Printing ink specialist Siegwerk has confirmed its intent to focus on an increased virtual customer engagement strategy through further digital service expansion in the future.
This will see the company expand its digital services by adding virtual tools for customer interaction and engagement. Moreover, the company now plans to selectively adjust its overall presence at global industry trade shows with either a virtual exchange or a physical presence where advantageous. This sees Siegwerk removing itself from the show floor at both drupa and interpack next year.
Since 2017, the company stated that it has ‘strategically driven’ its own digital transformation, and has continuously evaluated new technologies to further improve efficiency and strengthen its customer service. Today, Siegwerk embraces digitisation and digitalisation across all business areas including data-driven innovation, of processes, as well as the development of new and circular business models. The latest milestones in the company’s digital transformation include the opening of a fully-automated state-of-the-art blending centre at its German headquarters in Siegburg as well as the establishment of online services such as the vendor managed inventory system, MyInkroom, and the online customer portal, mySiegwerk. Siegwerk is continuously looking into the potential of big data and artificial intelligence for improving production cycles and gaining further efficiencies.
The company is currently exploring different communication formats and technologies to engage with customers, demonstrate products and technologies, share knowledge and provide guidance and support. The goal is to make expertise quickly accessible, increase efficiencies to further intensify and improve interaction and cooperation while reducing time-consuming travelling.
Ralf Hildenbrand, president, Americas and member of the board at Siegwerk, explained, ‘We want to further virtualise the customer experience by adding digital customer engagement tools such as live streaming events, digital conferences, virtual demonstrations, trainings or webinars.’
This will include the company’s INKday events going virtual to enable participation from all over the world. For more than 12 years Siegwerk has been hosting physical INKday events, offering customers and experts alike a unique platform for fostering discussions around current and future industry topics.
Mr Hildenbrand continued, ‘By increasing the digital exchange, coupled with region-specific events and personal meetings, we will be able to engage in an even faster, more effective and personalised manner going forward.’
Further, Siegwerk is working to proactively drive the realisation of a circular packaging industry. Just recently, Siegwerk has invested further resources in the future by establishing its Circular Economy Hub to specially manage the transition towards a circular economy across the company. As a family-run company with an extensive history, Siegwerk has long been aware of its responsibility to future generations.’
Bettina Horenburg, head of corporate communications at Siegwerk, said, ‘We are strongly committed to always maintain a sensible balance between ecological, social and economic needs without compromising the resources of future generations.
‘The constant launch of innovative communication technologies offers ever new opportunities for internal and external cooperation enabling us to connect and exchange even faster and more efficiently in an international environment.’
In regards to drupa and other events, Siegwerk expects that the overall perception of large-scale exhibitions will change as a result of the global pandemic, rather adding value to regional, small-scale specialist trade shows as well as more virtual exchanges in the future. While this sees Siegwerk not attending drupa or interpack in 2021, its participation in other exhibitions is currently under review. Attendance at certain Asian trade fairs has already been confirmed, for example, after being identified as relevant to further drive the regional market development in this high-growth area.
Ms Horenburg added, ‘Our decision to cancel our presence at components and drupa has also been impacted by the uncertainty in terms of the COVID-19 pandemic, its further development and mid-term consequences. We don’t want to obligate our employees to participate in any kind of big event at the moment.’
Its joins a number of other suppliers who have now cancelled their participation at drupa 2021, while others have similarly confirmed their intent to exhibit at the show, rescheduled for 20-28 April, 2021 as a result of the global coronaviru pandemic. Read all the latest here.
