Business plan AKWI 2025

Marketing plan 2025

Start

SOMMAIRE

Company Obecjtives

Our customers

The market

The product mix

AKWI growth

Competitors

Challenges

Route to market

The team

3 years plan

1.

AKW objectives and global strategy

1.1 AKWI Objectives and strategy

Increase turnover

Product innovation

Top 5 objectives

Customer satisfaction

Sustainability

Export

1.2 Sales objectives

1.2 Sales objectives

• We aim to reach 16 000 000€ in 2025:

• 13 200 000€ (forecast for 2024)
• + 5% price increase
• + 2M€ additionnal thanks to the new sales structure
• + 500 000€ new products ( mainly bathroom furniture, flooring and slidding screen).

1.2 Sales Strategy

• New sales team structure:

• Loris could leave in January so we can implement this new strucrure soon

• We put in place 2 regionnal directors who will focus on tendering/specification activity
• Solène will take North
• Jean Luc will take South
• Baptiste will manage the DIY sales team
• This imply a new bonus scheme with 2 different levels ( see appendix). The recruitment of 1 juniors sales reps.

1.2 Sales Strategy

Advantages of this new structure

Enhanced Focus: By dividing responsibilities, sales reps can concentrate on managing distributors and installers, ensuring better relationship-building and sales efficiency.Specialized Leadership: Regional directors can focus on specification activities and direct sales efforts in their territories, leading to more targeted market penetration and growth. Increased Accountability: Having a clear hierarchy with regional directors allows for more defined leadership, easier tracking of performance, and better accountability at each level. Improved Communication: A regional management structure streamlines communication, ensuring that market feedback, challenges, and strategies are effectively conveyed between field teams and headquarters. Strategic Oversight: Regional directors can focus on broader strategic objectives for their regions, allowing sales reps to focus on day-to-day operations without being overwhelmed by macro-level tasks.

17

1.3 SWOT

2..

Market analysis

2.1 The accessibility market in france

79% of the +75yo live at home

79%

2.5 Millions of public building, only 225 000 meet accessibility standards ( 2015 law)

Only 12% have an adapted bathroom

In France, the number of people aged 60 and older will grow from 19 million to 21 million by 2030. By 2050, seniors will represent 35% of Europe’s population​

2.2 The bathroom market in france

2023 bathroom market

-4%

2024 bathroom market ( jan to july)

-5.1%

2.3 Ma Prime Adapt

Start 01/01/2024 and will end 10 years

680 000 bathrooms to adapt

1 january

Concern only senior people with disabilites and low revenue

1.5 Billion euros of public grant for the next 10 years

3..

Competitive analysis

3.1 Identifying competitor

Pellet

Strengths

Weaknesses

Wide range of products: Pellet ASC manufacture in France a comprehensive range of bathroom accessories, including shower seats, grab rails and other safety products. Their offer is diversified with several ranges adapted to different needs, such as the Ergonomic and ERGOLIFE ranges for comfort and safety. Customisation: They offer modular solutions and adjustable products, including height-adjustable shower seats, enabling them to meet specific needs. Strong presence: Pellet is strong in negocation as he's part of CSI group. He also manufacture the Private label of Pompac and DSC. Strong in DIY: Pellet offer his product under name " Godonnier" and are number 1 in DIY stores.

Lack of a Complete Solution: Unlike AKW, Pellet ASC does not offer a complete solution for bathroom renovation. They focus mainly on accessories, leaving a gap for those looking for a complete overhaul. They introduced a tray in 2024 but no data on sales yet. Limited distribution: Pellet ASC is more oriented towards a niche market and may not benefit from the same wide distribution as AKW. No sales team: PEllet is working with a team of agents less agressive than our team.

3.1 Identifying competitor

Kinedo

Strengths

Weaknesses

Product innovation: Kinedo is renowned for its innovative products, including shower enclosures and trays that combine design and functionality.Premium positioning: They are positioned in a more upmarket segment, with particular attention to detail and design, which can attract customers prepared to invest more. Very strong communication : investing a lot on TV ads with a BtoC approach Made in France: with 2 factories where they organized visit with distributors.

High cost: Their premium positioning implies higher prices, which can be an obstacle for certain market segments, particularly the elderly, who are primarily looking for accessible solutions. Installation Complexity: Some Kinedo products, particularly complex shower systems, may require professional installation, which can add an additional cost to consumers.

3.1 Identifying competitor

Novellini

Strengths

Weaknesses

Italian design: Novellini stands out for its elegant, modern design, making it a popular choice for those looking to combine aesthetics and functionality. International presence: With a strong presence in Europe, they benefit from brand recognition and wide distribution.

Focus on Design: The strong emphasis on design may limit their appeal to consumers who are looking for solutions that are above all practical and secure. Less specialisation: Although Novellini is a major player in showers and bathrooms, they don't specialise as much in products specifically designed for the elderly or disabled, unlike AKW.

3.1 Identifying competitor

Idhra

Strengths

Weaknesses

Lack of visibility: Idhra seems to have less of a market presence than other major players such as Novellini or Kinedo. Limited product range: Their focus on safety accessories may be a limitation for those looking for a more comprehensive bathroom renovation solution. Distribution channel: Idhra is selling direct to installers unlike AKW. This has an impact on their growth and tunrover ( around 5M€ since 2010)

Specialising in safety: Idhra focuses on bathroom safety products, such as grab rails and shower seats, with particular attention to safety and comfort details. Adaptability: They offer customisable products that can be adapted to the specific needs of users.

3.1 Identifying competitor

Delabie

Strengths

Weaknesses

High cost: Delabie bars are among the most expensive on the market, which can be a barrier for those on a tighter budget.

Brand number 1 on braswware in hospitals and care homes which help them to push their safety accessories easily threw this channel. Hygienic excellence: UltraPolish and UltraSatin finishes guarantee a smooth, easy-to-clean surface, limiting bacterial growth. Long-lasting guarantee: A 30-year guarantee that demonstrates confidence in the durability of their products. Superior maximum load: Supports up to 200 kg, one of the best performances on the market. Made in France

4..

Product Strategy

16

4.1 Our product mix

4.1 Product life cycle analysis

Onyx exclusive tray Onyx grab bars Rugao grab bars Essentiel grab bars Miror Hand dryers Brassware Onyx Combo Onyx washbasin

Belharra trayRenova wallboards Alveo wallboards Onyx wallboards Cosmos flooring

Introduction

Growth

Rugao Seats 4000 series seats Onyx seats Larenco screens Anti bacterial grab rails New Style wallboards Wasbasins Bama Seats Onyx cubicle Level Best screen Metal Grab rails

Braddan trays Sulby trays Tuff Form former 2000 series seats Access screens Plastic grab bars Access cubicle Onyx accessories Public accessories

Maturity

Decline

4.1 product strategy

Strenghen our positions with Onyx trays

Revitalize the New Style wallboards

Top 5 objectives

Refresh the Rugao ranges and Larenco

Complete the offer with a bathroom furniture

Enhance the sanitary range to boost sales of grab bars

4.2 positionning by range- Grab rails

Have a look at the benchmarking

Strengths

Strong safety focus: AKW grab rails are specially designed for the safety of the elderly, using durable materials and paying particular attention to ergonomics. Range Diversity: Offers a wide range of products to meet different bathroom needs and configurations. Reliability: Strict compliance with safety standards, which reassures consumers about the reliability of our products.

Weaknesses

Limited Aesthetic Customisation: Less scope for customisation than competitors such as Pellet ASC, which offer greater flexibility in terms of colour and design. Aesthetics Less Accentuated : Although functional, the design of the grab rails could be perceived as less aesthetic by customers looking for a discreet and elegant integration into their bathroom. Compliance : No CE or NF mark

4.2 positionning by range- shower seats

Have a look at the benchmarking

Have a look at the benchmarking

Strengths

Range diversity: AKW offers a wide variety of shower seats, including fixed and folding models, with or without backrest, and with or without armrests, focusing on style ( Onyx) or more on comfort (04000 serie) This diversity makes it possible to meet a wide range of needs and spaces. Ergonomics and comfort:The seats are designed with particular attention to ergonomics, offering non-slip surfaces and padded options. This enhances comfort for users, particularly the elderly or those with reduced mobility. Load capacity:With a load capacity of up to 200 kg, AKW shower seats are robust and reliable, suitable for users with specific needs in terms of safety and stability. Ease of installation and maintenance: AKW products are easy to install, often with height adjustment options. What's more, the materials used are corrosion-resistant, which simplifies maintenance.

Weaknesses

Limited customisation:Although the range is diverse, the customisation options in terms of finishes and colours are limited compared to competitors.Material :The design of AKW chairs, while functional, may be perceived as less sophisticated or upmarket than products such as those from Delabie, which stand out for their more modern and elegant aesthetic. Unlike Delabie, which uses top-of-the-range materials such as 304 or 316 stainless steel, AKW concentrates on robust but less prestigious materials, which could limit its appeal in certain market segments. Conformity and certification: no CE certificate, NF marking.

4.2 positionning by range- trays

Have a look at the benchmarking

Strengths

Accessibility and Design : AKW shower trays are specifically designed for people with reduced mobility (PRM), making them an ideal choice for installations in environments where safety and accessibility are paramount. They have anti-slip features and are often wheelchair compatible. Ease of installation:These products are designed for ease of installation with the possibility to cut it on site. Good value for money: AKW shower trays offer excellent value for money, especially for installations where safety and durability are a priority.

Weaknesses

Limited customisation: Compared to brands such as Acquabella, customisation options in terms of colours, textures and finishes are limited at AKW. Anti slip: following latest tests, it ended PN12 /18 wich is lower than competitors Less high-end positioning: AKW is positioned more in the mid-range, with a focus on accessibility and functionality rather than high-end aesthetics. This may limit its appeal to market segments looking for more premium products. Limited technological innovation:may lack the latest technological advances or materials used by competitors who are more focused on innovation (use of recycled material, innovative drain plugs, etc.).

4.2 positionning by range- shower screens

Have a look at the benchmarking

Strengths

Accessibility and safety: Specialisation for PRM: AKW shower enclosures are designed to be accessible and safe for people with reduced mobility . They offer features such as wide doors, level access, large handles making them ideal for environments requiring increased safety.Ease of Installation: AKW products are renowned for their ease of installation, which is a benefit to plumbers and installers. This simplicity can reduce installation time and costs, a significant advantage in the industry. Good value for money: AKW shower enclosures offer excellent value for money, especially for customers looking for functional and durable solutions without the high cost of premium brands.

Weaknesses

Limited Design and Aesthetics:The design of AKW shower enclosures is primarily focused on functionality, which may not meet the expectations of customers looking for more aesthetic or high-end options. Compared to competitors such as Novellini, AKW may seem less attractive to those who prioritise aesthetics. Limited customisation: The customisation options for AKW shower enclosures are limited. This can be a disadvantage for customers who want bespoke products in terms of dimensions, finishes or colours. Less innovation in design: AKW focuses more on accessibility and safety, but less on innovation in design and materials. Brands such as Acquabella and Roth stand out for their innovations in textures and personalisation, which may put AKW behind on this criterion.

4.2 positionning by range- Wallboards

Have a look at the benchmarking

Strengths

Easy to install: With the Verti Lock system, it's easy to install and this is the strengh of the New Style range. Value for money: Offers good value for money for products focused on safety and durability.

Weaknesses

Design and customisation: Customisation options are limited, and the design is mainly functional, which may not satisfy customers looking for more aesthetic or high-end solutions. Limited innovation: Compared to competitors such as Acquabella or Kinedo, AKW focuses less on innovation in materials and design. Height: 250cm is often required and proposed by most of competitors

5..

Distribution Strategy

11

5.2 RoutE to market

5.3 Distribution strategy of competitors

6..

Communication Strategy

Designing accessible, elegant, and safe living spaces to enhance everyday life for everyone.

6.1 Communication targets

Seniors

Merchant

Installers

Landlords

Carers

Their needs

Their needs

Their needs

Their needs

Their needs

Key message

"Give your customers peace of mind with our easy-to-install products that are built to last. Take advantage of our technical support and training as well as our loyalty club"

" Boost your sales with our complete range of adapted sanitary solutions, designed to meet the growing demand from the senior market and Ma Prime Adapt. "

"Choose our innovative products designed to support aging in place, enhance tenant satisfaction, and reduce long-term maintenance costs, making them the ideal choice for social housing projects."

"Transform your bathroom into a safe and comfortable space, with our complete, reliable and durable solutions."

" Recommend solutions that really improve your patients' quality of life, with proven products that are easy to integrate ."

6.2 Communication channels

6.3 Communication objectives

Brand awareness

Increase sales

Top 5 objectives

Communication consistency

Buyer Journey

Export material

6.4 Objective #1

#1 Increase our brand awareness

Actions

Develop and publish monthly blogs, white papers, and case studies on accessibility trends and regulations. Create and distribute guides and toolkits for both consumers and artisans about integrating AKW products into renovation projects. Produce twice a year a webinar with industry experts discussing accessibility challenges and solutions and give some information on Ma Prime Adapt. Work en SEO to appear in page one for accesibility products and MPA keywords Develop a dedicated landing page for Ma Prime Adapt’ eligible products, with clear information and case studies.

6.4 Objective #1

Share weekly posts on LinkedIn and Facebook featuring expert tips, product highlights, and success stories related to accessibility. Run targeted ads on LinkedIn and Facebook aimed at new market segments like young homeowners and professionals. Establish partnerships with training schools to integrate our products into occupational therapy and architects curricula. Send quarterly newsletters highlighting AKW products, case studies, and training opportunities.

6.4 Objective #1

KPI

Achieve an average of 500 views per blog post and 200 attendees per webinar within 6 months Be on first page on Google for "Ma Prime Adapt" and other "small" key words Increase traffic to the Ma Prime Adapt’ landing page by 30% within 6 months Generate at least 100 qualified leads per month from the digital campaign. LinkedIn and Facebook engagement (likes, shares, comments) by 30% over 12 months. Achieve a 5% click-through rate (CTR) Achieve 2,000 downloads/views of educational content within 3 months.

6.5 Objective #2

#2 Increase sales with lead generation actions

Actions

Run targeted Google and social media ads aimed at generating leads interested in bathroom accessibility renovations. Optimize lead capture forms on www.jeremplacemabaignoire Create an internal platform for tracking and distributing leads to certified AKW artisans. Run communication campaign on new products on SDB PRO, Batiactu and Concept bains with strong landing pages. Implement a lead nurtung strategy by setting up automated email workflows that send targeted messages based on lead behavior and engagement and implement a lead scoring system that assigns values to leads based on their behavior. Have an app to scan business cards from sales teams and collect more leads to nurture.

6.5 Objective #2

KPI

Increase the number of qualified leads by 25% within 12 months.Lead Conversion: Achieve a 15% conversion rate from lead to sale within the first year Achieve a 20% increase in email open rates within 6 months. Put in place an app to scan and sync business cards

6.6 Objective #3

#3 Improve communication consitency

Actions

Refresh the brand style guide covering logo usage, colors, fonts, and communication tone. Conduct a full audit of existing communication materials and update them to ensure consistency. Launch a 2025 catalogue with new lay-out Develop a centralized digital library of approved brand assets (logos, templates, imagery, fonts) that all teams and partners can access and use.

KPI

100% of all communication materials aligned with the new brand guidelines within 6 months.

6.7 Objective #4

# Improve buyer journey

Actions

Develop a series of automated emails that provide value, including case studies, product comparisons, and success stories, to nurture leads. Use AI and machine learning to recommend personalized content (blogs, videos, case studies) based on a user’s browsing behavior and interests. Offer interactive videos of installation to facilitate the installation process Build configurators that allow prospects to explore and understand the Larenco neo range and refresh existing configurators Refresh the Virtual showroom to help oto give a better understanding of our solutions and help the installer with the edn users choices.

6.7

# Improve buyer journey

Help the techical service to advertise on their platforms and give them content for the FAQ. Refresh the loyalty program and put in place a email workflow to motivate them to collect rewards.

KPI

Achieve a 20% open rate and a 15% click-through rate (CTR) on nurturing emails. Improve tool engagement by 20% within 6 months. Increase by 30% usage of VIP club

6.8 Objective #5

#5 Create communication material for export

Actions

Actions

Develop brochures in English ( printed) Develop brochure in Dutch ( e- catalogue) Attend exhibition in Namur, Belgium Translate and adapt existing content ( blog articles, newsletters) to send to export leads Translate all social media post in english and publish them threw Benoit accounts

6.2 2025 budget by category

Thanks Any questions?

Accessibility: The need for products that make access and use easier (grab rails, walk-in showers, easy-entry baths) Safety: A major concern in preventing falls, requiring anti-slip solutions and safety devices. Comfort: A desire for a comfortable and pleasant environment, with ergonomic and aesthetic features. Autonomy: Products that help maintain a degree of independence in daily activities (e.g. stand-alone showers, simple control systems). Aesthetics: A desire for products that blend harmoniously into their living space, without compromising on style.

Maximize profitability and minimize costs before phasing out the product

• Stock liquidation
• Evaluate product phase out
• Minimal Marketing support

Product availability : Distributors require a consistent and reliable supply of products to meet customer demand and avoid stock shortages. Competitive pricing: Distributors need competitive pricing structures that allow them to maintain healthy margins while offering competitive prices to their customers. Incentives such as bulk purchase discounts, rebates, and favorable credit terms to maximize profitability. Marketing support: Prochures, catalogs, digital content, and samples that they can use to market AKW products to their customers. Customer service : A dedicated customer service team to quickly resolve issues, answer questions, and support their operations. Clear policies and efficient processes for handling product warranties, returns, and replacements. Digital tools: User-friendly digital tools that allow easy browsing of product catalogs and seamless online ordering processes. Support for integrating AKW’s product range into their existing e-commerce platforms, including high-quality product images, descriptions, and data feeds.

Objective

To launch three new innovative products each year.

Strategy

Investing in research and development to create solutions that meet emerging market needs, particularly in terms of accessibility and intelligent technologies.

Compliance with Standards: The need for products that meet accessibility regulations (e.g. disabled standards), to ensure that all homes are suitable for people with reduced mobility. Flexible solutions : Products that can be easily adapted to different housing types and tenants' specific needs (e.g. modular showers, adjustable grab rails). Cost-effective solutions: We look for products that offer good value for money and reduce installation and maintenance costs. Durability: Investment in durable equipment that requires less maintenance and has a long service life, thereby reducing long-term expenditure. Aesthetics and design: A desire for products that blend harmoniously into social housing while being attractive to tenants. Tenant comfort: The importance of offering solutions that improve residents' comfort and quality of life, which can influence tenant satisfaction and retention. Green Solutions: A growing need for environmentally-friendly products that reduce the carbon footprint of buildings and respond to sustainable development initiatives. Interest in equipment that reduces water and energy consumption, thereby contributing to lower bills for residents and landlords. Training and awareness-raising: Maintenance teams and property managers need training in the use and upkeep of suitable equipment. Access to reliable, responsive technical support

Social landlords

Increase market share and strenghen the product's position

• Expand distribution channels
• Optimize pricing strategy
• Increase marketing investments

Objective

Develop a premium shower tray to reduce dependency on the current Onyx model, mitigate market risks, and better address diverse customer needs.

Strategy

Design a new shower tray that enhances key features like anti-slip properties, backfullfilled and elevates its market position. Reinforce the current Onyx's competitive edge by improving itsrpice postionning and minimizing risk factors through technical enhancements and communication.

Opportunities

Ma Prime AdaptOnlines sales DIY sales Exports sales A growing market Possibility to be seen as an opinion leader Favourable legal environment

Objective

To achieve a customer satisfaction rate of over 90%.

Strategy

Improve customer service and offer personalised solutions, while regularly gathering feedback to adjust the offering.

Objective

To be Gold medal Ecovadis by 2026

Strategy

Integrate sustainable practices into the manufacturing process and promote environmentally-friendly products.

Objective

Modernize and reposition the Rugao range to directly compete with Pellet’s Arsis range within the next 12 months.

Strategy

Analyze the strengths of the Arsis range and identify improvement opportunities for the Rugao range.Update Rugao’s design and features to better meet user expectations, integrating modern materials and innovative technologies. Launch a specific marketing campaign to reposition the Rugao range as a superior or equivalent alternative to Arsis.

Training and Technical Expertise: theys need a thorough understanding of the technical features, benefits, and specifications of AKW products to install them correctly. They seek regular training opportunities to stay up-to-date on new technologies, installation techniques, and product updates. Ease of installation: Installers prefer products that are easy to handle, reduce installation time, and minimize the risk of errors. Detailed and easy-to-understand installation guides, ideally accompanied by videos or online tutorials. Good pricing: Prices that allow them to stay competitive in the market while maintaining reasonable profit margins.Discounts or special terms for bulk orders, or loyalty programs that reward regular installers. Leads and business opportunities : nstallers appreciate when a brand generates qualified leads that they can then convert into business. Be included in a network or list of recommended partners by AKW for customers seeking qualified installers.

Objective

Increase the number of qualified leads by 25% over the next 12 months.

Strategy

Implement targeted digital marketing campaigns (Google Ads, social media) to attract prospects interested in accessibility solutions.Create an online platform that directly connects generated leads with our artisan partners. Organize local events or open days in collaboration with artisans to showcase our solutions and generate contacts.

Threat

Made in FrancePrivate label of our distributors French compliance on norms ( CE, NF mark, FDES sheet) will require large investment PN24 on onyx trays? Kinedo coming with Onyx tray at lower price ( big risk ) Pellet selling all in one solution like us with Eu products Increase in number of competitors Pressure on margin Liability/ continuity of our manufacturer ( Larenco, Mermaid, Rénova,)

Our weakness

IT SystemNo factory in Europe Our RRP is not competitive on certain part number Lack of communication between departments

Objective

Build a full set of tools to develop export sales

Strategy

Create a catalogue in multiple languages Translate Technicall sheets and installation instructions Exhibit in international exhibitions Make sure the website is visible and translated into mutliple languages .

Objective

Revitalize the wall panels by updating their dimensions and color options to recover market share lost to competitors.

Strategy

Extend the panel height to 250cm to meet current market standards and customer requirements.Introduce a refreshed color palette inspired by contemporary design trends to enhance appeal. Relaunch the product with a targeted marketing campaign to regain the lost 30% sales and strengthen competitive positioning.

Objective

To reach 20Millions euros in 2027

Strategy

Intensify marketing and sales efforts on our existing customers Targeting new market segments like Hotels Create strong sales team with 2 people on each region

Effective Solutions: Need for tools and products that make working with patients easier, improving the efficiency of care. Training and information: Clear information and training on the use and benefits of the products are required to better advise their patients. Customisation: the need for solutions that can be adapted to patients' specific needs, including personalised options. Partnerships: Interest in collaborating with manufacturers to develop innovative and effective products.

Objective

Reach 1 Million € sales by 2026

Strategy

Develop the Belgian market by building on our internal strengths and appropriate marketing.

Objective

Harmonize all communication materials by the end of next year.

Strategy

Review all communication materials (website, brochures, advertisements) to ensure they reflect a consistent and professional brand image.Develop a brand style guide detailing guidelines on logo usage, colors, fonts, and communication tone.

Objective

Enhance the sanitary accessories range for public facilities to increase competitiveness, improve quality, and boost related sales of grab bars.

Strategy

Identify and add missing key products to complete the range and better meet customer needs.Replace the current supplier with a reliable partner to ensure consistent quality and supply. Position the improved product range strategically against competitor Pellet, leveraging the synergy between accessories and grab bars to increase sales on public facility projects.

Our strengh

Presence in the whole network Good specification activity Full products solution for an accessible and modern bathroom Credibility on the market especially on MPA market Very qualified team Positive image of AKW

Create awareness, increase product visibilitty and encourage trials.

• Intensive marketing campaigns
• Promotionnals offers
• Sales training

Objective

Harmonize all communication materials by the end of next year.

Strategy

Review all communication materials (website, brochures, advertisements) to ensure they reflect a consistent and professional brand image.Develop a brand style guide detailing guidelines on logo usage, colors, fonts, and communication tone.

Objective

Boost AKW brand awareness by 30% among healthcare professionals and occupational therapists over the next 18 months.

Strategy

Launch awareness campaigns tailored to this audience through newsletters, articles in specialized journals, and presentations at medical conferences.Offer certified training on the use of our products for healthcare professionals, providing them with tools to better advise their patients. Establish partnerships with training schools to integrate our products into occupational therapy curricula.

Increase market share and strenghen the product's position

• Cost reduction
• Customer loyalty program
• Product differenciation ( new colors, features,..)

Objective

Launch a new bathroom furniture line to complement our entire product range, providing a complete solution for accessible bathroom renovations.

Strategy

Design the furniture to seamlessly integrate with existing products, offering a cohesive solution for accessible bathroom projects.Highlight the benefits of the complete package to clients involved in bathtub replacement, emphasizing ease of installation and comprehensive accessibility. Develop a targeted sales strategy focused on active customers in the renovation segment to maximize adoption and cross-sell opportunities.