Swindon company celebrates 30 years in business

By Anita Jaynes on 21 May, 2014

Swindon based global lubricants data solutions provider OATS is celebrating its 30th anniversary in 2014.   Founded in 1984 by two lubricants specialists from Castrol and Esso, OATS built a reputation as the supplier of choice for lubricants data for the UK market, enabling customers to answer the question ‘Which oil?’

In the 1990s, from its Swindon base, OATS expanded across Europe providing multilingual distributor and help desk solutions that allowed technical services to be centralised and streamlined.  Subsequently OATS introduced electronic product matching that revolutionised the process of linking products and lubricants specifications, saving technical staff time.  In 1995 OATS launched an internet marketing service and in 1998 introduced the world’s first online lubricants recommendation website.

These lubricants recommendation websites began the transformation of lubricants marketing.  By providing information to customers through websites and mobile apps, the cost of supporting customers around the world was dramatically reduced, leading to significant cost savings for oil companies.

Having chosen to focus solely on the lubricants sector, in 2007 OATS launched the first global recommendation sites with local adaptations – the first truly ‘glocal’ service.  Now with over 15 years of internet marketing experience, OATS manage over 200 lubricants recommendation websites in over 20 languages, including some of the world’s most complex implementations.

To accommodate expansion of the team, OATS moved into larger offices on the Delta Business Park in Swindon in 2012 and now employs over 30 people with hundreds of years of experience in the lubricants and software industries.

Sebastian Crawshaw, Chairman of OATS said: “The entire lubricants landscape has changed dramatically over the last 30 years but at OATS we have continuously listened, adapted and evolved to deliver our clients solutions that truly enhance their business performance.  From the original printed publications to the latest mobile apps, we will continue to invest in the development of new solutions as markets and channels continue to evolve over the next 30 years and beyond. ”