Pella Cashing in on E-Commerce for Doors, Windows

In addition to its more than 200 retail showrooms across the country, Pella is now direct-selling windows and doors to homeowners online.

The new e-commerce capabilities offered on Pella.com allow consumers to customize options, view prices, and then purchase replacement windows and patio doors—reportedly a first for a national window and door manufacturer.

“Our customers wanted a path for online purchase, and we’re delivering that by bringing e-commerce to our category. This is the fastest way to customize a window and have it delivered directly to the homeowner. No other company in our category is doing this,” said chief marketing officer Emily Videtto.

Pella recently conducted a survey which revealed that 47% of customers in the market for windows and doors would consider purchasing them online, making a strong case for this direct-to-consumer model.

Pella is currently beta-testing its e-commerce offering in select Midwestern markets, powered by Elastic Path, to ensure that the experience meets customer expectations before rolling it out nationally.

The online offering is available now in Cedar Rapids, Davenport and Waterloo, Ia.; Chicago, Il.; Cincinnati and Dayton, Oh.; Detroit and Grand Rapids, Mi.; Green Bay, Wi.; Indianapolis, In.; and Minneapolis, Mn.

Homeowners in those markets can shop Pella’s collection of wood and vinyl windows and doors now. The company plans to have most product lines available to purchase online later in 2021. Homeowners will be able to filter by material type, product line, and price range. Future plans call for additional features and options like professional in-home measurement verification, and Pella Certified installation.

To get started homeowners simply go through customizing their window with the features and options they want and create an account upon checkout. A variety of helpful tools are available online to help measure and select the right windows for their project.

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