Selleys
Singapore | Selleys Partners Programme
Selleys Singapore
DIY Home Improvement
The Challenge
Client Background
Selleys is a market leading brand with 75 years of world class quality and product innovation. Selleys growth in world markets is already evident with major trade extending in to New Zealand and Asia. In fact, Selleys has been exporting to countries such as Singapore, Malaysia, Thailand, Hong Kong, Korea, Taiwan, Indonesia, Vietnam, China, the Philippines, South Africa and Saudi Arabia for many years.
Project Role
We explored the creation of the Selleys Partners Programme, an channel partners incentive and rewards initiative that works to bring retail and distribution partners into the Selleys ecosystem. A hybrid strategy of using both offline (in-store collateral) and online (email cum LinkedIn) is proposed to engage potential partners.
Engagement Gap
Retail partnerships often become purely transactional. Selleys needed to move beyond invoice-based relationships to build genuine, long-term loyalty. The goal was to create a programme that felt rewarding and exclusive, turning standard distributors into enthusiastic brand advocates.
Hybrid Consistency
Distributors interact with the brand across multiple touchpoints—from physical in-store displays to email newsletters and LinkedIn updates. Ensuring a seamless, premium brand experience across this hybrid offline-online journey was critical to maintaining professional credibility.
The Process
Our approach involved mapping the complete partner journey, identifying key friction points and opportunities for reward, to ensure the new programme offered tangible value.
Ecosystem Design
We moved beyond simple sales targets to design a holistic ecosystem. We mapped out how a partner would discover, join, and grow within the programme, ensuring that every stage offered clear incentives and simplified processes.
Visual Synergy
To differentiate the programme without breaking brand guidelines, we created a sub-brand identity. This visual language sits comfortably within the established Selleys aesthetic but introduces fresher, more dynamic elements to signal "bonus" and "reward" to the viewer.
Actionable Toolkits
Recognizing that retailers are busy, we designed collateral that communicates value instantly. From high-impact rollup banners to concise flyers, every piece of the toolkit is engineered for readability, ensuring the "What's in it for me?" is answered in seconds.
The Solution
We developed a comprehensive partners programme that simplifies the complexity of loyalty rewards. The final solution is a turnkey ecosystem that empowers Selleys to retain and grow its distributor network with minimal manual intervention.
Frictionless Onboarding
We streamlined the path for partners to join the ecosystem. By bridging offline physical forms with digital databases, we removed barriers to entry, making it easier than ever for a store owner to sign up and start earning.
Automated Engagement
To keep partners active, we designed a series of responsive HTML5 newsletters. These automated communications deliver personalized updates on rewards and tier status directly to partners' inboxes, driving engagement without adding administrative overhead.
Storefront Activation
The programme manifests physically through high-visibility POS materials. We designed standees and posters that turn every partner location into a beacon of the Selleys brand, reinforcing the partnership value to both the retailer and their customers.
"Working together with Selleys Singapore... we explored the creation of the Selleys Partners Programme... a hybrid strategy to bring retail and distribution partners into the Selleys ecosystem."
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