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Why Print Service Providers are Migrating to Web-to-Print SolutionsKey benefits, challenges, adoption rates among specific segments in the printing industry
a service of
Sponsored by
http://w2p.solutions http://w2p.cloud http://www.w2pshop.com
2
EXECUTIVE SUMMARY
New research from NAPCO Research and Web-to-Print Solutions developers and providers, Racad
Tech, shows strong web-to-print (W2P) adoption rates across the commercial, in-plant, and
packaging printing markets. Those printers that have avoided W2P adoption thus far do not
appear to foster long-term reservations against the offering, so it is unlikely that adoption rates
will plateau in the near future. The benefits that current adopters convey – namely workflow
optimization and enriched customer experiences – will only put pressure on their more hesitant
counterparts to follow suit.
As with all emerging technologies, however, there are some kinks to work out. Lengthy implemen-
tation processes, feature sets that require ongoing maturation, and room for improvement in cus-
tomer support all take away from the full potential of W2P solutions. Still, the outlook for W2P in the
long-term is strong overall—forecasts project CAGR of 5.2% of print Web-to-Print shipments to $48
billion by 2021--and with continued focus on driving the product forward, adoption is expected to
continue to grow.
Going forward print service providers who have not yet adopted the technology must evaluate
the options—whether build vs. buy or the abundance of off-the-shelf vendors cautiously. There
is no ‘one-size-fits-all’ solution, and what works for one service provider may not be appropriate
for another.
To drive adoption and customer satisfaction forward, Web-to-Print vendors must improve on the
implementation process for Web-to-Print software, provide better customer service and develop
off-the-shelf solutions that are more customizable.
WEB-TO-PRINT: AN EMERGING PSP STAPLE
Much can be said about the promises of W2P. A Web-to-Print system allows the print service pro-
vider to open a 24/7 virtual storefront without paying for additional labor, introduces automation
into a manual workflow, and reduces friction for return business by enabling easy reordering, among
other benefits.
With the emerging importance of W2P solutions as a staple of commercial, in-plant, and packaging
printers, Racad Tech teamed up with NAPCO Research (the parent company of Printing Impres-
sions, packagePRINTING, and In-Plant Graphics) to better understand Web-to-Print adoption rates,
print service provider requirements, pain points, and opportunities of W2P end users.
To capture the printer’s perspective, NAPCO Research designed an online survey and fielded it to
commercial printers (Printing Impressions audience), package printers (packagePRINTING audi-
ence), and in-plant printers (In-Plant Graphics audience. The survey was fielded in June of 2018 with
a total of 651 survey responses collected.
3
The graphic below depicts the distribution of responses.
QUESTIONS THAT WILL BE ADDRESSED:
• What are the adoption rates of web-to-print software by print service providers?
• Why are some printers avoiding web-to-print adoption?
• What web-to-print software solution offering are printers embracing? Why are some printers
internally developing their own web-to-print solutions?
• How satisfied are print service providers with their current web-to-print systems?
• What are the key pain points accompanying web-to-print solutions?
• What are the primary benefits and drivers of web-to-print adoption?
• What can Web-to-Print vendors do to drive adoption of W2P solutions and increase custom-
er loyalty?
• What can print service providers do to maximize the business opportunity presented by
Web-to-Print?
The insights gained from the survey, explored throughout this report, will allow printers and related
stakeholders to assess their current web-to-print offering (or lack thereof) against those of their
peers and competitors, and identify how best to move forward with the opportunity.
It will also inform web-to-print providers about the factors and features driving W2P adoption, the
problems restricting it, and the unique needs of printers that their solutions must cater to for contin-
ued success.
Printer Type
Figure 1Q. Which of the following best describes your organization? n= 651Source: Web-to-Print Market Survey, NAPCO Research 2018
Commercial printer In-Plant Printer Packaging Printer
61%
27%
12%
80%
70%
60%
50%
40%
30%
20%
10%
0%
WEB-TO-PRINT ADOPTION RATES ARE STRONG AND POISED FOR CONTINUED GROWTH
Web-to-print interfaces are a pervasive offering among com-
mercial, in-plant, and packaging printers today, with about
half (50%) currently offering such capabilities. According to
the survey results, commercial (55%) and in-plant printers
(50%) are leaders in this regard, while package printers are
comparative laggards (30%). These numbers can be some-
what deceiving; technology adoption in the print industry is
typically a slow, plodding process, so that half of all printers
who have adopted a technology suggests fairly widespread
adoption. Nevertheless, there is still widespread opportunity
for adoption to continue to grow as print customers continue
to expect the convenience of Web-to-Print systems.
Moreover, 7% of the half of all printers that do not currently
offer web-to-print say they are either currently research-
ing web-to-print options or already have plans in place to
support W2P in the near future. This highlights the ongoing
shift that is making Web-to-Print systems a near mandatory
offering to print customers and we expect that transition to
continue to occur over the near and long term.
4
Web-to-Print Adoption Rate
50%
n Yes
n No
Figure 2 Q. Do you currently have Web-to-Print capabilities? n=651Source: Web-to-Print Market Survey, NAPCO Research 2018
50%
5
WEB-TO-PRINT EXPECTED TO GROW AS A PERCENTAGE OF OVERALL PRINT SHIPMENTS
Going forward, offline print shipments are projected to decline by CAGR of -6.0% by 2021, but
Web-to-Print is projected to grow by a CAGR of 5.2%, reaching $48 billion by 2021. This forecast
suggests print customers will increasingly turn to higher convenience web-based systems to submit
print jobs to service providers and service providers must be prepared with the right technology
systems to meet this demand.
PRINTERS AVOIDING WEB-TO-PRINT MUST REEXAMINE CUSTOMER NEEDS
Of those with no current plans to incorporate a Web-to-Print solution, or even explore what benefits
might result, most say they mostly avoid the investment because of a lack of the customer demand
to justify it (42%). These non-adopters also indicated that they have other higher organizational
priorities that take precedence (26%) and/or do not have the support from management to fund
necessary buy-in to the technology (25%).
22% OF PRINTERS not offering web-to-print say it is because it is too expensive. The mean annual cost of a W2P solution is about $15,000
Print Industry Shipments: Total vs. e-commerce
$37 $40 $43 $43 $45 $48
$84 $77 $71 $70 $66 $62
2016 2017 2018 2019 2020 2021
Figure 3Source: Keypoint Intelligence – InfoTrends, 2018
6
Interestingly, W2P enthusiasts say that catering to customer demand and providing a better cus-
tomer experience are actually some of the top reasons for implementing it. That the opposite (a lack
of customer demand) is the top reason for web-to-print avoidance begs the question whether those
who think there is no customer demand for the solution are, in fact, fully plugged in to their custom-
er base’s needs.
Whatever the cause of this discrepancy may be, customer demands for easy online ordering, job
tracking, inventory management, etc., will only continue to grow and apply more pressure on print-
ers to adopt W2P as expectations for fast, digitally-driven conveniences continue to penetrate all
facets of life and business.
As the print industry—and business world in general—continues to shift to digital technologies, and
print customers expect increasingly digital and seamless ways to interface with their service provid-
ers, we anticipate the ‘lack of customer demand’ objection to decrease in significance. With these
shifting expectations, we also expect ‘other higher organizational priorities’ and ‘lack of manage-
ment buy-in’ to also fade, paving the way for increasingly widespread adoption.
Web-to-Print Deterrents
Figure 4Q. Why don’t you currently have Web-to-Print capabilities? (Select all that apply) n=304Source: Web-to-Print Market Survey, NAPCO Research 2018
Lack
of c
usto
mer
deman
d
42%
26% 25%22%
17% 14% 13% 13%8%
Oth
er h
ighe
r
organ
izatio
nal p
riorit
ies
have
take
n pre
ceden
ce
Lack
of m
anag
emen
t
buy-in
to in
vest
in th
e
tech
nolo
gy
Too
expen
sive
Lack
of s
killed
per
sonn
el
to im
plemen
t/m
ainta
in th
e
tech
nolo
gy
Oth
er (p
lease
spec
ify)
We d
on’t b
eliev
e we h
ave t
he
right
prin
ting e
quipm
ent t
o
support
Web
-to-P
rint
We d
on’t b
eliev
e it w
ill int
egra
te
with
our
exist
ing p
roduc
tion
work
flow
We d
on’t b
eliev
e it w
ill
integ
rate
with
exist
ing
tech
nolo
gy sys
tem
s
50%
40%
30%
20%
10%
0%
MOST PRINTERS PURCHASE OFF-THE-SHELF W2P SOLUTIONS, BUT INTERNALLY DEVELOPED SOLUTIONS ARE CONSIDERABLE COMPETITION
When faced with the ‘build’ vs. ‘buy’ dilemma, nearly ¾’s of
W2P-enabled printers are choosing to purchase off-the-shelf
solutions (72%) v/s building a solution themselves (28%).
This is likely reflective of two phenomena: First, off-the-shelf
solutions have evolved such that they are robust solutions for
the majority of printers. Second, there is substantial effort
involved in the internal development, deployment, and main-
tenance of internal solutions such that most see the value in
outsourcing that to the experts.
Although most current web-to-print adopters have acquired
an off-the-shelf solution, nearly a third (30%), have allocated
IT/developer resources to build a customized, system. Oth-
er than EFI’s Digital StoreFront, internal development of a
custom solution is the single most popular strategy for those
surveyed. This means, in addition to combating indifference
(e.g. ‘lack of customer demand), Web-to-Print vendors are
also up against the ‘build-vs.-buy’ challenge, which makes
the need to clearly articulate the ‘buy’ value proposition even
more critical.
Nevertheless, of those who chose to build their own solu-
tions, the biggest percentage cited the unique, and some-
times complex, needs of key customers and client bases
(54%) as the reason they chose to build. Printers that invest
resources to develop proprietary, internally built web-to-print
systems also simply have a culture of developing technology
solutions in-house rather than outsourcing (32%) and feel
they need a more robust, customized platform (28%).
7
W2P Technology: Build vs. Buy
72%
n Off-the- Shelf Technology
n Proprietary/Internally Built System
Figure 5Q. What Web-to-Print system(s) are you currently using? If you use more than one system, please select all that apply. (n=317)Source: Web-to-Print Market Survey, NAPCO Research 2018
28%
8
To make inroads into the market and give print service providers who require more than ‘off-the-
shelf’ functionality greater flexibility when making the ‘build-vs.-buy decision, Web-to-Print vendors
should consider offering a highly flexible, customizable web-to-print solution. This will help to open
up almost a third of the market that is otherwise closed off to what-you-see-is-what-you-get alter-
natives.
A final note on proprietary W2P systems: packaging printers are much more likely (41%) to internal-
ly develop their own solution as compared to in-plant printers (24%) and commercial printers (32%).
This may mean that service providers may need to work harder to make inroads in the packaging
market to overcome the instinct to build their own solutions.
For those in the market for a W2P solution, it is important that print service providers recognize
there is a wide range of solutions available to them. What works for a large university in-plant may
not work for a small ‘mom-and-pop’ commercial printer on Main street, USA. Printers must carefully
evaluate market solutions, obtain demos from as many vendors as possible, and talk to colleagues
who have already adopted the solution about their experiences.
Internal Development Drivers
Figure 6Q. What were the key drivers for deciding to internally develop a Web-to-Print solution vs. sourcing an off-the-shelf offering (or in addition to an off-the-shelf system)? (Select all that apply) n=76Source: Web-to-Print Market Survey, NAPCO Research 2018
Unique
nee
ds of k
ey
cust
omer
/clie
nt b
ase
Cultu
re o
f dev
elopin
g
tech
n so
lutio
ns in
-hous
e
Need fl
exib
ility t
o
exper
imen
t with
perso
naliz
atio
n work
flow
s
Tight
er in
tegra
tion
of W
2P
work
flow
with
inte
rnal
proce
sses
Off-
the-
shelf
offe
rings l
ack
robus
tnes
s/fe
atur
e set
s
need
ed
Concer
ns ab
out cu
stom
er
data a
cces
sible
by W
2P
vend
or
Off-
the-
shelf
solutio
ns ar
e too
expen
sive
Oth
er (p
lease
spec
ify)
54%
32%28% 26% 25%
21% 20%
5%
60%
50%
40%
30%
20%
10%
0%
9
WEB-TO-PRINT SENTIMENTS ARE POSITIVE, BUT THE IMPLEMEN-TATION PROCESS AND FEATURE FLEXIBILITY COULD IMPROVE
For print service providers that have integrated a web-to-print
solution into their business model, sentiments regarding the
technology are generally positive. More than three-fourths
(78%) of W2P-enabled printers are somewhat or extremely
satisfied with their current solution. Still, it is not a flawless
ecosystem and there is certainly room for improvement.
One key metric that communicates a primary pain point is
that over two-thirds (68%) of print service providers with a
web-to-print system had a somewhat to extremely difficult
time with the initial implementation process. Even if most
are happy with their W2P solution once it is up and running,
it does not bode well for a vendor if its good reputation and
word-of-mouth recommendations come with the caveat of
an arduous implementation process. Given the pervasiveness
of this problem, a smooth implementation process presents a
key differentiation opportunity for a web-to-print provider to
stand out. It also drives the earlier point home that due dili-
gence on the vendor that printers choose is critical to avoid
implementation headaches.
Looking past difficulties with the implementation process
there is an equally distributed breadth of reasons for printer
dissatisfaction, but they can be simplified into two catego-
ries: inflexibility and a lack of proper service and support. The
inability to expand system capabilities in line with growing
customer demands (14%), unfulfilled expectations (13%), and
a disconnect with existing systems (11%) speak to the need
for more feature-rich, open platform, expandable solutions.
These issues also align with the reasons why PSPs choose to
internally build their own proprietary W2P system.
41% OF PRINTERS have their W2P solution integrated into their management information system (MIS) while 31% are relying on third party integration.
A lengthy implementation process (11%) and lack of customer training and support (10%) explain
the need for W2P software providers, as a whole, to provide better customer service. Building out
a more flexible and robust solution is a tall order, but improving customer service and support is a
manageable starting point for elevating web-to-print satisfaction levels among printers.
Key Considerations in Web-to-Print Software Acquisition
• Ensure you have a thorough
understanding of the
products, features and pricing
for your general offering.
• Recruit your Human
Resources department to
assist in managing the system
and influence customer
service policies and procedure.
At minimum, verify that the
W2P provider has a service
department that will be able
to manage customer service
issues as they arise.
• One-size-does-not-fit-all, so
make sure the Web-to-Print
vendor is open to product
customizations.
• No one vendor can be
everything to everyone so
make sure the W2P vendor
can integrate with 3rd party
systems.
10
ENHANCED CUSTOMER EXPERIENCE AND OPERATION-AL EFFICIENCES SEEN AS KEY WEB-TO-PRINT BENEFITS FOR PRINTERS
There is an almost even split of survey respondents that either do or do not currently deploy a web-
to-print solution, but the technology’s potential benefits are not lost on any of them —including the
non-adopters. Among the printers surveyed, the most alluring features of W2P amount to offering
an enhanced customer experience. The industry largely views allowing customers to order 24/7
(57%), easy reordering (48%), and automated PDF conversion of native documents (37%) as being
the most beneficial features. These non-trivial percentages--and wide distribution across reasons—
suggests even those who do not currently have a Web-to-Print system are clear as to its benefits.
The top reasons printers have added W2P to their existing product offering, are slightly more op-
erational in nature. The fact that web-to-print adoption fits into a printer’s overall strategy to drive
workflow process automation (51%) is the number one influencing factor driving investment. This
suggest a tacit acknowledgement on the part of printers that the industry continues to drive to-
wards technology and automation overall.
The need to satisfy customer demand (45%) is the second most significant driver for adoption.
Finally, enabling expansion into customer fulfillment services (41%) is the third most prevalent driver
that has led PSPs to adopt a web-to-print solution.
Most Beneficial W2P Features
Figure 7Q. Which features of Web to Print do you find/would you anticipate finding most beneficial? (Select up to five) n=504Source: Web-to-Print Market Survey, NAPCO Research 2018
Allow
ing cu
stom
ers
to o
rder
24x7
57%
48%
37%
32% 31%26%
24% 24% 23%
Easy r
eord
erin
g
Autom
ated
PDF co
nver
sion
of n
ative
docu
men
ts
Job tr
ackin
g/Job st
atus
notifi
catio
ns
Job co
st e
stim
atin
g
Accoun
ting an
d char
gebac
k
inte
gratio
n
Real-t
ime d
ocum
ent
previe
w
Variab
le dat
a prin
ting
inte
gratio
n
Job ti
cket
ing
20% 20%16%
11% 9%4%
Inve
ntory
man
agem
ent
Reporti
ng ca
pabilit
ies
Catalo
g ord
erin
g
Cross
-med
ia ca
mpaig
n int
egra
tion
Inte
grate
with
IT’s
user
login
syst
emO
ther
11
RECOMMENDATIONS
FOR PRINT SERVICE PROVIDERS:• Don’t Underestimate Customer Demand for Web-to-Print Solutions
The primary reason PSPs have for holding off on web-to-print implementation is a lack of
customer demand. On the other hand, adopters of W2P solutions say catering to customer
demands and bettering customer experience are some of their main drivers for embracing
W2P and digital storefront capabilities. If the former scenario describes your organization,
this is a discrepancy you should not write off; talk to some of your biggest customers about
how more automated, web-to-print workflows may benefit them. Just because they have not
expressly demanded web-to-print capabilities does not mean they are disinterested, it may
mean they simply are not educated about the possibilities.
• Educate Yourself and Evaluate Your Options
If you are considering your web-to-print options for the first time, heed the frustrations that
some users of the technology express: an inability to expand system capabilities in line with
growing customer demands, unfulfilled expectations, and a disconnect with existing software
systems. These issues also speak to why some PSPs decide to develop their own proprietary
W2P solutions. The lessons here are to be well-versed in your current technology stack in or-
der to ensure compatibility and a smooth integration, to prioritize flexibility and customizabil-
ity when evaluating your options, and, perhaps most importantly to carefully evaluate your
options when it comes to vendors and the build-vs.-buy decision.
• Prepare for What’s Coming
More than two-thirds of printers have had a difficult time deploying W2P. This should not
discourage the technology, however, given current users’ stated workflow efficiency benefits,
happy customers, extended service offerings, and steps taken towards overall automation.
Printers must be prepared for what’s coming by ensuring all stakeholders are prepared for the
implementation process and ready to meet it head on.
12
FOR WEB-TO-PRINT VENDORS:
• Be Proactive About Making Web-to-Print Implementation Easier
Over two-thirds (68%) of print service providers with a web-to-print capabilities in place had
a somewhat to extremely difficult time with the implementation process. For web-to-print
vendors, this should be a cause for concern. Reach out to your customers and initiate an open
dialogue about their experiences/pain points in implementing your solution. It is crucial to
evaluate your own implementation/training processes to determine whether or not you are
contributing to this statistic. Regardless of where you stand, consider the ways in which you
can shorten and simplify the process of integrating your solution for an attractive point of
differentiation.
• Study the Competition
The Web-to-Print landscape has a wide variety of solutions that vary from robust to basic and
everything in between. Web-to-Print providers should familiarize themselves with competi-
tors positioning, key features and support options. How well positioned are you amongst the
offerings? How does the market see you? What gaps exist between your offerings and the
nearest competitors that you can fill?
• Commit to Overall Improvement—in Technology and Service
While satisfaction with web-to-print solutions is positive overall, there are shortcomings to
address. Some areas of W2P dissatisfaction are not in your immediate control, like shifting
customer demands and a disconnect with printers’ existing systems, but others are a man-
ageable enough fix. Committing to improved customer service and support will go a long
way in limiting your clients’ woes. We’d like to repeat this study a few years from now and
see substantial improvements in customer satisfaction and overall adoption!
Racad Tech Web-to-Print Solutions• Racad’s W2P Solutions price ranges from $2400 to $12,000 with a mean annual cost of $6600.
• Due to their technological flexibility and openness to custom requests, Racad’s W2P technolo-gies have been the “go to” solution for companies wishing to migrate off of proprietary solutions saving tens of thousands of dollars annually.
• Companies include well known franchises, trade printers and Banks such as indivdual BCT’s, Print Three Franchising, Braund Supergraving and First American Bank
• Implementation time for most of Racad’s W2P clients is 4 weeks.
• When printers lack the HR or the skill sets to set up and manage their own W2P Solution, Racad offers a labour based service that will do the technical work for their print customers.
• One size does not fit all, but Racad’s advancements and adaptability flow from customers’ cus-tom requests.
a service of
Led by a former Forrester Research analyst, the NAPCO
Research team crafts custom data-centric solutions that
leverage our highly engaged audiences across the markets
in which we operate, our industry subject matter experts and
in-house research expertise. We partner with our clients to
identify their unique business problem and create solutions
that enable deeply informed decision-making.
Contact research@napco.com to talk with our research team
and find out how we can help you with your research needs.
Having launched their initial system in the late 90’s, W2P
Technologies by Racad Tech revolve around 3 essential
principles that are the cornerstone of their development
culture to ensure a satisfied and profitable client base. W2P
Solutions by Racad are technologically advanced, adaptable
to a plethora of scenarios, and affordable. Their offering can
be broken down in to 2 synergistic technologies – W2P Shop
for B2C, and W2P Cloud for B2B. These solutions achieve
the ultimate flexibility through a modular infrastructure. As
a multi- platform and a multi-template system, print service
providers can publish their products on their own website,
using WordPress, Shopify or use the W2P Cloud. They are
also not restricted in how products are presented since
there are multiple ways to present products such as online
estimates, Upload Documents and Template Builders using
PDF, InDesign/XMPie, HTML5, SVG and 3D Packaging. The
W2P Cloud system aggregates all the orders and manages
them in a single dashboard.
Suited for any level of print and graphics infrastructure –
small, mid-sized, or large businesses – Racad’s online printing
solutions have a strong track record in helping printing
companies display their ideal online ordering portals and
improve production work flows, profitability, and efficiency.
For more information, please visit us at the websites below:
Corporate site: http://w2p.solutions
B2B Platform: http://w2p.cloud
B2C Platform: http://www.w2pshop.com
WHO WE
ARE
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