A leading provider of industrial lubrication solutions, TYGRIS partnered with strategic marketing agency bspoq to improve brand awareness and increase customer acquisition, including end-users and distributors.

Founded in Irvine, North Ayrshire more than 50 years ago, TYGRIS offers cutting-edge cleaning, lubrication and protection products and services, such as oils, greases and aerosols, that increase efficiency and reduce downtime for industrial equipment.

Facing an extremely competitive landscape across multiple sectors, the company adopted an online sales and marketing strategy that saw it move away from more traditional methods.

A fully functioning e-commerce website, originally created by bspoq in 2020 and rebuilt this year, integrates with different partners and providers, such as BigCommerce and Klaviyo, to showcase the company’s extensive product portfolio.

An innovative trade account platform grants customers access to exclusive trade prices, order history, shopping lists, and quick order pads. Meanwhile, TYGRIS’s social media and email marketing channels have been optimised to drive traffic to its website; increasing brand awareness and conversions.

Since beginning its partnership with bspoq in 2019, TYGRIS has experienced significant improvements, including:

• Increased online revenue to £1.71million by July 2024, accounting for around 20% of the business
• £201,000 generated through email marketing over the past year
• Improved conversion rate from 3.38% to 3.98% since the website was rebuilt in April 2024

Jed Simpson, sales and marketing director at TYGRIS, commented: “As a business with roots dating back to the 1970s, we recognised the need to modernise our brand and take a fresh approach to improve our market position.

“Through our partnership with bspoq, we have created a strong brand identity which has helped differentiate us among a traditional industry while positively impacting customer awareness and unearthing additional revenue streams.”

The relationship between bspoq and TYGRIS continues to go from strength to strength with the launch of a new biodegradable lubricant brand, ONOS, across the UK earlier this year.

The company’s new range of biodegradable lubricants are designed for industrial applications where environmental protection is vital, including the forestry, marine and agriculture sectors. ONOS matches the performance of conventional greases and oils, helping to minimise carbon footprint while ensuring the smooth operation of equipment.

Meanwhile, TYGRIS recently opened a US branch in New Jersey as part of its wider growth strategy. It marks the company’s first international expansion in its five-decade history, while bspoq is supporting all marketing literature and collateral.

Matt Sandham, founder and CEO of bspoq, said: “TYGRIS was our very first client when we launched the business in 2019 and I’m pleased to see the level of growth the company has achieved since partnering with bspoq.

“Jed and the rest of the team have come a long way in a relatively short period of time. We are proud to play our part in the next chapter of their story with new product development and expansion into the US, among other exciting plans.”