DAM EASY - Flood Protection

FLOOD PROTECTION MADE EASY

1.6 EXPLORING D.I.Y. & D.I.F.M. HOME FLOOD PROTECTION

The definition of the domestic flood protection market is based on All Weather Industries’ (AWI) assumption of what the flood resistance market should be after researching global trends and products. AWI have finally developed what we call a “Flood Protection Category”. As consumers we are happy to invest in home protection products such as smoke alarms, fire extinguishers and house alarms to protect ourselves against fires or theft but if we live in a flood affected area whether low or high risk do we take the same measures to protect ourselves from flooding? Reality is that many of the measures to protect our homes can been done easily and by the consumer. In this definition the category is split into two areas as follows:

1. “DO IT YOURSELF” home flood protection (DIY).

2. “DO IT FOR ME” home flood protection (DIFM).

Both sub categories/ products of flood protection can be carried both online and in-store and lend well to retail but they very much differentiate between easy self-help (as defined by AWI) and tradesman required. The issue with the flood protection market today is that most products are “made to measure” and require either permanent or temporary fittings.

Cost of damage to property as a result of flood can be great. Repairing a house after a flood can cost between – D.E.F.R.A. (Department of Food & Rural Affairs, UK.) £10k – £15k depending on the flood depth.

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