Door operation transformed

Gareth Busson, head of sales and marketing at Solidor Group, outlines the world class credentials of Residor, its mid-market GRP door.

Residor has grown significantly over the course of the last year with increased adoption by both existing Solidor customers looking for a GRP door with an Ultion cylinder as standard, and also by other companies looking for a class leading, yet competitive composite door offering.

Ultimately, Residor and its sibling Nicedor form part of the three-tier Solidor Group offering.

While our focus has been on the continued success of the Solidor proposition over the last decade, Residor is now equal in terms of the key benefits to customers and that begins with unrivalled service. Our world-class logistics operation means that customers ordering a Residor can have it delivered within five working days and to otif standards consistently in excess of 99%.

The whole operation across the group has been transformed by Mike Price, who is a renowned production and business operations guru with numerous awards to his name. Now Neil Bancroft who has worked with Mike for much of the last decade, has been promoted into the new role of operations director to continue his great work.

The whole process of ordering a Residor has been made far easier with the adoption of our Door Designer platform, which can be used by homeowners or the trade to complete a bespoke design in just a matter of minutes through a visually appealing and simple step by step process and we’re even able to capture the enquiry at the end with the ‘request quote now’ feature. It’s been a fundamental part of our Solidor Group proposition to help nurture sales leads, and this includes our work with the Residor brand.

Our marketing for Residor has been inspired by the success of the Solidor brand and so the website has a similar look and feel as a consumer-facing site, while our brochure is similarly inspired. It’s important that our customers have the tools to help sell and close more sales across all three brands in the Solidor Group and that we communicate the clear and valued product USPs.

Residor isn’t just another GRP composite door, as we offer the 3-Star Ultion cylinder as standard, along with a £1,000 security guarantee. This is also enhanced with the adoption of a 3.6mm skin, twice that of many of our competitors and tough enough to achieve PAS 24:2014. With security remaining as the clear number one driver in entrance door sales, this reflects our position that we only look to sell the most secure doors we can, across all of the composite door market segments.

From a product perspective there are also 16 popular styles to choose from and six standard colours of red, green, blue, black, white and anthracite grey, along with a further option to choose from 250 different RAL colours, with both contemporary and heritage inspired options. There are also 20 different glazing options and hardware is satisfied with the five finishes of gold, chrome, brushed, white and black.

Our Residor proposition has been developed on the back of a demand for a more secure mid-market GRP door with a 3-Star cylinder and double-thickness GRP skin. We’ve also backed this up with world-class business operations, marketing inspired by the team behind Solidor and a new Door Designer platform that’s part of an ongoing digital development programme.

We’ve given Residor the Solidor treatment and now installation companies are benefitting from our investment in them.