A web strategy and data syndication service is helping Bunting Bearings LLC of Holland improve efficiency and boost sales. “In two years’ fully up and running, we have seen a 10 percent increase in the sales of plastics components,” Brixey said.

1. FRIDAY JANUARY 18, 2013
STREAMLINING EFFORTS BOOST
BUNTING SALES
By Roger Renstrom, Correspondent
HOLLAND, OHIO -- A web strate- “It was too big a job for me,” Thomas also overcame a discon-
gy and data syndication service he said. Brixey approached nect between Bunting software
is helping Bunting Bearings LLC Thomas Industrial Network and the distributors’ varied digi-
of Holland improve efficiency Group, a business of New York- tal format requirements. Some
and boost sales. based Thomas Publishing Co. distributors use a standardized
LLC, for help. Thomas’ enter- format file for product and price
“We have seen many more
prise solutions team compiled information, while others have
export inquiries” from countries
product information from dif- unique formats that fit internal
in the Far East, Europe and the
ferent Bunting databases and, business systems.
Middle East, said Alistair Brixey,
using its Navigator Platform
Bunting vice president of sales Initially, Thomas delivered Bun-
web technology, created a
and marketing. ting data on 8,000 products and
central repository that included
CAD models to one of the bear-
During one year of using a new two- and three-dimension-
ing maker’s largest industrial
website, Bunting’s annual rev- al computer-aided-design models.
distributors and loaded content
enues increased $500,000,
The comprehensive data re- into the distributor’s enterprise
Brixey said.
source provided Bunting with the resource-planning system.
Among its nine product lines, basis for an Internet marketing
The constant availability of
Bunting sells engineered plastic strategy. Bunting can share data
downloadable CAD drawings
bearings in 28 categories. About within the company, with dis-
eliminates a process that pre-
1,350 of Bunting’s 30,000 stan- tributors and other partners for
viously required Bunting engi-
dard products contain plastics. their websites and print cata-
neers to spend hours custom-
logs, and directly with end-use
Upon joining Bunting in October izing a design for a prospective
customers.
2008, Brixey saw three chal- customer.
lenges. Product data was stored Thomas created Bunting’s new
The website catalog can antici-
across departments and physi- website using parametric search
pate and answer most questions
cal locations, often only in print. technology. The fully interactive
from a prospect and speed the
Bunting also needed to engage online catalog improves acces-
sales cycle.
engineers unfamiliar with the sibility to product information.
company, as older engineers A prospective customer’s engi- Plans are under way for Bun-
were retiring. And the firm need- neer can download and insert ting to syndicate its product
ed to work more effectively with a Bunting CAD model into a data and CAD models to other
its distributors. proprietary design. distributors.
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2. FRIDAY JANUARY 18, 2013
Bunting’s data has become Processes at Jade for plastic
a powerful asset, Brixley bearing production include com-
said. Inquiry-to-sales time is pression molding; six-axis twin-
shorter, and “customers com- spindle load/unload systems;
ing to us know what they high-speed two-axis computer
want,” he said. “In two years’ numerical control turning cen-
fully up and running, we have ters; and four- and five-axis
seen a 10 percent increase in milling centers.
the sales of plastics compo-
Some bearings are produced
nents,” Brixey said.
from DuPont’s durable high-
Bunting employs 270. Its facili- performance polyimide-based
ties are in Holland, Mansfield Vespel 21 resin, Brixey said.
and Delta, Ohio, and Portage,
Mich.; distribution warehouses
are in Houston; Cerritos, Calif.;
and Birmingham, Ala.
One of the company’s major
suppliers of plastic components
is Jade Engineered Plastics Inc.
of Bristol, R.I. Brixey said Bun-
ting and Jade “work very closely
together.”
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