“I believe we can grow revenues by 100% in the next 12 months.”
Some printers may believe James Hawkins’ comment to be a touch optimistic but, as he qualifies it, his RGB Digital Print is a mid-size operation and with a recent expansion and move to new premises, additional equipment and an unparalleled new online e-commerce system with a national opportunity, quite feasible.
“We’re able to offer our customers online templates to choose from, they can upload their own artwork if they so wish, they get an instant, online quote, they can upload their job online and receive a delivery date, we have people reviewing the material to ensure it’s correct, then it’s submitted to the job queue, all digitally, the job is run and, because our systems are directly linked to the courier company, delivery is automatically scheduled,” says Hawkins. Behind the scenes RGB’s system figures out what orders will weigh once complete, submits that information to the courier company, which calculates the courier costs, then automatically includes those in the overall quote.
He’s justifiably proud of a system that is among the most automated in the country. His website offers 28 primary products, some with sub-categories. Clicking the stylish posters button, for example, leads you to a further selection of five options including backlit, indoor, mounted, outdoor, and self-adhering vinyl. Select the type you want and you’re led to a four-step process of product options such as size and type, checking your selections, getting your quote, and uploading the material. The website, www.rgb.co.za, offers a wide range of products, it’s conveniently online, and it’s as good as instant – the entire process takes a matter of seconds. Literally.
A sister website, also online e-commerce enabled, is directly integrated into RGB’s production systems: The Online Print Company located at www.onlineprintco.com. The Online Print Company offers additional photo products from photobooks and calendars to canvas prints.
Hawkins used to operate from Greenside but has recently shifted his primary operation to Number 2 Skyways Business Park on Freda Road in Strydompark in Randburg where he has additional space that allows smoother, more efficient production processes. He operates a large generator capable of powering air-conditioning units that keep the temperature consistent with favourable operating ranges for the print engines. He also has a walk-in shop in the Hyde Park Corner mall that generates opportunistic business.
“We’re no longer printers,” he says. “Today we’re supposed to be so much more. Our customers want immediate satisfaction, they want simplicity, and they want good quality. But I can’t lie – it’s been a tough journey to create that. I’ve had to learn about things like Java, Ajax, scripting, plugins, APIs and the like.”
Hawkins began his journey three years ago. Like everyone else in the industry he began seeing the vendor marketing spiels of online e-commerce systems, Web-to-print, and integrated, automated workflows doing the rounds. It piqued his curiosity and he went online in search of further information. He found case studies of companies in the US and Europe that had developed these systems in tune with their equipment vendors and, although they had to invest considerable sums, they met with considerable success. “There was a company in the US that was processing 4 000 jobs a month simply because they could offer people what they wanted: speed, efficiency, reasonable prices, flexibility of options, and global delivery,” he says. “And after a few months of marketing their services they were at capacity and began to add engines.”
Three years ago Hawkins found himself at a disadvantage. There were no packaged solutions to buy and deploy that offered The Full Monty. He initially tried cobbling together various packaged solutions but ultimately switched to a bespoke development that was costly and time-consuming yet perfectly fit-for-purpose.
RGB Digital Print subsequently operates two Ricoh Pro C901, two Pro C751, a Pro 8120, and a Pro 8100 with additional digital engines and an array of automated pre and post-press equipment. “The equipment is still important because it’s the foundation for quality products but how we use it to offer new services has changed,” he says. “The quality of work we can produce on the digital production equipment has improved tremendously in the past few years and I’m interested in beta testing rumoured new equipment with features like 700 millimetre long sheets – the same size as full sheet litho – that can handle 400 gram substrates. Those features would mean better efficiencies, reduced material waste and better productivity.”
His new premises are over 800 square metres, size that has allowed advantageous layout of his equipment that has improved efficiencies. He has also instituted a closer working relationship with Ricoh since he hosts the company’s practical production print training where trainees can observe and interact with operational production equipment. “The extra space has been hugely advantageous,” he says. “We used to consistently work late to complete jobs but these days we often finish early, which has given us excess capacity and the opportunity for greater profitability.”
Hawkins’ next step is to market his capability via both digital and analogue channels. “I’m discussing the Business Driver programme with Ricoh right now that makes them more of a true business partner than just an equipment supplier,” he says. Business Driver is a programme exclusive to production print customers that offers business development services and industry content for sales and marketing. Hawkins is also investigating a digital strategy consisting of search engine optimisation (SEO), pay-per-click (PPC), and social media marketing tactics.
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