Web-to-Print — The W2P Controversy

Management may recognize—even be enthusiastic about—W2P, but if that enthusiasm doesn’t trickle down, the site sits unused. Thus, printers may lay out large upfront costs (which they may or may not fully recoup) on the promise of a certain level of print volume that doesn’t materialize.

This is why Howie Fenton, NAPL digital technologies consultant, sees a strong correlation between long W2P beta tests and long-term profitability. “Lack of customer buy-in is one of the subtle missing links in the success of most implementations,” he says. “That’s why successful implementers work closely with clients on the user interface or functionality before going live. They encourage customers to try the site, test it, and see what works and what needs to be fixed. If they include their clients’ opinions in the build out, they get feedback and ultimately the buy-in.”