Big Picture - November/December 2019 - 23

trendy co-working spaces, or branded flagship retail
locations - all of which derive from the digital gens - are the
reason branded spaces are trending. Think wallcoverings,
floor graphics, architectural wraps, and more.
Tip: While you're in New York City, walk through Macy's
on 24th Street to see how a legacy retailer evolves by keeping
the space engaging and full of traffic, leading to more
purchases. You'll see pop-up retailers and brands within
department stores, creative display graphics for promotional
campaigns, props and elaborate storefront windows, all
created with digital print.
To stay up to date with digitally native generations, or
what's being called the next Industrial Revolution, implement
these three tips to keep your décor print business on-point.
1. ATTEND ART AND DESIGN SHOWS
FOR INSPIRATION
To be frank, you may not have the time or extra resources to
attend fancy art fairs or design shows, but it's in your best
interest to at least follow these types of events during or
after. Art influences fashion, fashion influences interior
design, and design influences consumers and home décor
trends. Staying on top of these trends is key to connecting
with your customers. HD Expo in Las Vegas in May 2020 or
Art Expo in New York City in April 2020 are great ways to
see a vast array of commercial art, pop art, fine art, and
hospitality art firsthand. When I attended a few years ago,
dye sublimated applications like decorative wall panels and
wall art with modern stand-out frames were trending. Not
only should you pay attention to art content and styles, but
also take a look at finishing techniques, even down to the
hanging hardware. Do you understand how to achieve
certain looks? Are you bringing value to your customer? Can
you make application suggestions to connect with younger
generations? Immersing yourself is the best way to do it.
2. USE SOCIAL MEDIA DAILY

Okay, here's a big one when it comes to understanding millennials and Gen Z. If your print business doesn't need an online
presence to capture cash, you're in luck. However, if you have
any type of web-to-print business or if you print and produce
décor products for e-commerce, take note. Business Insider
reports, "Gen Z will not be an extension of the previous generation and should not be thought of as millennials 2.0, but instead
as a distinct set of people with unique experiences, beliefs,
and behaviors." Referring to the above, Gen Z are 100 percent
digitally native; they were exposed to digital technologies from

TIP: While you're in New York City, walk
through Macy's on 24th Street to see how a
legacy retailer evolves by keeping the space
engaging and full of traffic, leading to more
purchases. You'll see pop-up retailers and
brands within department stores, creative
display graphics for promotional campaigns,
props and elaborate storefront windows, all
created with digital print.
birth. This is going to cause a massive shift in how consumers
shop online and differentiate from millennials because they are
aware and price-conscious unlike millennials who struggle with
(mostly college) debt. It also means they're going to focus on
value. Don't confuse that with being cheap, either. Multiple
economic surveys predict that price is the number one factor
Gen Z makes in a purchasing decision followed by a brand's
shared values. It's why the younger generation is willing to
spend more money on sustainable products than purchase
something at a cheaper price. If you're considering how to build
your décor print business for the future, the use of sustainable
practices and materials will resonate with these customers.
Where will the next decade of digital print and interior
décor take us? On the print and manufacturing side, many
technological advancements such as better materials, more
durable inks, and single-pass equipment is on the horizon, but
if you want to stay ahead of the pack, focus on understanding
your customers. Design is increasingly becoming more digital,
and online design services that can tap into customer insights
will continue to grow. But don't get too wrapped up in the bells
and whistles. Building a trusted brand that's well-connected
to your customers and their communities is a strategic and
authentic way to ensure a loyal customer base.

BIGPICTURE.NET

First things first, don't get stuck in the scroll. Spend your
time wisely using social media and keep it strategic. Pick out
a few accounts and make it a habit to follow them, but don't
be afraid to post and test out your own ideas. Using social
media, especially Instagram, which is all about home décor,
is a low-risk way to showcase your work, beta test new
products, and connect with your current customers plus
ideal prospects. If you want to hone your skills and build
organic growth to your website, start developing content for
long tail marketing. Not familiar with long tail? To keep this
simple, it's the untapped potential at the end of an SEO
"Search Demand" curve where less-popular keyword search
terms live, hence the phrase long tail. Creating specific
content for customers actively searching for your services
and products will increase the likelihood of finding your
website instead of competing with already common search
terms, leading to a low ranking in Google. Use social media
and popular hash tags to find new search terms; there's also
software available to do this for you.

3. FOLLOW CONSUMER BEHAVIOR
AND ONLINE SHOPPING TRENDS

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Big Picture - November/December 2019

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