By Sander Sondaal, Director, Commercial Print Sales, Graphic Communications Group, Ricoh Europe
As we look all forward to 2022, and we hope a more predictable and stable operational climate, Ricoh has been considering the strategic priorities that will shape the future for print service providers (PSPs) in the graphics arts sector.
Four are clearly identifiable. Evident before the pandemic, their importance has been accelerated by the changes we have all experienced since early 2020. They are:
1 Online ordering
The pandemic driven lockdowns led to a surge in online ordering and there is no sign of this abating. It is not just Amazon and its suppliers who are benefiting. E-commerce has become an increasingly important sales channel for print service providers, whether for photobooks or other printed applications, corporate or consumer.
2 Data-driven communications
More than ever before brands and marketeers need results and cannot afford waste. Both can be addressed by harnessing data insights to create carefully targeted, relevant, and personalised communications. Highly tailored print is also more memorable and engaging (personalised direct mail is read on average of 4.5 times). It delivers greater Return on Investment while also addressing demand for integrated cross-channel campaigns
3 Challenging trading conditions
PSPs and their clients have both been facing hugely challenging trading conditions. In response, stock levels have been reduced to free up cash, while PSPs have also reassessed their production processes and considered greater use of print on demand.
4 Operating cost reassessment
And finally, the tough market has naturally encouraged most, if not all print businesses, to explore and implement measures to reduce their operating costs, with workflow automation and higher production capital efficiencies as chief focuses for improvement for many PSPs.
While these priorities are urgent, they are not new. They were magnified by the impact of the pandemic and are set to stay.
They will not fade into the background when the restrictions and pressures of the pandemic have subsided. They will remain constant considerations for PSPs.
Ricoh will stay attuned and sensitive to the changing needs of PSPs and continue to offer relevant solutions that will help build resilience, market differentiation, and growth.
Supporting any operational transition with insight, knowledge and expertise is Ricoh’s Business Booster online information portal and its EDGE consultation service that delivers tailored post-sales tools, advice, and methodologies.
www.ricoh-europe.com
