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17 Oct 2018

Get personal with print

Jacques van Wyk Chief Executive Officer at Ricoh SA
Production Printing Services

Personalization is a buzzword that means different things to different audiences. Today, consumer expectations around personalisation have skyrocketed, and as such, it’s time for print technologies to take centre stage.

Appealing to Customer 4.0

Personalised, instant and accessible services are simply must-haves for today’s consumers. According to Ricoh’s Future of Print survey of 3,150 business leaders, over a third have struggled to improve brand loyalty (36%) or approval ratings (35%) effectively.

Business leaders clearly recognise the need to evolve, with 78% saying they must become more agile and draw on new technologies to meet customer demands. With that in mind, the evolution in printing technology and how it’s deployed is sure to play a critical role into the future.

Printing and personalisation

New printing technologies mean companies can print virtually any material – from textiles to organic matter – and do so at a rapid pace. They can also print smaller, more customised batches; creating highly relevant products for specific needs while minimising waste.

The applications are huge. For example, in a healthcare setting, doctors can deliver personalised drugs or customised prosthetics that are created to each patient’s specific requirements. This can deliver better results for patients, in turn reducing costs of treatment.

Size doesn’t matter

Now let’s look at retail. Customised products have long been the hallmark of high end – or highly specialised – retailers. But new printing technologies can allow even small boutique outfits to create highly personalised products without needing to return the item to a centralised manufacturing location. By using this technology, retailers can hook into a new trend, design products for a specific region or group and even create a new customised offering.

Putting print first

The strategic power of print is being recognised throughout the business world. 67% of business leaders say it will provide competitive differentiation, while 79% believe new printing technologies are integral to maintaining customer and user trust.

The case is clear. In the ongoing battle for customer affection, businesses must put print first.

Read the full Future of Print report for more information.

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