Printed Interior Decoration (PID) and the Marketing Mix (the 7 p’s)

By Peter Buttiens, CEO of ESMA (European Specialist Printing Manufacturer’s Association)

© European Specialist Printing Manufacturer’s Associaton

Printed Interior Decoration is a transformation from the traditional POS and POP promotion to innovative interior design.

Today, many shops selling shoes, clothing and accessories face a new kind of competition - showrooming. This fast-growing phenomenon has gathered pace as a result of increased web sales and the ease of shopping online and returning goods. Customers search for items on shopping websites, then visit a real store to find a similar item for the look, feel and fit only to make the final purchase online. The shops enjoy a strong footfall but there are less buyers and they lose sales either to their own online shop or web competition.

What can Printed Interior Decoration do about this? It is important to look closer at the marketing mix. Everyone knows the 4 p’s, price, product, place and promotion but it has been extended with process, people and physical environment! This last one is connected with PID. PID can help the physical environment link the shop, its interior and its location. Today, it is important for the physical presence to create the right design, setting, mood and buying experience! However, with PID even more is possible. Hidden messages can be placed in the decoration encouraging shoppers to linger, buy faster or simply offer a buying experience.

The colours, materials and textures of the shops can be perfected with Printed Interior Design. Frequent shop design updates will encourage customers to return more often and spend more readily!
Even a chain of famous hamburger restaurants is using this technique to change its interior design on a monthly basis giving regular visitors the experience of returning to a new environment time after time.

It is obvious that people will freely spend money and invest in more expensive items in a nicer, relaxed, physical environment, helping them to escape the everyday hustle and bustle. We could say that Printed Interior Decoration is a transformation from the traditional POS and POP promotion to innovative interior design and hidden messaging in the physical environment!

Make sure not to miss out on the full extent of Printed Interior Decoration (PID) and join the PID conference on 26-27 November 2014 in Radisson Scandinavia, Düsseldorf.

More information on PID can be found on

For more information on ESMA, go to

Source: European Specialist Printing Manufacturer’s Associaton