Episode 227 - Finding the Why? Challenging stereotypes for digital print for packaging with Allan Bendall & Dr Simon Daplyn of Sun Chemical

In this episode we talk to Allan Bendall and Dr. Simon Daplyn from Sun Chemical about how the digital print technology sector needs to 'Find the Why' of digital in order to inspire the converting community to adopt digital printing technology in a bigger way. 

According to Allan and Simon, the technical barriers to adoption are no longer there - the tech can perform in a variety of packaging sectors yet the integration of digital remains low. 

Why is this the case? Bendall and Daplyn attribute it to several factors, including risk aversion, perceived disruption, organizational culture, and communication gaps. For instance, when brand buyers are incentivized to secure the lowest possible price from converters, it naturally fosters a culture driven by cost above all else. Strategic marketers need to connect with the potential!!

Regardless, the forces driving change are gaining momentum. Bendall highlights that packaging is no longer just a practical tool for product protection. With a younger, experience-driven consumer demographic, increasing brand promiscuity, and deeper digital integration, digital printing should be viewed as a powerful tool for enhancing shopper engagement rather than simply replacing analogue printing.

Moreover, disrupted supply chains make it essential for converters, brands, and retailers to adopt technology that adds agility and flexibility to navigate supply challenges. The opportunity is undeniable—yet many still refuse to wake up and smell the coffee!

Discover how digital printing is not just a technological advancement but a game-changer in consumer engagement. We explore the ever-expanding role of data, delving into the possibilities of connected packaging through QR codes and augmented reality. Listen to how these innovations can yield valuable consumer insights and the strategic adaptations required to manage unique SKUs through robust ERP and MIS solutions. Our discussion doesn't shy away from the hurdles converters face, from operational complexities to regulatory compliance, making it essential for industry players to adapt and evolve.

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