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Nanography® for Mainstream
Prints on Anything
Nearly 76% of shoppers at grocery stores make their purchase selections when in-store, or “at the shelf” — and that’s the highest percentage in retail history. With 24/7 access to product information — via smartphones, mobile tablets, shopping and geolocation apps, QR codes, mobile couponing, RFID technology, retailer e-marketing, and more sources — one could easily presume that shoppers know ahead of time what they want to buy.1
Just the opposite is true, however. Today’s shoppers are actually pre-planning less before they venture to the store, and deciding more when they’ve entered the retail environment. They are more flexible than ever – which is good news for brand managers. The increase in in-store buying decisions means that indoor retail marketing signage – Point-of-Purchase or Point-of-Sale – has the potential to influence the choices of more than three-quarters of potential customers.
Indoor POP At-A-Glance
Retail POP (Point-of-Purchase) signage includes printed marketing materials on retail floor stands and counters, endcaps, powerwings or sidekicks displays, as well as exhibition and trade show materials. The global value of indoor POP or POS (Point-of-Sale) products generates US$32 billion in annual revenue while outdoor signage and other products generate an additional US$13 billion. Geographically, North America produces the largest quantity of POP, followed closely by Asia and Western Europe.
The science of retail marketing has become quite sophisticated. Shoppers today are typically classified by marketers into four segments: Time Stressed (“I have to get in and out quickly”; Explorer (“Inspire me”); Trip Planner (“I’m always organized”); and, Bargain Hunter (“I want the best deal”). The “Time Stressed” and “Explorer” categories together form a majority of shoppers, 55%. Both types describe themselves as “easily tempted” and “highly impulsive” buyers — thus receptive to in-store marketing.
In live interviews and eye-tracking research, the POPAI 2012 Shopper Engagement Study determined that one in six product purchases are made when the store carries POP signage for the particular brand. Floor stands capture the most attention, followed by end caps and power wings. Retailers have also gotten savvy to the idea of cross-promotion, placing POP for selected brands at various points in the store away from the primary product aisle.
POP/POS Print Production Technology
The production of POP/POS spans the gamut of printing technologies. Most of the revenue volume is produced by inkjet devices, followed by sheetfed offset lithography, screen printing, flexography, and electrophotography. POP/POS requires one-side printing on paper or cartonboard in short runs; much of it uses four-color.
With market segmentation growing more sophisticated and rapid updating becoming more common, the need for short-run, versioning output has never been greater. Today, the most effective POP is visually arresting, colorful, and informationally relevant to in-store decision-makers. It needs to target and accommodate multiple factors, such as shopper demographics, seasonality, languages, and locale.
The Nanography® Solution
For POP/POS producers, Landa Nanographic Printing® technology addresses all current market requirements for indoor POP items — high quality, large format, single-side printing, high-speed short runs, and variable content. Combining high quality and speed with short-run, variable print flexibility, it presents the best features of both offset and digital print.
The Landa S10 Nanographic Printing® solution also yields the lowest cost-per-sheet of any current digital print technology.
Supporting all off-the-shelf substrates without priming or pretreatment, the cost-efficient Landa Nanographic Printing® Presses produce single-side throughput at up to 13,000 B1 (41 in./1,050 mm) sheets per hour. An advanced digital front end enables fast set-up for variable data POP sheets.
The presses use innovative Landa NanoInk® Colorants, which are comprised of highly efficient, light-absorbing, water-based nanopigments. Landa NanoInk® Technology helps assure a wide color gamut using CMYK. The inline finishing unit uses all standard substrate coating materials and technologies.
Landa Nanographic Printing® presses also eliminate the lengthy set-up and expensive prepress materials required by analog print technology. They also operate side-by-side with offset equipment – no special environments needed – which maximizes overall output and operator productivity.
|POP/POS Challenge||Landa Solution|
|Producing POP/POS cost effectively for runs in the hundreds of sheets||Digital technology designed to produce short run orders|
|Growing demand for full-color, single-sided, short-run printing||The fastest single-side throughput among B1 (41 in. / 1,050 mm) sheetfed digital devices — printing at 6,500 B1 sheets per hour*|
|Limited digital media format support — A3/B2 (29 in. / 750 mm) only||Prints on all standard, off-the-shelf media, including B1 (41 in. / 1,050 mm) format paper and cartonboard with inline coating|
|High cost per page of digital output||Lowest cost per page among digital presses|
|Extra expense of special press rooms and dedicated operators for digital printing||Operated by offset operators located on the shop floor with offset presses; no special environment required|
*Has been demonstrated to print 13,000 SPH; option to be available in future
1. 2014 MASS MERCHANT SHOPPER ENGAGEMENT STUDY, POPAI (Point of Purchase Advertising International — the leading non-profit international advocate and voice of the in store marketing industry).