Global lubricants database solutions provider announces its new platform.
Named earlFUSiON, the data platform has been designed to support applications for future generations of lubricants information. According to OATS, the platform is powerful and versatile, aimed at transforming the way oil companies engage with customers, with improved speed of product-matching and presentation of lubes options.
Pioneers in digital marketing, OATS launched the first online lubricants recommendation website in 1998 and now manages more than 400 websites in some 25 languages across 100-plus countries.
Data is gathered from around the world including Europe, the Americas, Africa and Asia, with presence in China since 2008.
The earlFUSiON platform uses the latest software and internet technology to provide oil companies and distributors with the ability to assemble and customise complex data from a wide variety of sources including technical, sales and parc. This can then be used to synthesise and reconstruct the information to deliver outputs into the simple and effective formats customers expect. The output can be delivered to B2C, B2B and B2B2C markets via mobile, tablet, laptop, desktop or touchscreen technologies – configured to any user requirement and ensuring a consistent user experience.
The Chinese market will see particular benefits from earlFUSiON’s ability to use either of two entry methods: Pinyin or Kangxi radical (traditional Chinese characters) in the search tool on a website. In practice, this means a Chinese lubricants recommendation website could be built for Chinese customers to obtain their search result quickly. Either way, the website is displayed using Chinese characters.
OATS claims the new platform will help lubes producers to:
- Recommend the right oil for their customers
- Make the right oil for their markets
- Support their product line
- Enhance their sales efforts
earlFUSiON is also set to bridge the gap between business functions including technical, marketing and sales.
Factors dictating customer oil selection can include location, temperature, fuel quality, environmental conditions and marketing preferences among many other conditions. Data is globally accessible from a secure data structure, complete with audit trails and journals of all changes.
Sebastian Crawshaw, Chairman of OATS commented: “Throughout our 30 year history we have demonstrated a passion for innovation and for designing solutions that are value-adding for our clients. earlFUSiON is now set to revolutionise the industry again through the way oil companies approach customer engagement."
Crawshaw added: "earlFUSiON comprises components designed to be integrated using industry standard interfaces rather than relying on proprietary systems or software. The result significantly enhances our ability to deliver flexible outputs tailored exactly to each client’s needs, with impressive user experiences. This innovation provides a fantastic start to our fourth decade of delivering exceptional service to our customers and the potential for future application leaves me excited about the future for us, earlFUSiON and the oil industry as a whole.”