Just another brick in the wall? We think not…and here’s why!
In the spirit of The Summer of Love, a theme we introduced last month, we’re sharing the love with a new two-part Proprint Trend Report, starting this month and into August. From industry insights to creative campaigns that get our mojo going – read on to get our take on trends we’re seeing within our industry.
There’s never been a more crucial time for IRL (in real life) connection than now. With digital disruption, transformation happening all around us, and the Pandemic accelerating these shifts, there’s no disputing that the way in which we interact with each other and with our physical environments is being redefined.
We’ve been watching this friction rapidly unfold and are doubling down on what we think is the biggest signal in the noise; the desire to connect, interact, engage, and nostalgically or not… hangout at the mall. What was once a social gathering place for many, has become a new found place of meeting, and connecting with others again.
This paradigm shift, getting back in touch with our human-side, opens the door for a new brick-and-mortar experience. One that seamlessly blends the efficiency and convenience of online shopping, with the tactical, sensory, experiential, and value-connection consumers are craving and seeking when interacting with brands. At the intersection of this new dialogue between you and your customer lies opportunity for print innovation and activation.
1. A Hybrid Approach to… Everything: We’re seeing a fluid approach play out in the way we work, live, and shop – our new societal and cultural mindset is grounded in flexibility and choice.
Our take: leverage the resilience of in-store retail, and elevate your promotional strategy with bold displays to meet the desire to take-in and interact with your brand.
2. Omni-Channel/Omni-Present Strategies: Your savvy customer lives everywhere and wants to relate to your brand on multiple levels. The customer journey is a living, breathing ecosystem that moves to the beat of authentic connection.
What we have to say about this: Nurture consumer preferences by listening to and opening the dialog. Communicate your brand promise at every stage of the buyer journey, with both digital and in-store activations that reiterate brand-customer value connection.
3. Phygital Shopping: The combination of physical and digital experiences and buy-online-pick-up-in-store (BOPIS) continues to be a winning strategy for retailers transitioning back to brick-and-mortar.
Something to consider: A challenge to replicate online, in-location is an opportunity to breathe life into the retail experience with unique and personal touches. Rejuvenate your in-location experience with captivating in-store point-of-purchase incentives to help customers purchase, return, and product test – easier, faster, safer, and with joy!
4. Shoptainment: Shopping + entertainment – a mix of two experiences in one and amid an inflationary market, brings new meaning into customer value-delivery. This multifaceted strategy redefines why we shop, tapping into the desire of wanting to feel something more, beyond the purchase.
So What?: Shoptainment allows you to engage deeper with customers and increase dwell time. Imagine the possibilities of a multi-branded destination; where customers are surprised and delighted, and connected to a like-minded community of promoters and influencers of your brand.
5. Sustainability of Print vs. Digital Marketing: Conscious thinking around the sustainability of retail marketing. Research is suggesting that print media is coming out on top when it comes to sustainability – contrary to “think before you print” messages we’ve embraced. Data is revealing that digital media / online shopping has a larger energy-grid consumption vs. a one-time carbon footprint of print. There’s also the consideration of e-waste; print material can be recycled, is renewable, and is less toxic than digital waste.
Going forward: More research is needed to support this trend, but we’re following closely as we, along with our clients, encourage cleaner and sustainable practices in our industry!
Biggest Take Away? All in all, it’s not just another brick in the wall. We look at trends as a prism through which new opportunity emerges, revealing a spectrum of colour and inspiration.
Are you in the market, and looking for a strategic partner for your new brick-and-mortar campaign? We’d love to talk. Get in touch at: info@proprintservices.com
We all remember our first love 💘. For us, it’s all things print and we’re taking this stance – print isn’t dead, it’s having a renaissance moment, being re-discovered and re-imagined alongside digital techniques and technology!
Putting ink on paper isn’t just at the heart of what we do best, it’s the foundation from which we advance our approach – a launch pad for us to go beyond printing and evolve with the industry, our clients, and evolve most importantly: in mindset.
We’re seriously happy to be print experts (and innovators) in this dynamic time 🤓. Stay tuned on our social channels this summer for more love nods to print and part two of our trend report!
