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The Digital Revolution in Retail POS (Point-of-Sale)

Sunday, 19 October 2014 | By Bob Boucher

Point of sale/Point of purchase

The competition for foot traffic and live shoppers is more intense than at any time in the history of the industry. Innovative retailers are testing a variety of solutions to attract customer visits and share of wallet.

Faced with falling sales at its traditional retail locations, well-known retailer Nordstrom’s enjoys a growing online business. They are also feeding a trending consumer appetite for specialty promotional stores by opening a chain of outlets called The Rack, which showed a 4% quarterly increase in sales.

Nordstrom’s and others understand that more shoppers, especially busy younger shoppers, have much less time and patience for driving to stores. Interestingly, when it comes to the latest fashions, they prefer to shop in person versus using the Internet.

Retailers revisiting Point-of-Sale / Point-of-Purchase (POS/POP) advertising

In addition to new business models, retail advertising is also undergoing a radical makeover. Retailers and brand managers are recasting their strategies for point-of-sale and point-of-purchase (POS/POP)

Research in the 2014 Shopper Engagement Study from POPAI, the Global Association for Marketing at Retail, shows that in-store purchase decisions are at an all-time high. That trend translates into a greater emphasis on in-store marketing signage to stimulate sales at the point of purchase.

The business of POS/POP printing

Point of sale/Point of purchaseThe business of printing for indoor point-of-sale/point-of-purchase signage generates $37 billion globally. With approximately US$12.9 billion in revenue, inkjet is the predominant print technology in POS/POP, followed by sheetfed offset litho ($8.8 billion), screen printing ($7.6 billion), flexography ($2.6 billion) and electrophotography ($327k). The regions of North America, Asia, and Western Europe lead the global POS/POP indoor offset production.

The new focus on POS/POP is reflected in commercial print volumes. The decline in brochures and collateral production volume is countered by a reported increase in POS/POP as well as specialty catalogs and books. To leverage the opportunity, more POS/POP print providers are evolving into retail marketing specialists.

Digital print positioned for growth in POS/POP

Marketing to highly detailed shopper segmentations, as well as seasonal promotions and regional differences, has given rise to a higher need for short runs, more customization, and print-on-demand services.

By eliminating plates and cylinders, reducing unused stock, and performing variable data printing (VDP) – digital printing owns an opportunistic position for leveraging the new POS/POP requirements.

Nanography makes a strong pitch at retail

Landa Nanographic Printing® presses offer a new digital solution for POP/POS production with the most attractive TCO. The presses assure peak profitability by combining the speed and quality of offset with the short-run, VDP flexibility of digital.

Landa Nanography® is also the only digital print technology that supports B1 format media – i.e., the most common offset format, as well as virtually all substrates without priming or pre-coating – including all off-the-shelf media.

The Landa S10 Nanographic Printing Press

The Landa S10 Nanographic Printing® Press features a four-color unit configuration that prints up to 6,500 B1 (41 in. / 1,050 mm) pages per hour at 1200 dpi. Most important, it produces job lengths of 5,000 to 7,000 sheets more profitably than any other technology.

The Landa S10 Nanographic Printing® Press also works side-by-side with offset equipment – using the same media and requiring no special room or special operational skills.

Brand managers and retailers must all compete more vigorously for in-store shopper attention. Landa Nanography® provides the edge that may well breathe life into the brick and mortar model.

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