Customer Case Study

First to Market, Online

TIPCO Technologies, a 136-year-old fluid conveyance distributor, launched its first eCommerce channel on the CX1 Platform with IDCO CX1 PIM content to get ahead of big-box competitors.

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Industry

Industrial Fluid Conveyance Distribution

Location

Owings Mills, MD

Products used

CX1 Platform CX1 PIM

Executive Summary

TIPCO Technologies, a family-owned provider of fluid conveyance and sealing solutions with a 136-year history, became one of the first in its industry to add an eCommerce channel. Partnering with Unilog through the IDCO co-op, TIPCO launched on the CX1 Platform and subscribed to the IDCO CX1 PIM for access to more than 300,000 enriched SKUs, accelerating customer adoption and positioning the company to compete with big-box players.

300,000+enriched product SKUs available via the IDCO CX1 PIM

A 136-Year Distributor Meets a Digital Moment

TIPCO Technologies has an impressive 136-year history of providing fluid conveyance and sealing solutions, evolving continually to meet changing industry needs and customer expectations. In 2020, at the height of the pandemic, TIPCO decided to be one of the first in its industry to add an eCommerce channel.

Until then, the company had no eCommerce presence and pulled what little product data it had from its ERP, a source that was neither dynamic nor reliable. Leadership knew a digital branch was needed to keep pace with big-box competitors and meet customer expectations.

TIPCO Technologies — CX1 storefront on a laptop

A Co-op Partnership, A New Sales Channel

As a member of IDCO, a premier co-op for independent industrial distributors, TIPCO leveraged IDCO’s partnership with Unilog to build its digital sales channel.

In addition to implementing the CX1 Platform for a fully transactional, B2B-specific site, TIPCO subscribed to the IDCO CX1 PIM, which provides access to more than 300,000 enriched product SKUs and more efficient content management. The eCommerce site lets TIPCO add its custom hose assemblies and cut gaskets to personalized online catalogs, so logged-in customers can find and order their unique items directly.

TIPCO Technologies — CX1 storefront on multiple devices

Ahead of the Market, Inside and Out

The partnership with Unilog accelerated TIPCO in the marketplace and connected its online and in-store business:

Internal implementation

The eCommerce site and product content gave salespeople essential tools, adding confidence and agility in the marketplace.

Customer adoption

Once customers saw how easy the site was to use, it became integral to how they do business with TIPCO, letting them shop and order whenever they like.

Clean, consistent data

Content from the IDCO CX1 PIM meets the industry’s strict STAMPED hose-safety data standards and is enriched and normalized for a consistent customer experience.

Operational efficiencies

Customers no longer need to call for availability and pricing, and TIPCO can quickly and reliably onboard new operating companies from a recent merger, even with a lean team.

TIPCO Technologies — CX1 storefront on the web

300,000+enriched product SKUs available via the IDCO CX1 PIM

The biggest pain point that Unilog solved for us was getting us ahead of the market. It brought us into the forefront of where big box competitors are at and where the rest of our customers expect us to be, and made TIPCO a contender for bigger business and bigger partnerships with our customers.

Lydia RiceDirector of eCommerce and Digital Marketing, TIPCO Technologies