Which of the following applications do you regularly produce on your digital wide-format printer for consumers?
There is another very important element to a wide-format B2C business development strategy, that more than 20 percent of the consumers who bought wide-format graphics bought them on impulse. So, while it seems there could be an extension of photo print kiosk services, clearly there is an opportunity to draw people into your shop with window displays and banners that call attention to the service and perhaps illustrate the possibilities.
The chart below shows there is potentially a strong opportunity for on-line ordering of wide-format graphics from consumers. When we asked where these consumers bought wide-format graphics from, 43 percent bought from a copy shop that offers wide-format graphics, while 41 percent bought from a retail shop that specializes in signs and graphics. Similar numbers reported that they would consider the same suppliers. As the chart shows though, while only 18 percent of the consumers reported that they bought from an on-line source, 48 percent reported that they would consider an on-line source. For consumers, convenience is a critical aspect of many shopping experiences, and of course using the Internet can be just the kind of low-pressure, highly convenient shopping method many are looking for.
Where did you go to buy wide-format graphics? Where would you consider buying wide-format graphics in the future?
The data shows that there is likely a good opportunity for wide-format printing establishments to sell wide-format graphics using the Internet. Of course, building the e-commerce infrastructure and driving traffic to your website to buy wide-format graphics are necessary elements of building that business. The good news is that there are organizations now offering low-cost website development including e-commerce capabilities and directory services to sign shops and wide-format digital printing establishments. These services could go a long way towards helping small shops expand their wide-format print services beyond their local markets.