Web-to-print,
The Evolution of a Printshop
By John Kaufman
Segment Marketing Manager,
Ricoh Americas Corporation
This is the first in a series of three articles about the web-to-print environment. Topics covered include the evolution of this workflow, specific applications, solutions based on needs and pains, and how these solutions fit within your own commercial environment.
What exactly is "Web-to-print" besides a buzzword? I know that you have heard it for years now but what does it mean? And if you have done any research on the topic you will come to the conclusion that it will benefit you and your customer in different ways. Why would you want to incur the costs of setting up a site and dealing with implementation headaches, and what will it do for you and your business? I think the better question really is...how can you do without it?
We live in an Internet-driven "I want it now" society. Internet purchases are up across the board so why should the print buyers' market be any different? Web-to-print allows customers to conduct business with you via the Web. They can submit jobs, review proofs, make purchases, and manage their print business any where, any time without needing anything but a wireless device. Customers gain convenience, versatility and control, and you gain loyalty and repeat business.
In addition to loyalty and repeat business, Web-to-print reduces costs, speeds up turnaround times, and increases margins. Automation reduces the amount of human touches needed for every job, resulting in cost savings. Turnarounds have been drastically reduced per job because of these workflows and small jobs can now become more profitable. Web-to-print has also reduced proofing cycles by allowing customers to review and edit jobs online. According to a 2007 Seybold Report, in a typical project, 51% will only go through one review, 39% will go through two reviews and only 9% will go through three or more reviews. Reducing proofing cycles reduces the cost per piece and increases margins. As the printing process becomes more complicated with shorter runs and quicker turnarounds, automation becomes essential to profitability.
It is evident that Web-to-print is changing the traditional dynamics of the print buyer, print provider and their relationship. Is this a good thing? Well yes, customers are saving money by utilizing Web-to-print as their document management system. They can now order marketing and sales collateral as they need them, allowing them to reduce their inventory and avoid overstocking. An on-line survey from Printing Impressions states that 63% of the participating printing companies said that offering a Web-to-print solution increased their print volume while the other 37% said it improved the profitability of their work.
If you do not have a Web-to-print solution, you will be at risk of losing valuable business to someone who does. Who is your competition? The Internet. As Web-enabled e-commerce and Web-based services become more mainstream, the landscape of commercial printing will change. Companies that adapt to change are the ones that strive to thrive, not just survive!
Before implementing a Web-to-print solution, you need to ask yourself what problems it could possibly solve. Write a list of pains for both you and your customers. Based on those pains, you can start to develop an idea of how simple or complex your solution may need to be. Don't forget each customer is different so one shoe may not fit all, but that is OK. Our solutions at Ricoh are flexible based on your needs.
Web-to-Print
Services |
What Print Service Providers Need |
What the
Customers Need |
Store front portal: |
X |
X |
Billing: |
X |
X |
Brand Management: |
. |
X |
Database linking: |
. |
X |
Design services: |
. |
X |
File conversion or PDF creation: |
X |
X |
Digital asset management (DAM): |
. |
X |
Soft proofing : |
X |
X |
Preflighting: |
X |
X |
Order entry/job ticketing: |
X |
. |
Job tracking and email approval process: |
X |
X |
Shipping/Fulfillment: |
X |
X |
Workflow automation: |
X |
. |
In the next article, we will touch on the process for building a needs analysis for your customer to drive these solutions, as well as providing you with some key applications and success stories.
John Kaufman,
Segment Marketing Manager,
Ricoh Americas Corp.
An expert in production printing environments and solutions, John Kaufman is responsible for Graphic Arts marketing for Ricoh Americas’ Production Printing Business Group. He brings 20 years digital product solutions, application development and industry marketing experience to this assignment. John can be reached at john.kaufman@ricoh-usa.com or at 815-210-8815. |
