Demand for wide format printing and printers is growing across a range of retail sectors, and the types of application being used is also growing, including short run items, and printing on various types of textiles and boards. This presents plenty of opportunities for resellers that are already in the market or are considering making the leap into it.
For retailers in a range of sectors, competition for customers is fierce, not just between physical stores but also online, and many are becoming increasingly creative to tempt customers into stores – and this is helping to drive demand for wide format printing.
“Retailers are shifting away from simple posters toward ‘theatrical’ in-store experiences such as 3D archways, floor graphics and textured murals to lure shoppers back from online platforms,” says Caroline Savage, UK WF manager, Data Direct.
Caroline adds that wide format isn’t just for paper anymore. “Demand is spiking for printing on textiles (home décor, curtains), rigid boards (estate agent signs), and sustainable materials (PVC-free banners),” she says.
“Digital wide format allows for printing 50 different versions of a banner for 50 different local stores, without the massive setup costs of traditional litho printing.”
Andy Gregory, sales director at Hybrid Services Ltd – exclusive distributor for Mimaki in the UK and Ireland – agrees that demand for wide format remains strong and is expanding into new areas. “While the requirement for traditional sign and display work continues, there is noticeable uptake in applications such as shorter run point of sale, retail graphics and customised décor,” he says.
“Entry and mid-level wide format solutions allow businesses to produce these smaller volume jobs economically, update content quickly and offer personalised output.”
Trends
But as demand for wide format printing is growing, customer demands for what they want is also changing. “Customers are no longer asking for ‘a print’; they are asking for a solution,” says Caroline. “For instance, customers expect an ‘Amazon-like’ experience: the ability to upload a design, see a preview, and track the order in real-time.”
Caroline adds that customers increasingly want large-scale items tailored to specific locations or even individual names. “Another trend is for textured/effect printing that mimics wood, stone or fabric to add a premium feel to retail, hospitality or home environments,” she adds.
Caroline also notes that ‘eco-friendly’ is no longer a upsell; it’s a requirement. “Customers expect PVC-free media, water-based (aqueous) or UV inks and recyclable substrates,” she says.
Andy says that at Hybrid, they are finding customers are seeking machines that readily support multiple applications. “They want printers that handle conventional signage media, but also specialist substrates such as rigid boards, textiles and more unconventional materials,” he says.
“Mimaki’s UV technologies that cure on a broad range of media and UV DTF solutions that enable direct printing for custom product decoration are good examples of this trend.”
Automation
As in other areas of print, automation and workflow intelligence are becoming more important factors. “Especially as labour pressures grow and print environments become more complex,” says Andy. “Automation does not necessarily mean fully lights-out production, but rather reducing manual intervention, minimising the chance of errors and making it easier for operators with varying skill levels to achieve consistent results.”
Caroline notes that automation has various benefits, such as automated checking of files for errors before they hit the printer, which prevents the ‘expensive mistake’ of printing a five-metre banner with a typo. “Also, printers are using automated finishing (robotic cutters and laminators) to handle the heavy lifting, allowing staff to focus on design and strategy,” she says.
“In addition, AI-driven software now ‘nests’ different shapes onto a single sheet of material to minimise waste.”
Opportunities for resellers
With the growth in demand for wide format printing, it presents opportunities for resellers to expand into this market. “The opportunities are significant, but they require strategic focus,” says Andy.
“Wide format is not purely transactional; it involves understanding end use, materials and finishing. Our advice to resellers entering the space would be to focus on education, partnerships with established vendors, and starting with clearly defined application areas rather than trying to cover everything at once.”
Caroline recommends partnering with a trade printer. “You handle the client and the design; the trade printer handles the production and ships it in plain packaging directly to your customer,” she says.
“Focus on a niche: don’t just sell ‘printing.’ Sell ‘event signage,’ ‘vehicle wraps,’ or ‘sustainable retail displays.’
Caroline adds that resellers could offer design-and-print bundles. “Some customers have an idea but no print-ready file. Resellers could provide the artwork/design service alongside hardware and consumables – be the link between the two, offering a solution.”
What to discuss with customers
Caroline says that when selling wide format, rather than ‘price per square metre’, resellers should be talking about ‘impact and application.’
“Determine the ink required and material used – is it a two-day event or is it required for two years?” she adds. “Where will the sign hang, factor in things like outdoor environments – mesh banner v rigid board – lighting, so anti-glare laminates.”
Andy agrees the conversation should start with applications and outcomes, not purely hardware. “Understanding what the customer wants to produce, how often, and for whom will naturally guide technology choices,” he says. “After this, consideration of ongoing costs, required space not just to print the work but to finish it, workflow integration and future scalability are key discussion points that need to be addressed prior to purchase.”
If resellers apply this advice, it can help them to make a success of a print market that is growing and set to continue to, as more businesses look at creative printed items to help drive footfall.
