Investing in Security and Simplicity: How APW Wentworthville Has Benefited from VDMS

At APW Wentworthville, long-term thinking has paid off. For over ten years, owner Bill Morcos has relied on VDMS to securely manage tobacco sales, deter hold-ups, and future-proof a critical category in his store.

“It has proven to be a great investment,” Bill says. “There was an upfront cost, which can be a deterrent at first, but the long-term benefits have far outweighed that.”

And those benefits are significant. In a full decade since installing the VDMS vending system, the store has experienced just one attempted hold-up. That incident involved a group of young kids, and even then, the secure system ensured nothing was taken.

Eliminating the Target

Service stations have long been a target for theft. Tobacco remains a common focus for criminals due to its high value and ease of resale.

“Everyone is opportunistic,” Bill explains. “But if you remove the opportunity for success, there’s no incentive to try. The risk becomes too high for very little reward.”

By installing the VDMS secure cabinet, Bill effectively removed that opportunity. The unit operates like a safe, and its tamper-resistant design means it is not worth the risk. That shift has changed the security landscape at the site and given staff far greater peace of mind.

Smarter Marketing with VDMS Vision

In addition to the physical security benefits, the VDMS system includes a digital media screen that Bill uses to promote products and campaigns in-store. Known as VDMS Vision, the platform makes it easy to manage advertising content directly from a user-friendly portal.

“It depends how you use it,” Bill says. “You can manage it yourself, keep it simple, or even outsource the creative if you want more polished multimedia. Either way, the interface is easy to use.”

For APW, the signage has added a modern, professional touch to the store, while also offering a more dynamic way to communicate with customers.

A Philosophy of Investment

Bill’s decision to install VDMS was just one part of a broader mindset. He has always believed in continually investing in his business. Whether it is forecourt upgrades, back-end systems, or store revamps, the focus is on staying ahead.

“It is the only way to grow,” he says. “Some operators view spending as a loss, but I see it as investing in the future. If you delay upgrades until you are behind, it is much harder to catch up.”

He compares it to fitness. “If you stop exercising, it gets harder to start again. If you stall, then the hill becomes steeper. It is the same in business.”

By staying ahead and making upgrades when the business is performing well, Bill ensures APW remains competitive and resilient. Waiting until sales decline often means there is less capital available, which makes turning things around even harder.

Backing Yourself

For Bill, one of the biggest challenges facing independent operators is the lack of confidence to invest in their own success.

“I find people are more willing to invest in someone else’s business than in their own,” he says. “But when you invest in yourself, you are in full control. If you back yourself and take action, you are the one who benefits.”

It is a principle that has guided much of APW’s growth. Bill has never been one to chase awards or external validation, but instead focuses on serving customers and building long-term trust in the local community. That approach has paid off. APW was recently nominated as a finalist in the Cumberland City Local Business Awards, despite having never applied.

“We are not chasing trophies,” Bill says. “But if our customers value us, that’s what really matters.”

The Rise of Illicit Tobacco and Industry Impact

Like many operators, Bill has seen a decline in tobacco sales due to the growing presence of the black market. He believes the government has failed to properly regulate the industry, creating a grey zone that is harming both compliant businesses and tax revenue.

“The government needs to take real action,” he says. “They either regulate it or outlaw it completely. Sitting in the middle is irresponsible, and it is affecting everyone.”

With legal tobacco sales falling, retailers are forced to raise prices on other products to maintain profit margins. The impact ripples through the entire store and, ultimately, the broader economy.

“People think it is a small issue, but it affects the entire industry and every customer who shops with us.”

A Community Focused Approach

Despite the challenges, APW remains deeply engaged with the local community. The business supports local sports teams and youth programs, reinforcing its role as a trusted local hub.

“It’s about promoting the good within the community,” Bill says. “It benefits both sides. We get local support, and we give back.”

By aligning the business with local values and maintaining a strong brand presence, APW continues to build loyalty and recognition in the area.

A System That Pays for Itself

Looking back, Bill is confident that installing the VDMS system was the right move.

“It was a big investment at the time, but it has paid for itself many times over. The security, the efficiency, the marketing – it all adds up.”

For other independent operators weighing up the decision, his advice is simple.

“Back yourself. If you do the right things and take control of your future, the results will come.”

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