4over Inc. : Gambling with Success

“We had a few options,” she remarks. “One, do nothing. Two, join the bandwagon and do what everyone else does, which is to sell online direct. And three, the hardest one, stay with our core customers and don’t abandon them. We picked option number three.”

The Red Tag Project is designed to recapture print consumers who have gone over to the larger direct-to-consumer online printers for their needs, completely bypassing the traditional print seller—4over’s core customer—in the process. Redtagprintsale.com advertises the products, sets the pricing and captures the orders. 4over does the printing, and its participating customers are assigned to provide customer service to the consumers placing orders in their local area (and any consumer the 4over customer refers to the Website). The participating customer is given the consumer’s full contact and order information, and 4over encourages them to market their own product offerings to the consumer. Because they are permanently assigned to a consumer, they also receive a share of the revenue on all orders placed by that consumer.