The way to the printed matter is via the Internet

It is not only print in and of itself that is being questioned in many cases, but also the way to print is being renewed. The digital transformation has significantly changed the workflow, above all simplifying it, various work steps have become obsolete, existing professions (such as the offset copyist) have disappeared.On the other hand, customers have been given new opportunities as a result, they can now get directly involved in the work process. But what does this look like in practice, what do conventional print shops offer in this regard, and how are these opportunities used?

Web-to-print solutions for most cases

Andy Amrein, Managing Director of Kromer Print AG in Lenzburg, relies on a modern web store for individual as well as changeable documents and with a fully integrated web-to-print component, which offers the customer some functionalities and automations. At Kromer, the web store is now a central instrument in the procurement process of B2B customers, whereby their (internal) processes such as approval, cost centers, PO numbers, etc. can be mapped individually.Thanks to the open architecture of the web store, third-party systems (e.g. the customer's ERP) can be integrated in the sense of modern procurement processes or "punchout" solutions can be realized with an open, standardized data interface. In addition to classic print products for self-editing such as business cards, flyers, factsheets and advertisements, the Kromer webshop also offers serial letters, PDF uploads (one-time orders), menu cards or product kits (bundling of products for simplified personalization & ordering).Brunner Medien AG in Kriens has two web-to-print solutions in use for its customers. One for the simple processing of business print jackets. Here, the focus is primarily on automated business card production, using Clixmedia software.The second solution approach concerns the automated production of catalogs. Here, Brunner works with the EasyCatalog software solution. However, various processes are also simplified and automated with InDesign Scripting and the editorial system, Roland Dahinden explains the business model of Brunner Medien AG.

Individualized functions

The most convenient of the web-to-print offerings is provided by the Bern-based company Stämpfli, which also has a branch in the important Zurich market. Nina Ramershoven, Head of Digital Printing, points to her Smart_Lab software suite with various functionalities that can be customized according to customer needs and are thus used in a wide variety of application areas at the various companies.This web-based SaaS solution (Software-as-a-Service) requires no software installation apart from a web browser. Above all, it simplifies the marketing processes involved in the creation of communication materials. The increasing customer need to relieve the central offices and distribute tasks to decentralized users is thus optimally fulfilled.

Process integration and web stores become more important

Nina Ramershoven emphasizes that the main benefit of such a tool is simplification, thanks to which internal processes can be optimized. But this is only possible if a comprehensive introduction is guaranteed from the supplier side and the employees on the customer side are ready for such a change.For digital printing specialists, the internal hurdle is often the biggest obstacle, which can only be influenced to a limited extent by external parties. But at Stämpfli, thanks in part to good cooperation with customers on further development, the number of applications has steadily increased. And it will continue to increase, says Ramershoven, because the need for such solutions is clearly noticeable and the pressure for process optimization among customers is very high.Roland Dahinden, the managing director of the Kriens-based media service provider, points out the still minor importance of their web store today; around five percent of total sales are generated via this sales channel.

Autonomous processing

At Kromer in Lenzburg, the web store is operated as part of a modular service package (called Printlogistik®) with offerings covering all aspects of brand communication. In terms of numbers, the majority of orders are processed autonomously by the customer via the web store. The remainder is the result of traditional orders via customer service; this relates primarily to custom products or special one-off orders. A proportion comes directly to Kromer through the customer's own systems (such as orders from SAP or e-marketplaces). According to Andy Amrein, the proportion of orders placed via the store will increase sharply, and this will also significantly increase the possible automation of processes - both internal and external. The Kromer boss is clearly aware of a corresponding need on the part of customers, and Roland Dahinden agrees that the proportion will increase. Print products will become even more standardized and customers want to be able to process their orders easily online, says the Managing Director of Brunner Medien. On the one hand, he is referring to the expansion of his web store; on the other hand, the media service provider from Kriens also wants to promote process optimization. To this end, solutions for product information management (PIM) and digital asset management (DAM) will be used, which will allow automatic catalog production and campaign management in the future.

A wide technical range is ready

All the service providers surveyed see considerable potential in the web-to-print business. This raises the question of what technologies the suppliers have ready for this. When asked about this, Michael Friedli, System Engineer Applications at the leading specialist A+F Computersysteme AG in Sursee, points to a wide variety of web-to-print solutions - from complete web store systems for printed matter and advertising materials to powerful editors for integration into existing e-commerce solutions.Friedli immediately names the most popular products: Pageflex Storefront, for example, belongs to the range of complete solutions. This is a standard software for the operation of webshops for marketing materials - a classic webshop with additional web-to-print functionality. Intelligent templates can be created with the accompanying template designer. The modular structure of Pageflex Storefront is reflected both in the price model and in the integration options, which are tailored to requirements.Chili Publisher, on the other hand, ranks among the feature-rich editors. It is a product for all those who already operate a web store or are in the process of setting one up. Chili Publisher is probably one of the most powerful editors on the market. According to the manufacturer, Chili Publish, it positions itself as a Universal Graphics Engine (UGE). This UGE can be integrated and connected very well thanks to the open program interface API, according to the application specialist.For Dieter Herzmann of Topix AG in St. Gallen, the focus is on the right links between web content management systems and editorial tools. As an example, he cites the Canvasflow tool, which can be linked to a wide variety of output channels, such as Twixl Publisher, Adobe AEM Mobile, WordPress, Sprylab Purple, Pugpig and PDF.According to the Topix CEO, customers want content-first solutions that allow capture primarily in a web browser for digital delivery and are secondarily suitable for use in print. In his opinion, demand for the classic form of web-to-print solutions will decline.

The goal is automation for Industry 4.0

According to Michael Friedli, roughly the same number of customers are looking for a ready-made store solution or want to add web-to-print functionality to their existing store. Still other customers are dissatisfied with the functionality of the editor they are using and would like to replace it.When it comes to the overall demand for web-to-print solutions over the next few years, Friedli distinguishes between B2C and B2B. For A&F, it is primarily the B2B sector that plays a role. In the Sursee-based company's opinion, there is still great potential here. The demand for intelligent, scalable and highly customizable solutions will increase significantly. On the one hand, these are scalable web-to-print systems, but on the other, above all, solutions that can be connected between existing systems. According to Friedli, there is a demand for web-to-print systems that create the fundamental basis for integrating third-party systems such as an ERP product, the end customer's procurement software, or individual developments.When it comes to integration into the overall workflow of a print shop or media service provider, Friedli recommends Enfocus Switch or Symphony from CTRL-S. Both solutions help to automate the entire workflow. Both solutions help to automate processes. This is increasingly in demand, he says. The keyword here is automation in the sense of Industry 4.0.