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Web-to-print provider Aleyant profiled one of its customers in a recent press release that caught my attention. Thinking this was an innovative print service provider who had launched a niche holiday application, I contacted them to see what they do the rest of the year. Not a print service provider!
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Cary Sherburne is a well-known author, journalist and marketing consultant whose practice is focused on marketing communications strategies for the printing and publishing industries.
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Discussion
By Chuck Gehman on Jan 17, 2012
All too many W2P applications are clunky and old fashioned from a web technology perspective.
They don't work the way consumers expect, and they require too much explanation and hand holding. Therefore, they don't deliver results.
This site really shows the potential of Web2Print. It looks like a modern, best-practices storefront, very similar to what would be presented by a major internet retailer. I actually tried out the customization, and it was very intuitive. Terrific, user friendly process.
Obviously, many happy customers and the growth of SantaSentMeALetter.com's business speak very well of the utility of Aleyant's solution.
For a solution to work for consumers, it has to be easy. Usability has become an increasingly important driver for B2B, too, because as customers adopt digital technologies in all aspects of their lives, the bar is raised for what they will find acceptable at work.
Web2Print vendors must address this.
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