Now that the magic words in the e-commerce arena are "show us your business plan and profit model," it is prudent to take a look at the current and future status of e-commerce for labelmakers. The Internet is in its infancy, still trying to find out what it wants to be. E-commerce providers are seeking to determine what they can do best, feverishly searching for ways to provide the label industry (or whatever industry they serve) with goods and services at a profit.

In the longer-range view, I'm convinced that the Internet will make many contributions to the label industry. However, for our industry to benefit from the various forms of electronic commerce, they must provide:

• Ease of use—in other words, be convenient and save time.
• Reliability—providers must be financially stable and stand behind their products and services.
• Information—sites and services must provide comprehensive and accurate information in a concise format.
• Customer service—users should be able to check on order status, offer traceability, provide a return program and offer access to a live representative who can discuss users' needs.
• Economy—e-commerce transactions should save users money on their purchases and/or reduce their transaction costs.

Major e-commerce contributions are being made by established label-industry members such as ingenious suppliers and label printers who have created programs that do things faster, easier and/or better. A few electronic successes are these:

Online capabilities brochures: The best brochures are brief, colorful, and teasing. Their goal is to make their story available to everyone who surfs the net, and to prompt prospects to request a meeting or correspondence with a sales representative.

Product data sheets: These should provide the basic technical information, application suggestions, test data and directions for contacting a technical representative. The sheets should have the ability to be able to be copied in black and white on any PC printer.

Reports on markets or product case histories: This is an expensive and rapid method of sharing information with a multitude of prospects, some of whom may have just the same need or problem as the company in the case history. Interesting copy and colorful illustrations add meaning and appeal.

Order entry, status reports and billing: The best sites are those that give users access to their transaction information with a minimum of fuss. Compatibility of computer software and network hardware frequently gets in the way of these e-commerce activities. Given time, customers and their primary suppliers will negotiate and navigate a common electronic transaction highway.

Throughout all of our electronic dealings, we must never lose sight of the importance of person-to-person communications. The Internet will never eliminate our need or desire to talk with employees, customers and suppliers. Interpersonal skills are and always will be our most important business tool.

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