Keypoint Intelligence A
s packaging demands evolve and brand expectations shift, converters are at the centre of a changing landscape. From increasing SKUs to shorter production cycles and growing sustainability goals, the pressure is mounting. In this context, digital transformation offers new opportunities for converters to become more agile, efficient and responsive — without abandoning the strengths of traditional methods.
A CHANGING MARKET LANDSCAPE Brand owners and retailers are seeking more flexibility than ever. Shorter run lengths, customised packaging and faster time to market are becoming the norm. At the same time, cost pressures, sustainability goals and labor shortages challenge conventional print operations.
Traditional analog printing continues to offer reliability and consistency for high- volume runs. However, its limitations in speed, changeover time, and responsiveness have led many converters to explore digital solutions as part of a broader production strategy.
WHAT DIGITAL PRINTING BRINGS TO THE TABLE
Digital print technologies are reshaping how converters think about efficiency and responsiveness. While not a one-size-fits- all solution, digital printing offers a range of benefits that can support growth and diversification. KEY BENEFITS INCLUDE: • Short-run optimisation: Streamline jobs that previously resulted in waste or downtime.
• Faster turnaround: Reduce lead times from weeks to days, helping meet tight deadlines
• Versioning and personalisation: Produce targeted or regional variations with ease
• Sustainable production: Minimise material waste and overproduction
These advantages can improve service for existing clients while opening the door to new business opportunities, particularly in niche markets or time-sensitive applications. Despite the growing interest in digital printing, adoption within labels and packaging still represents less than one per cent of the total volume produced today. That figure underscores just how early we are in this transformation—and how much opportunity remains for converters to differentiate themselves. By moving strategically and investing in the right-fit technologies and processes, converters can become early leaders in a space that’s poised for significant growth. The competitive advantage lies not just in following the trend, but in shaping it.
MOVING BEYOND THE MACHINE: A BROADER TRANSFORMATION Digital transformation is not just about acquiring a digital press. It involves a shift in processes, technology integration and team development.
KEY AREAS CONVERTERS OFTEN EVALUATE INCLUDE: 1. Workflow integration
Digital jobs require efficient prepress, color management and finishing.
Converters benefit from rethinking their entire workflow, not just the print step. 2. Workforce development Staff must be trained to handle new technologies, from file preparation to press operation.
This often creates opportunities to engage a younger, tech-savvy workforce. 3. Hybrid production strategies Many successful converters combine analog and digital to balance volume with flexibility.
www.convertermag.com
July/August 2025
53
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