Pricing on the fly: how The Big Display Company turned complex wide format into click-and-buy
From fast-quoting trade printer to digital-first partner
When The Big Display Company decided to modernise how it served its trade customers, it was already a busy wide format specialist based in Slough, England, with a strong reputation for fast, accurate quoting and quick turnaround. The team had invested heavily in HP Latex and dye-sublimation technology and was trusted by resellers across the UK as a trade-only production partner for large format display work.
From fast-quoting trade printer to digital-first partner
The business had never competed on price. “We’re not the cheapest, and we have no intention of being so,” says Marketing Director Jack Murphy. “We win on service, and that starts from estimating all the way through to delivery.” Quote speed was the thing customers came back for.
Account managers were processing between 30 and 50 quotes a day, with some requests running to hundreds of individual prices for different sizes, materials and finishes. Maintaining that level of responsiveness as volumes grew became increasingly challenging, because one or two people simply could not scale to match rising demand. At the same time, Murphy was maintaining a separate WordPress site where prices were driven by spreadsheets. Every time a cost changed in the MIS, the website had to be updated manually, and over time the site fell behind printIQ’s prices.
Why The Big Display Company chose Infigo on top of printIQ
The Big Display Company was already using printIQ as its MIS to estimate, manage and track work across the wide format operation, so the missing piece for Murphy was a web-to-print layer that could expose that intelligence directly to customers without creating a second, disconnected pricing universe. Infigo stood out initially because its sample storefronts felt modern and aligned with how he wanted the brand to present itself online.
Just as importantly, printIQ spoke very highly of Infigo and the relationship between the two teams. Having already developed extensively with printIQ, Murphy trusted their judgement and knew they would only recommend a partner they were comfortable working with every day. “We’ve built a lot with printIQ over the years, so their recommendation carried real weight,” he says. “Because Infigo and printIQ work so closely together, we were able to achieve far more than the original scope.”
That close working relationship meant the joint project could go beyond a simple link between systems and instead tackle wide-format-specific needs. Infigo would provide the customer-facing storefront and configuration experience, while printIQ would remain the single source of truth for estimating, operations and logistics.
Live pricing and consistency, from MIS to storefront
At the heart of the solution is live pricing driven by printIQ into Infigo. Rather than maintain separate price lists, The Big Display Company’s Infigo storefront calls out to printIQ in real time whenever a user configures a product. Sizes, materials and finishing options selected online are passed into printIQ, which creates an estimate using the same rules account managers use and sends the price straight back to the storefront. If costs change in printIQ, the very next time a customer configures that product, the new pricing appears automatically.
That live pricing capability works in two ways. For standardised products, printIQ holds a library of predefined SKUs and each combination of options in Infigo maps to one of those products. For more complex wide format work, the company leans on custom quoting: customers can enter custom sizes and options in Infigo, and Connect: printIQ uses printIQ’s processes to create a bespoke estimate the business may never have produced before.
Configuring complex, custom jobs without Frankenstein products
Connect: printIQ goes beyond simple price lookups. Behind the scenes, every operation in printIQ, cutting, welding, eyeleting, sewing pockets, adding silicon edging and more, is modelled as a specific action applied to the job. Infigo has been configured to use that same quoting methodology, matching names and options one-to-one. When a customer chooses a banner edge treatment in the portal, they are selecting from exactly the same options an estimator would see in printIQ.
This allows The Big Display Company to build customer-facing products that are far more complex than anything they had offered online before, while still being confident that every combination is both accurately costed and physically feasible. A clear example is dye-sublimated fabric, which represents around a third of The Big Display Company’s business. Many of these jobs are custom-sized fabric banners with a wide range of finishing options.
In the new portal, each fabric type is configured as its own product, with every feasible option available: hemming, eyelets, trimming, cutting to shape, silicon edging for frames, and pockets on one or both sides. “On something like display polyester, customers can now choose exactly how they want it finished, hemmed, eyeleted, with silicon edging, with pockets on one edge or both,” says Murphy. “By the time an account manager gets involved, the customer has already defined what they need. We’re talking about deadlines and artwork, not starting from zero explaining what’s possible.”
Wide format shipping: rolling, weight and courier surcharges
Because The Big Display Company operates in the wide format space, the integration also needed to reflect how real jobs are packed and shipped. Large banners are rolled on specific edges, and their dimensions and packed weight directly affect courier pricing. Infigo and printIQ were configured so that details like the rolled edge and finished size are passed correctly into printIQ’s estimating and shipping logic, ensuring that every quote reflects the physical reality of how the job will leave the factory.
Weights are calculated in printIQ itself and reflected directly in the shipping price shown to the customer, including courier weight surcharges and “back-kilo” thresholds, rather than falling back on generic shipping bands in the storefront. This approach protects margin on logistics and removes the risk of under- or over-charging on heavy or oversized consignments, which is particularly important in a wide-format environment.
Impact on the team, the business and the customer
Since going live, The Big Display Company has seen a clear change in how work flows through the business. Every customer-generated quote still becomes a record in printIQ, so Murphy and the account managers can see what is being priced, but now a significant share of quotes are generated directly via the website without manual estimating. That translates into far fewer quote emails and less time spent on basic price gathering.
“When customers come to us now, they often already have a quote from the portal,” Murphy notes. “They’ve tried different sizes and finishes themselves.” What used to be an hour-long conversation walking a customer through options is now closer to five minutes confirming deadlines, packing specs and artwork, the detail account managers actually add value on, rather than the basics.
From a commercial perspective, account manager revenues have grown by around 8% over a six-to-eight-month window since the platform went live. That uplift reflects a combination of factors: the effort and relationships of the account managers themselves, and the support provided by the integrated Infigo and printIQ workflow.
Looking ahead
Murphy expects continuing improvements in both platforms’ APIs to gradually close the remaining gaps around niche quoting scenarios. As more of those edge cases become standardised inside the integration, he anticipates that Big Display’s trade customers will be able to self-serve even more sophisticated products online, while the team concentrates on creativity, problem-solving and delivering the fast, service-led experience that has always set the company apart.
About The Big Display Company
The Big Display Company is a wide format specialist based in Slough, Berkshire. The business started out over 20 years ago with a single 1600mm wide Roland solvent printer, and now prints banners, flags, gazebos and stretch frames in-house, including dye sublimation up to 3.2m wide.
Every customer is assigned a dedicated account manager, reflecting the company’s stated priority: “Our customers are always our number one priority.”
About Infigo
Infigo is workflow automation infrastructure for print businesses that have outgrown a basic ordering tool. It connects storefronts, prepress and production so orders move with minimal manual handling.
Trusted by print businesses across commercial print, packaging, labels and large format, Infigo connects your online ordering experience directly to your production workflow so orders flow from customer to press with minimal human intervention.
How much is manual order entry costing you?
The Big Display Company replaced a spreadsheet-driven website with a single Infigo and printIQ integration, so every wide format quote matches what an account manager would give. Our free guide shows what that gap between web-to-print and MIS costs per order, per week and per year.
Frequently asked questions
The Big Display Company is a wide format specialist based in Slough, Berkshire, producing banners, flags, gazebos and stretch frames in-house, including dye-sublimated fabric up to 3.2m wide, for trade resellers across the UK.
The Big Display Company runs its trade ordering storefront on Infigo, integrated directly with printIQ, which remains its single source of truth for estimating, production and logistics.
Standardised products map to a library of predefined printIQ SKUs. For more complex wide format work, customers enter custom sizes and options directly in Infigo, and Connect: printIQ uses printIQ’s own processes to generate a bespoke estimate on the spot.
A significant share of quotes are now generated directly through the website without manual estimating, cutting the volume of quote emails and freeing account managers from basic price gathering. Account manager revenue has grown by around 8% over a six-to-eight-month window since going live.
The Big Display Company was already running printIQ as its MIS. printIQ recommended Infigo directly, and the close working relationship between the two vendors let the project go beyond a simple system link to solve wide-format-specific pricing and shipping problems.
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