Print Solutions Magazine, July 2002 -- The E-Files

1st Choice Printing chose its moniker in an effort to be recognized by distributors as their first-choice vendor. The commercial printing firm has realized that goal since it opened in 1928. Today, though, the Peoria, Ill.-based company succeeds because it understands the first commandment of many distributors: Make ordering easy.

"Historically, we've been a printer that produces quality work on time at competitive prices, but we live in an ever-increasingly competitive world," says Roger Wildermuth, 1st Choice Printing's president and CEO. "Those attributes--competitive pricing, quality and on-time delivery--just aren't enough anymore. You have to provide additional, creative services. We live in a world of time-based competition, so being quick and simple is critical."

Pricing That's One Click Away

Manufacturers have taken several strategies to become quicker and simpler--streamlining internal operations and providing rush deliveries are common ones--but 1st Choice Printing chose a different route: an online system that offers distributors "interactive pricing," as the company's marketing director, Seth Lopotko, calls it.

Distributors who visit 1st Choice Printing's web site (www.1stchoiceprinting.com) type passwords to enter the commercial printer's proprietary quoting system, which the manufacturer introduced in November 2001. Users can click on tabs near the top of their screens to learn more about 1st Choice Printing's brochures, books, catalogs, cards, newsletters, stationery and other offerings.

To use the quoting system, distributors can click on any of the 18 standard products appearing on the right side of the site. When users click on "Posters," for example, they see a page with a sample poster and four-step directions. The first step is selecting specifications such as quantity (200-20,000 for posters), paper size, paper stock, color, finishing method, proof type (online, hard copy or both) and turnaround time. The second step is seeing the quote, which is generated by a database maintained by Pete Ramsey,
1st Choice Printing's technical support expert. If the user changes specifications--say, from 5,000 8 1/2 x 11-inch posters to 5,000 11 x 14-inch posters, the quote changes instantly. Step three is clicking on a shopping-cart icon to order. When a user places an order, several employees at 1st Choice Printing immediately receive the same email notification. The system also emails an acknowledgement to the customer. Step four is attaching artwork or other necessary files to upload. (The company also accepts popular digital storage media such as floppy disks, Zip disks and CDs from customers who prefer to send files by regular mail.) 1st Choice Printing's standard turnaround is five days from final-proof approval.

Not Just an Electronic Billboard

Many commercial printers who claim they offer customized online pricing don't take "choice-board approaches," Wildermuth says. That is, they use technology that's simpler than changeable databases that enable users to select from various options and allow printers to update pricing easily.

"Making ordering automatic was paramount to our site's design and functionality," Wildermuth says. "People want to make different choices. They like options and configurations." He says the system helps distributors, who attain instantaneous information, and 1st Choice Printing employees, who use the system to provide quotes for customers who call the company.

Fast customization wasn't the site's only design prerequisite, Lopotko says. "It also had needed to be extremely user-friendly and down-to-earth," he says. The site includes links to design tips, an FAQ page, a request-for-quote electronic form for users who need custom items, the company's monthly newsletter and more.

Keeping the Customer First

1st Choice Printing is becoming more high-tech, but the company hasn't lost its long-time focus on customer service, Wildermuth says. One reason is practical--the majority of orders still come the traditional way. Another reason is strategic--as more distributors use the online quoting system, employees can spend more time solving clients' problems.

"Generating consistent and outstanding customer service continues to be the biggest key in this industry," Wildermuth says. "All technology does is give you an additional tool to provide better service. That's what we're trying to do with the site--offer an additional level of service for those who are comfortable with the internet and appreciate its capabilities."

Give Details About Products

One way to improve customer loyalty is to make your products more alluring. In addition to including names, prices and thumbnail images of your products online, add text about ideal applications and short case studies.

Group Products Logically

In brick-and-mortar stores, merchandise usually is grouped by general categories. The same should apply to your web site. Group similar or complementary items together under prominent category headings. When it comes to navigation, innovation and creativity take a backseat to logic.

Find a Web Designer

Using a professional designer can add value to your online presence and personality. To find the best designer for your needs, consult "The Definitive Buyers' Guide to Web Design" at http://webdesign.thelist.com.

Follow 6 Convenience Tips

1. Accept as many forms of payment as possible.

2. Send email confirmationsfor all orders.

3. Offer a variety of shipping options, including overnight express.

4. Make your site searchable by keywords or phrases.

5. Post your complete contact information visibly.

6. Make sure your site loads quickly.

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