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

By Alicia Orr Suman

To explain how difficult it was to find the right solution, Hoffer notes: “We offer a very configurable product. But on the printed page of a catalog, it’s challenging to convey the full range of product options.” He cites one base product line, such as the company’s series of pneumatic cylinders. “These could be used by engineers in the heavy vehicle, automotive, electronics and food processing industries. And all of these need a slightly different product configuration.