Much potential in the area of individual solutions

Printed matter webshops have mushroomed in recent years in this country, too. Originally designed for simple standard print products, they now offer a diverse product portfolio that is also used by discerning customers and print professionals. This is a trend that is intensifying competition in the industry, especially as more and more companies from abroad are also serving the Swiss market.Behind numerous printed matter web stores there is often a classic printing company that wants to use its online store to sensibly supplement its existing portfolio and use it to attract and win new customers. However, as the number of providers has increased, so too have customers' requirements. There is a growing demand for services such as service and advice, with which print webshops can distinguish themselves in the market.

Benefit from customer proximity

Flyerline.ch is considered the largest web store for printed materials in Switzerland. Flyerline Schweiz AG, which was founded in 2002, has undergone considerable development in recent years. With its eponymous web store "flyerline.ch", it basically addresses everyone who needs printed matter, POS material, trade show booths, packaging or individual solutions of whatever kind, CEO Steffen Tomasi summarizes the offer."Flyerline stands for a wide range of standardized printed matter, but also for a company that is able to offer individual, customer-specific solutions," explains Tomasi. "For years, we have been launching innovative and individually printed products onto the market that we have developed based on a market need. With the label 'Really Switzerland', which reflects our attitude, we also want to set an example. All our products are produced in Switzerland. We purchase machines and materials from Swiss suppliers and our logistics partner is Swiss Post. We are at home in Thurgau. From here, we supply the whole of Switzerland and Europe. "Tomasi sees online primarily as a distribution channel. In his view, this distribution channel is basically suitable for all offers, regardless of the type. He cannot identify any limits for an online print shop. "I see them only in the operators and their innovation, imagination and creativity," says Tomasi.

Personal consultation important

Maxiprint.ch's offering is aimed at customers from both the B2C and B2B sectors. "An important part of Maxiprint.ch is the personal consultation, which is very much appreciated by our customers," says Managing Director René Hollenstein. We support customers from prepress to paper selection to overall consultation. This is a service that is well received, because not every customer has the affinity to order via a web store," Hollenstein knows from practical experience.In principle, all products from the print sector are suitable for online ordering, but against the background that personal advice is an important component of an online platform. Hollenstein mentions mailings in this context, where addresses have to be handed out by the customer. The prerequisite for this is that there is trust in an online print shop.Nevertheless, Hollenstein is not uncritical of the development in the area of online print shops. "It is the wrong way for every print store to want or have to operate its own and cost-intensive store, because the costs are far too high in relation to sales. With our new webshop, which will be launched in the summer, Maxiprint.ch offers a subshop for print shops. This means that every print shop can make the most of its potential and also save costs."

Partner concept

The onlinedruck.ch portal, which belongs to BC Medien AG, is an innovative and sustainable B2B service provider in Switzerland (climate-neutral, FSC-certified, etc.) for both professional and private customers. A good proportion of print jobs are processed via the onlinedruck.ch partner program," says Sven Sonderegger, Managing Director and Chairman of the Board of BC Medien AG. "For resellers, we offer additional benefits such as document dispatch, shorter delivery times, customer quotations, branded delivery bills, sales-related discounts, etc.," says Sonderegger."With the new Partner Shop program (White Label Shop) based on our innovative software platform, we are specifically targeting resellers who want to market and sell our and their own products and services online. At the same time, these partner products can complement the onlinedruck.ch product range. Mainly for private customers, we have provided specially prepared design templates that can be customized directly online."

Wide range of offers

The portfolio for online printing is already extraordinarily broad, so the boundaries are also constantly shifting. Sonderegger: "In addition to the standard products from the area of business stationery (VK, stationery, envelopes, folders, etc.) and advertising stationery (flyers, cards, brochures, etc.), we offer a comprehensive range of designs and services at onlinedruck.ch, particularly in terms of product range depth." Sonderegger mentions here:Finishing (high gloss, partial varnishing, drip-off, etc.)Various types of binding (wire clips, ring eyelets, PUR adhesive bindings, wire-o spiral bindings, glued products, etc.)Color printing (Pantone, metallic, luminous colors, etc.)Personalization and mailing offers.)Personalizations and mailing offersLayout services (image, text)Recycled papersExpress delivery times with Next Business Day DeliveryAt present, Sonderegger sees limits for an online print shop in the area of fully individualized packaging from print run 1 and in combined online and offline campaigns (cross-media multichannel 1:1 campaigns). "For services from the media production sector that are not (yet) suitable for online processing, we offer as part of our Premium Line that a consultant takes care of individual concerns, prepares individual offers and later accompanies the implementation."

From professionals for professionals

Print24/Unitedprint offers suitable portals and services to the various target groups. "With the print24 website, we are mainly targeting professionals from the graphic arts industry: graphic designers, print buyers, agencies, smaller print shops, but also medium-sized companies that want to cover their own needs and have professionals in-house to do so," explains Fabian Frenzel, Director Marketing/Innovation at Unitedprint. "Easyprint focuses on online design and is aimed at smaller companies and private individuals," says Frenzel. "For resellers and regular buyers, we offer a free interface (USS Connect), and for local partners we have our USS Partner Shop program. It's these digital services, our new delivery time initiative (3...2...1...Yours!), and in-house production that sets us apart from our competitors."

Selling products online that require explanation

For Frenzel, there are hardly any limits to modern online printing with regard to the portfolio - this is already shown by a look at its only short history of development: "If you had told a "print expert" 15 years ago (print24 was just in its infancy) that in 2018 you would be ordering thread-stitched books in special format from edition 1 online, this "expert" would probably have hung up his job. "In any case, the idea that only highly standardized products such as flyers or business cards can be sold successfully online has long been outdated," says Frenzel. "On the one hand, online tools (e.g. product visualizations) are getting better, and on the other hand, online printers are ensuring that advice is also provided on site, so that products requiring explanation can also be sold to customers with little online print experience. Some try to do this with local stores, print24/Unitedprint succeeds with its USS partner store program to occupy these local/regional sales channels together with its partners."

Ready brochure in ten minutes will come

Frenzel cannot identify any limits for online print shops at present. "I only see untapped potential! As far as the portfolio is concerned, the supposed limits of today will be reflected in the standard portfolio of online printers tomorrow. The same applies to delivery times: at the moment, online printers still have logistical limits. The printer around the corner is still a few hours ahead of us. But this can be optimized with decentralized production approaches. The '10-minute brochure' will come."

From flyer to photo mug

"WIRmachenDRUCK.ch", as a Swiss company, is aimed exclusively at corporate customers, SMEs, organizations and associations in Switzerland that require individual, high-quality print products. "Whether in large or very small print runs, we want to do everything we can to enable our Swiss corporate customers to operate even more successfully in Switzerland and Europe, even on a small budget," emphasizes Thomas Stoenner, Managing Director of Wir machen Druck (Schweiz) GmbH. "But private customers also benefit from our unusually extensive product range with over five million possible print variations. And at significantly lower prices than was previously the norm in the Alpine region," explains Stoenner. "For example, we supply flyers and brochures, printed T-shirts, photo cushions or photo mugs from as little as one print run. That's something you probably don't find very often in the industry. The great trust we enjoy with our customers is our most important asset and also an obligation at the same time - that's why we always make sure to deliver reliable, repeatable quality with all our products."

Continuous optimization of processes

According to Thomas Stoenner, all products that can be printed, engraved or embroidered are suitable for online printing: "Our aim is to make every conceivable printable product and advertising material available online to our customers in Switzerland at the best prices and in high quality in the shortest possible time. As an online print shop, we see the potential above all. That's why we are constantly expanding our product range and regularly adapting additional options and finishing options for existing products to the ideas and wishes of our customers." Stoenner is convinced that only online print shops that continuously optimize and accelerate their ordering, testing and production processes will be successful in the long term. The Amazon principle of "everything and preferably immediately" does not stop at the (online) printing industry. "We still see considerable opportunities here, but also risks for all market participants," says Stoenner, "In addition, the issue of quality remains extremely important, especially in the B2B sector. 'Online' and 'cheap' have long since ceased to be enough for a lasting customer relationship - reliability, service and reproducible quality are crucial."