We speak with many print shop owners, and a recurring complaint, these days, is that the number of lettershops is rapidly dwindling. Moreover, there is an explicit or implied distrust of the remaining lettershops.
Let’s face it: lettershops are having business challenges just like print shops. It’s only natural that lettershops will do what they must to survive…even if that means competing with their customers, the print shops. Many print shops now offer digital printing, for example.
Another byproduct of the new reality for lettershops, and print shop owners, could also be higher prices for lettershop services. At some point, as competition decreases; prices tend to increase.
One customer put it like this, “I know ABC [lettershop] is going out of business, and I don’t trust any of the others any farther than I can throw them.” Using VDP for addressing and in-house mailing solved a large part of the disappearing lettershop problem. It also ended up costing less than the lettershop charged while eliminating the need to disclose customer identities to potential competitors.
If any of this sounds familiar…look into EZ-VDP(SM).
