EFI has created a Web-to-print solution to bring customers and printers closer together
Shorter runs, quicker turnaround, and more complex print products, mean printers can spend too much time at the front end of the business. Digital StoreFront, the web-to-print solution from EFI, automates those processes so that printers can increase profitability at the other end.
Anthony Parnemann, manager South East Asia EFI, says, “It’s a growing part of the industry. While Digital StoreFront is conceptually similar to other web-to-print products, it is important to differentiate them. To do that, you need to understand what it does.”
As its name suggests, Digital StoreFront opens a front door to printers’ business customers on the net, offering them a customisable shopping platform. When customers visit the web site, they can navigate the full suite of print products and services through one storefront, catalogue environment, similar to consumer e-commerce sites but with print-specific features.
Using Digital StoreFront’s automatic PDF conversion capabilities, print customers can send new documents from their desktop computers and they can use the ticketing features to specify how they want their jobs produced. Site visitors can also choose pre-defined jobs from a visual catalogue, as well as variable data printing, and non-print items like advertising specialties, logo merchandise and apparel, and even kits. As they are ordering documents and products, customers can also proof the items on screen as they are produced, including representations of paper colours and finishing options.
However, Parnemann points out that it isn’t a marketing tool. He says, “It’s not enough to just have a presence on the web. It’s usually a supplementary service to the major accounts you work with. For example, some companies will go to a product manufacturer and say, ‘we’ll take all your print orders (datasheets, brochures, mail outs etc) via our web site. Every time you want to re-order, just go to our web site.’ Digital StoreFront automates tasks for them and consequently saves time and money. Things that normally take a phone call can be resolved by logging onto the web site. It gives them the information they need. They can check on their jobs from their computer. What this means is the print shop is available to the customer 24/7. It gives the customer access to you. One printer pointed out that you still have to talk to your customer at some point, but what it allows is for your relationships with your big clients to get better.”
Digital StoreFront allows printers to concentrate on printing. Parnemann continues, “It automates business processes, which saves time. It also allows printers to hold on their customers. If we have all their details, like how they like their jobs printed, have all their commonly used jobs on our web site then don’t leave because it’s difficult to go to another printer.
“Another thing is that with Digital StoreFront, the printer can become part of their customer’s web site and save time for them as well. For example, someone may want to order brochures from the manufacturer’s head office. They can do that sitting in front of their desktop without actually talking to or communicating with the manufacturers head office. When they click on, they actually link straight through to the printer, so the printer does the fulfilment and, once again, this saves time and money.”
He believes EFI offers three main points of difference saying, “First, EFI is a big company that is involved in the print industry. It’s not a small start up exploiting a growing business opportunity in the printing industry. Every other day we hear of another web development company that has developed a product for printers, however EFI is committed to the printing industry, and has been for many years.
“Second, users can integrate with other EFI solutions. Digital StoreFront creates an end-to-end content and commerce workflow by providing integration with other EFI products such as Fiery, Balance, MicroPress, Monarch, PrintSmith, Pace, PSI, Hagen and Logic. Integration means less re-keying of job data and fewer chances for production errors. This integration capability is part of the promise of JDF.
“Third, EFI offers different deployment options. We give businesses a choice between hosting the application or letting us host it for them as a managed software as a service. Not everyone has the time or inclination to create a web site.”
He says it’s important for printers to have clarity around what Digital StoreFront can do for them. He concludes, “Part of it is people getting their mind around how to fit it into their business. It’s not about searching the internet for a printer or a customer. People aren’t googling for a printer, except for photo books and business cards.”
