What are some of the key growth pathways for the print on demand industry?
A powerful convergence of capabilities is about to dramatically extend personalization to whole new categories of products.
We’ve grown used to creating unique, on demand products – from photobooks to calendars, canvas to beer glasses, clocks, serving trays and coffee mugs. If it can be seen as a gifting product, it has been personalized.
But it won’t stop there.
Big equipment manufacturers like Canon, Screen, HP, Konica, Xeikon, Ricoh and others have bigger, broader plans in labeling and packaging.
Heineken, Kit Kat, Coke, Oreo and Goldfish have already experimented with personalizing their products, and we’re seeing great innovation in the craft beer market. Absolut Vodka is probably the best example of packaging having become an embedded tactical weapon.
We are in the early stages of 1) the experimentation phase of personalized labeling and packaging transitioning into a mass production stage and 2) the broadening of personalization to include scannable QR codes and augmented reality.
That means a whole new capability is rapidly being born and packaging and labeling are becoming a major creative outlet. With the digital label and packaging industry already valued at USD$22 billion a year and growing at 15%, that’s exciting.
One-to-one personalization in business is becoming increasingly essential as companies strive to meet the unique needs of each customer. This approach not only enhances customer engagement but also drives loyalty by making clients feel valued and understood. Implementing strategies for personalized experiences can lead to significant business growth and improved customer satisfaction.
I’m excited for the day when personalization is part of the everyday for major and SMB brands alike. It may not be that far away.
