional, fee-based estimating tool. Anchor Assistant makes it easy for dealers and contractors to have all the information they need, at their fingertips – products and  accessories, calculating and estimating tools, photos, and brochures and product sheets. In addition, Anchor licensed manufacturers host “Ready, Set, Grow!” training seminars where research findings and suggestions are presented to help contractors grow their SRW business. At “Ready, Set, Grow!” contractors also have the chance to participate in hands-on wall building and estimating.

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