FESPA

PSPs Use 3D Printing To Help Retailers Capture Foot Traffic

08 May 2019

PSPs Use 3D Printing To Help Retailers Capture Foot Traffic

Ira Somers, Massivit 3D

With so many retailers being forced to close in the “Retail Apocalypse,” what should a brick and mortar store do? And how can PSPs (print service providers) help?

 

It’s true that online sales are growing and giants like Amazon, eBay and AliExpress are relentless and seemingly overwhelming competitors.

 

However, latest research from Deloitte shows that 90% of worldwide sales still take place in-store. People explore products online and then visit the mall to test or try them out.

 

Could this explain why leading online brands like Amazon and Zalando also host physical locations, to serve their customers who want to go from clicks to bricks? This is an opportunity for other nearby retailers to capture this foot traffic with captivating window displays.

 

This is where large format 3D printing comes into the picture and where PSPs can develop new revenue streams.

 

Unlimited Creative Possibilities with Large Format 3D Printing

 

Retailers have always made the most of their available window space with 2-dimensional signs, figures and lights. But when space allows, 3D-style models can attract even more attention.

 

Since the dawn of retail visual marketing, 3-dimensional models were created with conventional subtractive fabrication methods like CNC machining or foam carving. Fabricators would use these methods to make point of purchase (POP) and window displays to help retailers increase sales.

 

Today, large format 3D printing offers a revolutionary solution to fabricating 3-dimensional displays: a solution that is significantly faster, neater and removes the roof on creativity.

 

Large format 3D printing makes creating anything possible and PSPs around the world are proving that anything is possible.

 

Beautiful Belle by Composite Images
 

Australian-based Composite Images, for example, created a window that featured the main element in Estee Lauder’s television advertisement for the brand’s fragrance, Beautiful Belle.

 

Composite Images used a large format 3D printer and in just 18 hours was able to 3D print the rear end of this classic MGA 1600.

 

The car took just 18 hours to print on the Massivit 1800 3D printer

 

3D printing is also known as additive manufacturing because the printhead expels material, usually thermoplastic, which builds upon itself layer by layer. The result is a 3-dimensional object, model, or display.

 

The 3D-printed car enhanced the customer experience by linking the television advertisement with the store. It also made the David Jones window display elegant and surprising — causing people to look and wonder: How did they get a car in there?!

 

Custom, Celebrity Mannequins

For a fashion store, mannequins portray the brand and display featured products. They are the all-important silent salespeople, but creating them is a tedious and time-consuming process.

 

Steve Beckman, President and COO of custom mannequin manufacturer, Greneker, said 3D printing produces something in six weeks, which would have normally taken six months.

 

Speed is not the only benefit. 3D printing lets PSPs create and offer custom mannequins modeled after celebrities.

 

Switzerland-based, Dekom 3D Plus, 3D printed a Chris Froome mannequin. Froome is a four-time Tour de France winner. Using a scanned digital file of the bike rider’s body, Dekom 3D Plus created a custom mannequin of Froome frozen in action. No other method could have completed this job in the time required.

 

From Roosters to Roots: Getting and Keeping Customers in the Store

In Australia, SEEN Technology helped women’s fashion brand, Hermes, celebrate Chinese New Year with a stunning window display. It showed a series of 3D-printed roosters.

 

3D printing uses digital files which takes away the guesswork and inaccuracies of foam carving. Duplicates, even in modified positions, are extremely easy to create with digital files.

 

Against a red-backdrop, all of Hermes’ roosters were exceptionally eye-catching, especially the one covered in 18K gold leaf.

 

When Roots, the Canadian clothing brand, showcased its line of puffy, winter coats, they implemented a larger-than-life 3D coat replica that captured the spotlight in the store's window. Created by Toronto-based Cameron Advertising, this XXXL 3D-printed coat looked perfectly warm, cozy, attractive and authentic and successfully drew mall visitors into the store to try on their own size.

 

In 2012, Bertil Hulten conducted an experiment in Ikea that showed the longer consumers stay in a store, the more products they are likely to purchase. Help your retail clients bring customers into stores with captivating 3D-window displays and keep them inside and engaged longer with amazing in-store displays.

 

MLB, a sports-centered fashion shop in South Korea, installed an expertly-painted, giant 3D-printed baseball player before the store opened, and even before the products were on the shelves! MLB understood the importance of visual displays and chose large format 3D printing for this project.

 

PrintHpole in South Korea created the display on its Massivit 1800 3D printer. And boy was it attractive!

 

See the baseball player and more examples of large format 3D printing here, or visit Massivit 3D at FESPA Global Print Expo 2019 on stand B5-F49, underneath the 3D-printed aeroplane. Book a consultation now

 

For free entry visit www.fespaglobalprintexpo.com and use code FESM924.

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