Home renovation: Lorenove focuses on the price lever

A renovation campaign aligned with the construction season

March traditionally marks the resumption of home improvement projects. Weather conditions become more favorable, and work schedules can be planned in advance of summer.

In this context, Lorenove is launching a national discount campaign applicable to its entire product range: windows, front doors, shutters, blinds, sunshades and pergolas.

This timeframe corresponds to a strategic moment for industry players. Projects undertaken during this period notably allow for the optimization of... thermal performance of the building envelope before the summer heat waves.

"March traditionally marks the resumption of home improvement work."

From a business perspective, these operations mainly concern work involving exterior carpentry, often managed by a skilled installer or a project manager, with the challenge of complying with the requirements of the thermal regulations (RE2020) for renovated buildings.

A progressive discount system indexed to the amount

The campaign runs from March 14 to April 4, 2026 and is based on a system of progressive discounts, calculated according to the purchase amount excluding installation:

• €450 including VAT for a project between €3,000 and €5,999

• €900 including VAT, between €6,000 and €9,999

• €2,400 including VAT, between €16,000 and €19,999

• €2,400 including VAT, between €16,000 and €19,999

• €3,000 including VAT, starting from €20,000

This mechanism acts as a budgetary leverage for households. It allows either grouping several lots (windows + shutters, for example), or accessing more efficient equipment, such as high insulation joinery or motorized solar protections.

"The discount offered acts as a real decision-making lever."

An operational limit to be taken into account

The discount applies only to the cost of supplies, excluding installation and specific accessories (scaffolding, access equipment). This means that the overall cost of the project remains dependent on the site's technical constraints, particularly in the case of major renovations.

Work focused on energy efficiency and safety

Beyond the financial incentive, the targeted projects address several technical challenges:

• improved thermal insulation (reduced heat loss)

• security enhancements (entrance doors, shutters)

• ease of use (motorization, solar management)

• aesthetic enhancement of the facade

In practice, replacing old windows and doors with high-performance models can significantly reduce energy loss. Windows can account for up to 15% of heat loss in a poorly insulated home.

A concrete example: installing double or triple glazed windows with thermal break technology improves the Uw coefficient, a key indicator in energy renovation.

This work is also part of overall approaches led by thermal design offices or general contractors, particularly in the context of phased renovations.

A structuring marketing strategy for the network

From a network perspective, this campaign serves as a sales management tool. Lorenove is deploying a national media plan combining:

• TV replay (TF1+)

• streaming TV (Canal+, HBO Max)

• targeted YouTube campaigns

• digital tools (Google Ads, social networks)

The strategy is based on a geolocation of campaignsallowing the activation of the catchment areas of the points of sale.

"This synergy between national visibility and local activation creates a virtuous cycle."

In addition, dealerships have access to local communication tools: point-of-sale displays, signage, email marketing, and digital content. This structure allows marketing efforts to be aligned with real-world conditions.

A challenge for building professionals

For businesses in the sector (tradespeople, installers, carpenters), this type of operation can generate an increase in demand in the short term. However, it requires the capacity to absorb the workload, especially during periods of high activity.

Sustained market momentum, but dependent on the context

In an uncertain economic environment, investing in housing remains seen as a safe haven. Renovation work contributes to:

• maintain property value

• improve quality of life

• anticipate regulatory developments

However, household decisions remain subject to several factors: available budget, public assistance, complexity of the work.

The Lorenove campaign is thus part of an acceleration strategy, but it is only one of the elements that triggers the projects.

By structuring both the commercial offer and the visibility of the network, this type of operation illustrates the importance of a combined approach between marketing, technology and site organization in the renovation sector.