40 Years Strong: Pronto Reproductions and Xerox Forge a Resilient Partnership in a Shifting Market

Pronto Reproductions drives agility and growth with the Xerox^® Iridesse^® Production Press

About the Client

Pronto Reproductions is located in Mississauga, Ontario, and has been a leader in the print industry for over four decades, evolving from a quick print shop to a full-service digital and commercial print and packaging provider. Adopting industry-leading solutions was vital for fulfilling their commitment to staying ahead of trends along with listening to their clients. Wayne Burlington, Owner and President, states, “We have embraced cutting-edge technology, with the Xerox Iridesse Press that includes gold, silver, and clear, to meet the changing needs of our clients.”

By positioning themselves as a one-stop supplier, Pronto Reproductions continues to grow. Wayne’s sons, Thomas Burlington and Jason Burlington (General Managers), are now integral to the business, ensuring a seamless transition and continued innovation for the future.

The Challenge

Colour Drives Sales – Innovation Fuels Growth

Wayne Burlington explained, “While we had a device capable of providing a 5th colour, our initial marketing efforts to promote white as a speciality colour through self-promotion didn’t generate the expected business impact.” Realising that simply offering white as a 5th colour wouldn't align with their growth strategy, Pronto Reproductions promptly shifted focus and discontinued those efforts.

In a similar vein, after evaluating their business needs, they opted against another black-and-white solution, recognising it lacked future growth potential. Instead, they sought innovative options that would differentiate them in the market by offering clients something beyond their expectations—solutions they hadn’t considered or thought unattainable, such as more eye-catching colours and a larger format size.

Wayne Burlington noted, “We’ve observed a clear trend among our clients: an increasing demand for colour over black-and-white printing. When we asked our clients about their motivation, the response is consistent—colour drives sales. It captures attention and enhances the impact of their marketing efforts, ultimately delivering a higher return on their print investment.”

The Solution

Leveraging the Xerox^® Iridesse^® Production Press to Drive Client Value and Market Growth

With the introduction of the Iridesse Press, Pronto Reproductions realised the importance of educating clients on how to leverage the equipment's capabilities. By demonstrating the potential of 5th and 6th colour channels, such as Gold, Silver, or Clear, they guided clients to present their files in a way that maximises print quality from the outset, rather than suggesting enhancements after file submission. Their core offerings include books, where Clear Specialty Dry Ink is frequently applied to covers for enhanced visual impact and protection, serving as an alternative to lamination. Additionally, they produce high-quality booklets, manuals, banners, posters, and more, with gold and silver accents, adding a distinctive, premium finish to elevate the final product.

Their go-forward strategy encourages clients to incorporate advanced design elements during the creative process. This enhances their results and positions Pronto Reproductions competitively in the market by adding value to their clients’ products. Additionally, they are committed to demonstrating the capabilities of the Iridesse Press, offering samples and hosting seminars to drive future business growth.

Thomas Burlington emphasised the competitive advantage of the Iridesse Production Press, noting, “The (Xerox) Iridesse (Press) can produce long-format posters and banners, reaching up to 47.2 inches—something few other digital printers can achieve. This capability sets us apart in the market. It’s a powerful feature to offer customers, allowing us to deliver high-quality posters and banners within minutes. It’s a great value proposition—clients can walk in and leave with their product in hand, fast and efficiently.”

The Results

Innovation + Strategic Evolution = Market Leadership

Evolution to Industry Leadership: Pronto Reproductions has now expanded into a full-service digital and commercial print and packaging provider, embracing technology and market changes to stay competitive.

Strategic Use of Capabilities: By adopting the Iridesse Press with its 5th and 6th colour channels, including Gold, Silver, and Clear, Pronto Reproductions empowers clients to enhance print quality, driving higher value from the outset.

Client Education and Engagement: Pronto Reproductions focuses on educating clients about the potential of the Iridesse Press, offering demonstrations, samples, and seminars to maximise the impact of advanced printing capabilities.

Forward-looking Innovation: The company shifted its strategy from black-and-white solutions and less impactful marketing efforts, choosing to focus on colour-driven, innovative print technologies that set them apart in the market.

Colour as a Sales Driver: Wayne Burlington highlights the rising demand for colour printing, as it captures attention, drives sales, and delivers a higher return on marketing investments compared to black-and-white printing.

Family Succession and Growth: Wayne Burlington’s sons, Thomas and Jason Burlington, now serving as General Managers, play key roles in fostering growth and innovation at Pronto Reproductions. The company uses the Xerox^® Iridesse^® Production Press to strengthen its position as a one-stop supplier.