by Cassandra Balentine
Part one of three
Web to print (W2P) tools help expand a print provider’s reach outside of the local area, improve productivity of standard products, and improve client relationships. Technology integrations also streamline a variety of areas throughout the production workflow.
The October issue of DPS Magazine looked at W2P from both business to business (B2B) and business consumer (B2C) prospectives. We continue the conversation in this online-exclusive article.
B2C Benefits
For B2C print businesses, the biggest benefits of implementing W2P solutions lie in automation and scalability. “W2P platforms allow these businesses to offer a seamless online ordering experience, reducing the need for manual interventions and enabling customers to place orders 24/7. This leads to increased sales, faster order processing, and an overall enhancement in customer satisfaction. Additionally, W2P allows for mass customization, enabling customers to personalize products with ease, which is a significant value-add in the B2C space,” states Naimish Patel, VP of sales, OnPrintShop.
Printing companies will sometimes hesitate to work with B2C clients due to smaller order sizes, higher customization demands, and the need for more customer service, all of which increase complexity and costs. Additionally, the competitive B2C market can requires significant investments in marketing and technology However, Dmitry Sevostyanov, CEO, Customer’s Canvas, feels that W2P technology can address these challenges. “It streamlines orders, reduces errors, and improves efficiency, making personalization and custom designs more manageable. By implementing W2P solutions, printers can enter the B2C market more effectively, expanding their reach while maintaining economic and operational feasibility.”
Michel Lacaille. VP marketing, mediaclip.ca, points out that during the COVID pandemic, the lines between online retail consumer and B2C blurred. “B2C firms, as opposed to direct to custome—Target, Walmart—address directly the consumers without a physical store. Their online strategy needs to be complete and process efficient, the target group well defined, their sales process ‘fast set-up,’ simple and flexible. Firm moving from B2B only, to B2C with the right processes can be advantage because their internal custom process tend to be more focused, more efficient, enabled short sales cycle, and tended to bring forth more defined products, innovative print development processes, a more customer intimate quick response. The core benefits should have been typically lower prices and faster turn-around.”
Specific to B2C environments, W2P tools are able to bring cost reduction on staffing and commissioning. “The traditional methods of bringing orders using Salespersons or Referrals can be done away with or with reduced capacities. This reduces the expenditure on salaries and commissions and increases the customer’s bottom line,” asserts Vikash Bardia, CEO, Infomaze Elite Pvt. Ltd.
It is also able to increase orders to retail customers. “If done right, a small team or a staff skilled in sales-, marketing-, and SEO-related skills can expand the reach of the websites to draw in more customers to the site and potentially more orders,” notes Bardia.
Aaron Tavakoli, senior product marketing manager, MarketDirect, eProductivity Software, adds that W2P encourages direct ownership and control over the client relationship, maintaining close contact and control over customer interactions to enhance service and loyalty.
It also allows for organic, expanded customer reach. “The SEO features of B2C software can help expand the reach of a site organically. B2C owners can self-help as well saving on advertising costs,” comments Bardia.
Clive Buckley, product and portfolio manager, Software Solutions & Services, Ricoh North America, points out that having a W2P storefront establishes an online presence, making it easier for customers to find and engage with print businesses. W2P solutions offer an opportunity to market your products and services on the home page of the storefront.
Better customer service is another benefit of a properly utilized W2P. “Automated updates on the Orders are a norm in B2C sites. With timely updates, the confidence of the end-user in the site grows, increasing the probability of the end-user returning to the site for future needs,” says Bardia.
“W2P platforms provide user-friendly interfaces for customers to design and order print products online. This convenience enhances the overall customer experience,” adds Buckley.
Part of this is design flexibility. “Customers can customize templates, upload their own designs, and make real-time adjustments. This flexibility allows for personalized and unique print products,” says Buckley.
W2P also facilitate collaboration between clients and print designers, even if they are in different locations. “Real-time feedback and revisions improve communication,” stresses Buckley.
W2P can help B2C focused print providers operate fixed/defined processes and job runs. “B2C sites with a fixed catalogue of products can define the production process in advance. This reduces the turnaround time to complete orders. For retail customers today, time is valued more than cost, giving you an edge over the competition,” says Bardia. “A better turnaround time will also lead to reduced costs on labor hours. This benefit translates to improved profits or you can transfer the benefits to the end-users with reduced Product costs, making the site more attractive.”
Tavakoli adds that W2P enables print providers to quickly adapting to market trends and customer needs without extensive delays or redevelopment.
Scalability is also possible. W2P often offers the ability to scale operations up or down based on demand without significant investment or adjustments.
Automation is another possibility. “Through Production with streamlined production processes, reducing manual labor, and increasing efficiency,” shares Tavakoli.
“Automated processes, centralized order management, and seamless integration with production systems lead to smoother workflows,” agrees Buckley
W2P tools make it possible for print provider to lower customer acquisition and servicing costs, reducing overhead costs associated with acquiring and servicing customers through automated processes and integrated online marketing tools, shares Tavakoli.
Overall, W2P streamlines order processing, reduces manual labor, and minimizes errors. This efficiency translates to cost savings for print businesses, notes Buckley. “By reducing manual steps, W2P solutions optimize resource utilization and reduce operational costs.”
In part two we discuss B2B advantages from W2P in Streamlining B2B with W2P.
Nov2024, DPS Magazine
