Direct to Object Printing: A Game Changer for Retailers, Inventory, Sales & More

Recently I traveled to Rochester, NY where I had the opportunity to experience Xerox’s new Direct to Object Inkjet Printer while it was set up in the merchandise tent at the Xerox Rochester International Jazz Festival. This was the first time the Direct to Object Printer has been set up for commercial use at an event that brings in thousands of people. I’ve been excited about the Direct to Object Printer since I first heard about in in late 2016, and I believe it will introduce a variety of new opportunities – and sales – for retailers. Particularly, I am excited about the possibilities and profit that brick and mortar stores may benefit from this new, patented printing technology since it provides something no other technology can. True to Xerox’s rich history in innovation and tech, I was impressed to discover that while technology fuels much of what they deliver for businesses worldwide, they specifically have retailers on their mind with this new, innovative tech.

Ahead of attending the Jazz Festival to see the printer in action, I visited the Gil Hatch Customer Engagement Center at Xerox’s Webster, NY manufacturing and engineering campus where my excitement grew rapidly once introduced firsthand to the technology.

Since so many traditional brick and mortar stores are looking to gain interactive, engaging and tech driven ways to entice customers while increasing sales, I immediately gained an enthusiasm for the bright, vivid colors and quality images that it can print on three-dimensional objects.

Their patented print heads undoubtedly took much love and care to create, but the real excitement for merchants comes down to the selling opportunities and creative inventory ideas that this new technology introduces to retailers. Among my favorite reasons to love the Direct to Object Inkjet Printer from Xerox include:

  • The digital print capabilities are ideal for short – or even one time – print runs, helping to introduce more realistic selling opportunities for smaller merchants
  • The footprint of this printer introduces an engaging in-store experience while also providing a tech-driven merchandising component – something future-minded retailers should actively be looking to introduce
  • The variety of inventory available to print via the Direct to Object Inkjet Printer opens up volume opportunity, increased sales and loyalty among customers who need customized objects regularly.

Additionally, I love the idea of communities or non-competitive businesses working together to utilize the printer since it truly can add value to so many different types of retail businesses. From creating personalized water bottles for local youth sport teams to creating wedding memorabilia from gift shops to offering personalization to various presents for birthdays, anniversaries and more, the ideas are truly endless… as are the opportunities.

Explore more of my firsthand experience using the Direct to Object Inkjet Printer from Xerox in our upcoming Retail Minded issue, as well as discover more about the technology here.

Till next time,

Nicole Leinbach Reyhle

Founder & Editor | Retail Minded


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