PRINTING IN HOSPITALITY
Getting into the market With the trends in the market indicative of the opportunities that are available for resellers, there has never been a better time to get involved in the sector. Jay Kim, managing director of BIXOLON Europe GmbH, says that for a reseller looking to sell to the hospitality market there are normally two routes to market. “They can either develop their own hospitality software and add third party peripheral hardware, or work with a software house to bundle together hospitality software with high quality peripherals such as a printer, cash drawer and screen,” he says. “As technology within the hospitality market is always evolving, it is beneficial to keep a hand on the pulse by continually speaking to customers and gaining an awareness of market innovations to maintain a portfolio of solutions for changing market requirements.” Richard adds that partnering with a technology vendor such as Zebra is a good starting point for a reseller. Technology vendors often have channel partner programmes that enable resellers to help their customers. But he does caution that sales cycles in the sector can be lengthy. “Resellers need to be patient and persistent in building relationships and closing deals – but again, a channel programme can be a great support,” he says. “Service must be prompt and responsive. At Zebra we have comprehensive visibility and management tools, providing essential insight to aid efficient decision making, all backed up with maintenance plans to protect against failures and prevent frustrations.” Richard adds that some of the most challenging barriers are with compliance and regulations. “Everything from data protection, health and safety and food handling, resellers solutions must meet industry standards. “Focusing on food, there are EU regulations on food allergens labelling. In our own canteens at Zebra we use our own food safe inks and cards, printed using our card printers, to display ingredient and allergen information safely and clearly.” Natasha’s Law Natasha’s Law, which covers food labelling for prepacked foods in the UK, is also an important consideration for those in the hospitality industry. “Labelling technology has become vital for many hospitality businesses that sell prepacked for direct sale (PPDS) food to stay compliant, since the introduction of food safety
Jurgen Stephan senior director of global marketing
role in hospitality workflows. “Moreover, the popularity of cloud-based printing is on the rise. This technology allows label and printer configurations to be stored in the cloud and accessed as needed. It enables remote printer management and the initiation of printing from any connected device, such as smartphones and tablets. Customers are embracing these capabilities, as they enhance user-friendliness, reduce the time required for new employee onboarding and increase the printing process’s adaptability to different workflows. “Furthermore, improved cybersecurity and data protection is rising in importance in the printing industry. Both printers and cloud-based communication are being better safeguarded from cyberattacks and data security breaches. This ensures that sensitive information remains secure and confidential.” Richard adds that mobility continues to grow in importance. “As mobile computing and tablet use grows, the need for mobile print follows,” he says. “For example, the ability for hospitality associates to use technology to queue bust can really help to ramp efficiency and customer satisfaction. And mobility pulls with it cloud-based printing, which facilitates seamless integration between different devices and locations, making it easier for hotel chains and multi-location establishments to centralise their printing processes.” An area that is gaining more widespread use is the trend for self-service, he adds. “We have customers who are deploying kiosks to facilitate check-in, check-out, manage returns and place orders independently, while featuring built-in Zebra printers to provide receipts, room keys, or order confirmations for a smoother and more efficient guest experience.”
Honeywell Productivity Solutions and Services
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Customers are embracing these capabilities, as they enhance user-friendliness, reduce the time required for “ new employee onboarding and increase the printing process’s
adaptability to different workflows.
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