VDP: Web-to-Print In the Real World

Like many printers, Odyssey Digital Printing also weighed the challenges presented by high volumes of custom orders. “My business is point-of-purchase, and our largest Web procurement customer services large consumers of these materials,” he says. “They set up Websites for their customers to order POP, but soon they start selling ad hoc orders. This means custom POP pieces that are going to be used once, so they don’t fit the Web-based ordering scheme. Unless the Web-to-print workflow is set up to handle that kind of job efficiently, that order is not going to be profitable.”