Accessories Grow
Accessory products also are growing, with many board manufacturers adding lines to create a one-stop shop. “We’ve noticed a trend in customers looking to build more elaborate outdoor spaces, and they tend to want to mirror the look of indoor spaces,” says CPG’s Davoll. “Decking trends seem to show that projects are becoming more elaborate and include ancillary accessories that weren’t as popular previously. For example, we launched a lighting system to accompany our products that has become hugely successful and become a way for us to sell additional decking and railing because customers are so interested in the lighting aspect.”
Deckorators’ Camfferman agrees. “Homeowners are realizing that decks are like the neutral walls of their projects and the railings are the artwork they can use to express their design flair. It’s also easier to change out a post cap than it is to pull up a deck board if you want to make a design change.”
Upselling Customers
Balancing all of these needs and product options means dealers must know their market and ensure customers recognize their experience and knowledge. “Dealers need to show customers that they are in the business of selling decks,” says Fiberon’s Kello. “They need to stock adequate inventory that provides them and their customers with the most value and have the knowledge and training necessary to answer questions. They have to be able to convert the special-order request to what’s in stock so they can better serve that customer. That can be done by leveraging displays and having literature and good pricing on in-stock items.”
It’s also important for dealers to use all of the resources offered by suppliers. “We send deck, trim and siding samples to dealers, and we display products at showrooms,” says CPG’s Davoll. “We also work with many decking retailers who show off custom displays that give a realistic setting appearance.” CPG offers a free app that allows homeowners and contractors to see AZEK trim, deck, rail, porch, siding and paver products in both 2D and 3D virtual or augmented-reality views that they can then customize and rotate.
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Deckorators has rolled out a new A-frame display, and Camfferman emphasizes the need to show boards at longer lengths. “As composite deck boards become more wood-like in appearance, it’s important to display longer lengths to better highlight the aesthetics,” he explains.
Education throughout the channel is important to ensure all product benefits are understood. “We’re trying to do a better job of educating not just the retailers but also the builders, contractors and consumers on how to take care of a deck and how to build them correctly and creatively,” says Viance’s Kollwitz.
Deck projects offer a lot of potential to dealers who take advantage of the growing interest and the wide variety of options available to customize a look. “Understanding what homeowners want and suggesting ways they can reach those goals within their budget can help them own and enjoy the deck they really want,” says Fiberon’s Kello.“As decking experts, you want to keep your store’s brand in front of them so they come to you for answers. Reach out to your customers when you have news to share, to survey their needs, to give them leads and to thank them for their business. This helps build customer relationships while you build your brand.”