An e-catalog allows SMC Corp.of America to efficiently present its complex product line to manufacturing customers.

By Alicia Orr Suman

“Getting information to the people who need it when they need it is key when you’re in the business of serving manufacturers,” says Hoffer.

2. More leads for the sales reps. Currently, the online catalog is not e-commerce-enabled, says Hoffer. “Orders are still taken through the SMC salesperson or independent distributors, so the function of gathering leads is still very important [to us].”