The era of the traditional print buyer is coming to an end. Today, Millennials and Generation Z hold the procurement levers. These digital natives face an entirely different set of challenges to their predecessors. Managing an unprecedented flood of product variants, they expect their print partners to provide a friction-free digital experience that mirrors modern B2C e-commerce. Print shops that cling to phone calls, emails, and manual PDFs are being rigorously phased out by this new generation of decision-makers.
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