The Best Web to Print Solution for Printers. Period.

After a decade as a web to print solution provider, I’ve seen many printers acquire B2B web to print solutions (private branded storefronts for their clients) using the wrong approach.

I spotted this trend when few of our current clients came from platforms that did not work for them. Which by the way -I’m always surprised by how long printers keep these solutions running forcing their clients to deal with the pain. Web to print solutions are known to be sticky. Once you get on-board, it is hard to get off.

That is changing. Software providers are simplifying on-boarding and implementation processes -making it easier for printers to switch and upgrade. What used to take months now takes days or weeks. Our clients (printers) get their clients up and running in 1-2 weeks. Even big enterprise clients.

Just remember the pain of same, is greater than pain of change. If you are stuck on a legacy technology that isn’t progressing, you will most likely lose clients faster than you acquire them.

The question is, how can printers find the best web to print solution. To find the best solution a diligent and client oriented approach is necessary. Let’s call it product fit.

Some printers make their decision based on price. Some go with popular names in the market never thinking about their clients’ needs. The result? Clients’ pain points aren’t resolved. End users find the solution complex and spend more time submitting support tickets than orders. I don’t know of many printers have the time and resources to implement a platform twice.

Luckily, I think this can be avoided. Here are some tips.

1. Understand the solution isn’t for you, it’s for your clients.
2. Understand your clients’ needs. Do not assume. ASK them.
3. Involve your clients in the diligence process.
4. Achieve product fit.
5. Pricing matters but it isn’t the main decision indicator.

The best Web to print solution for printers isn’t the one that does more for less. The best Web to print solution satisfies your clients’ needs at the highest level possible.

Your clients need to distribute different types of marketing materials to different teams. They want to provide a self-service platform that is intuitive and fast. They need to enforce brand compliance and budgets. The need to track costs as well as inventory. They have a multitude of other specific requirements such a single sign on (SSO) capabilities, cXML integrations, and unique processes. Your clients are like snowflakes – each one is different. What Web to print platform do you go for? Where do you start looking?

Not only do your clients demand different capabilities, each Web to print solution has its unique value. Some Web to print solutions are light while others are more robust. Some offer modern user experiences while others are cumbersome. Some stick to print while others handle all kinds of products. Some can be purchased and some can be subscribed to.

A PERFECT product fit isn’t the goal. The goal is to understand your clients’ core needs and implement a solution that best satisfies those needs. If you fail to tackle the big pain points, you have failed entirely.

Many printers end up with a solution that does it all but none of their clients want to use. Don’t rush it, do your diligence, get client involved in the process and ensure higher chances of success. Implementing new technology is never easy. It can take months of implementation, integrations, training and lots of work. Having to do this twice, is never good for business.

So how do you acquire the best Web to print solution?

The only way to find the perfect fit is by asking your clients what they are looking to simplify. Demo a few and choose the one that makes the most sense for you and your clients. Not all of your clients have the same needs. That said you are still better off by asking few of your clients to get close. Again the perfect fit isn’t the goal. The best fit is.

Here are some questions I suggest you ask your clients?

• What products are you looking to distribute, print, promo, apparel?
• Do your end users need the ability to personalize assets?
• How many orders are you looking to push a month?
• Who are the end users?
• What compliance and business rules need to be enforced?
• What needs to be tracked and reported?

Choosing your software provider entirely based on price is a mistake. If you think a high end solution is expensive, wait till you try the wrong one. It will set you months back.

Here is why product fit matters a lot. First, the technology you offer reflects directly on you. Second, technology is huge today and your clients expect solutions that simplify their work and complement the services you offer. Printers are finding success in services that go beyond print, such as technology, marketing and fulfillment services found in modern “web to print solutions”.

If you are searching for the best web to print solution or looking to upgrade, make sure you get your clients involved in the process. At the end of the day they are the ones that will be using it.

As always don’t forget to share and tell us what method worked for you.