It has been inspiring to see how our quickly our Kauffman Gas team and our partners at Bright Orange Thread have come together to launch an online platform for Tank-Ful.
I'm excited to sell more propane tank exchanges online and expand our service area!
Chris Kauffman
Visit: www.tank-ful.com
Long Story Short
COVID-19 slowed things down for Kauffman Gas. It made it difficult to keep employees busy, motivated, and on payroll.
Committed to doing right by their employees and customers, Kauffman Gas decided to embrace the highly digital and contactless “new normal” of doing business.
They jumped into action to quickly launch an idea that had been on the back burner: a grill tank delivery exchange service.
This service needed to be launched quickly to capitalize on customers living under stay home orders and the business problem of having employees sidelined for in-home service calls.
It also had to be fully digital to reflect customer buying behaviors.
Tank-Ful is a grill tank exchange that delivers to homes. This service makes customers' lives easier while improving the community by:
Bright Orange Thread knew that the Tank-Ful website would need to be created and launched quickly to keep the momentum rolling.
BOT leveraged 3 existing assets to help launch this brand quickly:
We duplicated the Kauffman Gas website, created a new brand coherent with the parent brand, and leveraged a best in class e-commerce plugin to create an easy-to-use shopping site.
With only two products, a full-blown shopping cart would create more friction than needed during the checkout process.
The client was looking to keep the service team busy, but didn’t want to overwhelm the front office. This is why it was critical to automate communication with Tank-Ful customers.
We implemented email and SMS automations confirming delivery and reminders to customers to have their tanks ready for pick up on the day of delivery.
This functionality utilized the marketing automation and CRM tool that BOT previously implemented for Kauffman Gas, so the staff's learning curve was minimal.
The service is initially only being offered to existing customers within 10 miles of the central office. This allows for testing of the website, the automations and the delivery process.
We plan to continue to help this project grow by using social media and email marketing as a tool to increase site traffic and improve conversion rates. Using technology in this way is key for the digital experience and can help companies to pivot in today's economy.
We look forward to giving an update on the website in a month's time with an updated case study that can articulate the ROI.
