Brief

Alienation Digital won a competitive tender to design, build and market a United States targeted website, as well as redevelop the UK website, for Scottoiler: a Milngavie based company which has grown to become a global market leader in motorcycle chain lubrication systems. Scottoiler products are exported globally to 25 countries, including Germany, Spain, Australia and New Zealand. In its established markets, Scottoiler is a strong brand with high customer loyalty, however there is much room for growth in the US market, hence the need for a new targeted website.

Solution

Alienation Digital produced a dynamic, intuitive website that enhances the brand’s online presence on both sides of the Atlantic. The new site features benefits such as a bike selector feature for customers to choose the products suitable for their motorcycle, a dealer locator that assists customers in sourcing their nearest Scottoiler retailer, and social network feeds for those who wish to engage with the brand.

Technically, the new Scottoiler site is incredibly sophisticated with functionality such as IP direction, so Scottoiler.com “knows” where the user is situated, and redirects to a location and language targeted site.

Results

Online sales to the United States market increased 2336% in the 6 months following launch, compared to the first 6 months of the year. The results were achieved through online marketing channels, including search engine marketing, social media and display advertising, which have enhanced brand presence, generated product awareness, and increased online visibility in the United States.

This project won the Export Award at the 2011 Herald Digital Business Awards.

“From day one Alienation proved very competent and thorough with a really comprehensive proposal document in response to our tender. Upon meeting the team, their enthusiasm and knowledge was ever present, this combined with their obvious talent for design, was a winning formula. The project will target a significant increase in our U.S. market presence, and ultimately it’s got to generate revenue.  Alienation’s scientific approach to web development should ensure we achieve all our objectives.”

Nick Muddle, Head of Export and Marketing,
Scottoiler

1. 2009 - Present
2. http://www.scottoiler.com
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