Your questions answered: providing your Solutions…

Print Solutions

Help! I want to get into web to print, but don’t know where to start.

Here is our advice:

In today’s world, the consumer is used to selecting products and ordering online – everything from the weekly grocery shop to a long planned holiday, from clothing and new furnishings for your home, to gifts. So, why not then print?

Web to print enables more companies than ever before, no matter what their size, to benefit from more orders, more customers and more prospects, leading to more profit.

First, understand what format you are going for – business to business, business to consumer, or perhaps a mix – as the implementation can be entirely different. So, for example, will you be looking to offer a range of printed and promotional products to the general public, or are you looking at ways for larger key clients with multiple outlets and facilities to manage and streamline their print buying from you?

Then, research the web to print providers thoroughly. Ensure there is adequate aftercare and training to get you set up, not just 'box' selling. The majority of print companies that don’t succeed with web to print attribute this to the poor aftercare. Make sure that the on going software development is undertaken in-house by the provider. The web to print providers that outsource are the ones you want to avoid, certainly if you want a flexible partner that is keen to adapt to your business needs, instead of vice versa.

Future proof your investment by ensuring the system will grow with you and your client needs. For example, is it fully internationalised with a range of languages, costings and local regulation that you might need when the business takes off and you look to export? Can it integrate with your current MIS/e-procurement solutions? Does it have the flexibility to offer a wider range of products outside of print? Are there elements within it that will help towards sustainability?

Is it very complicated?


A good solution should be very comprehensive, but not necessarily complicated. The complex stuff is done by the supplier under the hood. The bit that you need to worry about should be intuitive.

A well set out user interface is also critical if your clients are going to feel comfortable ordering from you online.

All new systems are going to seem overwhelming initially, but with the right training and support it should be a doddle. Of course, as the relationship progresses, there will also be a query or two, so make sure your provider is responsive to this (quickly and without fuss).

Will it cost me a fortune?


No, it shouldn’t – and in the long run, this is about making you money, not costing you.

Most suppliers offer a flexible entry into web to print with varying initial costs and there are options, so shop around. It could be that you need to buy an all bells and whistles complex piece of software outright, or perhaps you might just opt for something simpler to get you started, or even go for software as a service (SaaS), where you pay a monthly fee.

But, beware of those who promise the earth for little cost, and whilst a license based application may sound tantalising, if you do want to leave, it might not be so straightforward for your clients using the solution.

If you are nervous, start with a low cost entry level solution, and offer a select menu of products, and gradually work your way up.

Will it completely change my business model?

It will mean some changes to your business model as your proposition, or part of it, has now moved online, but it can also be used as an extra string to your bow – so you can confidentially continue outputting print and selling it in the traditional ways that you always have. But, now you will also have the added benefits of a wider geographical reach or the opportunity to work with fresh sectors and offer new products (dependant on your print technology).Whether that is general consumers or a dedicated niche market area is really up to you.

You may well want to look at a small investment in other new kit to enable some specialist products at the same time – and you will find plenty of ideas that are low cost, take up little space in your printroom and that are very easy to run, but help you add value.

All businesses need to accommodate the changes in technology, and offering an online portal to your print services will become the expected way to order items across all sectors – certainly in the future. You should find however that this move will reduce administration and improve efficiencies within your business giving you time to concentrate on business strategy and teasing new sales from your existing clients, who will be delighted with their more efficient way of ordering from you.

It is really important to make sure everyone in the company is aware that you are offering web to print and also important that they know the capabilities of your new system. The sales team and your account managers are key to your success as they are the people that communicate what you offer, but it is just as important for pre-press, the press minders and finishing department to understand the changes, as well as logistics, accounts, back office functions etc.

Takeaways…

• By allowing businesses to easily create and sell customisable products online, web to print can streamline production and open the door to increased profits.

• Web to print solutions help businesses save money in several ways. By automating order and production processes, companies can cut down on manual labour costs. Additionally, fewer errors in input of details minimise waste and lower inventory costs, as well as saving a good deal of time for staff. Together, these savings can significantly enhance profitability and efficiency.

• Online ordering allows businesses to widen their customer base. Instead of being limited to local customers, some businesses have successfully marketed their products across the nation or even internationally.

• Fostering customer loyalty is crucial for long term success. Web to print solutions can collect data on customer purchases, giving businesses insights into buying behaviours. This allows for targeted marketing campaigns.

• Web to print can help businesses to maximise revenues and enhance operational efficiency. Improving customer experience, optimising costs, and expanding market reach are critical factors in this.

If you have any graphic arts questions or enquiries for which you would like a solution, would like more creative ideas for business, or would like to discuss industry issues, please drop an e-mail to susan@earthisland.co.uk