This article first appeared in Print in the Channel magazine issue #37.
Demand for consumables is increasing, but dealers don’t always want to be tied into having to hold large amounts of stock, which is why non-contract consumables are becoming a popular option.
Demand for consumables is rising, but dealers often want transparent pricing and contracts that mean they don’t have to hold excess stock – and this is where non-contract consumables come in. Here, Stuart Ogden, technical business manager at Data Direct, explains the benefits of non-contract consumables for customers.
Print in the Channel: What is demand like for printer consumables currently?
Stuart Ogden: Over the past 36 months, we’ve delivered consistent month-on-month growth, driving a 20% increase in units supplied to the copier and printer channel. While overall print volumes dipped post-COVID, confidence in, and reliance on, printed documentation continues to strengthen, underpinning sustained growth in document output.
Q: What are the current trends in print consumables?
SO: The copier market has historically been built around high-spec, centralised A3 multifunction devices – high upfront hardware costs offset by low running costs. This model helped defend the traditional copier channel against growing competition from printer manufacturers. However, the landscape has shifted. Print has become increasingly decentralised, with A4 devices now firmly in focus across the industry. This shift has accelerated demand for A4 devices and single-unit print cartridges, moving the market away from traditional A3 reliance and multi component consumable use.
Q: Data Direct offers non-contract consumables – what are the advantages of this?
SO: The advantages are clear. By partnering with Data Direct, dealers retain full control over what they buy and when, without the need to hold excess stock simply to satisfy supplier-driven commitments.
As a dealer-only distributor, Data Direct is fully aligned with the channel. We never sell directly to the dealer’s customers, ensuring their relationships – and their revenue – remain fully protected.
Many manufacturers operate tiered consumables pricing based on hardware spend and performance rankings, leaving some dealers questioning whether their fleets are truly running at optimal cost. With Data Direct, pricing is fully transparent, free from complex conditions, targets or pre-defined criteria. Just as importantly, we take a principled approach to data. We will never use monitoring software to track end users with the intent of bypassing the dealer. There is no hidden agenda – no risk of disintermediation – just a trusted partnership built on transparency, integrity and long-term channel support.
Q: How popular is this option?
SO: This is proving to be a popular and straightforward decision for dealers, driven not just by commercial advantage, but by complete trust in the model. With ultra-competitive CPCs now being offered by some hardware suppliers, dealers can stay highly competitive through the Data Direct Total Fulfilment Partner Programme without pressure or dependency on hardware spend or other areas of their business.
We provide the best possible pricing on its own merit, with no cross-conditions or hidden expectations. We can take on the cost and responsibility of holding stock, managing warehousing and delivering against next-day commitments – removing operational burden and freeing dealers to focus on growth. The value extends far beyond the cost of a toner cartridge. By eliminating overheads, removing risk and improving efficiency, the overall saving is significantly greater.
Q: Which customers benefit most from non-contract consumables?
SO: All customers benefit from a flexible, non-contract partnership with Data Direct. In today’s environment, controlling operational costs is critical – and being tied into rigid contracts, fixed price books, or stock commitments for products that aren’t immediately needed can put unnecessary pressure on a business.
By removing these constraints, dealers retain greater control over their operations. With fewer external cost pressures influencing day-to-day decision-making, businesses can operate more efficiently, respond faster to market demands, and ultimately improve profitability.
Q: How big of a concern are costs in decisions to opt for non-contract consumables?
SO: As highlighted earlier, today’s dealer no longer relies on the high hardware margins seen in the past. Profitability from copier and printer sales – particularly within lease agreements – is now driven far more by print costs and CPC income.
With CPCs under sustained downward pressure in recent years, margins are increasingly built through cost control and operational efficiency, rather than hardware profit or high-value service contracts. Dealers that minimise running costs and optimise fleet performance are best positioned to protect and grow their profitability in this evolving market.
Q: Do you foresee the market for non-contract consumables continuing to increase?
SO: Absolutely. The shift towards a non-contractual fulfilment model like the one offered by Data Direct is gaining significant traction across the UK dealer market. By managing consumables, stock holding and end user delivery, we provide a true end-to-end solution without the constraints typically associated with OEM supply models.
This is not a traditional supply arrangement built on conditions and commitments; it’s a genuine fulfilment partnership designed to give dealers greater flexibility, control and confidence in how they operate.
