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Social media offers printing opportunities

Staff Writer
By Staff Writer, ITWeb
Johannesburg, 10 Jul 2012

The growth of social networking and online image sharing presents print retailers with an opportunity to be profitable in the digital age.

This is according to Adriaan Vosloo, MD of Midsouth Distributors, an HP-certified reseller.

Vosloo believes the opportunity for print resellers lies in offering solutions that transform online images into tangible products.

He argues that, despite the assumption that consumers have turned their backs on physical photo capturing, the retail print industry has seen an increasing preference for paper-based products over the past couple of years.

For example, he says, the photo merchandise market in Western Europe grew 17% in 2010, reaching EUR422 million, according to Futuresource's Photo-Merchandise Market Report.

Vosloo adds that growth in this market is expected to continue.

Personalised photo products

According to Vosloo, cost-effective, creative products that can be personalised, such as cards and photo books, are becoming increasingly popular gifts. He says these items represent the biggest share of units and revenue, respectively, in the 2011 Western European photo merchandise market.

HP Retail Publishing Solutions (HP RPS) also reports that these products had an increased contribution to the business success of independent photo stores, with stores using HP RPS solutions seeing 53% of their total volume in December coming from creative products.

“The value for retailers lies in having a wide range of inspiring creative products available to excite the consumer and to be personalised accordingly,” says Vosloo.

Vosloo says photo-printing stores that offer a well-designed, creative space for customers can boost inspiration for these unique, personal products. He adds that this should be coupled with a well-trained staff force that can engage consumers.

According to Vosloo, the increase in social media sites and instant messaging platforms has resulted in the general population expecting quick delivery. “The opportunity for the print industry to provide high-quality solutions, without the wait, is obvious,” he says.

For this reason, Vosloo suggests photo retail stores should ensure their printing technology is up to date. “The photo retail industry has adapted to provide photo development in minutes, as opposed to days, as customers no longer have the time to wait for their prints,” he explains.

He says it is also essential that businesses provide clear, step-by-step instructions for customers purchasing these products.

“By providing robust, easy-to-use solutions and a wide range of creative products, retailers will be armed with the tools required to boost both revenue and customer reach,” says Vosloo.

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