45 Issue 250 - December 2023 / January 2024 email: news@signlink.co.uk Another big consideration for businesses and customers are the current constraints regarding costs and competitiveness. Ramsey says this has led customers to seek “signage and materials that deliver a more significant return on investment and make their budgets work harder.” Claire White, specification consultant at material supplier Antalis, echoes Ramsey’s thoughts about new sustainable requirements and customer expectations: “Customers are looking for a range of materials that meet the brief and are easy for them to segregate at end-of-life for ease of collection for recycling, or that can be reused or repurposed. “Be knowledgeable about the material and its suitability for the application, and about the end-of-life possibilities and processes. Customers require your advice and support.” Meeting the Brief The need for environmentally friendly products has now become standard across the print and signage industry, with materials, recyclability, and carbon footprint all becoming considerations of the majority of business purchases. The need to be more sustainable also helps with rising costs and tighter budgets as products can be used multiple times and withstand changing environments and trends. Manufacturer of advertising signs and display products, Signwaves, has also seen increasing demand for longevity and recyclability from customers. This is due to the rising popularity of sectors like hospitality leading to the popularity of products such as cafe barriers and parasols. Poppy George, marketing manager at the company, says: “More than ever, customers now require high-quality long-lasting signage which they don’t need to regularly replace – saving both their wallet and their carbon footprint. Customers are also utilising our print services and plain-label shipping service to save themselves forward shipping costs and logistics.” Regarding Signwave’s production of POS, George adds: “We know and understand the importance of capturing the attention of passers-by and our products are designed to do exactly that. “We also appreciate the importance of indoor signage, encouraging customers to increase their basket spend with special offers and promotions – all displayed beautifully throughout the store.” As with any signage project, communication with customers is crucial to ensuring expectations are met and specifications are received and sent. In order to secure POS work it means liaising with big brands, small businesses, and crucial contacts for securing more work that can be used in your portfolio. George advises: “Listen to your customers’ needs! Customers want a supplier who is reliable and provides not only high-quality products, but great customer service and after-sales support too. It is key to understand exactly what the customer is looking for. “Is it a permanent printed display or a poster display? Where will the signage be placed? Is the location susceptible to any extreme weather or is it a particularly windy location? Fully understanding the customer’s requirements will ensure they are happy with the final product and ► Kolorcraft works with a variety of different brands and stores including Wickes for which it created this printed house display Kolorcraft was founded by Keith Mortimer as a POS and screen print business 1979 POINT OF SALE Customers want a supplier who is reliable and provides not only high-quality products, but great customer service and after-sales support too
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