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Case Study

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Digital Disruption in
Petrochemicals


Longfield is the UK's longest established distributor of polymers. They have made it their modus operandi to disrupt a sector which has been slow to shrug off the shackles of inefficient traditional business practices.

Insight

Longfield has a reputation for shaking up the way polymers are sold. Incumbents in the sector have watched helplessly as they’ve forged new ways to deliver product with increasing efficiency. We got under the skin of a complex and fluctuating commodity market, and used our understanding of digital to create a dynamic, simple to use, self service ordering tool that ensures customers are always offered the best price.

Agility through digital allows for rapid scaling at lower cost, helping Longfield to drive their position in the industry.

Objectives

  1. Increased web traffic
  2. Conversion rate optimisation (CRO)
  3. Improved customer retention
  4. Reflect and promote Longfield’s position as an innovator
  5. Improve appeal to manufacturers as a chosen distributor

Approach

By communicating the Directors’ vision for the business as a disruptive, low cost supplier of high quality polymers, we delivered a website which built upon the impressive growth achieved offline.

A case study in digital disruption in petrochemicals. Sputnik Digital in Manchester created an innovative web platform for online sales & brand identity for Longfield.

We conducted in-depth market research and opportunity mapping in order to deliver two management reports. The first, a digital strategy document, explored the existing landscape and identified opportunities for disruption in the sector.

The second document makes recommendations for overhauling the “owned media”, taking the website from its previous role as an online brochure to become a self serve sales tool.

Longfield's finished website, as envisoned, designed and developed by Sputnik Digital in Manchester
Longfield's finished website, wireframe, designed and developed by Sputnik Digital in Manchester
Designed and developed by Sputnik Digital, Longfield's website disrupted the petrochemical industry allowing for online ordering and growth in distribution.

Through Digital Transformation, Longfield has proven to both their customers and suppliers that they are still leading the march in delivering innovative ways to improve price and convenience in polymers distribution.

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