Figure 4 – Durable ink printer placement forecast.
Online marketing and ordering will accelerate
As is the case with many other industries, web-to-print and workflow still have a great deal of growth potential in the wide-format print market. Prior to the COVID-19 outbreak, many PSPs did not feel compelled to have an online presence apart from a gallery site because almost all business was handled in person. The consumer market is a bit different. Even pre-COVID, many consumers were comfortable purchasing a wide variety of products online, and this trend has only accelerated over the past few years. During the lockdown phase of COVID, PSPs began to express a greater interest in an online platform, but this trend seems to have leveled off since then. During a panel discussion moderated by Keypoint Intelligence in early 2022, two out of three panelists said they did not have any digital carting system set up for online shopping. The third panelist only had an online system in place for generic items. Like the other panelists, most of his workflow was customized for clients with complex needs. As a result, a web-to-print system would be of little use. Rather than turning down business, though, he set up a cart system for standard items that was fully integrated and automated to not pull any personnel from the custom, hands-on work with their primary clients. These web-to-print offerings accounted for about 10 per cent of his total revenues, and the online component didn’t need to be staffed with new employees. As time goes on, more forward-thinking PSPs will likely place a greater focus on their online presence and find a way to incorporate web-to-print capabilities into their workflows.
Figure 5 – Dye sublimation ink printer placement forecast.
The movement toward sustainability will continue
As sustainability becomes a bigger business priority due to legislation and customer preferences, wide-format printer manufacturers will continue to take steps to make their products and services more eco-friendly. For example, some are incorporating plastic alternatives as well as recycled materials into their wide-format printers, supplies, and packaging. These updates are enabling them to obtain environmental product labels that can differentiate them from the competition and attract business from eco-minded customers. PSPs are also seeing an increased customer demand for PVC-free products and sustainable work practices. This trend will only accelerate as environmental regulations become more stringent each year. Savvy PSPs and manufacturers will take the opportunity to align their offerings with customer demand and produce devices and applications that can be promoted as sustainable.
The bottom line
Without question, COVID-19 has changed a great many things about our world, and the wide-format industry—like so many others—is still dealing with its effects. At this point, expecting a return to pre-pandemic “business as usual” is wishful thinking. Customer buying patterns have shifted, turnaround times are shorter than ever, and there has never been a greater need to produce more with less.
The good news is the wide-format industry is resilient and continues to reinvent itself. Some manufacturers have taken the initiative to develop new hardware and software products, and these offerings can help PSPs better address the needs of today’s continually evolving market.
Eric Zimmerman is the principal analyst of Keypoint Intelligence’s wide-format printing consulting service, developing annual global market forecasts for hardware and supplies used in the wide format printing markets. With over 25 years of experience in the wide-format market, Zimmerman is responsible for conducting multiple primary research studies within the wide-format market.
Eve Padula is the senior consulting editor for Keypoint Intelligence’s business development strategies, customer communications, and wide-format consulting services. Her responsibilities include the promotion and distribution of content, assisting clients and channels in building business development programs, handling data analysis for forecasts and research reports, and managing the editing cycle for many types of deliverables.
