PageDNA is now a top-to-bottom online business catalog application, which includes ordering, production, inventory, printing and shipping. Once a print manufacturer or distributor signs up for PageDNA capabilities, he or she is given a hub for training and site development.
“We get into other areas that many may not associate with Web-to-print,” Ballinger stated. “We keep track of inventory, we show warehouse locations on pick tickets, we send shipping notification e-mails [and] we integrate with all kinds of business and MIS systems ... . On the production side, we have a full imposition engine that can create press-ready plates optimized to fit as many orders as possible onto as few plates as possible, mathematically.”
In the end, giving customers a feeling of control is top priority. It’s also what makes these kinds of services challenging to keep technologically sound, successful and user-friendly. Petrie commented, “People love to have control—especially the younger generation ... and they don’t want to be put in a box. And, if we could keep them in a box, this project would have been a lot easier. But, we really wanted to give them the ability and the environment to really customize the whole area of the image and do some neat things, and make it easy, too.”
Ballinger said, “The most significant victory for our company has been the ongoing realization that we can sign up dozens of accounts a month, train them on how to use our product to become self-reliant, and then let them take their destiny into their own hands.” The sense of control a customer feels is advantageous to the company offering customization, too. Ballinger noted the amount of time it gives PageDNA to focus on its products and services.
Not only do both tools allow clients to feel simultaneously self-sufficient and not deserted in cyberspace, they have both streamlined workflow. With so much of the process in the clients’ hands, the time-consuming approval process is made more efficient. Because the client is entering information directly into the application, PMT has eliminated the step of submitting proofs to their clients, while PageDNA provides a file for approval.