2026: The Year Windows & Doors gets smart with data

Recently, Scott Dodgson of MRA Data was asked to provides his views and expectations for 2026 as part of the annual Voice of the Industry segment in Glass News. Here is what he said:

Many industries have switched on to the power of data, transforming their sales and marketing. But, with a few exceptions, windows and doors have been slow to catch on.

Sticky inflation and low growth have been squeezing disposable income, and it’s knocked the stuffing out of the mass market. With too much capacity chasing lower demand, competition has intensified. There’ve been big casualties. Many smaller firms have also gone.

With more ways to buy today, marketing is harder. So, data-driven marketing has come into its own. Direct marketing always made sense. But identifying potential customers and getting to speak to them – ahead of competitors – makes perfect sense. It’s the smart way to grow in good markets and bad.

AI, the new-kid-on-the-block, is always in the headlines. But, engines of innovation are only as good as the fuel that powers them: DATA.

Will 2026 be when fenestration companies step out of the dark and into the data age?

Are you interested in starting the year with good data? You can find out more by visiting the PROSPECTManager website or sending an email to hello@prospectmanager.co.uk.

Scott was in good company. If you want to read the views of around 80 other industry leaders, check out the Voice of the Industry section of the January edition of Glass News.