WIDE FORMAT PRINTERS
For retailers in a range of sectors, competition for customers is fierce, not just between physical stores but also online, and many are becoming increasingly creative to tempt customers into stores – and this is helping to drive demand for wide format printing. “Retailers are shifting away from simple posters toward ‘theatrical’ in-store experiences such as 3D archways, floor graphics and textured murals to lure shoppers back from online platforms,” says Caroline Savage, UK WF manager, Data Direct. Caroline adds that wide format isn't just for paper anymore. “Demand is spiking for printing on textiles (home décor, curtains), rigid boards (estate agent signs), and sustainable materials (PVC-free banners),” she says. “Digital wide format allows for printing 50 different versions of a banner for 50 different local stores, without the massive setup costs of traditional litho printing.” Andy Gregory, sales director at Hybrid Services Ltd – exclusive distributor for Mimaki in the UK and Ireland – agrees that demand for wide format remains strong and is expanding into new areas. “While the requirement for traditional sign and display work continues, there is noticeable uptake in applications such as shorter run point of sale, retail graphics and customised décor,” he says. “Entry and mid-level wide format solutions allow businesses to produce these smaller volume jobs economically, update content quickly and offer personalised output.” Trends But as demand for wide format printing is growing, customer demands for what they want is also changing. “Customers are no longer asking for ‘a print’; they are asking for a solution,” says Caroline. “For instance, customers expect an ‘Amazon- like’ experience: the ability to upload a design, see a preview, and track the order
in real-time.” Caroline adds that customers
increasingly want large-scale items tailored to specific locations or even individual names. “Another trend is for textured/effect printing that mimics wood, stone or fabric to add a premium feel to retail, hospitality or home environments,” she adds. Caroline also notes that ‘eco-friendly’ is no longer a upsell; it’s a requirement. “Customers expect PVC-free media, water-based (aqueous) or UV inks and
recyclable substrates,” she says. Andy says that at Hybrid, they are finding customers are seeking
machines that readily support multiple applications. “They want printers that handle conventional signage media, but also specialist substrates such as rigid boards, textiles and more unconventional materials,” he says. “Mimaki’s UV technologies that cure on a broad range of media and UV DTF solutions that enable direct printing for custom product decoration are good examples of this trend.” Automation As in other areas of print, automation and workflow intelligence are becoming more important factors. “Especially as labour pressures grow and print environments become more complex,” says Andy. “Automation does not necessarily mean fully lights-out production, but rather reducing manual intervention, minimising the chance of errors and making it easier for operators with varying skill levels to achieve consistent results.” Caroline notes that automation has various benefits, such as automated checking of files for errors before they hit the printer, which prevents the ‘expensive mistake’ of printing a five-metre banner with a typo. “Also, printers are using automated finishing (robotic cutters and laminators) to handle the heavy lifting, allowing staff to focus on design and
Caroline Savage
data-direct.co.uk
“
Retailers are shifting away from simple posters toward
‘theatrical’ in-store experiences such as 3D archways, floor graphics and textured murals to lure shoppers back from online platforms.
”
CONTINUED
printinthechannel.co.uk
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