The recent unification of Toshiba’s thermal label and copier divisions gives office dealers the opportunity for additional sales, says
“We are looking at a multi-pronged strategy to grow that division. We are interested in developing dealers’ skills to increase opportunities for our existing channel. Many of their clients will also be buying these products,” he said. Toshiba currently has a market share of about 35% for its thermal label printers. It is particularly strong in food packaging, but also logistics and deliveries where Toshiba’s range offers real advantages.
“Traditionally, if you are shipping something you would print an address label with one bit of software, a docket on the laser printer and then a return label on a separate piece of paper. But with our printers, you can print all of that in one go,” said Day.
Because Toshiba can print on both sides they can be used to print the delivery label , a returns label and also the docket in one pass. Day says this is an example of the innovative thinking that already exists in the labeller division and he is expecting existing copier dealers to bring even more ideas particularly around solutions integration. “We are trying to drive the barcode dealers to be less transactional and more solutionsfocused,” he said.
One way of encouraging this is to hold joint events for the copier and label printer channels.
“We are going to have mixed educational events and conferences with both divisions’ customers so we can share ideas. We are educating the two sets of account managers together so they can share ideas, look at the ways they each go to market and take best practice from both,” he said.
As an example of the synergy that could exist between the two parts of the business, Day cites label printing.
“Think how many copier companies have problems caused by labels jamming up a machine. It erodes their margin, because they have to send engineers out to fix the problem. One of the things our dealers on the copier side have started to do is supply customers that have a requirement to print labels with a thermal label printer. Instead of spending a fortune on cleaning drums and taking gum off the rollers, they supply a label printer as part of their solution,” he said.