A new survey conducted by Canon Europe states that over 36 percent (1/3rd) of buyers who purchase any sort of printing technology, are usually unaware of the services like print-on-demand.
The printing sector is huge; however, it is missing out on potential growth opportunities. There is too less interaction with the clients as well. Additionally, the survey suggested that low cost is also one of the parameters of selection for almost 10 percent of buyers.
The survey also stated that the print services providers do not provide a complete insight to the customers about new developments and alternatives and hence the customers are unaware of the services.
According to Mark Lawn, European marketing director for professional print at Canon Europe, there remains an enormous opportunity for resellers to educate their customers and raise awareness of what print – especially customized print on demand – can do.