Today there is a different story, as it is recognised that just spending money on advertising a product is not enough. Part of the budget needs to be allocated to that crucial moment in the buying cycle where the customer is in front of the product and about to decide whether to buy.

In many consumer markets the decision to buy is often made inside the store and it is here money is being spent to ensure the customer is hit by the right messages at the right time.

Customisation options

One of the differences in today's point-of-sale market is the ability to personalise messages on a regional or even store-by-store basis. It is here that short run digital printing plays a role. The available technology means it is now cost effective for companies to produce POS material on a one-off or short run basis allowing promotions to be changed regularly to suit consumer demand.

In the main, this has been made possible by the flexibility of flatbed printers which allow printing onto virtually any substrate. This opens up possibilities for in-store campaigns which are imaginative and eye catching.

Océ's, Dominic Fahy said: "Today, the applications within UV printing are still mainly flatbed systems. This is because the costs of UV printing technology are higher and therefore it has to provide added value. Flatbed printing saves time by directly printing to boards or rigid media. In addition, UV inks are not as typically flexible as solvent inks that are extremely flexible because they become part of the substrate.

"From our own extensive market analysis, we know that the current growth rate for UV printing is 28 per cent per annum, compared to eight per cent in solvent printing and a slight drop of one per cent in aqueous inkjet.

"The production bottle neck with flatbed printing transfers from production to finishing. This leads to a demand for automated cutting devices. This whole workflow can provide productivity benefits: the higher the quality of the output and finishing means that higher margin/higher value applications can be produced by the printer.

"There is a general industry trend of improved quality and lower cost per square metre for ink and typically, the older the technology or the lower the volume, the higher the cost per square metre of ink.

"Solvent inks are much more expensive than UV inks. For example, on an Océ Arizona 250GT next-generation UV system the cost per square metre for ink is less than £1 compared with popular solvent systems than can be as high as £5 per square metre.

"Within the UV market, systems are typically sold by the manufacturer or distributors. The range of applications across all technologies continues to widen so working with a knowledgeable partner who can provide support with dedicated consultants and a good range of media is vital to get the best results.

"Ultimately, quality is the key. Success relates to the quality of the printer, the ink, the media, the software, the installation, the training and the support services provided. We, at Océ, are well positioned to meet the needs of the industry with world-leading flatbed UV products and strong partnerships to provide workflow solutions. Our organisation is enjoying fast growth and is strategically positioned to grow rapidly in this exciting and growing market."

Quick mount

Rigid displays are not the only type used for in-store promotions. Smaller stores are more likely to use special-offer posters. Such time-limited applications are ideal tasks for self-adhesive films which can be printed and in the public eye immediately. However, there can be problems removing films, which have a habit of hanging around longer than required.

Avery Dennison Graphic and Reflective Products has developed a solution called Avery MPI 3601 Quick Mount, a gloss white, multi-purpose solvent inkjet film with a prime focus on making graphics application and removal quick, clean and easy. The product suits point-of-sale, events advertising and vehicles graphics.

Developed for printing by super-wide format solvent inkjet and airbrushing, Quick Mount is compatible with Avery DOL digital laminating films for added durability (up to two years) and surface protection.

Successful overposting of existing graphics is facilitated by the product's 150µm calliper and its 99 per cent opacity. The film's calliper also makes it easy to handle and provides a smooth result on flat surfaces. The face-film is partnered by a removable adhesive designed to give clean removability up to a year after application. Taken together, these benefits make the product a useful stock item for printers and sign makers for exhibition and event graphics, indoor and outdoor advertising, vehicle decoration and overposting.

And finally

Everybody has to shop, by choice for luxuries or by necessity for those everyday essentials. The fact remains, we all have to do it and retailers try to make it as easy as possible. When I say ‘make it easy' I am sure many of you are shaking your heads because you hate shopping. Also, the number of different brands to choose from just makes it even more difficult.

For example, on a trip to a supermarket how do you choose between one brand of cereal and another: what is the difference anyway? The answer lies with the point-of-sale material which is designed to help us make a decision. Similarly, if you see a poster on a shop window advertising the ‘deal of the day' you are more likely to go in and see what is on offer.

Point-of-sale material has existed for a long time in one shape or form. This would suggest it remains the best method of promoting a range or product. Most retailers also charge a premium for brands with POS material in store and, because of this expense, they will want to get the most value from it.

A good range of POS material is essential to ensure a product has the best visibility in store and attracts consumers' attention. With digital technology now available it is much easier to achieve this because it is possible to print onto virtually any substrate, ensuring the end result is eye catching and stands out from the rest.

While there will always be a need for ‘standard' POS material which is used by one brand throughout the country, we can safely say that with the introduction of digital we can now achieve much more. Mass customisation is here to stay and with it a better consumer experience: making shopping more user friendly.

http://www.oce.com/

http://www.europe.averygraphics.com/

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