Paul Bromley · Sales Director · Infigo · The Print Show 2025
Wayne from INKISH caught up with Paul Bromley from Infigo at The Print Show in Birmingham, continuing what has already been a busy season of trade fairs after drupa and Labelexpo. For Paul and his team, the UK event is an important one. Infigo is based in Britain with a fast-growing local team, and supporting national shows is part of demonstrating that web-to-print is not just a global conversation but something that matters to printers at home too.
On this occasion, Infigo shared a stand with PrintIQ, with a focus firmly on integration. Paul explained that the partnership has been developing for more than six years to create an automated workflow that eliminates double entry and bridges the skills gap that many printers face as experienced staff retire and fewer younger people enter the trade. Orders entered into an Infigo B2B or B2C portal can now be transferred directly into PrintIQ with artwork, job specifications, purchase orders, payment details and production data carried across automatically. From that point, the only intervention needed is to check press time and materials. Everything else flows without manual touchpoints, right through to production and dispatch, with tracking information shared back to the customer.
Paul stressed that the ambition is to give power back to buyers, who increasingly expect the same kind of transparency and self-service tools they enjoy when shopping on Amazon. Allowing customers to check the status of their jobs online, rather than having to pick up the phone, frees up time for printers and keeps them available twenty-four hours a day. He cited figures showing that this kind of automation equates to an additional 118 days of customer service compared to adding another staff member.
When asked whether a PSP can simply set up a portal and wait for the orders to roll in, Paul laughed. The reality, he said, is more nuanced. Business-to-business is the easier starting point, because it involves transitioning existing clients into an online environment where they can enjoy the convenience of automated ordering. Business-to-consumer, by contrast, is a longer game that requires serious marketing commitment. Infigo supports printers on this journey with detailed documentation, a sixty-five-page best-practice guide, and connections to specialist marketing partners who can help drive traffic and growth.
Education plays a significant role in the strategy. The company has launched the Infigo Academy, a resource designed to make customers self-sufficient, and it backs this up with a steady flow of webinars. Software never stands still, Paul pointed out, and Infigo’s two-week release cycle is evidence of a business that listens to the industry and updates its platform at a pace that keeps customers competitive.
The conversation ended with Paul looking ahead to the next stop on the calendar, Printing United in Orlando. With a smile, he joked that trade shows feel relentless. Still, the energy at The Print Show proved just how important it is to be present, to demonstrate technology in action, and to continue the conversation about how printers can adapt to a digital-first marketplace.
