Web-to-Print: A Path to Buyer Satisfaction
Smorgasbord of Services
Figure 2 (in the photo tab to the right) demonstrates the various services a print service provider can offer its customers through Web-to-print. These include: e-mail marketing, Website design/creation, personalized Web pages and digital interactive catalogs. On average, each of the services previously mentioned was offered by print service providers with Web-to-print solutions 33 percent of the time. Keep in mind that new capabilities could also include new print applications, such as wide-format or packaging.
Technology, of course, plays an important role in finding success with Web-to-print. In the U.S. alone, there are dozens upon dozens of Web-to-print solutions on the market, promising PSPs massive success through the use of their solutions. Some solutions excel at applications like marketing management, while others are great for accepting a wide variety of jobs submitted in an ad-hoc fashion.
When shopping for a Web-to-print solution, it is important to keep in mind all of your customers. For some print service providers, it may be tempting to wait for a customer to request a Web-to-print storefront before making the investment. The challenge may be selecting a solution that is catered to a single client, and not necessarily best for expanding to other customers. When selecting a solution, it is important to consider not just the customer who is requesting it, but other clients who are ideal candidates to migrate to this technology, as well.
The key to a successful Web-to-print service is its ability to encourage one stop shopping for a busy customer. Not only is the process more accessible to busy print buyers, but an online storefront can serve as a reminder for other products and services that may need to be ordered. This allows a print service provider to showcase capabilities that would otherwise be overlooked. Choosing a solution that accommodates near-term and long-term service capabilities will ensure that the technology can grow with your business.