Product Choice
Sussex Beds expands marketing reach with new HP Latex 800W
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ounded in 1981, Sussex Beds has grown from one store to a network of 15 branches across Sussex, Kent and Surrey. The company stocks a range of quality mattresses and beds in a welcoming and relaxed shopping environment.
Having experienced the many benefits of producing printed materials in house, rather than having to outsource work, Sussex Beds recently opted to take the next step and push the boundaries of its printing capabilities further. This ultimately led to its investment in an HP Latex 800W printer in March 2023 from approved HP dealer Perfect Colours. With the new HP Latex 800W in place, Nick Butcher, Visual Merchandising Manager at Sussex Beds, said it has opened all manner of new opportunities for the company in terms of the type of work it can produce, highlighting the machine’s white ink capabilities. “The great thing with the HP Latex 800W is the white printing aspect,” Nick Butcher said. “We can print on limited substrates with the Z machines but nowhere near as many as with the Latex. It means that in the future we may be able to move away from traditional posters and into something more interesting, such as adding backlit effects to printed pieces.
“Then there is the opportunity for us to look at applications like floor coverings, which is something we haven’t been able to fully utilise before. In addition, we can add graphics to our vehicles and use them as mobile advertising while out on the road.
“The HP Latex 800W opens those possibilities; it allows us to go over and above the usual window and wall applications. We have lots of other areas that we can now investigate.”
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Being able to print such a range of applications in house, and often at short notice, helps set Sussex Beds apart in what is a very busy market. Steve Pickering, Chief Executive of Sussex Beds, said since
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The HP Latex 800W opens up many print applications and enables Sussex Beds to to go above and beyond its traditional window and wall graphics
adopting in-house print a few years ago, the company’s average order value has increased three-fold – something he largely puts down to its enhanced printing capabilities.
“Being able to print and back up our own brand, as well as enhancing the look and feel of our stores, have been huge contributing factors in our success,” Steve Pickering said. “We have maximised the use of our printers, especially when it comes to improving the exterior of our stores to further push our brand.
“We can also produce sashes that stretch across the bottom of the mattress and tell the consumer all the benefits of each mattress. Communicating this information to customers is crucial.”
Nick Butcher also highlighted how the sustainable qualities of HP Latex printing technology fits in with the company’s own commitment to the environment. “HP Latex printers lay ink on the substrate rather than in it, so it makes recycling the substrate much easier,” Nick Butcher said. “HP cartridges are made from cardboard and can be recycled, while we have also been recycling our Z ink cartridges through the
Sussex Beds said its recent investment in a new HP Latex 800W printer has allowed it to produce a wider range of marketing materials and increase awareness of its brand.
HP Planet Partner program for a while.” Since investing in the Latex 800W, the family business has been able to improve their cost savings and strengthen their efficiency, production, and sustainability stance. In terms of working with HP, Steve Pickering concludes: “HP couldn’t do more for us. The contact and support we have had has been excellent.”
www.hp.com
Steve Pickering, Chief Executive of Sussex Beds, said since adopting in-house print a few years ago, the company’s average order value has increased three-fold – something he largely puts down to its enhanced printing capabilities.
March-April 2024 |29 |
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