Insights on Print-On-Demand from a Marketing Procurement Professional

The Print-On-Demand (POD) industry is rapidly evolving, presenting a mix of opportunities and challenges. To gain a deeper understanding of how corporate buyers are navigating this space, I recently spoke with a global marketing procurement executive from a major company. With annual revenues exceeding $28 billion, operations in over 100 countries, and nearly 50,000 employees worldwide, the organization brings a broad perspective to the table. However, due to confidentiality, both the company and the executive's identity must remain anonymous.

Here are the key takeaways from our discussion:

1. Current Landscape of Print-On-Demand (POD)

The company is still finding its way in the POD space. While print hasn’t traditionally been a big focus, they’re starting to see the potential in on-demand production. The goal is to produce exactly what’s needed and avoid excess inventory, but there’s still work to be done to fully integrate POD into their processes.

2. Advantages of Moving to a Print-On-Demand Model

Efficiency and flexibility are the main benefits. Being able to order materials on demand helps avoid overstocking and allows for quick adjustments based on events or specific needs. This shift helps minimize waste and keeps operations streamlined.

3. Challenges Encountered with POD Solutions

Since they’re in the early stages, major challenges haven’t emerged yet. However, they are already keeping an eye on shipping costs, which can add up, especially now that remote work has increased the need to ship to multiple locations.

4. Shift from Traditional Printing Practices

The company is moving away from the traditional “print, hold, and ship” model. Instead, they’re fulfilling orders on demand, producing items only when needed. This approach aligns with their focus on efficiency and customization.

5. Importance of Speed in Print Procurement

Speed is a critical factor. Marketing teams often require quick turnaround times once budgets are approved, making fast delivery essential for decision-making.

6. Consolidating Multiple Product Types

To streamline procurement, they’re looking to consolidate print, promotional materials, and signage under a single supplier or platform. This approach aims to simplify management and create a more efficient process.

7. Evaluating Local Production to Reduce Costs

They’re also exploring whether localizing production could help reduce shipping expenses. While their current efforts are regional, a standardized global approach is being considered.

8. Role of Technology in Print Procurement

Technology is crucial for managing suppliers and product types on a single platform. It enables seamless integration, which is especially important as they expand their on-demand options.

9. Balancing the Cost and Benefits of POD

While POD may come with higher initial costs, the reduction in waste and excess inventory helps offset these expenses. They’re constantly evaluating the trade-offs to ensure value.

10. What They’d Like to See in the Future of POD

There isn’t a single standout change, but ongoing improvements in speed, delivery, and more flexible service level agreements (SLAs) would be welcomed as they adopt POD more broadly.

These insights highlight the evolving journey companies experience when transitioning to a Print-On-Demand model. Understanding the perspectives and challenges of buyers can help POD providers better tailor their services. Whether you’re a corporate buyer considering POD or a provider looking to refine your offerings, there’s a lot to learn from this conversation.

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Taylor OnDemand