Selecta are revelling in the instant success of their recent launch of the Exclusive Collection Range of Composite Doors. Marketing Manager, Mark Walker, explains the reasons why the new range of composite doors have proved to be a hit.
The Exclusive Collection – More than just a quality brochure
“The promotion of the Exclusive Collection was more of a re-launch than just the introduction of a new brochure. Months of research, negotiations and hard work were spent ensuring that we were giving customers what they wanted and not just what we thought they wanted! Initially it was about raising the quality and feel of the brochure as this is what essentially sells the door to the end consumer. We looked at giving the brochure that something different to what was already out there by using new printing techniques and having a high build varnish cover to replicate the feel and grain of a composite door. Response to the brochure has been excellent which is pleasing as any brochure you pass on to an end consumer is a representation of the company that is selling / installing the door”.
Mark continues, “The Exclusive Collection also saw the introduction of new door styles, a complete new range of glass designs, door colour options, contemporary door furniture and a new PAS 24 / Document Q and Secured by Design Yale door locking system. All of these additions coupled with new marketing support packs and campaigns have seen composite door sales increase by 27% over the last 3 months”.
The Selecta range of composite doors come with a manufactured product 10 year guarantee which includes the Fab & Fix and Trojan door furniture, ERA Vectis Plus, ERA Trimlock and Yale Mantis III door locking systems. The Nan Ya slab is covered by a 25 year warranty as part of the package. The three Exclusive Collection composite door locking systems are all accredited and certified to PAS 24 and Secured by Design, meaning installing within new build properties is not an issue with the requirements of Documents Q met.
Mark also revealed that a 2nd Edition of the Exclusive Collection is about to be issued with further developments and enhancements to the range and to their online door designer and ordering portal, Door Manager.
Door Manager proving very popular
“Door Manager has been with us now for approximately 18 months and we have seen the online system grow in popularity owing to its simplistic and easy to use interface. With over 1200 registrations on our system, we now have our customer base self-quoting, designing and ordering online. This has helped order processing and production efficiency as less time is spent going backwards and forwards to customer because of missed items on orders or dodgy faxed prints! Door Manager is to be developed further over the coming months which will make it not just an online designer and ordering portal but a powerful sales tool for our customers to utilise and generate leads”.
Selecta also offer an alternative composite door brochure, which is seen as a unique and simplistic offering to customers wanting a lesser range and easy up-sell to the end consumer. The Classic Collection has been popular amongst those customers wanting a smaller range of composite doors.
Classic Collection Quality
Mark recalls “The Classic Collection was launched following feedback from customers whom didn’t want to offer a huge range of composite doors. The range consists of five slab colours, four popular door styles, a handful of triple glazed glass designs, a Yale door lock with Secured by Design options all packaged in a 16 page brochure with just one price for all doors! The Classic Collection works in so many ways for certain customers whom instantly know the price of every door when face to face with a customer, with a lot of customers now using it as a their ‘Special Offer’ doors. Quality is also not compromised, with the same Nan Ya slab, Fab & Fix door furniture and Yale door locks used as in the Exclusive Collection. Customers are really getting a quality affordable composite door!”
Mark concludes “The Classic Collection is in the process of further developments mainly owing to its success. We are adding four new families of triple glazed glass designs to the range and maintaining the one brochure, one price theme. The Classic Collection makes up approximately 30% of all our composite door sales because they are quality composite doors at an excellent price point”.
For further information visit www.selectadoors.co.uk and register for Door Manager. By registering you are entitled to £25 off your first online door order – Also, you get an extra online discount of £10 off every Exclusive Collection door ordered online. Alternatively contact the marketing department on 0121 325 2100 to book a demonstration vehicle visit or for marketing materials.
Written by Mark Walker