Digital Display for Retail Magazine – August/September 2003

Digital print has proved its point in retail. It's fast, it's quality and it enables print on demand, even for one offs, instantly tweaked for changing data or applications. There's a good mix of suppliers with the right kit to deliver and there are growing outlets plumping for in-store printing or specialists to really take advantage of the immediacy of digital print.

Over the past couple of years, flatbed inkjet configurations have increasingly come on the scene. The first was the Perfecta, now Zund, combination printer in November 2000, swiftly followed by the dedicated Inca Eagle flatbed. The machines were aimed squarely at screenprinting organizations with the promise of fast set -up and outfit that screenprinting couldn't match.

Flatbeds can print on virtually anything, the only limitation being the thickness of the substrate. Furthermore, print is straight to substrate, there's no need for finishing after printing. And it's even reckoned that you can flatbed print on a radiator if you want to. Now that shows a versatility waiting to be taken advantage of.

One company that is making the most of flatbed technology is The Store Decor, a 150 strong Rowlett, Texas company that is expert in digital print for retail. Bob Potts founded the company some 20 years ago, evolving it from a fitting and fixtures organization for pharmacies and other retail stores to a specialist digital print supplier. From its 110,000ft manufacturing base, under the direction of VP Operations Leon Thames, the Texas company carries out complete design to manufacture and installation services without any outsourcing whatsoever. Notably its installers regularly travel the world installing Store Decor projects.

The scope of The Store Decor is vinyl lettering to huge signage and even foam sculptures from which moulds are made for mega ice cream and animals. As the digital phenomenon has progressed, so too did Potts's organization progressing from its first 3M Scotchprint to Salsa banner printer and on to Colorspan, Roland and VUTEk.

"Now with the VUTEk Press Vu UV 180/600," says Patti Ellis, Sales Director, "we can print to substrate, eliminating laminating and other finishing operations, which is much more cost effective for our customers. And the colour is vivid."

The Press Vu UV has been installed for around four to five months now and in the time Ellis enthusiastically points out that the company's designers have been more creative based on the sheer capability of the printer. "By adding shadows and highlights we can make even 1/8in PVC look three to four inches thick in store!" she says. The machine, she adds, prints sheet and roll to roll which makes for versatility. "We can print on virtually anything and have produced some interesting applications, even printing on wallpaper, as well as fabric, Gator Foam, PVC, cardboard, metal, fabric and of course paper." she says.

Quite a few stores are already reaping the benefits of The Store Decor's flatbed PressVu UV. For Fiesta Mart, the company produced a shop-wide Spanish theme for the store including all signage and back-lit displays, all produced on the VUTEk. For Lowes, a West Odessa Texas store right in the heart of oil country, the company produced a rustic Texas theme complete with weathered and rusty oil derricks. Included was an 8ft high x 32ft long sign which was layered to provide 3D effects. The background was black acrylic - glistening oil - with a VUTEk image mounted on one inch Gatorboard and different thicknesses mounted on top to give the 3D effects.

All set for August/September installation are large themed 'pictures' for the Card & Party Factory, all produced in 3D effects and without any finishing required after PressVu UV printing. Store Decor also processes stunning supermarket signage including a rich variety of aisle markers.

"When I shop" says Ellis, "I feel much more comfortable in an environment that is well dressed and inviting. That has to be good for the store owner as it simply generates customers. And when a new decor package goes in-store, sales do increase."

VUTEk rates its Press Vu UV family as an industrial strength printer. It uses UV inks to print on widely available substrates with little variation and boasts, in terms of output appearance, superior photo quality in fine line and detail.

The piezo drop on demand inkjet prints on substrates up to 25mm thick and 1.83m wide. It is designed for high reliability, non-stop operation and comes in two versions, the 180/600, which The Store Decor has, and the 180/360.

PressVu UV is ideal for wide ranging applications including longterm outdoor graphics as well as PoP displays, banners and signage. The printer has an advanced backlit capability for signage and an inverted image capability for second surface printing. Print capability of the 180/600 is up to 360x800dpi resolution at 12 ~ 23m/hr in eight colour mode. The 180/360 prints 360x360dpi in eight colour at 26 ~ 51m/hr.