Selle Royal launches retail-focused B2B programme

Italian saddle brand Selle Royal has announced the launch of a new retail-focused B2B programme in a bid to improve the brand’s presence in stores.

Through the programme, Selle’s objective is to increase its efforts in trade marketing activities to help dealers improve the performance of their display, and in turn, the customer experience within their shops.

All of the brand’s dealers will receive a dedicated retail guide taking the shape of a multi-language toolkit available both in print and via a new online portal. The guide will feature a full range of Selle’s Point-of-Purchase (POP) materials available as well as visual examples on best practices to use and combine the marketing collateral in various shop scenarios. It will also outline the advantages to creating a ‘qualitative branded environment’ in-store.

According to Selle, the idea behind the guide is to demonstrate how enhanced product and POP visibility in-store can lead to greater sales performance and profitability, while ensuring shops feel supported by the brand.

Retailers will also be able to order marketing materials directly from a new B2B online portal, and when combined with timely shipping will speed up the efficiency of the ordering process.

The online platform will include information alongside visual brand and product assets which dealers will be able to download, giving them access to a variety of marketing materials to help them better communicate Selle’s product and brand offerings.

The brand’s Scientia Dealer Training is also set to return following the success of last year, with this series seeing a focus on the German market. Scientia is Selle’s ergonomic range and the dealer training sessions deliver extensive training concerning how to best communicate purchasing motivations, the method for measuring the right saddle fit, and the research behind the saddle.

Full details of training schedules and how to apple will be revealed by the brand soon.

Hayley Everett

Multimedia Reporter

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