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These days it's possible to buy just about anything online -- including ATM supplies. Louisville, Ky.-based WaterMark Group recently launched ATMSupplyStore.com, an online avenue for ordering ATM receipt papers, ribbons, envelopes, head cleaning cards and POS terminal rolls. All of the major manufacturers, including Triton, Tidel, Cross Technologies, NCR, Diebold, Greenlink Technologies and Fujitsu, are represented. WaterMark has been selling ATM supplies since 1997. At first business was conducted the old-fashioned way, knocking on the doors of regional banks and credit unions. A print catalog was added in late '97 and a simple Web page, featuring about a dozen of the most popular items, was created in 1998. Last February WaterMark enlisted Bill Geier, a sales veteran with a background in business forms and software, to head up its ATM supply division. Geier wanted to expand the division's geographic reach and market to customers across the country. The easiest way to do that, he decided, was to beef up the supply division's online presence. He spent several months asking existing customers what they wanted in an online store. Two results of those informal surveys: a secure credit card gateway, which addresses any security questions, and a direct connection to the United Parcel Service (UPS) gateway, which reduces freight costs and cuts delivery time. Customers interested in custom rolls and couponing can request quotes online. Geier expects this business to pick up dramatically as more deployers launch advertising programs. "It's just a matter of time before ATM advertising really takes off," he said. Geier also encourages customers who don't see what they want online to contact him. "People with special requests can email me, and I can probably get they want," he said. "If I get enough requests for a product, we'll add it to the store." According to Geier, WaterMark's primary customers are small and midsize ISOs, as well as regional banks. Both markets are "very price conscious," he said. To appeal to those demographics, he revamped WaterMark's product line and prices. Establishing relationships with additional paper and ribbon manufacturers gave him more flexibility on pricing. "Before, we were working with two paper manufacturers and two ribbon manufacturers. Now, we have seven paper guys and four ribbon guys," he said. Geier offers monthly specials with discounts for volume orders. January's special is a receipt roll for the Triton 9600. It's priced at $29.48 for one to four rolls, $27.48 for five to nine rolls and $25.48 for 10 rolls or more. One unique twist: Because of a partnership with a company called Electronic Information Processing Services, the site will offer users the ability to pay by check. "That should come by the end of the first quarter," Geier said. WaterMark previously shipped its supplies from one central warehouse, a system that Geier admitted sometimes slowed delivery time. To solve that problem, he added more shipping locations. Geier acknowledged that one of his biggest challenges is overcoming customers' negative experiences with the earlier Web page. As an added incentive to try the new site, he is offering customers a 5 percent discount on all online orders. He stressed that it's much easier to navigate around the new site, which also offers user-friendly features that its predecessor lacked -- such as the ability to print out an order confirmation complete with billing and shipping information. Eventually, Geier added, customers will be able to track their orders online. Geier is currently negotiating with several manufacturers in hopes of offering an affiliate program. Noting that supply orders can cause headaches for manufacturers, he said he'd like to implement a system in which those companies would provide referrals and receive a portion of the profits. "For every customer who bought a box of ribbons or a carton of rolls, they would receive a percentage. We'd just cut them a check each month," he said. "We'd handle it all, and they'd get a piece of the action." For more information, email Bill Geier or call him at 502-241-7494.