Internet fills different roles for office supply companies

|tab|

Simply having a company Web site and online ordering doesn't necessarily mean a rush of Internet business that takes away from in-store sales.|ret||ret||tab|

For large office supply retailers like Staples, Web sites and online ordering have proven to be valuable sales tools.|ret||ret||tab|

"Internet customers continue to shop in stores and by catalog, so the Internet has enhanced sales throughout the company," said Steve Smith, store manager for the Staples' at 2135 E. Independence St.|ret||ret||tab|

While Internet ordering is convenient for customers, it has not detracted from Staples local business, Smith said. Much of Staples' focus is toward business and academic institutions, Smith said.|ret||ret||tab|

Dan Rose, district manager for Staples, agrees.|ret||ret||tab|

"The more channels customers can shop by, the more productive it is for us," Rose said.|ret||ret||tab|

Local office supply retailers such as David Sifford, owner of Sifford Office Products and Contract Interiors, and Jeff Moseley, president of Moseley's Office Supply, employ more traditional business strategies to service their customer bases.|ret||ret||tab|

However, both businesses plan to have Web sites in place within the next few months.|ret||ret||tab|

Sifford's upcoming Web site will showcase the products and services the company provides, but it will not radically change the way Sifford does business. |ret||ret||tab|

"Right now they can phone us, they can e-mail us (or) they can fax us, whatever way is easiest for them. We will take their order," Sifford said.|ret||ret||tab|

Moseley does not expect the addition of a Web site to drastically alter his business, either.|ret||ret||tab|

"The Web is a great tool to use, but having a salesperson as a personal contact with a company is definitely an advantage," Moseley said. "You get a chance to really know everyone in the company and demonstrate that you are worthy of their business."|ret||ret||tab|

While national chains enjoy name recognition, smaller companies try to make up the difference with personal attention and knowledge of the customers, Moseley said.|ret||ret||tab|

"To compete, you've got to have it all. You have to provide low cost and great service," Moseley said. "My customers buy from me because they know there is trust in our relationship; my name is on the door and I want their business forever. They know I am going to do whatever it takes to make them happy and provide them products at a fair cost."|ret||ret||tab|

In order to provide customers with low prices and survive in a market dominated by chain retailers, independent office supply retailers have formed international buying groups. |ret||ret||tab|

"We negotiate with our vendors as a group, which has really leveled the playing field as far as cost. Merchandise has to be priced in accordance with what the marketplace will pay," said Moseley. |ret||ret||tab|

Sifford feels that specialization and personal service have allowed him to compete among larger retailers. |ret||ret||tab|

When competing with larger businesses, Sifford said, "You can't put yourself in their niche; you won't survive." Sifford finds his own niche by gradually updating his building, computer programs, and employing a small, specialized and knowledgeable staff.|ret||ret||tab|

Sifford also specializes in rent-to-own office furniture and used office furniture sales. Used office furniture is the company's most recently added service. |ret||ret||tab|

"It's catching on more and more. I only buy high-end used furniture, which is absolutely perfect for a start up or back room or warehouse because it is one-tenth of the price of new," said Sifford. |ret||ret||tab|

Sifford has operated for 30 years in the Springfield area, and has built a client base within a 150-mile radius.|ret||ret||tab|

"I think business has come back full circle to personal service," Sifford said. "Instead of adding more employees and more departments, I have a small group of knowledgeable, personable employees."|ret||ret||tab|

With the cost gap narrowing between chain and independent retailers, both types of business are constantly seeking ways to stay competitive.|ret||ret||tab|

"It's a changing business," said Sifford, "and if you don't keep up to speed you will get left by the wayside." |ret||ret||tab|

[[In-content Ad]]