Page 212 - Graphic Design and Print Production Fundamentals

200 Chapter 7. Web2print
Staff involved in the implementation and operation of an e-commerce ordering system need a basic
knowledge of many web-based programming languages in order to give them a good grasp of the back-
end coding necessary to build and maintain the online system. Every online ordering system uses its own
method of coding to create its storefronts and templates, so having previous programming knowledge is
a major asset.

Many companies such as IBM, HP, Creo, and EFI are building platforms to provide VDP service to
print companies. The software these companies provide creates a web2print workflow. This includes
the internal processes needed to print a job, as well as a client-facing website, from which customers
can order. It is important to understand the benefits of every digital storefront as they all offer different
options. Digital storefronts must provide a simple ordering process for the customer while being very
robust and efficient for the print company. Selecting the order quantity and displaying pricing should be
simple and not confusing for the end-user. Customizing VDP products or ordering POD or warehoused
items should be simple and quick. The ability to split products for multiple-shipping destinations should
also be considered.
Selecting a storefront that can be integrated into a management information system (MIS) to streamline
orders from customization to invoicing is beneficial. The ability to have customers approve or reject
orders placed by others is also beneficial, as it allows for an extra review to ensure order information is
correct.

To ensure they make appropriate choices, print companies request copies of documentation from a
software provider to see what they need to learn if they plan to be a self-service user of the software.
They request references and ask how the software provider handles support, system outages, and
upgrade development to get a sense of how other users perceive the company. Print companies attend
demonstrations of the product and give specifics on what they want to hear beyond the generic sales
pitch. Print companies also seek specific information about short- and long-term product upgrades,
which gives them a chance to glimpse the software company’s strategic vision and how the product
might develop in the future.

Other Considerations Before Purchasing

Print companies take other considerations into account before purchasing software.

Usability: If they have current B2B customers, print companies ask them to test the software before
committing to a purchase. If these end-users have difficulty using the software, then it is not the right
choice. If print companies have B2C customers, they ask someone without any print knowledge or
experience to test the product. Testing against online competitors to see how the software compares is
another way print companies assess the usability of a product. They also research customer feedback.

Partnership compatibility: The relationship between a print company and a software provider is a
partnership, not just a sales interaction. Print companies are in frequent contact with their software
provider to solve technical difficulties, arrange training, or add improved services. Therefore,
determining if the software provider will make a compatible partner is important. Print companies don’t
rely solely on what the sales rep tells them; they try to get a sense of the software provider’s team by
calling the support desk and talking to customer service. This helps print companies determine how well
they will be treated and whether the software provider’s staff are knowledgeable.