“However, I think a lot of print businesses have been extremely proactive in adopting AI. I’m not talking about creating imagery or generating those ‘entertaining’ LinkedIn posts. I think it’s more behind the scenes, automating workflows, and saving money on expensive software by creating tools to help their customers. I think this has allowed the trade printers to offer more. “Also, outsourcing has become much easier, as integrations are no longer the uphill struggle they once were. We can now integrate customers directly to our production within just 30 minutes.” As for changing demand from trade customers, Wickens highlights how people are now going after more complex bespoke jobs, with trade printers tasked with refining their processes and technologies to offer customers the best chance to win the work. “It might be a hybrid of print and technology, or maybe one aspect of a larger job involving specialist suppliers,” she says, continuing: “I think where our customers can really gain an edge is by concentrating on their value add, whatever that may be: whether it is sales, service, finishing, or a technology add-on.” With pricing, turnaround times and competition all under pressure, Wickens says that service diversification, offering that extra value-add like marketing assistance, or installation will all be key moving forward. She explains that now is the time for larger providers to leverage their size in offering their customers the best possible pricing and services. Strong Relationships Picking up on this is Kirsty Corcoran, marketing manager at Very Displays, who says the trade print market is more competitive and fast-moving than ever before, with customers having greater choice, expectations around turnaround times being higher, and businesses under constant pressure to deliver more while keeping costs under control. “At the same time, we’ve seen the role of the trade supplier change,” Corcoran says, adding: “It’s no longer just simply about having the right products at the right price. Resellers increasingly need suppliers that can help them respond to enquiries quickly, offer solutions that may be outside their usual capabilities, and providing the knowledge and support to get the job right first time. “Technology has also changed the way customers expect to work. Online ordering, real-time information, and streamlined processes are becoming increasingly important, while investment in machinery and production capabilities continues to shape what suppliers can offer. “For us, the key change is that a trade supplier needs to do more behind the scenes. The strongest relationships are those where the supplier becomes a genuine extension of the reseller’s team, helping them save time, manage demand, and take on opportunities they might otherwise have to turn away.” Given this level of competition, where do the growth opportunities for trade printers lie? Corcoran recommends looking beyond competing purely on price and consider where additional value can be created for the customer. For trade printers and resellers, she says, that can mean expanding into complementary products and services without necessarily having to invest in every piece of machinery, employ additional specialists, or hold large amounts of stock. She adds that a strong supplier relationship can give businesses access to products, expertise, and production capacity that they don't have themselves. “There is also an opportunity in making the sales process easier,” Corcoran says, adding: “If a customer approaches a reseller with a requirement outside their usual offering, having a supplier that can provide product knowledge, alternatives, pricing, and production support means We can now integrate customers directly to our production within just 30 minutes Very Displays was one of several trade printers at this year’s edition of The Print Show Approximate number of UK print businesses 6,700 44 email: editor@printmonthly.co.uk Issue 363 - November | December 2026 TRADE PRINTERS | ROB FLETCHER
RkJQdWJsaXNoZXIy MjM0NDIxOA==