1. Market Growth and Key Trends
The opportunity for dealers is vast. As this market segment grows rapidly due to increased adoption, it is projected to reach almost $10B by 2027*, a massive leap from just $3.7 billion in 2017.
Current trends show that homeowners are choosing renovation over relocation, with 60-70% of dealer projects now focused on upgrading existing homes. These clients, primarily families in their 30s and 40s or affluent retirees, are moving away from traditional, time-consuming chores in favor of more automation, such as voice and app control. They demand sleek, minimalist designs that hide the tech while providing advanced functionality, such as precise positioning (e.g., shades that are 25% or 50% open).
For dealers and installers, this is more than a technological upgrade; it is an opportunity to showcase an extended range of incremental benefits and capture a larger share of the growing smart shading market.
2. The "Why": Solving Real-World Homeowner Problems
Homeowners rarely start a conversation asking for a specific protocol; they buy solutions that make their lives easy. A dealer can play an important role in translating the technical features into these key benefits:
- Convenience: People spend nearly 12-30 hours per year** adjusting manual shades. For busy families or senior homeowners, convenience is a top priority. They are willing to invest in solutions that simplify their daily routines, like shades that open automatically each morning.
- Wellbeing: Automated shades let homeowners control natural light, boosting mood, energy, and even sleep by supporting the body’s natural sleep cycle.
- Enhanced Safety: Motorized shades are a safer option for homes with pets and children because their cordless design reduces entanglement hazards, earning them "Best for Kids" certification.
- Privacy: Motorization acts as a primary layer for a client’s privacy. Timers can be configured to lower shades at sunset, ensuring that interiors are never visible from the outside when the house is lit.
- Energy Efficiency & Protection: These shades help regulate indoor temperatures, leading to reduced heating and cooling costs. By helping filter light, they also help protect home interiors like flooring and furniture from the damaging effects of sunlight.
The opportunity in motorized shading is substantial, and embracing these innovations will help ensure long-term competitiveness. By staying connected with the industry experts, continuously evolving their offerings, and keeping pace with product advancements, businesses can effectively meet the changing expectations of their clients.
Written by Dr. Chandrima Deuri Sikka, Product Marketing Manager at Somfy.
[*] Source: https://www.mordorintelligence.com/industry-reports/smart-window-market
[**] This is based on the calculation that if a user spends 2 mins/day to move their shades --> 2x365 = 730 mins = 12.16 hrs., or 5 mins a day --> 5x365 =1825mins = 30.41 hours
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