Page 23 - PWM2023_November EBook

SHADI BAKHOUR OPINION

Why PSPs must embrace the

thriving print décor market

I n recent years, the interior décor print industry has witnessed a
boom, and there are no indications of this momentum waning.
On the contrary, the market continues to thrive. This trend pre-
sents an array of growth prospects for print service providers
(PSPs) across various niches of interior décor, writes Shadi Bakhour,
B2B Business Unit Director, Canon Middle East.
Whether it’s wallcoverings or exquisite fine art prints, both in resi-
dential and commercial settings, PSPs are tapping into a wealth of
opportunities. In validation of this trend, the 2022 ‘Application and
Utilization Survey’ by Big Picture Magazine and Keypoint Intelligence
revealed that interior décor and wall coverings stand prominently
among the five most profitable applications for PSPs.
Elevating the customer experience
As consumer habits continue to evolve and the surge in e-com-
merce’s popularity reshapes the retail landscape, a critical need arises
for global retailers to craft seamless online and in-store shopping expe-
riences. Simultaneously, enhancing the visual allure of retail spaces
and fostering immersive encounters for customers has become para-
mount. This encompasses areas such as wayfinding, point of sale homes to become more multifunctional with printed décor solutions
(POS) displays, floor designs, and display graphics. which help to separate living and working spaces at a relatively low cost.
Retail decor itself is undergoing a transformation, with brands seek- One important socio-economic factor driving this trend, is the escalat-
ing innovative means to draw customers back into physical stores. ing cost of natural materials, which is causing traditional renovation pro-
Vibrant signage and banners designed to support seasonal celebrations jects such as home extensions or commercial refits, to become costly and
and events have emerged as effective tools in this space. Likewise, the time consuming. With this in mind, the cost effectiveness of printed décor
prominence of pop-up shops and markets in recent years has opened
new avenues for PSPs. They play a pivotal role in supporting these ven- makes it an attractive solution for revitalising interior spaces.
tures by offering turnkey print-based solutions, empowering small Consult and inspire
businesses to cultivate the perfect ambiance and engage in guerrilla
marketing to elevate their brand presence. Digital print on demand is the ideal response to these evolving needs as
The influence of printed decor extends well beyond retail, permeat- it provides the means to produce short runs, customise products and
ing into the realms of hospitality and the workplace. Within the hospi- reproduce a rich colour gamut. The ability to print on a wide range of
tality sector, printed decor is a vital tool for branding, creating distinct materials delivers the practical performance qualities and durability
atmospheres, and optimizing the guest experience. In workplace set- required for use in various settings. Décor offers a great opportunity and
tings, digitally printed decor elements are being increasingly leveraged commercial scope for PSPs in both consumer and business-to-business
to construct more inviting environments for employees, forming part markets, but there are a few factors to bear in mind. Firstly, it’s a fast-
of a multifaceted strategy aimed at enticing staff back into the office. moving market. Constantly changing design and fashion trends, mean

Personalising spaces for hybrid living that décor service providers must be agile, responsive and adaptable to
stay competitive.
Recent data has also shown an increase in people becoming more Secondly, a consultative mindset is critical. PSPs need to be ready to
‘home conscious’ and seeking out individualised and customised décor proactively approach prospective customers with creative solutions,
to help them update and revamp the spaces in which they live. This
trend has been driven by factors such as increased flexible working, showing them the multitude of options available. It’s a question of inspir-
and the rising cost of out of home entertainment – all of which have ing them with achievable ideas as to how they can refresh their spaces -
encouraged people to spend more time at home. Print also plays an and explaining the practical and cost advantages of print-on-demand
important role in helping people refresh their living spaces - enabling compared with traditional decorating and renovation methods.
on-demand bespoke applications such as personalised art prints, wall- It’s a great time for print businesses to dive into this expanding market
papers and canvases with unique colours and designs. It can even help and show customers just how effective print can be.

www.printweekmena.com November 2023 PrintWeek MENA 21