The sooner small businesses realize the power of a well-developed information system, the sooner will they find themselves among the big dogs. Take for example Jody Steinhauer, founder of Bargains Group, a Toronto-based discount wholesale and promotional products company. A recipient of the Canadian Top 40 under 40 award, Ms. Steinhauer has truly embraced the opportunities offered by information technology. She has created an online presence for her company by maintaining a website and being active on Facebook, Twitter, LinkedIn and YouTube.

Most importantly, not only does she use these social media sites to advertise and gain exposure, but she also understands the importance and benefit of listening to her customers. Through allowing her customers to leave comments and communicate their interests or dislikes, Ms. Steinhauer has deepened her relationship with them.

The benefits from establishing an information system are plentiful. Through various online platforms, Ms. Steinhauer is able to store, retrieve, transmit, and receive all forms of data more efficiently, such current retail and branding trends. Staying up to date with customer preferences helps her guide her business in the right direction and provide better service. A well-maintained information system is a huge competitive advantage because it helps a business tailor itself more effectively to its customer’s needs.