Web-to-print (W2P) technology has been a hot-button topic since its inception approximately 15 years ago. Some wondered if it limited flexibility, while others worried how it would influence the value and personal relationships they built with their clients. Could this potential threat signify the death of the salesman?
It's now 2012 and, for the most part, W2P has been stripped of its hot-button status—now, it's just a hot topic. Of course, for certain products, it has reduced time spent in estimating, order entry and status checks. Customers only may be interested in logging into a system, clicking a few buttons to place an order and logging out. By now, printers know that automation also is a hot topic. However, this provides an excellent opportunity for salespeople and customer service representatives (CSRs) looking to reinvent their value.
Greenville, South Carolina-based GROWLL.com's entire existence is based on working with customers in nontraditional workflows. In operation for nearly a decade, the company is an Internet-based print solution that offers wholesale pricing strictly to print resellers. In addition to e-mail and chat, GROWLL has CSRs available to its clients, which is crucial for dealing with the unexpected (e.g., last-minute changes or edits).
W2P has proven to be anything but detrimental to GROWLL's ability to maintain that human connection. According to Matthew Jay, business development director at GROWLL, the company's membership development associates will walk customers through their first order. CSRs are available to help with the specifics surrounding artwork, order status and delivery instructions. "At GROWLL, we get it," Jay said.
Similar to the GROWLL staff, other companies can use the sophisticated nature of the technology and workflow to create a dialog with potential and existing customers. First, it is important to understand what the term "web-to-print" means, since it carries different definitions depending on whom you ask.
"I define web-to-print as any print or print-related business done on a website," Jay commented. "In the past, it generally referred to storefront applications or places where managers could facilitate print requests from their employees. But much has changed with the Internet and print since that term first appeared. Web-to-print now encompasses many more applications and commerce that occur on the Internet."
Second, it is up to salespeople and CSRs to market the capabilities of W2P to clients in language that can be easily understood and appreciated. Jay believes that, when used appropriately, the W2P platform has many benefits.
"W2P allows print buying and project management to exist inside a single console—a single touch point," he explained. "Users of W2P applications can consolidate their efforts to procure and manage print and its related services into a single access point that makes these transactions easy and profitable. As a result, this gives the W2P user the opportunity to concentrate more on growing their business and feeding the sales funnel."
Jay offered an example of how a client repositioned itself to find success with W2P.
A screen printer jumped into the W2P fray and added offset or digitally printed products to its portfolio after noticing a pattern of requests exceeding screen printing.
"GROWLL became an easy-to-use business resource for this screen printer that allowed it to enrich its existing client base while providing additional opportunities to appeal to new customers," Jay recalled. "As a result, this screen printer increased [its] revenues by 30 percent in its first year with GROWLL."
Jay pointed to GROWLL's wholesale pricing as another advantage of W2P. The pricing gives customers the flexibility to mark up the products they sell. And, things are only getting more exciting at GROWLL.
The company has been putting a lot of effort into developing an enhanced growll.com. Jay mentioned that the new website will provide a better user experience, a better checkout process and increased mailing services, among other improvements. So, why the change?
"We felt it was important to establish a new look—a clean, modern feel that will include new branded colors and a new logo. The enhancements and improvements will allow our customers even more flexibility with their print projects and will open up opportunities for client-branded websites and other e-commerce solutions," Jay noted.
He went on to say the company is focusing on the user experience. "We attract tomorrow's customers by learning from today's customers. We keep things simple, provide a W2P solution that's easy to use and back it up with the services and support our customers expect," he remarked. "We realize our customer base is diverse with a wide range of experience and we hold value for these customers at all levels by offering a variety of products and services."
When asked about the disadvantages of W2P, Jay expressed some uncertainty. "I'm not sure there are many cons when it comes to W2P—it was developed out of necessity and out of a demand for something better with the way we deal with the transaction or procurement of print," he said. "I think as long as you are open and honest, and educate, then expectations of what W2P is to you are more readily defined, or perhaps, redefined."
Of course, challenges can arise, and this is where a solid customer service team can shine. For instance, Jay said a higher-level obstacle may not be able to be addressed in a single phone call or may require extra resources or development before GROWLL's team can execute successfully on a request.
"Higher-level challenges usually do not deal with the day-to-day relationships or job details, but speak to the functionality or features of the website," Jay commented. "One in particular: We were seeing an increased demand to streamline and improve our mailing services. As a result, we've incorporated a lot of improvements with the new website that address this segment specifically."
In terms of the future, not all printers will want to adopt this different line of thinking and way of conducting business. Nevertheless, many people have already jumped onboard, and Jay expects the number to grow as more advantages reveal themselves.
"I see web-to-print expanding into a web-to-whatever-you-want model. Print and the ability to easily procure it has value by itself. However, it is not the entire picture. Cross-media is hot and there are many benefits of providing a web-based solution for resellers (of print or anything else). So, I see a bright future and one that may perhaps see some reflection," he concluded.
- Places:
- Greenville, South Carolina