It used to be the case that creating a big impact at the point-of-sale, with campaign specific graphics and printed branding was a hugely expensive exercise reserved for only the biggest chains and superstores. Digital print changes the rules completely. Because there are no setup costs, a single digitally printed graphic has the same unit cost as printing a hundred.
Digital print is perfect for retail outlets of all sizes, even the smallest operation can now have big brand impact on a high street budget, whilst big brands can run regional campaigns where promotional display signage is customised to suit the buying patterns of a particular store.
Hanging banners on fabric, posters on paper and vinyl, point-of-sale displays on rigid media, backlit graphics for use in lightboxes, ABC Graphics have the ability to print virtually anything, on any substrate, even louvre doors. The only limitation is your imagination.
Digital printing allows even the smallest retailer to have a well branded and high impact campaign without breaking the bank. For those retail outlets that currently run 50 or less stores, large format digital should absolutely be their print process of choice.
However, there is no need for the bigger chains to feel left out. Increasingly we are seeing the biggest retail chains leveraging the flexibility of large format digital print to run single trial campaigns to test their customer response prior to commiting to a National campaign.
Another advantage of digital is the ability to change colours and images on the fly. Such capabilities are also useful for regionalising and personalising print runs, perhaps with seasonal and time sensitive promotions that require a large number of variations.
