{"id":1017,"date":"2020-01-09T08:18:22","date_gmt":"2020-01-09T14:18:22","guid":{"rendered":"https:\/\/www.comosoft.us\/lat\/?p=1017"},"modified":"2023-05-11T13:08:11","modified_gmt":"2023-05-11T18:08:11","slug":"store-level-print-production","status":"publish","type":"post","link":"https:\/\/www.comosoft.us\/lat\/blog\/store-level-print-production\/","title":{"rendered":"Store-Level Print Production"},"content":{"rendered":"

Retailers rely heavily on printed material for their success in challenging times. But unless the print is highly customized, it will probably go to waste.<\/h2><\/div>
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The death of print has been heralded for decades. Prophets of woe daily proclaim, on websites and especially Twitter, that consumers \u2013 especially Millennials and Generation Z \u2013 have entirely abandoned ink on paper in favor of the glittering screen.<\/p>\n

Not so fast, self-proclaimed pundits!<\/b><\/p>\n

Leaving aside the obvious fallacy when it comes to packaging, printing in general is certainly not doomed. Total print volume and value is increasing worldwide. Serious, peer-reviewed studies have shown that the haptic (touch) properties of print make a measurable difference in communicating a lasting, memorable message. When several major retailers abandoned print catalogs in the 1990s in favor of online alternatives, store sales plummeted. Even printed signage has endured as a cost-beneficial alternative to expensive digital displays.<\/p>\n

What happened? The advent of digital communication technology did not replace print; it transformed it. Old forms, such as newspapers, declined or transitioned to mobile content delivery. Giant consumer catalogs like Sears & Roebuck have disappeared, except for the annual Ikea catalog<\/a>, which remains immensely popular. However, these have been replaced not just by online e-commerce sites but also by hordes of customized print catalogs, mailers, and inserts<\/a>.<\/p>\n<\/div>

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From Mass Production to Mass Customization<\/h3><\/div>

There\u2019s an important word in the last sentence: \u201ccustomized.\u201d Thanks to the advent of Variable Data Printing (VDP), Web-to-Print (WtP), and of course digital presses themselves, it is theoretically possible to create a customized version of any printed piece. The color quality of digital inkjet and even toner-based production presses now rivals conventional offset or gravure printing, and the use of well-managed data can literally make every page unique \u2013 at the moment it is printed.<\/p>\n

For retailers, the most obvious potential of this technology revolution is that a catalog<\/a>, circular, or mailer can be customized or versioned to the needs of an individual store! Each printed page can reflect that store\u2019s actual inventory, prioritized by its value or known customer preferences \u2013 or both. Rather than being a general advertisement, the printed piece can be precisely targeted. And, unlike their mobile app counterparts, versioned collateral has no post-publication technical requirements. (A printed circular can be used without a Wi-Fi connection.)<\/p>\n<\/div>

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Estudio de caso LAGO<\/p>\n<\/div>

Descubre c\u00f3mo Lowe’s automatiz\u00f3 la producci\u00f3n de sus anuncios circulares para agilizar el marketing digital y en las tiendas.<\/p>\n<\/div>

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\"DESCARGAR\"\/<\/a><\/span>