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How to successfully implement web-to-print
As marketing continues to evolve into a more targeted practice, large, generic print orders have become somewhat of a thing of the past. Nowadays, commercial print shops are regularly inundated with larger volumes of smaller orders, making manual management an increasingly difficult task. This has led several industry leaders to enlist the services of a web-to-print online storefront; however, many have misinterpreted the function as a means to generate additional business. This, of course, has a certain truth to it, but less in regards to its ability to attract new customers, and more in the sense that it is a unique sales channel that may ultimately lead to additional business.
To take full advantage of web-to-print, printers must first establish a strategy of implementation.
Personalization
Establishing an online presence via web-to-print can greatly increase the ease and convenience with which customers place orders. But it can also come at a loss to personalized service. Balancing the two to create the perfect customer experience is a delicate task.
Regaining the personal touch is as easy as remembering that web-to-print is, again, a sales channel. For many customers, the option of a fast and efficient online process with minimal touchpoints will be an enticing offer, but keep it in the context of the sales pitch. Remind customers, big or small, that web-to-print is only a tool for a business that employs real people in a real shop.
Additionally, allowing for multiple options with the storefront itself, like various paper stock or lamination, can help foster a certain personalized feel. In a recent webinar hosted by What They Think, a number of leaders in the print industry were asked "What are customers looking for the most when it comes to web-to-print?" Their responses were:
- An interface that allows immediate viewing of the finished product prior to print
- Costs to be generated immediately
- Ability to manage their entire selection of print materials
Think smart
When introducing a web-to-print storefront, companies must first determine who their customers are: individuals or other businesses. While both can benefit from the service, each is unique in the way they will use the storefront. Tailor the web portal to satisfy the needs of customers individually.
Seamless integration
Throughout the web, various marketplace websites, such as Amazon, are integrating interfaces to provide customers with a seamless purchasing experience, from researching the product to purchasing and eventually shipping. Printers using web-to-print should strive for the same integration.
Customers, both small and large, are likely to have acclimated to the growing trend of advanced integration online. As a result, they have come to expect the same level of integration from other businesses, such as print shops. By removing touchpoints, streamlining the process and creating a customized storefront to cater to customers individually, printers can further encourage new customers while satisfying existing ones.
