Crossroads of Opportunity

"It is said that 70 percent of the buying decision is made when the consumer is viewing the product on the shelf, thus making it increasingly necessary for companies to differentiate themselves, to standout on the shelf," said Mike Schmidt, vice president of sales, Nilpeter USA.

Differentiation calls for high-quality printing, decoration such as cold or hot foil and/or specialty inks, and substrate variation—all of which has equipment manufacturers responding to trends they see in the needs of their customers—converters.