Page 63 - Plastics News September 2023

TECHNOLOGY

How Production Printers Are Enabling Marketers to Respond to Today’s
Market Defining Pressures

This places greater pressure onmar- its Comet Circle model for reusing
keters, print buyers, and brands to parts and recycling materials lessens
deliver improved affordability or to environmental impact and promotes
communicate why their offering is a multi-tiered recycling system.. All
valuable. It is also why they should these benefits can be passed on to
choose the most appropriate message marketers, print buyers, and brands.
and avoid a spray and pray approach. These are just a few of the initiatives
This is where highly crafted, person- that have resulted in Ricoh being
alised but affordable campaigns, pro- rated as one of the Global 100 Most
duced on the just-announced Ricoh Sustainable Corporations in the world
Pro™ 9500, the latest evolution in for the eleventh time and selected as
colour sheetfed digital printing tech- a member of the Sustainability Year-
Escalating costs, greater development nology, can be developed to detail rel-
of sustainable practices, and enhanc- evant USPs. book 2023 by S&P Global.
ing customer engagement are among 3 Personalisation
the market pressures shaping strategy 2 Sustainability Customers have growing expecta-
for today’s marketers, print buyers, According to Deloitte’s Global Mar- tions around personalisation with an
and brands. keting Trends 2023 brands reported Insider Intelligence survey reporting
These pressures are defining their re- their top three priorities for sustain- 73% of shoppers imagine brands will
lationship with the communications ability efforts were improving sustain- understand their unique needs. 56%
channels that can be used and the ability of internal marketing practices, expect offers to always be personal-
technologies that can be adopted in promoting more sustainable product ised.
these ways: and service offerings, and establishing This is where personalised print pro-
long term sustainability commitments.
1 Escalating costs Digital production printers have been duced on systems such as the brand
The European Parliament reported developed to produce tailored cam- new Ricoh Pro C9500 can play a key
that the rising cost of living is the most paigns on demand, ensuring the most role. Beyond using the recipient’s
pressing worry for 93% of Europe- efficient use of resources. They have name and address marketers can de-
ans. Almost half of the EU population also been designed to be more sus- velop tailored communications and
(46%) say that their standard of living tainable in terms of their manufac- content that respond to specific trig-
had been reduced due to the conse- ture by reducing energy consumption gers or actions. These can be based
quences of the COVID-19 pandemic, while maximising production uptime on previous information shared such
Russia’s invasion of Ukraine and the and efficiency. Ricoh’s software, some as key dates, interests or buying habits
cost of living crisis. A further 39% ex- of which is cloud-based, aids efficien- .Deloitte’s research also highlighted
pect to see their standard of living fall cy, productivity and trims waste, par- interest in the implementation of sys-
in during 2023. ticularly with substrates. tems or algorithms to enhance cus-
Great Britain’s Office for National Ricoh also identifies practical solutions tomer personalisation. Output from
Statistics reported that 71% of British to help print businesses drive down Ricoh’s class leading production print-
adults were cutting back on non-es- costs, transform operations and sup- ers is supported by software solutions
sentials, 54% were shopping around port growth with its Lean Print Ser- such as /data.mill Data Cleansing So-
more and 52% were spending less vices while its Carbon Balanced Print- lution that automatically interrogates
on food shopping and essentials. Eu- ing Programme enables operations and corrects data inaccuracies quickly
ropeans are also cutting back on sub- to analyse, optimise and neutralise and simply, aiding a smooth and effec-
scriptions such as those for streaming their carbon emissions. Ricoh oper- tive process and the easy to use Fu-
services, fitness apps or other non- ates a zero waste to landfill strategy sionPro VDP Solutions suite of tools
essential things. at its manufacturing facility too, and for simple design and production of
personalised communications.

PLASTICS NEWS 6363
September 2023 PLASTICS NEWS