HP Brand Dinner on Digital Printing
It is basically an equally lived reality and trend: digitalisation. By 2020, it is expected that there will be 30 billion digital devices, 40 trillion gigabytes of data and around ten million apps. This leads to processes of change in all areas of life - right down to packaging and the way it is printed. And expectations are high. Quite a few companies see digital printing as the key to more customer engagement and innovation: Mass customisation, special editions and variable data are some of the keywords that make the hearts of companies beat faster, not least in their marketing departments. Especially in the FMCG sector, campaigns and limited editions are the new success strategy for brand manufacturers.
Best Practice: The digital complete solution
The third success story of the evening was presented by the user himself: Detlef Behrens, managing partner of the Pfäffle Group, reported on his experiences with digital printing solutions and how new business models can be derived from them. The company develops, prints, finishes and assembles packaging solutions for virtually every industry, from office supplies to pharmaceutical products. Behrens sums up digital printing and its opportunities as follows: "1 = 80 million". And by this he means the vision that in future the Pfäffle world will be able to create packaging individually tailored to every inhabitant of the Federal Republic of Germany.
To achieve this, it is of course not enough to obtain a digital printing solution such as the HP Indigo 30000, although this also plays a decisive role. Using Lindt as a case study, Behrens showed how such a project is successfully handled: After the order has been placed, the first step is taken by Pfäffle IT. Here, front- and backend for the input mask are created, which customers can use to design their desired individualisation. In the case of the Lindt brand Hello, this included both a text input for the name and greeting formula as well as the upload of an image. Once the data had been successfully processed, the print job was sent to the installed HP Indigo 30000, which customised the carton packaging accordingly. Once this was done, Pfäffle's co-packaging service took over, packaging the chocolate bars previously sent by Lindt and then shipping them to the consumers.
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