Web-to-Print -- Get Clients Invested
“That foot in the door gives us an opportunity to leverage the ramping up period, where we can continue to add products and services through the Web-to-print application,” Allison says.
“The XMPie platform allows us to do some things with direct mail or variable data that we wouldn’t normally be able to do in a standard Web-to-print system. Those robust functionalities have allowed us to grow within our top Web-to-print accounts and continue to provide more added value.”
Key reports that R and R Images is testing Press-sense iWay 5 and beta testing its SmartStream Director Web-to-fulfillment solution, which are sold and supported by HP. The real estate market, healthcare and recruitment, along with franchises, have proven to be fertile ground for the printer.
It boasts a roster of 30 to 50 Web-to-print clients, of which 15 to 20 are very active and five are what Key terms “power users.” Those companies account for roughly 300 to 500 total users. The evolution that he hopes to witness is a population explosion—a growth in user numbers, and a little more strategic approach to selling.
It’s not all about making life easier for just the customer. Printers can gain efficiencies, too.
“Obviously, Web-to-print streamlines things for the client, but you also want it to streamline your business internally,” Key says. “In the past, we had 22 or 23 different workflows, and at one point in time, we were proud of that. But the name of the game for us now is having everything go through one workflow. How do we automate that so we can be a lot more efficient?”
While theoretically a Web-to-print application would fit into virtually any printer’s offerings, Brennan doesn’t believe it’s suited for everybody. It’s not a “me, too” service that can be plugged in and left alone.