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Retail and P-O-P: More for the Money

(March 2017) posted on Fri Mar 24, 2017

Retailers are putting the pressure on graphics providers to offer more than just fast and flawless prints.

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By Kiersten Feuchter

What’s a dollar worth?

In the 1920s, a dollar could bring home more than 2 pounds of steak. In the ’40s, a dollar would put about 10 gallons of gas in your car. In the ’70s, a dollar could get you a pack of Oreos. Today, you’re lucky if a dollar gets you a can of pop at the office vending machine.

For some products, the seller has a lot of control over what that dollar is worth to their customers. How high would the price of gas have to rise before you’d give up on driving and stay home? But in other industries, the market becomes saturated and the buyers are the ones with the power to dictate what they’re willing to pay.

It’s no revelation that this phenomenon has reached the graphics business, particularly in the retail and P-O-P verticals. Print buyers are being squeezed by their own customers – millennials who are perfectly happy to shop online, for instance – so they’re squeezing you. They want more for their money – a lot more.

“They need to find that extra bit of engagement from what they’re spending,” says Ryan Bishop, director of Boom Studios. “They’re trying to get more disturbance.”

You can’t afford to be commoditized, which means you can’t afford to offer a product that’s second-best. You can’t afford not to diversify, not to go above and beyond, not to dive in and find out what your customers want.

Close to Home
A 2014 Seattle Times survey found that the majority of consumers prefer to shop within 10 miles of their home, and knowing that a store has local ties can often be the differentiator when deciding where to buy.