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  • Sha Jumari

Flexo Graphic Transforms Packaging with HP

In collaboration with HP, Thailand’s Flexo Graphic hosted an open house to introduce its new solutions for digital printing in packaging.

On 4 May 2018, Flexo Graphic held a successful open house event. Over 80 customers, brand owners and agencies were at its premises to be introduced to Flexo Graphic’s full range of printing solutions.

Flexo Graphic is one of the market leaders in the packaging printing industry in Thailand, having just adopted post-print flexo and digital printing. Based in Bangkok, the company is leading the path to innovate print through digital adoption and driving pages from analogue to digital.

“As the leader in digital transformation in Thailand, Flexo Graphic was able to showcase to brands and clients its full capabilities at the open house. With the help of digital technology, Flexo Graphic can transform more ideas for campaigns and events without any limitations,” said Kunal Avari, regional business manager for HP PageWide Industrial APJ.

Flexo Graphic currently has the HP Scitex 15500 Corrugated Press onsite, leveraging on the technology to grow their business with the digital printing transformation. The Thai company is currently catering to the corrugated packaging segment as well as the sign & display segment. It first installed the HP Scitex 15500 in October 2017 and has been printing on a variety of corrugated boards for packaging boxes and display stands. Today, all short to mid-run jobs have been moved to digital printing.

The HP Scitex 15500 Corrugated Press aims to help converters digitally print high-value corrugated applications. The press utilises the HP Scitex High Dynamic Range (HDR) Printing Technology that enables printing of high quality graphics on a wide range of corrugated media. The press also incorporates the HP Scitex Corrugated Grip, to enable printing on warped boards.

At the open house event, HP was also on deck to inspire the attendees with new ideas of digital print: “We presented on the value that digital can bring by enabling brands to drive campaigns to targeted audiences with different messages and events. With the applications showcase and digital printing demonstration, we surprised the audience with the power of the digital printing,” said Avari.

The Importance of Consumer Experience in Thailand

Millenial consumers are in control more than ever, igniting a digital packaging revolution within the retail space. A KPMG International 2018 Global Retail Trends report for Thailand reiterated the importance of customer experience as new technologies have placed the purchasing power in the hands of the consumer. The report stipulated that brands that are able to offer immediate and instant gratification, along with personalisation and accessibility, will be favoured.

“Thailand is witnessing a continuous inflow of FDI (foreign direct investment). Major international retailers like TESCO & Carrefour have captured a notable market share in the total retail space in the country,” Avari continued. “The growing urban population is increasing the demand for modern retail and subsequently, the demand for modern retail-ready packaging.”

As marketing landscapes get messier, consumers are becoming increasingly spoilt for choice and novelty. The better-educated millennial consumers tend to have fragmented attention spans and have more direct ownership of a brand.

One of the easiest and most effective way is through packaging communication on a retail level. Digital printing enables just this, as brands can now adopt a more strategic and creative approach to packaging design.

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