Are All Web to Print Solutions Created Equal? 5 Questions You Really Need to Ask Yourself.
For the purposes of this article we will focus on private B2B web to print solutions (private portals for enterprise marketers). Public web to print storefronts, B2C (i.e. Vista Print) are completely different and require a completely different approach.
Whether you are a commercial printer looking to provide your clients with a powerful web to print solution to host and produce their marketing materials, or an end marketer looking to make branded materials accessible to your team, picking the right web to print solution is never a walk in the park -especially when you are dealing with complex business rules, brand & budget compliance and a wide-spread end user base.
For starters pricing is not always transparent -some software providers ask for large upfront and monthly fees while others allow you to start small and scale to higher pricing plans. Some offer light versions and some offer more advanced solutions. Some require additional software while others license them together, it goes on and on making the purchasing decision long and stressful.
There is no easy way to choose the right web to print solution. You simply have to do your diligence, demo a few platforms, consult with your team, involve couple of clients (or end users) and together decide which one is the best fit.
But what exactly should you look for to make the right purchasing decision. Here is a list of things to think about.
1. What are the core features you can’t live without?
Leave price for later, product fit needs to be first. The last thing you want, is to end up with the wrong solution that will start you behind the pack, just because it was inexpensive. Technology moves at an astounding rate, not only ask questions of what it can do today – but have providers paint a picture of the future.
Here is where most web to print solutions come close. Most web to print solutions handle virtually all types of printed materials, including marketing collateral documents, promotional materials, point-of-sale materials, print advertisements, direct marketing materials, and business identity materials.
Make a list of the core features you can’t live without, and rank them based on importance. Narrow your options down by canceling out software providers that don’t meet your needs. Here are some of the most common web to print features to get your started.
- Variable data print
- Branding controls
- Budgeting controls
- Granular inventory controls
- Flexible approval workflows
- Ability to handle promo, apparel products
- Ability to handle kits and bundles
- Digital asset management
- Reporting capabilities
- Variety of payment options
- Production/Procurement management
- Warehouse/Inventory management
2.Which web to print solution provider offers the best user experience and user interface?
User experience is where most web to print solutions differentiate. Don’t overlook this one. The last thing you want is hundreds of end users calling you for support. Your web to print solution is typically the #1 interface you have between you and the end user. Make sure the experience lives up to represent your organization. A simple and intuitive interface will dictate whether you succeed or fail on user adoption. You want to simplify the workflow as much as possible so end users can get on with their day.
- Is it fast? Speed is critical.
- Is it simple? You shouldn’t need to train end users – it should be second nature.
- Is it a modern look & feel?
- Is it designed to work on all devices – computers, tablets, phones, etc?
- Is the user experience “printy”? What we mean by this is that the typical end user is not savvy to print terms or specs. Is it a shopping experience or a job system?
3.Which ones can you afford?
Now that you are down to “2-3” candidates it is time to start thinking about price. Plain and simple, which pricing structure makes the most sense for you and your clients.
For those companies looking to implement web to print tech for the first time, be aware, many web to print software providers offer subscription price models that start low and allow you to scale as you grow (i.e. when you add new clients). You pay for what you do with the software (i.e. number of orders per month). For printers and marketing agencies, you can start with a client that needs the solutions and scale from there.
Do you want to invest a lot of up front capital?
Do you want to go on a SaaS subscription model?
4.What else is it required to get each of your web to print solution up and running?
Integration capabilities is another section where web to print software providers tend to differentiate. How hard is to integrate all the systems you need, how long and much will cost you.
Some software providers only license web to print storefronts and leave it up to you to partner with other software providers to implement additional software required to run your operation.
Some providers offer a suite of products. You can get the web to print solutions you need, and other products such as job management and cost estimating (MIS/ERP), scheduling, shipping, and warehouse management system (WMS) all from the same software provider. The price can easily scale out of control.
Some software providers offer web to print solutions that include a complete back end at no extra cost. These solutions give you the features to manage and produce demand (jobs) but also the customer facing storefronts in a completely integrated solution. The back office typically features fulfillment, inventory and warehouse management features to increase overall efficiency and productivity.
5.What web to print solution provider can develop customized features you might need?
Maybe you found a close fit but they are missing couple of features you wish they had.
Ask the web to print solution providers on your list if they are willing to build customized features for you. How fast do they normally get them out and how do they normally price that?
You want to find a provider that will truly act as your partner… There isn’t a magic “one size fits all” solution. Flexibility and more importantly the wiliness to work with you is critical.
In closing, there is no easy way to choose the right web to print solution. You simply have to do your diligence, demo a few platforms, consult your team, involve couple of clients and together decide which one is the best fit for you and your clients.
