United Sites of Scottoiler

Scottoiler is an award-winning manufacturer of motorbike chain lube systems. In 1985, Fraser Scott created the Scottoiler as a solution to a continuing nuisance: During long journeys, his motorbike chain required regular cleaning and suffered excessive wear and tear. Scott then created the Scottoiler chain lube system, which continually cleans the chain, reduces corrosion and improves fuel economy.

As other motorcycle enthusiasts who suffered the same irritation discovered the Scottoiler, they responded in their thousands. Over the past 25 years, the company has built a loyal customer base from these enthusiasts and expanded exponentially. In the UK, Scottoiler is now the market leader in its field.

With a reputation such as this, Scottoiler required a market leading site that reflects its position in the market. The previous web platform was inadequate and, after a competitive tender process, Alienation Digital was selected to give the Scottoiler site a new lease of life.

Launching the Brand in the United States

The client was planning a lucrative and exciting expansion into the US market, but first required a website to support the move. The prevailing requirement was a notable difference between the requirements of the UK site, and the predicted needs of the US customer base. Whilst UK Scottoiler customers predominantly purchase the products via distributors, the US market had no such channels in place. Consequently, Scottoiler required a more sales focused interface that would reinforce the features and benefits of the products, and, ultimately, drive purchases.

With this in mind, Alienation Digital has 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.

The site has been live for a mere few weeks, but Alienation Digital predicts it will reap significant rewards for the brand.

Neil Barr, MD at Alienation says "When Scottoiler set out to enhance its online presence, Alienation Digital was delighted to be chosen to recreate the website for both the UK and US markets.

"Our goal was to build a site that communicates the lifetime value and benefits of Scottoiler's products as well as their features. The community section embraces motorcycling enthusiasts, featuring blogs, social media and competitions for a dynamic user experience. Now the platform has been launched, we are looking forward to an exciting future ahead."

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