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DIGITAL Point of Purchase
Innovate to thrive similar designs and its smooth graphic quality. By providing the right quality at the
There are a number of companies taking retraction mechanism is designed to perform right price companies will be set to go from
advantage of these trends in the POP market, repeatedly. strength to strength as marketing budgets
one of them being Dublin based 3 Rock Signs, “Think ahead before you choose which roll- finally return.
which has invested in new technology to up to stock and you’ll conclude that you can’t
position itself at the forefront of the sign and afford to buy goods on price alone. Our central llll
display market in Ireland. philosophy is to provide all the products llll
The company purchased its first HP printer resellers need, using a single point of contact llll
three years ago, with its current setup and with swift delivery directly from stock.”
including an an HP Scitex XL1500 printer, an
HP Designjet 9000 printer and an HP And finally
Designjet 5500 printer and HP Scitex FB6700 It doesn’t take a genius to work out that when
printer, the latter purchased recently, to extend the market is at an all time low, the main factor
the company’s digital capacity. on which you can differentiate your offering is
Managing director, John O’ Reilly says: “We
decided to purchase a flat bed printer so we
could be one of the few sign and display
printers in Ireland that has a digital point of
service for POP and POS applications. Our new
printer has been a success with customers and
has been used to produce a range of eye-
catching, freestanding POP display items for a
major telecommunications company, which
appeared in stores across the UK and Ireland.”
Using a combination of HP’s digital printing
technologies allows 3 Rock Signs to print on a
range of media and to be flexible when meeting
its customers’ needs, which is without doubt
the key to staying on top during a recession.
With the HP Scitex FB6700 able to handle the
rigid substrates required for POP and POS
items, 3 Rock Signs is positioned to take
advantage of the upturn in the market.
Roll-up, roll-up
Another option in the POP market is the pop-
up or roll-up display, which is gaining in
popularity because of its versatility and ability
to be used in a number of locations for
maximum effect. Despite the recession
however, there is still a valid argument for
buying well. The old saying ‘you get what you
pay for’ has never been more true.
National accounts manager for Eurostand
Display, Sam Mooney, explains that although
many buyers use cost–benefit analysis to
make their purchasing decisions, some still
don't. He said: “It depends on whether you
accept the risks inherent in buying cheap
goods, or whether you recognise the peace of
mind that comes with spending a little more,
such as improved performance and
Mooney advocates a considered approach to
buying roll-ups: “If you sell a lot of units to
third parties, it’s worth considering how many
will find their way back to you. What is the real
price of roll-up systems returned by
disgruntled customers? Reduced profitability?
Lost clients? Irreparably damaged
Eurostand Display boasts a failure rate
lower than 0.1 per cent for its STart
system, but this is not the only Roll-up displays, such as Eurostand
differentiating feature. STart is engineered Display’s STart system, are gaining in
from a heavier gauge aluminium compared to popularity due to their versatility
Visit us at December 2009 l SCREEN PROCESS AND DIGITAL IMAGING 17
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