Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     January Economic Webinar     Printing Business Outlook 2017 Report     European Coverage     Production Inkjet Analysis

DPI President Susan Moore defines her business with E-commerce

Published on May 24, 2012

Susan Moore, President of DPI in Atlanta, GA talks with Cary Sherburne about transforming her business using E-commerce. Focusing on front-ends and workflows has enabled DPI to differentiate itself.

Cary Sherburne:  Hi.  I’m Cary Sherburne, Senior Editor at WhatTheyThink.com and I'm here with Susan Moore from DPI in Atlanta. 

Susan Moore:  Hi, Cary.  How are you?

Cary Sherburne:  I’m doing great, and you?

Susan Moore:  I’m doing great.  Thank you.

Cary Sherburne:  Yeah.  So DPI has—well, you were a very early adopter of digital printing and your business has evolved quite significantly.  The last time we talked you had told me that you really were defining your business in terms of e?commerce, basically.  Can you talk about that a little bit?

Susan Moore:  Yeah, absolutely.  I mean in our business we’re a B-to-B thing, that’s what we are.  So we just spent a lot of time in the last few years looking at the front end of our business and how we can bring value and streaming workflows for our clients, and that’s really worked well for us.  Obviously, the end product has to be a great product and we have to be able to deliver a various amount of products, everything from, you know, a floor decal to a standard marketing brochure.  But the delivery is what’s special about us, and being able to sit down with the marketer and look at their current workflow and how they deploy materials; and then completely come back and show them how their workflow could be, how they could reduce their touch points, and how they could get it to market in half the time is really where our secret sauce is. 

And so that’s where we’ve put a lot of our energy and our investment.  But I’ve got to say that, you know, transforming our business is really a credit to our employees.  It’s not easy for a company to be changing constantly and putting in new technologies and trying new things.  It can wear on your employees.  I have to really give credit a lot to a great team that we have back at DPI.  They tolerate our constant—you know, Bob is constantly pushing to do better and to think outside the box, and thinking outside the box can be a real challenge if you want to do it all the time.

Cary Sherburne:  Right, exactly.  You know, I remember at one point, this really stuck in my mind, when you said you had done an analysis of what it took manpower-wise to get a job from in-order stage to out the door and then you reduced that.  Maybe you could talk about that a little bit.

Susan Moore:  Yeah.  When we sit down with a client we actually talk about not just the actual job itself, but we start from the concept phase, so what are you doing at the concept phase of the job.  And then how many touch points are there by the time you get the product in the hands of who is supposed to communicate it, whether it be a physical tangible product, or whether it’s an electronic communication, or an electronic relationship.  So we do that and when we do that with a client it’s very interesting, we end up with a chart that has all kinds of directions and 50 different points and, you know…

Cary Sherburne:  That’s the current process, yeah.

Susan Moore:  And 20 different people touching the current process.  And then we come back and we usually trim that back by at least 50 percent; show them efficiencies, cut days out of the process from the concept, and yet without sacrificing the quality of what the designers want to do and the delivery.  But it takes a good relationship to be able to do that.  It also takes meeting with the right people in a company to do that.  So it’s just something we’ve really worked very hard on to perfect over time and that’s really where we have done our focus.

Cary Sherburne:  And because of all the automation that you’ve introduced into your process, what’s the—how many, you know, like maximum during peak periods or whatever, what’s the maximum number of jobs you handle a day?

Susan Moore:  Well, we’re pushing, you know, on average we’re pushing out about 1500 jobs a day.  But in our peak time we can go 3-5000 jobs in a day.

Cary Sherburne:  And what would be an average order size?

Susan Moore:  Wow.  They range from $5.20 to, you know, $7 or $800; or in some cases, $7 or $8000, depending on how many items are in their cart, and that’s the beauty of it.  I mean, Bob’s favorite thing to do before he goes to bed at night is pull out his little Droid and look at our dashboard and see how many orders are coming in.  And, you know, I’m like turn it off, you can rest for a night.  But yeah, it’s really a lot of fun to do it that way.

Cary Sherburne:  That’s great.  And so even those $5.20 orders are profitable for you?

Susan Moore:  Absolutely.  And it’s all because of the great partners that are in this industry also innovating.  You know, we’ve had to over the years really develop relationships with partners and say this is what we need, this is where we’re going; can you help us with it.  And that’s been really great to be able to get to that point.  And I really have to credit Bob, my husband, for that because he’s really the visionary on automation.  You know, I work more on the client side so, you know, I say this is the challenge; how can we get it from here to here, and then they go off and…

Cary Sherburne:  And he has to work to get it done, yeah.

Susan Moore:  So it makes for a good relationship.

Cary Sherburne:  That’s terrific.  What a great success story.

Susan Moore:  Thank you.

Email Icon Email         

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: What Color is Consistent?

What Color is Consistent?

Published: January 20, 2017

Color management works, and it has been available to designers and printers for more than 25 years. Why then do we still make mistakes in color reproduction? Shoshana Burgett of X-Rite Pantone notes that CM has to be understood as something more than calibrating a monitor. It is a set of steps, processes, and tools that must be in place across the entire production workflow, always with monitoring for continuous improvement. Designers who want color to be consistent in all the channels they are now responsible for can find the help they need in CM, Burgett says.

 

Video preview: Frank on Pre-VDP Personalized Direct Mail

Frank on Pre-VDP Personalized Direct Mail

Published: January 20, 2017

Frank Romano keeps EVERYTHING. This week he shares his collection of pre-VDP personalized direct mail when everyone was a winner. Direct marketers tried every trick to get you to open the envelope.

 

Video preview: The Challenges of Managing Color in a Global Supply Chain at Canadian Tire Retail

The Challenges of Managing Color in a Global Supply Chain at Canadian Tire Retail

Published: January 19, 2017

Angela Stone, Manager of Packaging Optimization at Canadian Tire Retail, is responsible for all of the private label packaging that is used for the wide range of products it offers. It covers all types of packaging, from folding carton to flexible to sewn-in labels. She talks about how she handles color management across this disparate array of packaging applications.

 

Video preview: What PDF 2.0 Will Mean for the Printing Industry

What PDF 2.0 Will Mean for the Printing Industry

Published: January 17, 2017

Mark Lewiecki, Senior Product Manager at Adobe, talks about PDF 2.0, now being developed through the International Standards Organization which has responsibility for the PDF standard. A key new attribute is the ability to put page-level media-specific information directly into the PDF file. The ISO is also defining the metadata as it relates to media, especial for variable data printing, and is incorporating CxF spectral data into the PDF file.

 

Video preview: Learn About Anti-Counterfeiting Measures in Packaging

Learn About Anti-Counterfeiting Measures in Packaging

Published: January 17, 2017

Christine Gallagher, Director of Commercialization at Sonoco Trident, a division of the $5.2 billion packaging organization Sonoco, comes from a brand owner background. She speaks about the latest trends in anti-counterfeiting in packaging and how Sonoco Trident controls anti-counterfeiting measures, including reporting, and next generation developments that empower consumers.

 

Video preview: Leveraging Standards and Specifications to Get to Great Color

Leveraging Standards and Specifications to Get to Great Color

Published: January 16, 2017

Don Hutcheson of HutchColor, one of the industry's most knowledgeable color experts, shares his thoughts on the latest developments in color management and the tools print service providers should have to be able to print to the numbers and deliver against customer color expectations. He explains how industry standards are driving more process control into the art and science of printing.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved