Digitalpress adds W2P system for automated ordering and online marketing

Theo Pettaras, co-owner of the boutique Sydney print firm, told ProPrint he expected 20% of clients to migrate to the system in the next six months.

Pettaras added that this would reduce the time staff spent on jobs, boosting margins, especially for "small-dollar print jobs".

The cloud-based system, which was launched on 15 January, provides instant quotes for everything except bespoke work. It was developed in conjunction with software provider Chameleon Group.

Chameleon managing director Dan Regan said the system at Digitalpress was an important selling tool because it prompted users to buy other products and allowed them to set up their own personalised ordering pages.

He also said it offered valuable multi-channel capacity by covering all forms of print, signage and print advertising as well as emails, landing pages, e-brochures and websites.

[Related: Pettaras named in 2012 Power 50]

"What you're doing is extending the menu the printer is offering. He gets one piece of creative and he can say, 'you've ordered a brochure off me, I can convert that to an e-brochure in five minutes at a cost of, say, $40 or $50'," said Regan.

"Our systems enable the printer to offer those marketing services without having to be creative and without having to be marketing savvy."

Pettaras said he had wanted to give Digitalpress its own web-to-print capacity since founding the Sydney firm in 2006.

The 14-staff business outsourced its web-to-print services between 2006 and 2011, but felt it didn't get value for money due to being charged a high start-up fee and large monthly instalments, he said.

Pettaras wouldn't disclose the value of Digitalpress's "significant" investment, but said it would help to drive 20% growth for the firm this calendar year.

Pettaras said he was happy to share his web-to-print experiences with other printers.

[LinkedIn: How important is web-to-print?]

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