What do you feel were the main trends and key industry developments in 2021?
One of the big developments of this year was the industry bouncing back. As the world started to return to some normality, we saw volumes starting to increase in production environments. This reopening was aligned to a real focus on quality, as PSPs [print service providers] looked to invest in producing the highest quality results for their customers. It’s not just been a case of volumes returning, many customers are now looking to work only with PSPs that can offer the best alliance of customer service and quality.

This year also saw a shift in customer expectations, with many now requiring faster turnaround times. This inflation in customer pressure is likely to have been further escalated by an expansion in online ordering – as consumer buying habits have evolved, so have their expectations. For example, many companies are now expected to provide 24-hour response times and as a result are now offering integrated web-to-print solutions. This pressure seems to also be leading to increased use of automation throughout the printing process – to help businesses keep up with the ever-rising demand.

It also seems that the trend towards multichannel marketing intensified in 2022, with marketers looking to reap the benefits of both print and digital assets within their campaigns. For PSPs in 2022, keeping abreast of the latest technologies is likely to become increasingly important – with many end customers expecting counsel on the latest communication techniques in order to bolster print campaigns.

As we look to certain industries, book printing has continued to shift to zero-inventory and on-demand printing in 2021. Printers must now look to offer agile, end-to-end solutions to compete in this sector. 2021 was also a year that saw inkjet technology making further strides in the marketplace – with many printers now recognising its ability to deliver leading efficiency, with high image quality and cost-savings. PSPs have embraced this leap in technology quality, with many now investing in inkjet as a viable solution to meet the needs of customers.

Do you feel that any trends have been accelerated because of the pandemic?
Many pre-existing trends were accelerated as a result of the pandemic, such as the move to online ordering and eShopping – this increased significantly as customers prioritised this channel during lockdown. Printers had to move quickly to ensure their digital presence was up to standard in order to capture this boom in business – and those that were able to offer online shopping platforms and take orders 24/7 have been able to thrive during challenging times.

Another trend that seems to have accelerated during this period is automation. Many PSPs had time during the pandemic to reflect and thoroughly examine their operations, looking at processes and bottlenecks and seeking to reduce or eliminate them. More efficient finishing solutions in book production have encouraged many PSPs to invest in automation technologies which help to streamline processes. These technologies can help to reduce turnaround times and increase the number of jobs a company can process – concurrently helping to increase potential returns.

The pandemic also saw many of us vastly increasing our screen time, as offices pivoted to working from home and employees spent more time online. Many marketers saw this as an opportunity, a ‘captive audience’, and people became inundated with an excessive number of eDMs [electronic direct mail]. As a result of this ‘digital fatigue’, some marketers began to realise the impact and benefits that print could have – as a medium for cutting through digital noise and connecting businesses to potential customers and prospects.

Alongside examining technological processes for improvement and investment, many businesses have also looked at diversifying their offering. Many have sought to expand into new markets, whilst improving their service offering to become real ‘value-added’ partners.

What do you expect to be the main trends and key industry developments in 2022?
One of the key trends of 2022 is likely to be a further increase in volumes, as more of society opens up and a sense of optimism returns. In-person events such as music, exhibitions and sport should continue to return and stimulate more growth. There is an opportunity for printers to take advantage of this wave of optimism and seek growth in areas such as visual communications in 2022.

Customer expectations will likely remain high in 2022, so PSPs should examine their full workflow and ensure everything is operating efficiently. It’s important to make sure that finishers work well with printers, to help ensure a smooth and quick end-to-end process. Working with technology that utilises a simple interface, and can remember customer orders allowing for simple repetition, can help to ensure that operations move swiftly and that customer demands are met.

As digital technology evolves, we are seeing new applications open up a wealth of possibilities for PSPs. For example, new applications have helped to spur developments in the home decor space, with the digital production of wallpaper set to become even more popular in 2022. It’s now possible to produce excellent quality bespoke designs for either the home or the retail market – a trend which again has been accelerated by lockdown and the increased demand for home improvements.

2022 will also see PSPs looking to build on their offerings to increase business with existing customers – as well as helping them to move into new markets. PSPs are likely to seek out devices which will satisfy their current business needs but will also allow them to offer something a little different to their customers. For example, new formats and designs, which will deliver a competitive advantage and help to grow business into new markets in the long term.

With COP26 having taken place this year, sustainability is set to remain high on the agenda in 2022. We will likely see an increased examination of the sustainability of products, and a customer expectation that printers will be striving to be as carbon neutral as possible.

What does the industry need to do differently in 2022?
Recruitment, and a general shortage of staff, has become a real issue for the industry. Having a diversity of talent means that businesses are likely to acquire a range of opinion, making propositions more varied and stronger. This is an issue the industry will need to tackle.

Schemes, such as that implemented by wide-format supplier CMYUK, can make a real difference. Their Creatives in Residence Live Programme (CIRL), supported by industry mentors and experts, gives young creatives the opportunity to undertake a six-month placement at CMYUK delivering a valuable transition between education and the commercial demands of the workplace.

Note: This prediction is taken from a special Briefing article in the new issue of Printweek featuring insights from industry suppliers, hence it does not follow the same question template as the other predictions.