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Understanding the Hidden ROI of Digital Label Printing
Russell Weller, head of product, digital colour, Domino Printing Sciences
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any converters believe that digital printing technology is expensive. This misconception is often
based on the higher initial investment for the technology and a belief that digital printing consumables are too expensive when compared with flexo or other analogue technologies.
However, converters assessing the business case for their investment in digital printing on these metrics alone are missing a trick. While consumable cost is an important consideration, there are hidden costs associated with traditional methods and value-added opportunities to be gained from digital printing, which add up to a more accurate assessment of the total cost of ownership.
Therefore, converters must consider their potential investment holistically, assessing market dynamics and evolving customer needs, potential new revenue opportunities, and operational considerations, as Russell Weller, head of product, digital colour, Domino Printing Sciences, outlines.
EVOLVING BRAND CUSTOMER NEEDS According to FINAT, the main driver of brands’ requests for digital printing is shorter print runs, which are driven by waste reduction and sustainability objectives as well as growth in the number, variability and personalisation of SKUs. Indeed, conversations with brand owners indicate that, historically, more than 30 percent of labels printed are discarded because of legislative or ingredient changes, causing label design obsolescence and
necessitating the creation of new print runs with up-to-date information. Digital printing’s ability to better accommodate short print runs and fast turnaround times effectively eliminates the need for brand customers to rely on large label orders that risk obsolescence to meet demand; this is also known as ‘just-in-time’ label printing. With just-in-time production, brands request only what they need to fulfil demand and can quickly and easily respond to evolving label requirements. Converters can use their digital printing assets to respond to increasing demand for shorter runs at short notice, securing new business and retaining existing customers with the flexibility of delivering stock as and when needed. Digital presses can also add value by meeting brands’ variable data printing
April 2025
www.convertermag.com
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