“The times they are a changing” sang Bob Dylan – Even if you don’t know who Bob Dylan is, it’s the words, which are becoming more and more accurate, that are my point.
Trends continue to change in retail and with it the 3D temporary packaging is changing, driven, in part, by technology.
There are different ways of doing things now – who would have thought twenty five years ago that we could order things via an electronic box at home or at work and have it show up at our door? It can’t be denied that the Internet has had a major influence on how we live, and how we shop. Technological advances mean, those that don’t want to, need never move from their chair! It’s the same in our industry too in some ways. If you told a printer in the 70’s that it would be possible to design, print and assemble packaging all within 24 hours he’d never believe you!
However, whilst digital print is no longer considered a fad, and we know it’s here to stay, the novelty value has at least dissipated for most and we’re now very used to using digital print machines – but what of the ‘old’ technology and its place in temporary or 3D POP display for retail?
The thing is, retail shopping absolutely has to be more and more about the experience as well as the function. Making stores interesting and pleasant to visit, making it as easy as possible to understand and appreciate what’s on offer, and making things enticing and sought after, all of which can be, and have to be, part of what 3D display packaging delivers.
The flexibility and capabilities of the equipment at our end are now such that it is becoming far simpler for retailers and their suppliers to cost effectively deliver a new or fresher experience to customers, which is completely necessary if they’re to compete with online shopping where the ‘store’ can change virtually overnight.
In our plant these trends have manifested in the investment of another large digital printer to run alongside the one we installed last year and, importantly, to compliment our litho, flexo and screen printing machines.
Whilst digital has really come into its own in the past few years, we see it as part of our role to keep ahead of the game and ensure that our customers have the choice of all options so that they don’t have to settle for what’s available but can mix and match in whatever way necessary to achieve the best result for their objectives.
The flexibility that two large bed digital printers give, combined with our flexo, litho and screen printers, means we’re always able to offer you a comprehensive choice of options for all jobs giving you the right balance of investment, time and quality.
Litho is generally aimed at longer runs for higher volumes and bulk sales such as seasonal confectionery and biscuit tins. Digital print is excellent for small to medium runs and for longer runs where a split print is needed, perhaps for regional variations, or printing in different languages. An example being the Jura display which our digital machines were able to produce in two languages for no additional cost.
Screen printing is very good for simple one and two colour work where a lower unit cost is needed or where specific Pantone colours are required, whilst flexo is very good for simple print needs over longer runs or for straight-forward flood coverage work. It’s great for combination solutions. i.e. digital and flexo, as in the Summer Read example.
What your display is to be used for is important too, small events may only need a dozen regionalised displays whereas a country wide promotion could need thousands, all exactly the same, which is why it’s important that we’re set up to manage both different ends of the spectrum . Whether 10 or a dozen, 10,000 or 12,000 or any other quantity, we’re well positioned to deliver any combination with equal efficiency and, importantly, can deliver the most appropriate solution at the most appropriate investment.
It’s important to our customers, and of course it’s important to us, that we are able to design, create and deliver the best possible customer experience at the most appropriate investment because, after all, there’s a great deal of competition out there both online and offline and we have to help our customers achieve their aims if we are to achieve ours. Again, whatever the need, or the print medium, it comes down to focusing on the customer.