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P-O-P's Place in Retail

(May 2008) posted on Tue May 20, 2008

Point-of-purchase graphics are an effective way to deliver an impactful message to consumers. This graphics-display showcase highlights an assortment of the numerous opportunities screen and digital printers have found in the retail marketplace.

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By Lori Leaman

Grabbing customers’ attention in retail environments and sparking their curiosity about a particular product or promotion requires the presence of unique, eye-catching displays. Point-of-purchase and other retail graphics can be relatively simple to produce, quick to turn around, and presented by hanging from, adhering to, or mounting on virtually any horizontal or vertical space in a retail setting. This showcase highlights how today’s innovative print shops are using technology, specialty substrates, and special-effect inks to screen print and digitally produce an array of display graphics that really stand out.


P-O-P Graphics Freshen Up Boots Cosmetics Stores

Everett Studios (Armonk, NY)

When Boots Cosmetics began plans for a promotional campaign in more than 3000 Target and CVS stores nationwide, the company enlisted the help of Everett Studios, a design and production company. The project, which involved a product launch, called for as many as 75-150 different graphics pieces or elements of various sizes to be printed, cut, and packed in individual kits that would be delivered to participating Target and CVS retail locations. Boots knew that the team at Everett Studios had the expertise and capabilities to produce the job and deliver it in a timely manner.

Everett Studios has been in business for almost 50 years, during which the 25-employee company has evolved into an operation that offers marketing and graphics services, including large- and small-format digital printing and finishing.

For this particular job, the team at Everett produced a majority of the graphics on its three HP DesignJet 5500 printers. Other portions of the job, including large-format posters and graphics, were printed on the company’s two Canon 8000 and 9100 printers and a Xerox DocuColor iGen3 digital press. They used LexJet’s Sunset Satin media.

Jayme Lawnsby, digital manager at Everett, says the media was ideal because it is a heavy archival paper that does not need to be laminated. The folks at Everett can easily print the graphics, cut them using automated cutters, and sort them for kitting. He says they’ve been able to make it a very streamlined process.


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