During Hunkeler Innovationdays 2017, print providers heard from Xerox and some of the biggest names in book publishing and catalog marketing – such as Pearson, HarperCollins and Hachette – about how to exploit these market opportunities.
At Hunkeler, Xerox demonstrated new inkjet technology available now for print providers to take advantage of these market opportunities. The Xerox Trivor 2400 Inkjet Press with High Fusion Ink delivers a wider color gamut that, when combined with less-expensive standard offset coated stocks, puts more high-quality book and catalog jobs within the reach of inkjet production.
Many publishers in Western Europe and the US print large volumes of four-color books – such as children’s books, education textbooks and trade books – that use offshore offset print shops that produce high volumes at low costs. These large volumes often result in overage and obsolescence.
By printing in the same geography in which a book is marketed, publishers can reduce excess inventory, freight and handling costs, and increase the speed to market. Pearson, the world’s leading learning company, is among the many companies operating in this space.
“For us, moving to a digital printing solution and zero inventory model means printing locally in market for our international titles rather than printing centrally and sea-freighting around the world,” said Vicki Bzovy, Asia-Pacific production director, Pearson. “With this model, we aim to dispatch finished books from the printer in the same turnaround times as if the books were in our warehouse: 48 - 72 hours. With reduced freight times from local printing it is a much better customer experience.”
Today, many brands use personalized catalogs to strengthen customer experiences and loyalty while driving online and in-store sales. To reduce costs, marketers are moving away from large, often costly, generalized catalogs in favor of smaller, more segmented catalogs with fewer pages. Static or versioned catalogs are expected to further decline.
“The personalized catalog is the only intrusive medium you have – it goes into peoples’ homes and it demands their attention,” said Andrew Wilson, founder and director, Direct Commerce Ltd. “Personalization and relevancy are extremely important in today’s market.”