Page 38 - Print21 Magazine May-June 2021

Wide Format
Web-to-wallpaper opportunity
The boom in home décor TV shows is driving demand for personalised wallpapers. The Durst web-to-print solution lets customers see how their designs would look in their rooms.
With the installation of the Durst Smart Shop and the
new visualisation options, German print business Bedruckte-tapete.de has pushed the door wide open into the private customer sector.
In addition, the Smart Editor is helping the company to expand its range of products easily and quickly at any time.
Right
Presonalised wallpaper application: Opportunity from Durst
What the company Bedruckte- tapete.de does is essentially already in the company name, which translates into English as Printed Wallpaper, although the managing director Regina Waue has significantly expanded the range in recent years.
Today, door foils, wall tattoos, kitchen backsplashes and various photo gifts are also part of the range offered by the service provider from Gifhorn
in Lower Saxony. Apart from business customers in exhibition and interior decoration, an increasing number of private customers use these services. In the private sector in particular, a web store is the success factor par excellence, says Waue, although a web store is also an important instrument for customer loyalty in the B2B sector.
Page-Builder
The company is already successfully using the third generation of the Durst Smart Shop, and benefits from the consistent further developments of
the solution. The managing director particularly highlights the functionality of the Page-Builder, which is available in the current version, and she says this makes the Durst Smart Shop an out-of- the-box store.
“The Page-Builder is structured like a modular system. It is easy
to create or adapt new pages via drag-and-drop. This has helped us a lot to optimise the entire web store, especially to increase the user- friendliness for our customers from the private sector," Waue says.
The project was implemented without external service providers such as web designers or IT specialists, she says. “With a little
38 Print21 MAY/JUNE 2021
graphic flair, you can design a professional webshop with the page builder, and Durst's support was always there to help us with technical questions.”
Smart 3D Visuals
Customers can upload their own images via the integrated Smart Editor and get an idea of how the image will look in the desired size in a predefined environment such as a living room, bathroom or kitchen. This applies
to about 90 per cent, with the rest drawing on various databases such as Adobe Stock or Pattern Design.
order is placed. Since we have been using the new editor, the order rate in our web store has increased noticeably,” Waue says.
Matt Ashman, managing director of Durst Oceania says, “The Durst app is super smart. Essentially you download a code from the design you have uploaded, then you use your smartphone or tablet to scan your own room, then the app creates the visualisation of your room with your design on the walls. So the customer can see what the wallpaper will actually look like in situ.”
The introduction of the current version has also expanded the range of photo gifts with printed towels, particularly popular with private customers. Waue says, “Smart Editor gives us the opportunity to easily and quickly launch a test to see how the market reacts.”
Printable PDFs are also created directly in the web store, which
are then subjected to another
visual check and then sent directly
to the various printing systems. Administrative tasks, such as order confirmations, delivery bills and invoices are also created automatically by the Durst Smart Shop.
For print businesses looking to growing niche markets, the fast growing interior décor sector could reap rich rewards, particularly if you can implement a system like the Durst that seems to have done most of the work for you. 21
“The app creates the visualisation of your room with your design on the walls. So the customer can see what the wallpaper will actually look like in situ.” — Matt Ashman, Durst Oceania
The customer defines the format in the Smart Editor, specifies the section of the image or graphic, and can place any text. A small but useful tool in daily practice is the analysis of the image quality. At a glance, the customer can see whether the resolution is sufficient for the selected format or not. Finally, a 3D visualisation tool conveys how the product will then look in concrete terms.
“With this type of 3D visualisation, we can lower the inhibition threshold until the actual