As a print provider thinking about hosting web2print solutions, one of your main target markets should definitely be branch organizations or retailers. These organizations have a lot of needs that can be fullfulled with web2print applications.
Marketing resources / Productivity
Most retailers have a centralized marketing or design deparment. These departments are typically highly in need of a web2print solution to increase their productivity. They are spending too much time on small and repetitive jobs. Sometimes as simple as business cards. Sometimes more complex, with product Point Of Sales materials. A lot of this can be facilitated by using a web2print application.
Corporate identity
The central marketing department has usually spent a lot of time on their corporate identity. And all too often, this is completely ignored or partly forgotten by the individual branches. By using a web2print application, the corporate identity is much better maintained. You can provide the branches with tools to automatically (and easily) create ads, brochures, point of sales materials, etc. The web2print tool will make sure that there is less need to go to local design companies.
Brand awareness
In many cases, central marketing departments are faced with store owners who are not keen on marketing efforts. But a local marketing presence might be essential for the company. With a web2print application, the local representatives are encouraged to spend a certain budget on marketing. Often the web2print software includes incentives for the correct use of the marketing tools.
Time to market
Even if the web2print application is not targeted at the individual branches (but rather at the central marketing department), it can still be used to significantly reduce the time to market of the marketing ideas. Individual stores can get the message out, or the central department can personalize everything themselves. The result remains the same: web2print is powering the marketing effort!
Double personalisation
Web2print aimed at branches are very well suited for double personalisation. In a first step, the store owner creates content personalised for his own store. This typically includes the store location(s), but in advanced web2print applications, it also includes the offer (product range, prices, additional promotions, etc.). After validating the result of this personalisation step, the store owner can continue with the second round: personalisation aimed at the end customers. In some web2print tools, this consists of simple address placement. But it might go as far as variable content placement, based on user profiles.
Conclusion
All in all, the web2print solution puts the marketing focus of a branch organization where it belongs: the message.