Jacksonville, Florida-based ISEL, Inc (International Specialty Engineered Lubricants, Inc), founded in 1992 as a manufacturer of industrial lubricants specializing in private-label, high-technology, tailored products for industrial applications, has opened a facility in Columbus, Ohio.

Dan Sandler, marketing manager, said "The one big benefit of the Ohio facility is it allows us to hit all major manufacturers in the Eastern U.S. in one-day shipping. We're bringing a lot more service and support.”

The new 24,000-square-foot facility at 2138 New World Drive, in south Columbus, will serve as the company's Northeast hub, complementing an 80,000-square-foot Jacksonville facility that serves the Southeast.

The decision to expand is just one of several moves Sandler said the company is making to provide premium customer service: The company has lowered its threshold of free freight shipping so customers can order less product and still qualify for free shipping. It's rebranded its refrigerated lubricants to its NXT line, using new names that fall under a standard coding system, and gotten original equipment manufacturer approval.

In a way, Sandler said, his company is trying to “think like Amazon,” by listening to what its customers want and help them save on cost and shipping.

“Oil is more than just a line on a service receipt,” he said. “It's a solution to problems. Oil solves issues that can help them increase profitability and decrease cost of maintenance. We can help them solve problems with oil.”