From Data Gaps to Digital Growth: How Oasis International Left Messy Product Data and Manual Processes Behind with AD
Executive Summary
Oasis International was dealing with a challenge many manufacturers face: product data scattered across systems and manual syndication processes. This slowed speed-to-market and made it harder to consistently support distributor partners at scale.
By partnering with AD to implement a centralized Product Information Management (PIM) system, automate data syndication, and meet regularly with the team to improve data, Oasis successfully transformed their digital product data operations. The results speak for themselves:
- 3x faster speed-to-market for data syndication to AD distributors
- Product data quality increase from 69% to over 90% within one year
- 16% year-over-year sales growth supported by digital product data initiatives
- Increased engagement from AD distributors after data quality improvements
The Challenge
Founded in 1910, Oasis International, an AD Supplier in the Plumbing US division, has built a legacy as a global leader in water delivery solutions. A Culligan brand headquartered in Columbus, Ohio, the company has provided over 13 million touchless bottle fillers, water coolers, drinking fountains, and environmentally friendly products to more than 80 countries. With global manufacturing and distribution locations across the U.S., Mexico, Ireland, and Poland, Oasis requires efficient and scalable digital solutions to support its extensive partner network.
Before partnering with AD, Oasis International faced many manual data management and product syndication challenges common across the manufacturing industry. Without a formalized product data strategy or a PIM system, managing data through documents and Excel spreadsheets was the norm. The lack of a true source of product truth led to inconsistent descriptions, incomplete attributes, and critical gaps, including missing weights, dimensions, and specification sheets.
“PIM, or product information management, was a strategic investment for us because it strengthens the foundation of how we manage and share product data. It improves consistency across channels, shortens the time it takes to update information, and helps ensure customers always see the most accurate, complete details—benefits that scale as our portfolio grows.” Melissa Coolidge, VP of Sales - Americas
The Solution
Recognizing the need for a stronger digital foundation, Oasis International partnered with AD to implement a more structured and scalable data strategy. Oasis appointed a dedicated internal data owner, Marketing Manager Caroline Cannata, to lead the initiative. Together, Oasis and AD realized this digital strategy through a three-step process:
Step One: Establishing a source of product truth.
Oasis selected AD partner Salsify as its PIM platform and worked alongside AD implementation partner Impaqx to connect Oasis to the AD Channel in Salsify.
Step Two: Automating data syndication with AD.
Oasis automated the delivery of digital product content through the AD eContent Supplier Connector, powered by dataX.ai, allowing clean, enriched data to flow directly to AD distributors.
Step Three: Scorecard Reviews With the AD Supplier Relations Team
The AD Supplier Relations team led Caroline and the Oasis team through Supplier Scorecard Reviews, using data insights and expertise to identify gaps, improve completeness, and make more informed decisions around distributor engagement.
Results
With a stronger data foundation in place, Oasis is operating smarter and faster.
Product data quality climbed from 69% to over 90% in just one year, as measured by the AD Supplier Scorecard. Syndication to AD distributors now runs 3x faster, and key product documents that once took hours to find now take seconds. Teams across the organization — Purchasing, IT, Marketing, and Sales — now pull from one source of product truth, improving consistency in product descriptions and list pricing. Distributor engagement improved alongside the data quality lift, and the company saw 16% year-over-year sales growth tied to its digital product data initiatives.
Oasis continues to leverage AD digital solutions and meet with the AD Supplier Relations Team to refine its digital product data strategy and build on these results.
“With Salsify and the AD eContent Supplier Connector, key documents and product data are now centralized, mapped, and automatically syndicated—aligning our internal teams and enabling us to deliver enriched, accurate Oasis data to our distributors much faster.” Caroline Cannata, Marketing Manager, Oasis International
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