the reseller can say yes rather than having to pass the enquiry elsewhere. “We see this as a major part of the value of trade supply. It isn’t just about fulfilling the order; it’s about helping the reseller win the order in the first place and giving them the confidence to offer more to their customers. The successful trade printer will be the one that combines operational efficiency with a strong understanding of what its customers actually need.” New Investment Also in this sector is Route 1 Print, whose head of marketing, Macauley Hardeman, says that while price and turnaround still matter enormously in trade print, there has been something of a step change in order behaviour, moving to shorter more frequent print runs. As such, the expectation for dependable delivery, a quality product, and an online buying experience that is simple, is now non-negotiable. “Technology is moving just as quickly,” Hardeman says, continuing: “Over the past few years, we’ve invested over £20m across lithographic, digital, stickers and labels, and large-format. That’s given us more capacity, but the real value is in improving efficiency and quality while giving our customers more products and turnaround options to offer their customers. “It’s a demanding market, and I think that is what makes it exciting. There are plenty of opportunities for trade printers our range significantly, particularly in stickers and labels, and we have more products in development based on what resellers have been asking us for. Trade printers that connect investment and technology to a genuinely better customer experience will be the ones that succeed.” Quicker Turnaround Also stepping forward to comment is Andrew Brenard, senior project manager at Event Set Services (ESS), which counts Jellyfish Print as a subsidiary. Brenard says that as the trade print market has become increasingly competitive, those in the sector need to offer more than simply print, with speed, service, flexibility, and reliability having become increasingly important. “Customers are demanding much quicker turnaround times while still expecting highly competitive pricing,” he says, continuing: “Next-day and short-lead-time production is becoming increasingly common. “There is also a greater need for flexibility. Customers may require anything from a one-off graphic to a large multi-site rollout, involving different sizes, materials, and finishing requirements. They expect their trade supplier to accommodate these variations without significantly increasing lead times or costs. “Quality expectations also remain high, so printers need to achieve speed and competitive pricing without compromising colour consistency, finishing, or overall print quality.” In terms of evolution, Brenard says technology and automation provide some of the biggest opportunities. He says print speed and quality are at an all-time high, but improving the workflow surrounding the printer is equally important. “AI can increasingly assist with artwork creation, image enhancement, preproduction and administrative tasks,” Brenard says, adding: “Combined with automated ordering, artwork checking, ▲Route 1 Print has invested over £20m across litho, digital, stickers and labels, and largeformat in recent years willing to evolve, provided they stay focused on what their customers need.” In terms of demand, Hardeman says customers want more time and to spend less of their day on print administration, and more of it on winning work and looking after their own customers. He explains that this has shaped how Route 1 Print has developed its website, with saved baskets, easier reordering, and a new account area aimed at removing the little bits of friction that add up over a busy week. “We’re also working on practical uses for AI, including generative artwork tools, resolution enhancement during proofing, and an AI-supported proofing area. Artwork is the most important element of a quality print job, and can be a sticking point for everyone involved, so if technology helps get a job production ready sooner, that’s a real benefit. “Customers are also looking to source more from one place. We’ve expanded The successful trade printer will be the one that combines operational efficiency with a strong understanding of what its customers actually need 45 www.printmonthly.co.uk Issue 363 - November | December 2026 TRADE PRINTERS | ROB FLETCHER
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