The rise of ecommerce and online shopping shows no sign of easing even though Covid restrictions are being eased across the world. While people are freer to return to their pre-pandemic way of life and to visit non essential shops, there is little sign that everybody wants to rush to stores. The convenience of using Amazon and a host of other lesser known retail sites has won out over a frequently grim trip to the local high street.
This provides good news, or at least good opportunities, for print as a consequence. If retailers want customers to return to stores they will need to do more to entice them through the portals, using more signage, more customer engagement features and more pop ups. All of this will mean more print and opportunity for those businesses that can a service that goes beyond inkjet on substrate. There is also a somewhat more intriguing possibility thrown up by the growth of online shopping. Consumers buying online are frequently buying blind. In comparison to the high street where established retailers operate from physical stores, online retailers can be located anywhere in the world and are not always verifiable, despite a favourable review or two. That apparent bargain may not be what it seems. The old Caveat Emptor phrase holds.
The technology that pharmaceutical, cosmetics, tobacco and spirits companies have used to ensure the integrity of their brand is going to become more widespread across a wide range of products to verify to consumers that this the product it is supposed to be and not counterfeit. Brand colours and type have aways been used as a first line of defence, but these can be mimicked. Printed security features, both overt and covert, will add a second and third line of defence increasing the value of printed packaging. Advocates of packaging have long stressed the importance of packaging to protect the product inside. In tomorrow’s world print can play a major role in packaging that protects consumers from unwelcome surprises from the fake product inside.
Gareth Ward
*The stones speak, phrase associated with lithographic printing.
Caveat emptor can become saxa loquuntor*
The rise of ecommerce and online shopping shows no sign of easing even though Covid restrictions are being eased across the world. While people are freer to return to their pre-pandemic way of life and to visit non essential shops, there is little sign that everybody wants to rush to stores. The convenience of using Amazon and a host of other lesser known retail sites has won out over a frequently grim trip to the local high street.
This provides good news, or at least good opportunities, for print as a consequence. If retailers want customers to return to stores they will need to do more to entice them through the portals, using more signage, more customer engagement features and more pop ups. All of this will mean more print and opportunity for those businesses that can a service that goes beyond inkjet on substrate. There is also a somewhat more intriguing possibility thrown up by the growth of online shopping. Consumers buying online are frequently buying blind. In comparison to the high street where established retailers operate from physical stores, online retailers can be located anywhere in the world and are not always verifiable, despite a favourable review or two. That apparent bargain may not be what it seems. The old Caveat Emptor phrase holds.
The technology that pharmaceutical, cosmetics, tobacco and spirits companies have used to ensure the integrity of their brand is going to become more widespread across a wide range of products to verify to consumers that this the product it is supposed to be and not counterfeit. Brand colours and type have aways been used as a first line of defence, but these can be mimicked. Printed security features, both overt and covert, will add a second and third line of defence increasing the value of printed packaging. Advocates of packaging have long stressed the importance of packaging to protect the product inside. In tomorrow’s world print can play a major role in packaging that protects consumers from unwelcome surprises from the fake product inside.
Gareth Ward
*The stones speak, phrase associated with lithographic printing.
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