Commentary & Analysis
Print: Driving Excitement at the Point of Purchase
By Barb Pellow
Published: October 20, 2011
In June 2011, InfoTrends completed its Who Buys Wide Format? study, which was designed to collect more information about the buyers of large format products. It fostered an understanding of wide format graphics buyer requirements while also tracking changes in buying patterns since the previous study from 2009. This article discusses key findings from that study and also provides real-world examples of retailers that are interacting with consumers at the point of purchase.
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A digital printing and publishing pioneer, marketing expert and Group Director at InfoTrends, Barbara Pellow helps companies develop multi-media strategies that ride the information wave. Barb brings the knowledge and skills to help companies expand and grow business opportunity.
Please offer your feedback to Barb. She can be reached at barb_pellow@infotrends.com.
Barb Pellow does a nice job of outlining the opportunities in the wide-format marketplace. It supports the proposition that owners seeking to add or enhance these capabilities should consider Strategic Acquisition. The people, knowledge, process, branding, customers, and equipment are all in place, which reduces risk and speeds up the time to "get it right".
Times sure have changed. I still remember the look of disbelief on the owner of a display graphics company circa 1995 when I commented that his business is part of the print and graphic communications industry. He was stunned, and somewhat angry. And back then you sure wouldn't have seen these capabilities at Graph Expo, unlike now-a-days.
John Hyde
NAPL
www.hydingout.org
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