VMP, Inc., Prepares to Debut Order Online System

SoCal inserts manufacturer views e-commerce as advantageous business move

A decade ago, the concept of e-commerce - conducting business over the still-new Internet - was an anomaly. Individuals opposed enumerated the risks, from misdirected orders to financial chaos to customer service unable to adapt to the specifics of online technology. Proponents, conversely, saw the potential in this new method of marketing and sales, and introduced it into their existing systems. The result? E- commerce as a marketing vehicle grew, becoming a force that now dominates the business landscape.

Today, e-commerce is considered de rigueur by companies intent on staying at the forefront of their respective industries. According to Bob Schreiner, Jr., Vice President & General Manager for VMP, Inc., a Southern California-based manufacturer in the inserts market, incorporating a sophisticated online marketing system into their already successful order system was a logical, albeit necessary, move.

"Our order online system will be up and running by the end of Fall 2002," explains Schreiner. "Historically, VMP has been a leader in the inserts industry for years; therefore, with Internet sales and marketing growing annually, it's only reasonable that we would implement an online ordering system that permits us to meet our customers' business needs more swiftly."

VMP's position in the competitive inserts market (for more than 40 years the company has developed inserts and spacers for rotational and injection molding, inserts for the sheet metal industry, and custom inserts for the automotive and recreational industries), is firmly established, the result of a commitment to customer service, united with business savvy and the consistent delivery of a quality product. The company database services more than 2000 customers and includes Boeing, General Electric, Gregstrom, and Rotonics Manufacturing Inc.

Five years ago, the company launched www.vmpinc.com as its first step in Internet-related sales. The Web site gives current and potential customers access to the VMP product line and custom-order options; in addition, the software program in place, which is capable of giving customers the ability to access VMP's complete inventory and then order accordingly, will be fully operational in the near future. Inaugurating the order online system, Schreiner feels, will provide both customers and company with even greater advantages.

"We already have an excellent reputation for low lead times and high product volume without sacrificing quality," he says. "This most recent addition will offer further benefits, such as allowing us to service the global market, reduce paperwork and eventually improve the profit margin."

The VMP order online system has been designed for ease-of-use. Customers visiting the Web site are directed to the correct page. Once there, they can select the part, indicate the product's attributes (thread size and material, for example), and submit the information (the system is secured to protect customer privacy.) And, says Schreiner, the current phone support will remain intact for those customers used to placing orders via telephone or who simply prefer conducting business directly with another individual.

Schreiner is particularly enthusiastic about the order online system's potential in helping VMP tap the global market beyond North America (VMP is already an established force in Canada and Mexico as well as the United States.) He feels that the new system, which is equipped to accommodate wire transfers from around the world, offers the possibility of doubling VMP's sales within 18 months. Noting that VMP has not raised its prices in nearly five years, he is confident that the increased business that comes from international sales will in turn permit the company to manufacture goods in higher volume, reduce product costs and ultimately result in savings that are passed back to its customers.

Says Bob Schreiner, "Truly successful marketing is a subtle combination of strategic thinking, advancement, access and communication. But it incorporates other key elements, such as product integrity and the willingness to recognize and remain abreast of ever-shifting industry demands. It means we must remain aware of the steps our competitors take, for this awareness allows us not so much to hinder their strides but rather enhance our own. And, perhaps most important, it is long-term strategic targeting of those business initiatives that will best benefit both VMP and its customers."