WEB-TO-PRINT — JUST BROWSING

Getting customers to understand the value in Web-to-print solutions will go a long way toward shaping the future of the application, according to Parent. “It hasn’t reached full acceptance yet. Right now, (customers) really aren’t looking for it,” he says. “You have to sell that solution.”

Farris feels that the fortunes of Web-to-print are closely tied to the success that digital printing achieves in validating the capability’s ROI in relationship marketing for personalized campaigns. “That’s really the future of Web-to-print—going from customization to personalization,” he says. “We’re in degrees of that now, but really high levels of personalization are going to be the future of the tool.”