Rail companies spend millions of pounds a year on print. It is yet another
deadline-driven and often complex logistical operation that demands strict
compliance by the SRA. Phil Hurley explains why there is a need to take strong management control.
With the spectre of penalties for non-compliance always looming (the fine for late arrival of timetables can run into thousands of pounds and with the potential for loss of franchise) coupled with the need to keep costs down, rail companies now more than ever, need to take tight control of their printed material.
It's not just about getting a good price from a printer, it's about on-time, accurate and traceable delivery, slick stock control plus management of digital assets and brand images.
Often organisations have little or no idea of their total spend on print because it's an activity spread across many departments and budget lines.
A company-wide print audit can reveal some striking
expenditures and anomalies simply because each department is busily working in isolation and doing its own thing.
Even the most basic audit will probably uncover
potential savings of 10%-20%.
Print and print management are areas where real
opportunity exists to reduce costs. A good description of the possibilities is the term 'arbitraging', a word the financial markets use when a continual focus on trends and opportunities provides the scope to purchase a product or service at lower-than-market price.
In effect, buying 'distressed' manufacturing time is a process that needs skill and the ability to react quickly. The print industry consists of a vast number of
companies ranging in size, each with its own
specialisation, mix of machinery, ability to respond and business profile.
At any time, some print suppliers have a full order book, and others desperately need work to fill capacity. Arbitraging means understanding who can do the work, and who will offer the best price and delivery.
If a company buys its own printing, it needs purchasing architecture that enables it to seize these opportunities. If it outsources print buying, it needs a relationship with its provider that ensures it gets the advantage of
short-term changes and market conditions.
By the very nature of the rail industry, everything has to be turned around in the tightest of timescales. Anyone who has ever been involved in rail print will know there are always last minute changes with everyone working right up to the wire. Throughout the whole process, it means chasing, chasing, chasing - designers,
printers, distribution houses -to ensure everything comes together to meet the deadline.
If resource for this is not available in-house, then
employing the services of a print management company is one option. As well as superior buying power,
professional print management firms provide the latest
online transaction processing and customer relations management systems that provide access to real-time information on stock ordering, storage and delivery. They also offer large-scale pick and pack and
distribution facilities.
The ability to provide a whole raft of online
management information is a key service for the rail
industry enabling total traceability of the paper trail. Take, for example, timetables which must arrive
on-station four weeks in advance of public availability. The SRA makes regular random checks on stations to see that this is being achieved. With the latest
software, proof of delivery is available online in which a visual of the actual consignment note is pictured
showing who signed for it and at what time.
With these management information systems, similarly, data on stock status is available in real-time indicating how much printed material is in the warehouse, where deliveries have been made, whether a further
distribution needs to take place and so on. There are also facilities for automatic email alerts when stock
levels reach agreed minimum levels. Regular stock
reports are also produced and analysed enabling
managers to gain an accurate picture of the whole print supply chain.
As in most industries, the computer software to handle this has become highly specialised and requires
substantial investment. In most case, it just isn't worth a company investing the money simply to manage its print output - no matter how large.
Another important factor to consider is the
management of assets like brand identities and images. If a special tone of red, green or skybluepink for that matter is part of your logo then it needs to be
reproduced consistently across all printed items. These days, it's not a question of relying on the eye, there is
specific equipment designed to check for colour
consistency scientifically throughout printed mediums to ensure your brand image and corporate id is
protected.
Appointing a single source to manage the complete print supply chain makes sense because you gain more control and traceability plus transparency of costing right from the outset. By grouping orders together print management specialists can generate big savings on print as well as reducing the costs and hassle of
managing it. |
