When we opened our Gralpharaphics (name altered to protect the sensibilities of the franchise) shop in 1998, one of the thoughts that passed fleetingly through Poor Richard’s feeble brain was that this was an industry that was “WalMart-proof.” Printing is just too technical and complex, he thought. They’d never want to get in this business. Wrong!
Last week, WalMart and PNI Digital Media of Canada announced a partnership that will feature printed products and ad specialties for small business as part of WalMart’s Online Photo Centre. The new product features will be rolled out in Canada only . . .for now. See the GraphicArts Online Press Release.
Being of a curious nature, Poor Richard had to check out the site. At first, I was slightly encouraged. The site is template driven, much like VistaPrint and the other online megaprinters. Business cards are prominently featured with a special offer at $49.99 for 500. This is no great deal, especially after you add shipping, lead times and PITA factor. Then I dug into the details, checking the other items listed. Uh oh . . . WalMart’s rolling back prices, again. Get your printing here for cheap. Factor in the Canadian exchange rate ($1.10 Canadian to $1 US) and it’s really ridiculous.
Poor Richard has railed against WalMart before (see Why We Need Small Business Part 1 and Part 2). The company has a ruthless history when it comes to small business, driving out local businesses with low prices to gain dominance in every market they enter. Worse yet, WalMart has become part of the American ethos . . . we’re so addicted to the perception of cheap that Joe Consumer is overjoyed when the opening of a new Super WalMart is announced for his community. Poor Richard thinks that it’s tantamount to issuing an invitation to the Visigoths to vacation in Rome or encouraging the high school rake to have his way with your teenage daughter. But perhaps I’m indulging in hyperbole.
I feel very secure that those who shop for printing at WalMart will get the value that they pay for and that they deserve. I am very curious as to how the mega retailer will implement solutions at their customer service counters to the problems that are so peculiar to printing. Will Joe Consumer, who ordered blue printing and received purple, really be able to get satisfaction from Louise with her bouffant hairdo and cat’s eye glasses? And will he be willing to wait in line for 30 minutes before he finds out that she’s colorblind?
It’s inevitable, and it is unfortunate that small businesses, especially the new ones that are forming in this poor economy, will gravitate toward WalMart’s print services. It may not occur to many of them to look for another small business that might actually become a valuable partner. They may or may not learn the value of relationships in their community, but it is equally inevitable that they will come to resent the mega businesses like WalMart that sap the potential from every market they enter.
Thanks to whoever created the evil Walmart greeter. It’s floating around all over the web and I love it.