In this month’s Door Trends column featured in Total Fabricator Magazine, Ben Aspinall, Marketing & IT Manager at DoorCo, reports on a different view of the market – reflecting on the lessons of 2021, and what to expect from DoorCo and the market in 2022.
January is often the time we take stock, put the previous year behind us and start to action the plans made for the year ahead. It’s particularly poignant this year as 2021 was a tough time for everyone involved in the fenestration industry. For DoorCo, it was quite the rollercoaster ride! So, in this first column of the new year, we will reflect on where we are today, share what we’ve learnt and what we think is to be expected in the world of composite doors in 2022.
Highs and lows
Against the backdrop of a turbulent market, with component price increases hitting from all sides and global supply issues, DoorCo actually enjoyed quite a few positives last year: we had two successful product launches with GRiPCORE and FLiP, both of which had a significant impact on the trends we discuss in this column; we’ve gained new customers and grown our market share; and, finished in a relatively good position, with stock on the shelves and our first G Award for Best Promotional Campaign.
All in all, we have emerged stronger than we could have expected but there have certainly been lessons learnt along the way, which will we take forward with us this year:
Commitment
Despite everything, DoorCo remained committed to the long-term business development plans. While many backed down, we pushed forward with our plans to launch the new products we’d been developing, and this paid dividend as for example, we delivered FLiP as a solution to the glazing cassette supply issues faced last year. Furthermore, the product launches have positioned DoorCo as the only UK manufacturer to supply two types of composite door and our own glazing cassette system.
Continuing our commitment to delivering a conscientious approach to manufacturing and supply, with our customers and their customers always in focus, we conducted a production efficiency overhaul and made big machinery investments, including additional CNC machines and paint lines. This allowed our service offering to flex and evolve to a multi-level, hybrid service that supports the customer as they need, whether that is a fully comprehensive prepping service, additional fabricator manufacturing support with painting or prepping, or a Just In Time distribution delivery proposition – all which is underpinned by integrated IT systems with zero paperwork.
As we look ahead, commitment remains a priority for 2022: we don’t know what’s going to happen with Covid, let alone consumer spending, so those that will succeed will be those that are prepared to keep moving forward, being flexible, adaptable and constantly striving towards the targets and ambitions set.
Communication
When you are operating on code red as many of us have been, it’s imperative to communicate with customers, suppliers and internally across the business. Open and honest communication is the only way to manage expectations – good and bad – so that everyone knows where they stand. It is fundamental to customer service, which is going to be even more important in the competitive market we face.
Collaboration
Working together is key, with your team and the supply chain. DoorCo’s team have really pulled together to navigate the business through the pandemic, and more than just communicating with customers and suppliers, we worked closely with them to ensure the decisions we made didn’t negatively impact their businesses or undermine those relationships. This shows loyalty and respect, something that is going to be paramount in surviving 2022. Working closer and sharing information on forecasts for example, will only strengthen these relationships and the intel we’re all party to, helping everything to run smoother.
Core values
It’s good business ethics that drive all of the above. DoorCo has a series of values that underpin the business; the fundamental beliefs and behaviours set by the directors back in the early days that remain the cornerstones of the business today. In 2022, DoorCo will concentrate on delivering these values – Conscientious, Committed, Collaborative, Considered, Connected, Consult, Complete, Communicate and Committed – and what the brand promotes, particularly in the early part of the year when we are focusing on our service proposition. When the market is competitive, customers will be looking at what’s over and above product and price. They will be looking for suppliers that are committed, communicate well and are prepared to collaborate. We think this is the only way to ensure customers are satisfied, and acknowledge we have work to do on defining our service offering ahead of the much-anticipated FIT Show.
Connecting
Our aim for FIT Show 2022 is to connect. Our award-winning marketing campaign has put GRiPCORE and FLiP at the forefront of our product portfolio but there’s much more to DoorCo. All our brands will be there in all their glory, including what DoorCo stands for with our core values. We plan to be there in force, with a full team ready to connect with customers to helping them understand not only what they can expect from DoorCo, but also who delivers it.
We look forward to seeing you there on stand Q11.
Read the article in the January/ February issue of Total Installer
