Data Direct is an established name in the print channel but has just made the move into the wide format sector. Caroline Savage and Peter Cowan from Data Direct explain the rationale behind the move, and what customers can expect from the company in the sector.
For resellers and distributors alike in the print channel, recent years have shown that those that move with the times and evolve their product offering are the ones that will thrive. Data Direct has been doing that for three decades, and its latest evolution has seen the company move into the wide format market for the first time.
The wide format market is growing in the UK, but that was just one of the reasons for making the move, as Peter Cowan, group chief operating officer at Data Direct, explains. “Our decision to move into wide format was multi-pronged,” he says. “We were looking to expand opportunities for our dealers – we are constantly looking for ways for our dealers to expand their offering to their clients.
“Within a short timeframe, we were offered a distribution opportunity for Rowe, a European manufacturer of high-quality scanners, folders and printers, at the same time as being advised that a person with 15 years’ experience in the wide format market was available. Sometimes, timing is on your side, and we managed to match up the two opportunities!”
That person was Caroline Savage, who the company brought in to drive the wide format project. “My remit is to build that wide format portfolio and drive it forward with existing customers, but also new resellers,” she says. “It’s about building that product portfolio so that existing customers can step into wide format, as well as bringing new resellers to Data Direct, where we can offer them the wide format products, but also open opportunities for them within our existing product range.”
Caroline’s role will also involve upskilling Data Direct’s existing sales team, ensuring they gain a comprehensive understanding of wide format printing technologies, applications and market nuances to effectively serve both current and new customers. Caroline’s 15 years’ experience of working within distribution and wide format covers everything from inks, medias, printers, RIPs and print finishing equipment; the full wide format solution. “Over the years I’ve dealt with the key vendors working within the UK and Europe,” she says.
Big opportunity
Peter adds that securing a distribution agreement with Rowe to sell its range of scanners, folders and cutters, and getting Caroline on board has made the move into wide format easier. “The challenge now is to produce a full package of materials so that our dealers can maximise the opportunity with their existing customer base,” he says.
“We see this as a massive opportunity and are already close to securing more distribution agreements to broaden our range. We have already secured business with existing wide format dealers and are now progressing new opportunities with dealers that are fresh to this sector of the market.”
Caroline adds that the aim is for Data Direct to offer a comprehensive product portfolio that meets the needs of the wide format market. “That will be a range of media, hardware and inks,” she says. “Scanners, folders, and cutters form part of the hardware portfolio that we’re looking to build.”
Multitude of Opportunities
It is felt within Data Direct that wide format offers a multitude of opportunities in a wide range of sectors. “Sectors such archival, education and construction need scanners, folders and cutters,” says Caroline. “Also in print production, you need to be able to fold your prints quickly, effectively and efficiently. From the cutter side that opens the door into many areas such as poster printing, photographic printing and the like. These sectors all fit within wide format, but they fit in for resellers that have their own sector specialisms too.”
Widening the portfolio of products offered – especially into a growing market – also gives resellers an element of futureproofing. “Over the years, wide format has gone into new areas,” says Caroline. “You’ve still got your traditional posters, banners, signage, but it doesn’t stop there. Now signs are being increasingly printed on a wide range of materials, overlapping the textile industry for applications like soft signage, apparel and home décor and custom wallpapers for both residential and commercial environments It’s always evolving into new areas and adapting, and the products themselves improve over time too. For instance, there’s currently a focus on recycled products and non-PVC products coming from an increased environmental awareness demand from consumers and businesses alike. Wide format printing truly has the potential to grow and develop in line with societal changes and demands.”
Caroline says that Data Direct will target resellers across the board with its wide format products. “For wide format resellers, it’s about building that relationship and understanding what it is that they need, what the end user wants, where is the market going and having those products available as well as the support,” she says.
“On the other side, we want to work with standard format resellers and open their eyes to the opportunities in wide format, which some resellers probably have either never stepped into because it’s the unknown, or they’ve had an opportunity thrown at them but wouldn’t know how to handle it because, again, they’re not familiar with that market or those products. This is where Data Direct intend to build that gap and bridge everything together.”
One Stop
Offering products in wide and standard format printing is also something the market wants, Caroline adds. “Resellers are crying out for that value-added distributor and that’s what I’m hoping to bring with Data Direct – a one-stop full solution package,” she says.
“With resellers, often they want one distributor to give them what they want, whether it’s wide format or regular standard format. It’s about helping those resellers. For Data Direct’s existing customer base, this is a whole new avenue for these resellers to get into. It’s all about assisting those customers to take the opportunity to step into the wide format market.
“The print industry does have many crossovers, so you will have a reseller that is predominantly in small format or photocopy or managed print. But every now and again, an opportunity will come where a customer says, ‘Can you get me some wider material or folding or cutting equipment?’ whereas before, that Data Direct customer has had to go elsewhere to get those products, the plan will be they will be able to get those from us. It’s about seeking opportunities and helping our customers to grow.
“On the flip side, it’s also going out to the current large format resellers and making them aware of opportunities within the small format, photocopying or managed services spaces. It’s filling that gap where they crossover, that’s where we want to be.
“From the feedback I’m getting from resellers, they want a distributor that’s going to listen to them, learn from them, and grow and develop with them. It’s about what the resellers want and then providing that for them.”
Having stock in the UK ready to go is also important for resellers. “I’ve visited many resellers in the wide format sector recently and the feedback I’ve got is they expect distributers to have stock readily available in the UK for next day delivery – and that’s what we offer with all our products,” says Caroline. “But it’s also about having that full solution, i.e. the inks, the media, the hardware, the servicing, which we also have.”
Future
While the Rowe products have only recently been added to the Data Direct portfolio, the response has been positive from customers so far, according to Caroline.
“We’ve got stock available to ship and we’ve already sold some of that – it’s come in and gone out straight away,” she says. “From a price point, we’ve been told that it’s very competitive.
“Resellers are very interested and want to know more about Data Direct. Some of these aren’t familiar with Data Direct because they’ve worked in a different market, which shows how this move will bring opportunities for growth across the board.”
Following the positive launch, Data Direct plan to add further products to its wide format portfolio over the coming months and is in talks with several vendors to that end from across the wide format spectrum.
“I’m keen to hear from resellers as to opportunities that they’ve got,” says Caroline. “Have they got an area that they’re struggling to get hold of stock? That’s something that I’d welcome any reseller to contact me on, and we can explore those ideas.”
