Empowering Converters in the New Label Paradigm
Brands are increasingly tailoring their products to meet the requirements of informed and demanding consumers. This increased focus on the consumer means the packaging and labeling must play a key role in supporting customer relationships, product communications and sales.
As a result, brands are producing more SKUs than ever before. Moreover, there is increased production of seasonal and customized products that support an event or target a specific consumer with relevant messages and images. And as marketers get real-time market data on their products, they want to use that data to adjust their products — and the labels and the packaging that hold those products — in real time.
“More and more, label converters are learning that digital printing technology helps to keep pace with today’s labeling demands,” Russell Boa, senior vice president at Memjet. “Digital printing technology enables printers to respond to last-minute changes and produce small print runs with the quality that brands demand. Digital printing also produces operational benefits, eliminating time consuming set-up and costly waste involved in other forms of label printing.”
Digital Technology — Ready for Today and the Demands of Tomorrow
At the European Label Forum, Memjet and AstroNova will be discussing digital label printing products that supplement label converters’ existing flexo equipment and provide them with the digital printing resources they need to capture the new label production opportunities.
The companies will focus on AstroNova’s TrojanLabel label mini-presses and specialty printing systems. The small footprint, ease of use and affordability of these digital inkjet solutions mean that print-for-pay labeling providers can quickly respond to market trends and customer demands by digitally producing their own customized, color labels.
Moreover, the capabilities of these solutions let users go beyond labels and produce customized packaging that also supports marketing initiatives. Produced with the same level of customization and quality as the label printers, these package printers produce a personalized, sustainable package that meets the demands of both suppliers and consumers.
“Digital printing technology of today has the speed, quality and affordability needed to meet client demands and provide significant operational and resource-saving benefits,” concludes Boa. “The time is now for label converters to add digital printing to their list of capabilities.”