Ask yourself this, in a world where so many things are customized (Nike shoes, NFL jerseys, your Chevy Truck, your Google search page, etc.), why are so many things still mass marketed?
People like consuming things that are tailored to them, so why not have your marketing follow suite? Different retail locations attract crowds with different demographics and personalities. For example, Best Buy has store locations all around the U.S., but a Best Buy in Texas is going to have consumers with different traits than a Best Buy in New York or a Best Buy in North Dakota. Simply put, people vary from region to region on what they like, what they buy, how they talk, etc., so why not tailor retail marketing to the consumers that frequent different stores from region to region?
In the past, customizing retail signage and displays was really out of the question due to cost. However, digital printing has made it not only feasible, but affordable, to personalize marketing campaigns on a regional and even local level. By eliminating pre-press and setup time, digital printing for retail drops cost significantly while creating a world of possibilities when it comes to entertaining and catering to store-specific demographics.
Not only does digital printing make it possible to personalize marketing from location to location, but it makes it possible and affordable for retailers to include pricing within their marketing. Along with consumer demographics and personalities, prices vary region to region and change frequently. Before digital came around, it was too expensive to change signage with changing prices or print different signage for each region, but digital has also made this a cost effective option.
When it comes down to it, being able to cater to specific demographics is where digital shines. You can now cut your printing costs while being able to run regionally, or even locally, customized marketing campaigns. Hence, you’re giving consumers what they want to see and hopefully getting them to buy more!