WIDE FORMAT PRINTERS
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strategy,” she says. “In addition, AI-driven software now ‘nests’ different shapes onto a single sheet of material to minimise waste.” Opportunities for resellers With the growth in demand for wide format printing, it presents opportunities for resellers to expand into this market. “The opportunities are significant, but they require strategic focus,” says Andy. “Wide format is not purely transactional; it involves understanding end use, materials and finishing. Our advice to resellers entering the space would be to focus on education, partnerships with established vendors, and starting with clearly defined application areas rather than trying to cover everything at once.” Caroline recommends partnering with a trade printer. “You handle the client and the design; the trade printer handles the production and ships it in plain packaging directly to your customer,” she says. “Focus on a niche: don't just sell ‘printing.’ Sell ‘event signage,’ ‘vehicle wraps,’ or ‘sustainable retail displays.’ Caroline adds that resellers could offer design-and-print bundles. “Some customers have an idea but no print- ready file. Resellers could provide
the artwork/design service alongside hardware and consumables – be the link between the two, offering a solution.” What to discuss with customers Caroline says that when selling wide format, rather than ‘price per square metre’, resellers should be talking about ‘impact and application.’ “Determine the ink required and material used – is it a two-day event or is it required for two years?” she adds. “Where will the sign hang, factor in things like outdoor environments – mesh banner v rigid board – lighting, so anti-glare laminates.” Andy agrees the conversation should start with applications and outcomes, not purely hardware. “Understanding what the customer wants to produce, how often, and for whom will naturally guide technology choices,” he says. “After this, consideration of ongoing costs, required space not just to print the work but to finish it, workflow integration and future scalability are key discussion points that need to be addressed prior to purchase.” If resellers apply this advice, it can help them to make a success of a print market that is growing and set to continue to, as more businesses look at creative printed items to help drive footfall. n
Andy Gregory
hybridservices.co.uk
Understanding what the customer wants to produce, how often, and for whom will naturally guide technology choices. “ ”
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