Selle Royal launches new B2B programme

Selle Royal is launching a new B2B programme.

The objective is to put greater effort into trade marketing activities in order to improve the brand’s presence in stores and help the dealers to increase the performance of their display and ultimately the customer experience in the shops.

All of the brand’s dealers will receive a dedicated retail guide – a multi-language toolkit available in print and via a new online portal. It features the full range of Selle Royal Point-Of-Purchase (POP) materials available, visual examples on best practices to use and combine the marketing collateral in different shop scenarios, and an overview of the advantages to creating a qualitative branded environment in-store.

The idea behind this guide is to ensure shops feel supported by the brand and to demonstrate how enhanced visibility in-store can lead to greater sales performance and profitability.

Selle Royal is also launching a new B2B portal where retailers can order marketing materials directly, with timely shipping to ensure a fast and efficient process. This online platform will include informative and visual brand and product assets that dealers will be able to download, giving them access to wide-ranging marketing materials which will help them better communicate the product and brand offerings, both offline and online. Retailers can visit the portal at

The saddle brand is also organising another series of Scientia Dealer Training, with a focus on the German market. Scientia is Selle Royal’s ergonomic range and these sessions deliver an extensive training of how best to communicate purchasing motivations, the method for measuring the right fit, and the research behind the saddle. Full details of training schedules and how to apply will be revealed soon.

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