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HP Helps Brands Tap Into Print Personalisation Market

HP has unveiled its framework, The Personalisation Pinwheel, to help brand owners tap into the growing personalisation market. Informed by insights from more than 45 million online conversations across the globe, the framework hones in on what motivates consumers to personalise – from photo books to magazine covers to consumer packaged goods - and how brands can capitalise on those motivations.


“Personalisation is a powerful tool to create meaningful experiences with consumers. It increases brand loyalty and engagement and at the same time accelerates business growth and speed to market,” said Nancy Janes, global head of brand innovation, HP Inc. “HP’s digital printing capabilities are transforming how consumers connect to brands through personalised packaging and products.”

“In our eyes, personalisation encompasses far more than just customised or stylised products,” said Charles Ohiaeri, chief fulfillment officer, Zazzle. “It’s about how we can intelligently curate and contour the whole experience for those in our community – makers, designers and consumers alike. HP’s digital printing solutions allow us to serve our customers in ways we would not have considered previously.”

HP’s research uncovered the digital print advantages of the Personalisation Pinwheel:

• Fingerprinting: drive share of market through collectability of unique items
• Flying Your Flag: drive engagement by personalising products according to heritage/ codes
• Letting It All Hang Out: increase connection with Millennials and Gen Z by celebrating consumer stories individually
• Permission to Indulgence: allow consumers to tailor their experience of the world to their own unique preferences
• Bringing Bonds to Life: grow penetration by expanding into gifting and e-commerce through fully customised products
• Mindful Materialism: build value and differentiate through purpose by enabling consumers to express their own voice in solving social or environmental issues

www.hp.com