Tailoring P-O-P with Variable Data Printing Product
Foothill Ranch, Calif. — Image Options tailors retail P-O-P to individual stores by using large-format variable data printing on HP’s HP/Scitex large-format printer, says Image Options president Tim Bennett.
In the first trial, Image Options created P-O-P for 134 Del Taco test stores with almost two dozen pricing categories reflecting regional price differences.
“Essentially, we produced menu boards for 134 restaurants featuring 20 different pricing models from one spreadsheet,” Bennett says. “This is not limited to text changes. We can change out images, we can alter the point size of the text, and alter the color of text.”
In another instance, Image Options created 1,500 unique store/employee recognition banners and pennants for Best Buy, Bennett says. File preparation time alone was reduced from about 30 to just three hours. “Normally, you’d be opening up the files and changing each one to change a name or an image,” he says. “But here, you’re working from the same large spreadsheet, and it’s all done automatically. The print time remains more or less the same, but the prep time is cut.”
The advancement helps ensure multiple version campaigns have become a genuine possibility at almost the same cost as a single version, Bennett adds.
The system’s greatest benefit, says Bennett, is its ability to tailor P-O-P efforts to reflect a store’s distinctive customer demographics.
