Delivering a combined
approach for a holistic group
of companies.
Energas are a leading service provider of cylinder gases and equipment to a variety of industry sectors in the UK.
Energas is a part of the Air Liquide Group, the world leader in industrial and medical gases. Energas is a leading service provider of gases to a variety of industry sectors in the UK, delivering a local and personal service, combined with global quality products and expert technical support.
Understanding customer insights is crucial as it allows for the creation of highly targeted, effective marketing campaigns that not only meet but exceed customer expectations, fostering loyalty and driving repeat business. For Engweld, this focus on customer-centric data intelligence has been a cornerstone of their digital transformation, leading to sustained growth.
Advanced Analytics
Leveraging cutting-edge data analysis tools to scrutinise customer behaviour, purchase patterns, and engagement across platforms.
Customer Segmentation
Creating detailed customer profiles that helped tailor Engweld’s marketing messages more effectively, enhancing relevance and response rates.
Feedback Integration
Actively incorporating client feedback to refine and adjust strategies, ensuring our initiatives resonate with the target audience and drive meaningful engagement.
We faced the challenge of merging two industry leaders - Energas, the national gas supplier, and Engweld, a premier gas equipment provider - into a single comprehensive gas and equipment solutions company. Based on customer insights, instead of creating a new name, we capitalised on the established Energas brand equity by unifying both businesses under that brand identity. This consolidation necessitated developing new positioning elements and an updated brand image that acknowledged their relationship as an Air Liquide company.
Brand positioning
Working with the newly merged company, we examined both internal and external perceptions of their organisational identity and what it meant for their customer base. The positioning 'Everything Gas' encapsulated their purpose of providing customers with a comprehensive suite of gas solutions to perform jobs safely, efficiently, and professionally. We then introduced the supportive tagline 'Your local gas & equipment experts' to highlight their expertise and nationwide network of locations.
Brand image
Collaborating closely with Air Liquide, we ensured the new brand image aligned with their global brand vision while developing a flexible design system and guidelines that remained unique to Energas within the group. The comprehensive new design guidelines, encompassing photography, internal branding, wayfinding, literature, vehicle branding, and uniforms, enabled consistent brand application across both corporate and depot levels throughout their national network.
The cornerstone of our strategy is a thorough understanding of Engweld’s customer base, enabling targeted engagement across multiple digital channels. We’ve implemented a robust blend of SEO enhancements, optimised paid search, and dynamic social media strategies, all underpinned by detailed analytics and continuous improvement processes.
Year 1
A remarkable 180% boost in online revenue and a 20% uplift in conversion rates.
Year 2
Continued success with a 300% surge in online revenue and an 11% improvement in conversion rates.
We developed a comprehensive brand strategy coupled with an evolved modern identity.
Our multi-channel approach ensured cumulative and ambient effects to maximise results.
We established goal tracking for calls & form submissions and have increased monthly conversions/enquiries.
Book your free discovery call with a member of our team today.
