UK dealer getting behind in store product experiences, says SQ Lab

It is often now said that product experiences are leading the way at retail, with customers arriving expecting a personalised service and perhaps tailored product; and the bike trade may now be taking note of this trend, believes SQ Lab.

Itself a brand that has an in store tailoring process for its saddles and grips, SQ Lab’s sales are said to be growing in line with a rise in shops offering various fitting services.

Carola Noordermeer of One-Way Distribution, the brand’s distributor, told CI.N: “The dealer in the UK now has a strong understanding of this brand and the benefits both to the customer, as well as to the store in terms of long-term customer relationship and quality of product. Product experiences are not easy to order from the internet and get right, certain measurements have to be taken to achieve the right fit.

“There is a myth out there that pain and cycling go hand in hand. With experiential products like those SQ Lab offers there’s a chance to disprove this with a service that shows the customer they can improve their overall cycling experience via a service best delivered by a local bike shop.”

SQ Lab was among the first to translate the experience from saddles to grips and the firm is now able to offer stockists a means by which to fit the customer’s hand to the ideal size and shape of grip.

To enquire about stocking SQ Lab, the distributor into the UK market is One-Way.