If you've been around awhile like me, you might recall many years ago thinking that the Internet just might be a passing fad that a group of really smart technoids came up with. Having spent a good part of my working life in the oil and gas business, I recall concluding that industry as a whole, but particularly in the world where I lived, would be slow to find the value in such technology.

Well, as my son says, get a life. It's here to stay. And some leaders in industry (even ours) have dedicated themselves and their resources to driving the new generation of technology over the Internet, with the intent of differentiating themselves from the others. For them, there is no turning back. The Web has radically changed the form and nature of their business. Systems, processes and people have permanently changed their respective roles in business to take advantage of the efficiencies and power of new tools delivered through this incredibly powerful array of boxes, wires and waves.

Many have rolled the big dice, investing heavily and believing in the value that will come. And that's not the end. In fact it's the beginning. Businesses on the leading edge of technology are planning all kinds of cool new tools for us as the new generation of Web- enabled technology becomes faster and more powerful. New alternatives are being created to bring the latest technology to those who simply can't afford to invest heavily in proprietary systems, instead charging users "by the drink." And new business models, which redefine the term outsourcing, provide not only new technology, but also value-added services through flexible subscription pricing.

I've been asked many times the question, "So, what about convenience retailers?" and "Why is web technology so important to us now?" So I came up with seven basic things to think about as you explore the position you might take in the future of web technology. (Okay, seven's a lot, but it's my favorite number.)

1. It's about choices

Don't you hate to be locked into old arcane processes and computer systems that drag you down and limit your capabilities? Well, in the new world, the latest tools and business models offer you the ability to choose what you want, and how much of it you'll take. You don't have to build it, support it and own it now ... You can rent it. Then you can choose to focus on your core competencies, those primary business drivers that determine the success of your organization. Choose wisely.

2. It's about flexibility at speed

No doubt the new Web-based tools will bring a new form of flexibility and speed into your life, even if you already thought you were operating on fast forward. Flexibility at speed means you have targeted information and knowledge to allow you to make quicker, better decisions, responding to customer needs more promptly, more often. Such a response will have a very attractive impact on your business results. You'll definitely like this part.

3. It's about your people

I'm a strong believer in the notion that the best technology will add little to the bottom line unless and until your people figure out how to use information to make better business decisions. This is not about training. It's about providing the underlying technology that improves the processes your people use to drive the business. These things work together as one system; that is, without powerful data, people have difficulty making educated decisions, and with powerful data, people really need to be willing, empowered and skilled to make them.

4. It's about your customer

Your customers are continually changing, becoming more demanding. They not only want the right product at the right time and at the right price, and they want it delivered with exceptional customer service. If your current systems are keeping your store employees from effectively interacting and responding to your customers' ever- changing desires, it may be time to look elsewhere. Again, spending more time facing the customer, understanding their needs and responding to them will have an impact, but store personnel may need new capabilities here too.

5. It's about tomorrow

Are you prepared to be in business tomorrow? Well, it wasn't long ago when many of us scoffed at the idea of island card readers - mainly on fears of lost inside-- store sales. That thought never materialized and today, driven by consumer demand, pay-at-the-pump technologies are virtually on every corner. Point being businesses need to determine today where to invest in order to be in position to succeed tomorrow. Your competitors are certainly thinking about it, and many are rolling the dice.

6. It's about your profit

Technology alone will not guarantee profitable results, nor will running a business in the same manner as you did just last year. Selling more candy bars isn't the whole answer. But knowing your partners, by product, by day, knowing where your margins are and aren't, optimizing your inventory of the right products, and spending more time with the customer ... now this could add up to much of the answer. They say knowledge is power, and the new Web-enabled technologies bring the opportunity of more targeted current knowledge.

7. It's about survival

The game is changing. New entrants, including supermarkets and drug stores, continue to enter the convenience retail space. And these competitors are bringing with them a host of sophisticated retail applications and business services that promise to put pressure on existing players. As well, your traditional competitors are moving forward. They will test your ability to compete using the latest tools. And some will excel beyond the others. Those will be the ones who truly drive new capabilities into their chains with the latest tools.

Well, I could go on - but seven points is probably enough to stimulate some meaningful thought. If I could leave you with just one takeaway, I'd like it to be this: the Internet is not simply an alternative sales channel; it is an alternative form of transacting business. You have access today to powerful new business tools that will allow you to conduct business in an entirely new manner. Those who have been able to embrace the first generation of new technologies are likely to be the ones leading the next generation - discovering new ways to sell more to an increasingly convenience- seeking society.

Now, if you thought today's changing technologies stretched your imagination, consider what tomorrow's advancements might bring. Just think, your convenience store will interact with your customers on the street before they even decide to stop in. And don't be surprised one day if the gas pump begins talking to your car - and in turn, your car begins to make decisions for you on its own. These ideas may become reality sooner that we think.

So, with whom will you partner to gain a competitive edge? And how do you plan to sell convenience, not just convenience store items? Give emerging technologies a closer look - your competition is.

Give Holkar Marketing a call at 603-594-9012. Let us help you explore the internet and it's applications for your business,