Web-to-Print Increases Switching Costs

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Web-to-Print Increases Switching Costs

If you are interacting with your customers today using primarily phone and e-mail, from an order entry perspective their cost to switch to another print service provider is essentially zero.

If your key relationship at the customer leaves, there is nothing left behind – their e-mail goes away and their cell phone goes with them

When you implement a web-to-print solution, you embed yourself beyond the primary relationship and you add switching costs. Even if your primary relationship leaves, your web-to-print solution is still a digital connection into this organization that someone inherits.

Don’t make it so easy for your customers to switch, use technology to extend your relationships beyond primary contacts. Web-to-print is both an offensive tool, because its primary benefactor is your customer, but web-to-print also plays defense – establishing digital connections deep into your customers and building up barriers to switching.


  1. Chuck Werninger on February 19, 2014 at 7:23 am

    Another great thought, Jennifer. I hadn’t looked at it this way before. Thank you!

  2. Bob Leonard on February 19, 2014 at 12:47 pm

    Jennifer Matt – well said – Every aspect. I would add to that (some additional defensive strategy). People do not buy from VistaPrint because of their great quality, nor because of there great price; They buy from VistaPrint because they are easy to find and most people buying printing don’t know where to look – except online.

    Let me add to this some more defense – for the local printers knowledge (If you consider this self-promoting, feel free to delete this paragraph and beyond). I wrote a couple articles (in my blog) in the last two years about the changing market and the defense against the Vista marketing machine. Those links are: