Selle San Marco

Background

Selle San Marco is among the leading brands in bicycle saddle manufacturing with nearly 90 years of experience. Since 1935, every saddle produced expresses Italian artisan tradition and attention to detail, creating products that range from gravel to bikepacking, from road to mountain bike, from urban lifestyle to commuting.

“Adventure, emotion, sharing: a journey to discover cycling and the sensations that only this sport can convey. The saddle matters to us because the experience matters to you.”

It was essential for the company to communicate its values through new digital channels as well. Therefore, in order to improve brand image and create new commercial opportunities, Selle Italia (owner of the brand) decided to finally undertake a radical digitalization of sales channels through a new B2C e-commerce platform. From the offline distribution network, the brand now enters electronic commerce, offering itself to the end consumer worldwide!

Until now, however, the company’s expertise had never extended beyond B2B boundaries, completely ignoring the specific dynamics surrounding the needs of private customers. So to avoid inefficiencies, delays, and critical issues, the Calicantus team was also entrusted with the role of MoR (Merchant of Records) for the operational and logistics management of online orders in Full Outsourcing.

Objectives

• Increase Brand Awareness
• Create a New Digital Sales Channel
• Expand Target Markets Potential Customers
• Improve User Experience
• Optimize Process Management

Strategies and tools

Innovation and tradition, analysis and creativity, identity and communication, brand and product, online and offline. These are the right ingredients to spread a historic made-in-Italy brand around the world.

Just like the delicate and careful process of crafting a saddle, we built the new web project dedicated to the end consumer: the Calicantus team took on the great responsibility of bringing the Selle San Marco brand online, always focusing on attention to detail and technological efficiency.

For the creation of the new e-shop site, the open-SaaS BigCommerce solution was selected, recently launched on the Italian market but with truly incredible scalability potential. The e-commerce platform was integrated with Calicantus management systems, which handles all administrative, accounting, shipping, logistics, and customer care aspects in Full Outsourcing, leveraging more than a decade of expertise in digital commerce.

Thanks to the demanding teamwork involving Calicantus, the graphic design studio, the BigCommerce team, and company representatives firsthand, we succeeded in translating ambitious communication and stylistic choices into an immersive navigation experience in which users find the same founding values of the brand: design, performance, service, and emotion.