In an increasingly online world, one might think that there was no longer a significant role for print. This is not the case in the online shopping sector which is driving growth and new developments in one specific area of print – the integrated label. Digital marketers have realised that the humble label can be seamlessly combined with other information to become an important part of the marketing mix, while keeping costs down and improving efficiency.
The first step in the changing role of the label is data integration. Online deliveries come in all shapes and sizes, but what they all have in common is a piece of paper – an invoice and delivery note, with details of the order and the supplier’s contact details. The logical step is to incorporate the customer address label, the return label, or both into this piece of paper, creating an integrated document. Combining the information has two benefits: better integrity of data and less work for the retailer, thus reducing costs. It is also much easier for the customer, who no longer needs to write out a return label or print one themselves should they need to return a product. This, in turn, may tempt them to order more, and potentially increase their spend.
The document has now evolved from a simple piece of A5 or A4 paper which can be printed on a laser printer to a business document. The information included is being increased all the time, with the addition of, for example, bar codes. Importantly, this process does not add significantly to unit costs, and retailers appear to have accepted that it is more than offset by the increase in efficiency in using an integrated label. Some retailers have developed a branded A4 sheet which includes multiple removable return labels for the many different return options.
The next step is to make the document into a marketing tool. The package we receive when we shop online is the only contact point we have with the retailer after our initial visit to their website. As such, it presents an opportunity to promote a company's brand and ultimately to drive further purchases. Retailers such as ASOS, for example, have added product photos from their catalogue, tempting the purchaser to look at additional items. Others are including special offers and other information to encourage a return visit to their online store.
For large retailers, this type of printing is typically outsourced to a third party. At Integrity Print we have seen an annual 10% growth in demand over the last five years, which we initially addressed using equipment previously used to print other documents with integrated labels such as charity mailshots, hospital forms and parking permits. We have subsequently invested in specialist finishing lines, and now have eight lines running 24 hours a day, making integrated labels our single biggest product line and demonstrating the rapidly growing demand for this type of product.
However, integrated labels are also easily accessible by smaller online retailers, such as the growing number of entrepreneurs and individuals selling on sites such as eBay. They do not have the volume to print bespoke forms. Instead, they are buying generic integrated forms from specialist print brokers and stationery retailers, leading to a huge growth in demand for a variety of plain label stock lines. They can then add branding and marketing offers when printing in-house.
As public demand for online shopping shows no sign of diminishing, we are now seeing leading retailers look to take the integrated label model into Europe. We can also expect to see digital marketers to develop the concept further and find new and innovative ways to use integrated labels to increase sales and drive business growth.
By Sean Davies, commercial director at Integrity Print
Want to keep up with the latest ideas in digital marketing? Free conference and exhibition Integrated Live is the place to be.
PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.
comments powered by Disqus