An architectural hardware brand: influencer + retailer for carpenters, fabricators & retail counters
Architectural hardware — locks, handles, hinges, channels — is specified by carpenters and fabricators but bought ad-hoc at hardware counters, where unbranded alternatives sit at half the price. The branded player's war is not against a rival brand but against the unbranded default, fought one installer recommendation at a time.
The challenge
The brand needed installers (carpenters and aluminium/uPVC fabricators) specifying branded fitting sets, counters recommending rather than down-selling to unbranded stock, and solution-level selling lifting average order values in a category bought piecemeal.
What Unotag did
Fitting-set QR program
Unotag serialised at the fitting-set level — box QR paying carpenters and fabricators instantly on installation scans, building the branded habit at the hand that chooses between branded and unbranded at each job.
Solution-bundle mechanics
Full-solution scans — lockset plus hinges plus channels at one geo-verified site — earned system multipliers, converting piecemeal purchasing toward complete branded solutions and lifting order economics per project.
Counter attach schemes
Hardware counters earned on attributed installer scans plus branded-display compliance — making the branded recommendation the counter's profitable path against the unbranded margin temptation.
Fabricator project track
Aluminium and uPVC fabricators — the category's volume installers — ran a parallel project-registration track with volume completion bonuses tuned to their batch-installation patterns.
Category intelligence from scan data
Installation scans built the brand's first systematic picture of fitting-set movement: solution-attach patterns, installer geography, counter-level branded share and project-size distributions feeding range and channel decisions.
The value Unotag added
The branded choice became the profitable choice
At both decision points — installer's hand and counter's shelf — program economics outweighed the unbranded price gap, the only sustainable answer to unbranded competition.
Solution selling lifted order economics
Bundle multipliers moved buying patterns from piecemeal components toward complete branded systems, with site verification authenticating the install.
Counters converted from threat to channel
Attach schemes ended the counter's economic incentive to down-sell — the unbranded default lost its inside advocate.
A data footprint in an opaque category
Scan-derived movement intelligence gave the brand planning visibility the unbranded competition structurally cannot build.
What made it work
1. Against unbranded competition, pay the spec-maker — price wars are unwinnable, recommendation wars aren't.
2. Solution bundles verified by site-geo lift value and authenticate simultaneously.
3. Counter attach schemes remove the unbranded default's last advocate.
Facing the same challenge?
We'll mirror your channel in a sandbox within 48 hours — email support@unomok.com.