Using Print to Support E-Commerce

Using Print to Support E-Commerce

Does your company or organisation have an online shop? If so, are you making the most of it from a marketing perspective? Does the online shop feature cross-sells, up-sells, recently viewed products, wish lists, live chat and a simple e-news sign-up to build a re-marketing list? Does it have voucher code functionality, a customer review facility, a decent user experience and an easy-to-accomplish check-out and payment facility? These are all the kind of things any decent e-commerce store should have if you are to get the most from your online shop.

How About Offline?

If you’re not using printing to support your e-commerce store, you are missing a trick. Printing, combined with your e-commerce operation, can make a huge difference to your success. We’ll explain how and why …

Don't miss marketing opportunities when dispatching orders.Example:

You receive an online order for a product. You dispatch it the same day with a packing slip and an automatically-generated email confirmation. It arrives the next day.

Perfect surely?

Well, not really. The speed and efficiency of your fulfilment offering is impressive, for sure. However, you have missed many golden opportunities if that’s all you do when dispatching online orders to customers. Take a look …

How to Make the Most out of Online Orders Using Print

1. Printed Branding

A good, well-recognised brand is worth its weight in gold if you get it right.Firstly, think about brand recognition. A good, well-recognised brand is worth its weight in gold if you get it right. Thinks of Virgin, Ted Baker, Apple and even an organisation like The National Trust. Each has a brand that’s instantly recognisable. You could put their logo on almost anything and it would instantly make that product more desirable. So, the lesson here is to ensure that your brand looks great in the first place (our talented graphic designers can help with that), but also that it’s presented to best effect on everything the customer sees when they receive their order. The packaging should be well-designed and showcase your brand. So should the packing slip; labels too. That’ll all help with brand recognition. Keep doing that and your brand should become more and more popular and valuable over time.

2. Cross-Selling, Up-Selling & Repeat-Selling Through Print

As well as the nifty packaging and attractive paperwork, ensure you give your customer every opportunity to remember your e-commerce shop and brand. You can do this through the inclusion of a variety of printed materials:

  • Include 2 or 3 attractive business cards or postcards for your customer to keep for future use. These are something that’s easy and compact for them to keep, ready to remind them to visit your store again in the future. Including more than one also gives them the opportunity to pass one on to a friend or relative (that’s free marketing for you).
  • Take this a step further by including a compact but beautifully designed brochure about your brand or product(s). What’s the history? Is there a U.S.P. — something unique about your product or brand that sets it apart? What is the mission or ethos of the company? If it’s green make sure you tell your audience in the copy. Make your brand relevant, and the message and presentation engaging, and your customers will buy into it.
  • Include a mini-catalogue with every order.Top Tip: One immensely worthwhile item to include with orders is a catalogue or mini catalogue. These are a great way to showcase additional products that the customer might have overlooked online. Such marketing pieces can include nicely shot product photos and descriptions along with quick/short links for online purchase — or order forms for offline ordering. As well as encouraging sales, printed mini-catalogues are also a great way to sell off discontinued products that are still in stock, or sale items that you’re keen to clear.
  • Include a discount voucher or code, to encourage them to make another purchase. Even better, make it time-sensitive, so they’re spurred on to act (i.e. buy again) without delay.
  • Include a printed ‘refer a friend’ offer of some kind. This could be printed on any of the above but might be easier to notice if it’s a on separate card, simple leaflet or coupon. It’ll stand more chance of success if there’s some sort of incentive for both the customer and the friend they are referring, so have a think about what you could offer each.
  • Printed loyalty cards are also a good thing to send with orders, especially if you also offer a service. They are yet another way to keep customers coming back again and again to buy more!

Printed branding will help to foster brand recognition and value in your brand.Including printed items like these, with every online order, is a great way to remind your customers about your brand and products. It’s also a way to help customers ‘buy into’ the brand, feel part of it, and for the business to become much more tangible and real. After all, there is a real bricks and mortar business, with real people, behind most online shops. Printed collateral like this will help your offering stand out from the crowd and become memorable. At the end of the day, that means repeat business, more profit, and a likely increase to your business’s value as it grows. What’s more, before you know it, you’ll have both an online store and be supporting it with a parallel mail-order business. One shop suddenly became two in effect, with only modest extra cost and effort. Don’t forget to take that a step further, too, by bringing in all the relevant social media channels. Facebook, Instagram and Pinterest, for example, are brilliant for lifestyle type product marketing, without it looking too ‘salesy’.

Printers in London Bridge, SE1

If you are looking for high quality, reliable printers in London Bridge, please do get in touch. Our print shop is located in Tabard Street, close to Borough High Street, just a short distance from London Bridge station. We supply digital printing, large format printing and we’re also a very green printer. Quotes are free, so please do get in touch for more information:

What Makes Perfect Binding So … Perfect?

What Makes Perfect Binding so Perfect?

‘Perfect binding’ is one of the most popular and impressive ways of binding any kind of printed publication. It has a great look and lends some sophistication to any book, booklet, brochure, annual report, catalogue or magazine. ‘Wiro’ and ‘saddle-stitched’ binding, although both professional and presentable, look a little more basic by comparison. Perfect binding gives a publication more gravitas; a feeling of added value and something that subtly says ‘I am an important document’ without even trying. As such, perfect bound books are far more likely to be kept or handed from person to person. That’s great for your business and marketing goals.

Printing & perfect binding for Flint WinesSimilar to a ‘soft-back’ or ‘paperback’ book, perfect binding gives a professional finish with a ‘square’ spine, which can be printed on because it’s all part of the one-piece cover. So, you can have full colour graphics and imagery printed continuously from front cover, across the spine and around to the back cover, all without any interruption if you like. Of course, this applies to the addition of special finishes too, like gloss UV varnish, metallic foil and lamination to name just a few.

Tech Spec

At Southside Print in London SE1, we print and perfect bind totally in-house. That means total control over colour and quality, speedy turnarounds and the most competitive pricing. There are just a couple of limitations:

  • We can perfect bind up to A3 in length or width (so spines as long as 420mm are not a problem — that’s big!).
  • The spine can be as thick as a staggering 90mm — that allows a huge number of pages in the book and is thicker than many old-style phone directories!

We also use a super-strong new glue. This keeps your pages and covers securely bound — for the long term.

Perfect bound reports for 'Power to Change', London SE1Overnight Success

Our perfect binding service is also available on an overnight basis. So, if you’re in a terrible rush to get important documents and publications printed and perfect bound for the next business day, we can usually help, particularly if you give us a little bit of warning. This is great for annual reports that need to be ready for board meetings and AGM’s, or things like proposals, tenders, pitch documents and other important presentations that could win your company or organisation its next major contract.

Perfect Examples

The photographs show just how impressive perfect bound brochures and books can look … Read more

Printed Business Cards, Flyers & Brochures for Gembuild

Printed brochures for Gembuild

A garden buildings company, based in West Sussex, has recently been keeping us busy here at Southside Print in London Bridge. Gembuild, who design and install custom garden buildings throughout the UK, were recently referred to Southside Print for printing and production of their sales and marketing material. These included business cards, various flyers and a new brochure.

Full colour, matt laminated business cardsThe Printing

The business cards, shown on the right, were litho printed in full colour and then matt laminated both sides.

The two different flyers (not shown) were digitally printed on 170gsm white A4 ‘Essential Silk’ stock before being folded in half to A5 size.

A new 32 page A5 landscape brochure is also hot off the press. This was digitally printed in full colour throughout, matt laminated to the cover and saddle-stitched to the spine.

Full colour digitally printed brochures with matt laminated coversThere are a couple of notable aspects to this particular batch of printing — firstly, all lamination was produced in-house using our brand new ‘Matrix’ thermal laminator. This new piece of kit is the No.1 commercial laminator in Europe and allows us to laminate in matt, ‘soft touch’ or gloss finish, totally in-house. What this means for customers is that our lamination will be much faster and better value for them compared to the old days when, like nearly all printers, we sub-contracted all lamination to specialist trade finishing suppliers.

The second notable aspect to much of the printing above is that it uses a digital printing process, which lends itself to ‘print on demand’ as it’s known. Because our digital printing process requires no printing plates, set-up is quick, easy and inexpensive. This means that printing can be ordered when actually needed (true ‘print on demand’) rather than having to order and store large quantities like you might have to for litho printed items — just to keep the unit cost down. So, low quantities are possible, at the press of a button, as and when needed.

About Gembuild

Gembuild are based in West Sussex between Horsham and Crawley. They design, build and install bespoke garden buildings throughout the UK. These include garden offices, garden studios and garden rooms as well as park homes and timber-framed buildings that are suitable for all-year-round accommodation. Their buildings are available in Read more

Catalogues & Flyers for Artist Lorraine Fossi

Catalogue & Flyer printing for Lorraine Fossi, artist.Lorraine Fossi, an artist who lives and works in South London, recently commissioned Southside Print London Bridge to print a 52-page catalogue of her 2015/16 work. This was digitally printed and is A5 landscape in size, being full colour and produced using Southside Print‘s digital printing presses. The catalogue uses 250gsm silk coated stock for the covers and 170gsm paper weight for internal pages. It was designed by Deborah Puiggali and Southside Print‘s Matt Potter helped to edit a few photos, check the consistency of the fonts and set up the final print-ready file before the catalogue was sent to print. Southside Print also printed a full colour Private View flyer, also on silk coated stock, to publicise Lorraine’s ‘Art Salon’ events (more about those below).

About Lorraine Fossi

Lorraine was originally an architect, having been born into a family of artists and architects in Paris. After studying architecture at The Beaux-Arts she went on to graduate with an MA (with distinction) in Fine Arts, in September 2015, from the City & Guilds of London Art School. There, she also won the City & Guilds School Art Prize. Read more