From Bottlenecks To Benefits

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In today⁘s interconnected, Amazon-ified world, people have become not only used to ordering everything from toothpaste to cars online ⁘ they expect it. To assume that print is an exception to this mentality is a mistake that could cost a commercial printer customers and jobs.

However, there are a few common mistakes print service providers (PSPs) make when it comes to deploying and managing an online storefront. Here are a few tips to avoid those mistakes.

It⁘s crucial to analyze current business processes, challenges, and client habits before implementing an online storefront. | Credit: OnPrintShop

The first mistake many PSPs make comes before the Web-to-print (W2P) solution is even chosen. Every business is unique, with a variety of customer and application types, and different print engines and finishing options. To assume that any storefront will be successful could be a costly mistake.

Before even starting to evaluate W2P solutions, there first needs to be a deep dive into every corner of the operation ⁘ leave no process or application unturned ⁘ and get the staff involved. What bottlenecks frustrate the team? How does the work flow through their spaces ⁘ and how could it be improved? What kind of clients does the business serve, and how secure does the information need to be as it moves through the shop? All of these questions should be asked long before making a list of features a storefront should have.

James Hill, CEO of Prisma Graphic, a PRINTING United Alliance member, has created its own storefront system in-house for its clients, also stresses the importance of selecting the right technology.

⁘The biggest mistake we see with PSPs is not choosing the correct technology stack,⁘ he says. ⁘Offering an online storefront is a huge advantage, but understanding the tools and security services your clients need within the platform is extremely important as well.⁘

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