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

By Alicia Orr Suman

In addition to lower printing costs, Hoffer says the online channel allows capabilities the printed channel doesn’t. For instance, a new product configuration option — such as size or even an entirely new product series — can be added immediately, instead of waiting months. Moreover, a new product can be added in days instead of having to wait for the next catalog printing cycle. Now these product modifications and additions are handled via back-end Web sites that allow CAD models to be uploaded and selection options to be entered — a relatively simple process.