Global online print giant launches trade-only programme for commercial printers in Australia and New Zealand as it ploughs into the already crowded market.
Qualified print order generators, mostly commercial printers but also graphic designers, will be eligible for up to 25% discount on Vistaprint prices across a wide range of products including photo books. Under the new scheme to be launched today, the online print supplier is seeking to become not only a supplier of printing to the trade but also provide a large range of promotional and apparel products. It promotes itself as being especially competitive for ‘micro orders’ down to one or two items.
The international company, which has revenues of $1.2 billion annually, is looking to develop a ‘for trade’ printing scheme in Australia similar to its existing US operation. According to Paul Heath, CEO, the online company sees the commercial printing trade as a natural growth area and dismisses any notion that Vistaprint will be seen as a competitor.
“We see ourselves as consolidating a printer’s supply chain across a variety of products, not just print,” he said. "We have a very high share of internet printing but our research has identified a portion of people who want to buy print face-to-face.
"We make it easy for printers to expand their range of products; all our prices are online, we have a significantly larger range of apparel and promotional products than other suppliers and we are very competitive when it comes to small orders."
He makes the point that printers will be able to use ‘white label’ packaging, developed for the company's US trade business, to protect their own customer relationship. Printers can choose between three to ten days delivery to either their own premises or direct to the customer.
Vistaprint is a global print phenomenon that has enjoyed double-digit growth since it was founded in Paris in 1995. In the beginning it produced only business cards sold online. It boasts 17 million customers around the world buying print online from 30 localized websites. It has specialized in micro print orders with an average order value of just $45.
In Australia, Vistaprint claims it already has 1.8 million customers and fulfils 1.3 million orders per year. It prints one million business cards every day.
Vistaprint has a high security printing plant in Deer Park, Victoria, where it operates a highly automated and patented production process utilizing manroland 700 and HP Indigo presses The company claims over 50 patents with more pending.
As part of its trade programme launch Vistaprint is offering up to 50% off business cards and fliers until 31 December to printers who sign on before 31 October. New Zealand commercial printers are also eligible to join.
Vistaprint is rolling out a for-trade programme in Japan with a strategic partner, Plaza Create, through 600 stores. Plans are also advanced to include Singapore and other SE-Asian countries in the scheme later in the year.
The ‘for trade’ and ‘trade only’ sector in Australia is a fiercely contested marketplace serviced by such established players as CMYKhub, Whirlwind, LEP, Port Printing, and CTI along with specialized products suppliers such as kanprint, Guru Labels, BannerCity, and LabelLine. Subbing out production work is becoming more widespread, especially in the franchise sector where operators are focusing more on providing print-based, creative marketing services.
Click to learn more about the Vistaprint for trade programme.