November '19

For the Business of Apparel Decorating

Issue link:

Contents of this Issue


Page 26 of 68

2 4 P R I N T W E A R N O V E M B E R 2 0 1 9 2 4 P R I N T W E A R N O V E M B E R 2 0 1 9 HEAT PRESS Pressing Matters J o s h & Z a c h E l l s w o r t h It's Personal THE PERSONALIZATION PROFIT CENTER for additional personalization zones across the U.S. varies from $5–10 for that custom- ization. Offering personalization as part of the product sold will often double the profit per item. So, consider giving the customer an option for personalization somewhere on the product. Common personalization areas are the back of the item, a sleeve, cuff, or shoulder. Names are a universal personalization option and are popular with many differ- ent markets. Numbers are popular in the athletic arena and monograms are surging, W ould you like fries with that? We all know the saying. The art of the upsell. Increasing the overall value of each transaction is an effective way to boost income in any busi- ness. When a customer is captivated and prepared to pull out their payment method to complete a transaction there is tremendous opportunity to do more. I must admit, I've been involved in sales transactions where this upsell has gone incredibly wrong. The transac- tion still gets completed, but a reorder never follows. People don't like to be sold to, but they do love to express themselves through their purchases, especially those that represent their brand. Offering options and showing what is possible is not only a way to allow a customer to do that, but it's also a way to drive considerably more profit into your business. Let's explore the options that you may want to include personalization as part of the product you sell. The cost of an average line of text with heat transfer vinyl, sublimation, or print/cut vinyl is about $0.25. Add in a bit of labor and overhead and you can add customization with many heat printing technologies for less than $1.00. In talking with heat printers, the selling price 2 4 P R I N T W E A R N O V E M B E R 2 0 1 9 Name cus- tomization is a huge trend right now. (All images cour- tesy Stahls')

Articles in this issue

view archives of Printwear - November '19