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Year XVII No. 71
November 2018
ISSN N° 1390258X
Independent Women A target group that should not be neglected
An invisible strategy Smell Branding builds brands
The right to use the left hand Follow Us
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Editorial...................................................................................................... 6 From empowered women and the differences, to the reformulation of the store........................................................ 8 Independent women. A target group that should not be neglected....................................................................... 10
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The right to use the left hand............................................................. 12 An invisible strategy. Smell Branding builds brands and influences consumption patterns................................................ 16 Alliances that make the difference..................................................... 22 Synergies in the famous German region of the Black Forest, Schneider and Molotow decide to cooperate................................. 24 Pelikan, the everyday style.................................................................... 26 Global Notes’ creative line......................................................... ........ 28 Regional brief.......................................................................................... 30
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Lendoiro Library: The challenge is to adapt to the speed of changes........................................................................ 44 The role of paper in the digital era.................................................... 47 Merletto, a brand with regional presence......................................... 48 Companies in movement..................................................................... 49
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Editorial The market is no longer the same (neither are we)
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he closing of “Toys R US” in the United States should motivate more than one reflection, in which the financial management of the company was not taken into account exclusively. The toy store, a symbol of the United States, continued navigating respecting its north in a world in which it is no longer a metaphorical compass that guides business, it is the flow of data that creates the currents that an ancient instrument no longer can read. Today’s parents, who had already left the channels of their ancestors “baby boomers”, show other directions to their children who no longer play to be what they have never seen. The contact screens are more important than the toys of yesteryear and the children no longer want to be characters from an old story, which bears no relation to a frenetic present in which men and women work equally. We live a century of empowered women who do not seek to be men - as some, in a superficial analysis pose - but they try to recognize their place in the world according to the capacity they deploy leading countries, international organizations, leading companies or a personal endeavor, while recognizing the millions of professionals in all fields or those who work in the most diverse tasks. Along with the women who are, neither more nor less, half of the world population, different groups claim their space with the same right --the one that their productivity grants them-- and they become visible for a market that ignored them and that now must rethink its attitude. So also physical stores, which had not modified their procedures in a century, are forced to change or disappear before consumers who demand a good experience in their space (proximity or personalized attention is no longer enough). Going back to the beginning and taking into account the recently exposed, we see that what happened with “Toys R US” was rather a mismatch with a change -inevitable- paradigm that goes beyond the industry and retail. Therefore, we decided to review our history by rereading issues that deserve a reformulation and we expose our perspective of what women today mean, the minorities and the experience of the point of sale, starting with simple details that anyone can take into account. It is important that we recognize all of us who make our sector that, as Neruda said, “we, those of then, are no longer the same”. As always, you will find interviews, news and a review of what happened in our sector in recent weeks. Enjoy your reading.
Daniel Millan (2018).
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From empowered women and the differences, to the reformulation of the store
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ur sector, as it happens with the industry in general, has been witness and protagonist of very important changes in the last years. We do not have to go back more than a decade to realize that what in a recent past served as a base for our projections, today is no longer enough or does not work in the same way, not to say that it is simply obsolete, as it happens in some cases. We have done the exercise of retracing our steps and we have observed how markets that believed themselves known have changed. That of adult shoppers, for example, can no longer be seen as posed by the twentieth century, where it was not unusual to recognize them as influential from home, but always seeing them as dependents.
The advertisements of four decades ago or more reflect this perspective very well that many people over 50 continue to hold and that was in force until the end of the previous century. Following our retrospective, we also observe the growing recognition of minority groups, postponed for centuries and often stigmatized.
A clear example of this is left-handed people, an important market that, on average, is not less than 10% of the world’s population. Today we talk, on the other hand, of channel integration and ecommerce seems to illuminate every
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possible future. Recognizing that our sector was built, literally, brick by brick, we also decided to analyze how, in a simple way, we can start to build a different store using sensorial marketing.
Gathering these diverse issues we have decided to retransmit them with a contemporary look that does not forget, for example, that the women of today are the millennials that a decade ago were entering adulthood, proposing a reformulation of cultural patterns that today, or are taken into account, or the possibility of facing an increasingly important market and with a purchasing capacity that the women who preceded them did not disappear. At a time when single-person households grow up to 50% of the total in developed countries, we cannot ignore those who inhabit them.
making of tools, devices and many other objects designed to be taken, always, with the right hand.
The points of sale for their part are no longer what they were but they can be more than they were. The ecommerce shelters them but they defend themselves with the weapons that were always theirs: closeness and customized attention.
Another important tool to keep the usual customers has to do with the experience of each one in the physical store; an experience that added to the customized attention could have a particular fragrance that makes it unforgettable.
The importance that these homes represent was visualized very early by retailers such as AlibabĂĄ who has transformed the day of the bachelor -the 11th of the 11th month- into the most important of the year. And if it is true that many tend to forget what these human groups mean, oblivion tends to be greater with the feminine side of these two-sided coins that are single-person households. Growing minorities in decision-making capacity have different characteristics. We could use different criteria to distinguish them and evaluate their capacities as subjects that transform the world of today. We prefer to focus on one of these groups, that of left-handed people, with whom we have lived all our lives and often do not value in their effort to adapt to a world that does not take them into account in the
Let’s start the development: we will first talk about the independent adult women, we will continue with the world of the left-handed people and we will close with the smell branding.
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Independent women A target group that should not be neglected
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he growing number of women living alone make up one of the most important consumer groups on the planet. They are one of the two sides of the coin of single-person households, which already make up 50% of the total in developed countries and present sustained growth in our region (as a reference, they account for 20% of households in Chile, according to the last census). A subject that will continue to speak in a century like today, which has witnessed important achievements, particularly by women who have reformulated paradigms.
Many companies perceived the trend and have concentrated campaigns in the referred group. The interesting thing, as has been proven, is that if you target women you also earn a good part of the male market. This is because women as buyers are more demanding than men and by meeting the demands of the female market; men’s expectations are also met. Now, how does all this affect the retail stationery store? Historically, women have been predominant customers in our field, they are easily addicted to stationery items, look for novelties in office products, practice crafts and enjoy reading material. Many women who live alone have time to go shopping and have more money to spend. During the purchase process they carefully evaluate the product, they are demanding with the quality and, if the product was good for them, they are faithful to the brand and the place where they bought it (poor quality cannot be sold without suffering the consequences). The independent woman prefers to buy where they provide customized attention, listen to their needs and provide guidance and advice. They are also very communicative, talk more and with many people, which makes them a powerful force of advertising “by word of mouth� that, powered by social networks, today has a reach that can encompass a whole group of similar characteristics regardless of its geographic location.
Every time more women professionals graduate from universities, women have more important and better paid positions, they are also more businesswomen and business owners, but the most striking thing is that many of them no longer privilege life as a couple or within another family or affective group. For women, today it is possible to live socially and economically alone. In Latin America, although we do not have access to statistics with a high level of disaggregation here, the growing number of women who live alone and have economic independence is notorious. It is enough to observe the stationery customers to realize it. Women have always been a prominent consumer audience but today, with a cultural framework that recognizes their capabilities and favors independence, very lucrative marketing opportunities open up.
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Remember: they know what they want, plan their purchases and have money to spend. Who does not want clients like that?
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The right to use the left hand
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eople who have left laterality-we refer to those who use that hand to write and other tasks-have been forced from remote times to change their natural habits. A world designed for right-handed people forced them to deal with unnatural movements, without taking into account the real torture that this means for those who travel “in the opposite direction”, which has led lefthanded to affirm that “ergonomics” should be called “ergodiestrics”. In the West, a son of the Greco-Roman tradition, this different laterality was described as negative, hence the focus of our language also comes: the word right was imposed as a synonym of right, honest, fair, and the right word equivalent to skillful, while in contrast, the left is conceived as undue, as perverse or calamitous (contrary to what happens in the prehispanic Chinese or Andean culture, among others). Subsequently, the term left was used in politics to qualify an opposite tendency, based on a circumstantial disposition of forces during the French Revolution. The real drawback for the left-handed collective, however, lies not in the ambivalence of the vocabulary, but in the difficulty they have in using the tools traditionally designed for the right hand, that is the real claim of left-handed people who, paradoxically, They are within their rights. The skills of the Left-handed The left-handed people are not, nor less capable, nor less virtuous than their opposites, evidence of this are the works of Miguel Ángel1, Leonardo da Vinci2 or Pablo Picasso3, traced with a left-handed pulse; or the victories of generals like Alexander the Great4 or Napoleon Bonaparte5, brandishing steel with the left; the contribution of that hand also testifies to scientific achievements such as those of Benjamin Franklin6 or Albert Einstein7. No trade or discipline would deny the contribution of lefties, without excluding of course football, which vibrated with the goals of Maradona8,
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Pelé9 and, in the last decade, with those of Lionel Messi10. O amplo mercado da esquerda
Companies must deepen their knowledge of their market in order to adapt their offers and strategies. In the case of such heterogeneous markets, the key is to discover homogeneous groups or segments, to individualize them, understand their needs and find business opportunities. In the identification of the segment some variables must be measured and among them size is essential, but how to determine the number of left-handed people in the market? Research conducted in different latitudes indicate that there is no less than 10% left-handed compared to the rest of the population, extrapolating this data we would determine that there are more than 3 million left-handed people in Peru, or that in the city of Bogotá there are about one million people who would demand articles for left handed, how many are there in our plaza? At least 1 in 10 consumers who buy in
the stationery are left-handed, we can assure then that the market of the losses is of a potential not at all negligible! An interesting fact is that although there is a greater female population in the world, in the left-handed segment there are more men than women. Some researches indicate that in developed territories where 12% of left-handed people were counted, there are recent samples that show 15%, this is due, among other reasons, to the flexibility in education that no longer requires the use of the right hand. Because of this, we can think that the new generations are composed with a percentage of emerging lefties. Attentive to this business opportunity, many firms have developed products such as can openers, corkscrews, potato peelers, musical instruments, penknives, golf clubs, baseball gloves and other implements for lefthanded. To better understand this sales opportunity let’s see some of the products that can be found in the market. Scissors
In any way that a conventional scissors is held, always the right blade remains up. When it is intended to cut with the left hand, the blade covers the cutting line, making a neat cut almost impossible. The left-handed scissors, on the other hand, have inverted the position of the blades that is to say that the left is the superior and does not obstruct the user’s vision. Barrilito offers a wide range of scissors for the left hand both for school and for the office. Fountain pen The position of the left hand when writing puts the stylus or fountain pen, at an angle that makes the tip instead of sliding is keyed on the sheet of paper, causing breaks in the sheet or pen or blotches by bad flow of ink when the writing is locked. The left-handed pens have a different angle at their end, usually iridium, with the rounded tip especially polished. Pelikan offers in the Pelikano pen, a model with modifications in the handle and the pen especially for left-handed students.
Ergonomic consistency Following its strategy of satisfying segments, Stabilo produces the Move Easy in a left-handed version, which writes as a pen but is used as a ballpoint pen, not staining or scratching the paper. Its ergonomic design adheres to the physiology and measurements of the child, allowing the index fingers and thumb of the left to fit into the cavities of the non-slip grip area. With erasable ink of light flow, it is a contemporary alternative to the classic fountain pen.
Alternative for writing In left-handed writing instruments produced by Yoropen, the tip angle leaves a wide visual space and its triangular grip rotates in both directions to fit a left or right hand, available in ballpoint pens, mechanical pencils and interchangeable tip crayons. Notebooks and Folders Due to the path of his left hand when writing, lefthanded students are more uncomfortable than righthanded students with the spiral of notebooks the same happens with the rings of the folders, for this they have models specially made with the spiral or rings on the right side that minimize those discomforts. Cutting blade Cutters, have the difficulty that their devices are designed for the right hand. OLFA has not overlooked this
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a positive task, something he can do successfully. The “Kum Medi Grip” is also used at the Sattler Institute in psychological therapies for hyperactive children with physical coordination problems. Some of them are left-handed, but not all, so there is also the version of these sharpeners for righthanded. Rulers detail: 5 models of its safety blades have a symmetrical design, so that when reversing the position of the spare blade, the tool can be operated with the left hand. Pencil sharpener
The scale recorded in these rulers increases from the right to the left, in the same sense that a left-handed person draws a line, so that he does not cover the measurements with his hand. KUM offers this item with its Lefty brand, with the scale stamped in bas-relief to the heat. Triangular grip area
The left-handed sharpeners have the blade in the inverted position, with the cutting edge on the opposite side of the conventional pencil sharpener so that the user can rotate the pencil with the left hand in a counter clockwise direction, thus the chip falls towards outside and not towards his body. KUM, the German manufacturer of pencil sharpeners, recognizes the importance of demand for products for left-handed and offers several models with this feature in its Lefty line. Left-handed children grip for pencil sharpener The KUM Medi Grip, the first really ergonomic, was developed by left-handed children at the KUM facilities. Its benefits were proven in therapies at the Observation and Study Institute of lefthanded children in München, Germany, directed by Dr. Johanna Barbara Sattler, a renowned specialist in the field, who has written several books on finger coordination and cerebral characteristics. With the “Medi”, the child instinctively takes the body of the pencil sharpener with the whole hand and immobilizes it, while concentrating only on the fingers of the other, to rotate the pencil well. In this way, the child sharpens the tip, and the use of pencil sharpener becomes
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Left-handed people’s hand gets tired easily due to the tension generated in the grip area. Although the triangular format is not designed exclusively for left-handed, it facilitates writing since it adapts more easily to the pressure of the index, major and thumb fingers. There are all kinds of triangular section writing instruments available in several brands. Another solution is an ergonomic rubber grip that is applied over any round or hexagonal section, which provides a greater contact surface and avoids fatigue. Stores for lefties The first specialized store we found is Anything LeftHanded, which was installed in London in 1968. Possibly, Paul Mc Cartney, the left-handed bassist of the Beatles, has been counted among its customers.
left-handed should not be expensive or rare, but affordable and appropriate to the needs of daily life. What they sell the most is the school material, since the school is the most hostile medium for the left-handed child and the lack of adequate tools affects the student’s self-esteem. This project edits material for writing, such as the Vade Mano Zurda, a kind of table calendar that indicates the position of the sheet and presents tips for writing with the left hand.
Later when Nibaldo Salvatierra in Chile started the website www.zurdos.cl at the beginning of 2004, he noticed that there was a need for facilitators and tools for left-handed, especially for young children who are just adapting to a society that has everything done for righthanded. The store also emerged as an opportunity to finance the site zurdos.cl, most of the products it sells are imported, but some are locally manufactured exclusively for the Zurdoteca, such as notebooks in their different formats. Salvatierra says that there are periods of greater demand such as school time, he says “It is important to care for children so they are not disadvantaged compared to their classmates and can perform their tasks correctly and without problems”, he also says that it is difficult for right-handed to realize why these items are special, that is why only left-handed people work at the Zurdoteca. With different optics, all people related to the Spanish project Mano Zurda, are right-handed. “To sell products for lefties you don’t necessarily have to be left-handed, you should stop seeing the left-handed as something weird that right-handed people cannot understand “explains Odalys Hernández from Mano Zurda. This initiative was launched with the idea that products for
Soon they will publish an exercise book for lefties, translated from German, and a book about the writing of the left-handed. There are other initiatives such as Zurdomanía in Peru, Zurdar in Argentina, Zurdolandia in Mexico, among others. But this does not mean that these products cannot be sold in general commerce. We should remember that August 13 is International Lefty Day, a perfect excuse to promote, particularly on this date, these items as a gift.
An invisible strategy Smell branding builds brands and influences consumption patterns
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magine that you enter a commercial establishment and perceive such a characteristic aroma that you already know where you are, and that is not all, and that fragrance stimulates your buying impulses. Anyone could associate this description with their favorite restaurant, but we do not refer to that type of establishment, nor to a perfumery, this time it is the paper stationery Emporio from Rio de Janeiro, in Brazil, which has hired the services of Biomist, a specialized company, to find a scent that identifies you and that associates all its stores creating a more sophisticated and innovative atmosphere, providing a unique experience for its customers. Although these techniques are used in different countries of Latin America, Brazil stands out as a forerunner in olfactory marketing and smell branding, incorporating aromatization options already implemented in markets such as Europe, USA, Japan and Korea. A good example is the case of another stationery, Magic Place in Sao Paulo, whose aroma of tutti frutti stimulates the permanence of small consumers in the store. “Our team found that using fruit fragrances attracts the attention of children who have a great influence in this segment,” confirms Rubens Valentim of the marketing department of Biomist. That is why any client of the Morning Glory stationery (another
stationery that adopted the strategy), whether it is in one of its stores in Sao Paulo or one of those in Rio de Janeiro, can recognize the peach aroma that it characterizes them. The smell branding not only tries to perfume the space, behind that fragrance it manifests part of the identity of the brand, transmitting through the multisensory communication, an environment in accordance with the concept and philosophy of the business. Olfactory marketing, as a tool of sensory marketing that appeals to the 5 senses, is an essential element of the marketing mix, a surprising resource to create empathy between commerce and consumers, facilitating the attraction and loyalty of the public. The Brand and Odotype In a present where the power of brands exceeds the value of all the assets of a company, it is essential to build a strong brand image. This was confirmed by Peter Sealey, an expert on the subject who was Coca-Cola Company’s global vice president, who states that in the context of this overpopulation of brands, it is imperative to differentiate, with an original logo, a distinctive symbol, a dominant color, a particular design, a unique sound, but... perhaps he needed to add: “a characteristic odotype”. Just as a brand uses the sense of sight in the form of a logo or logotype, the sense of hearing through a jingle or melody, it can also use the sense of smell with the use of a type that reinforces its communication and the image of
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product. The odotype, also called logo olfactory or logolf, aims to spread the spirit of the brand. To create an odotype, a similar procedure to that of an advertising agency is followed: the client’s briefing is collected contemplating mission, values, objectives, and also analyzing architecture, store design, interior decoration and distribution and, most importantly: “customer demographics and a branding sketch” adds David Van Epps, CEO of ScentAir,” we create a palette of several fragrances, the customer qualifies them and we continue refining the selections until we find the odotype “.
marketing.” But that is the past, currently Prolitec is a specialist that operates in markets as receptive as France, Spain and the USA. The odor systems and their costs Smell branding is an invisible but powerful strategy, Kraft Foods thinks, that in a special issue of People magazine, five of its ads were flavored with the smell of Philadelphia cheese, Chips Ahoy cookies, cinnamonscented coffee, white chocolate and cherry jelly.
Expert opinion Carmine Santandrea, CEO of ScentAndrea, a company dedicated to multisensory communication, has placed thousands of odor systems in different supermarkets, including Wal-Mart. “The sense of smell is the most There are techniques widely used by cosmetology and perfumery in their sampling practices, such as Everscent, which exhales floral fragrances; Scratch ‘N Sniff: for scraping and smelling, widely used in brochures and catalogs; Snap ‘N Burst, to open and smell, is used on the front pages or pages of magazines or Microvarnish, a varnish that is applied in offset prints, as if it were a color of ink, widely used in graphic communication. But how do you perfume the environment of a store?
important of all and is extremely powerful,” says Carmine; “Also, it’s much more intrusive than reading or hearing something,” says Jack Sullivan, vice president of Starcom, with decades of outdoor advertising. “The idea is to create original and creative ways to connect customers with brands,” says David Van Epps, president and CEO of ScentAir, a company specializing in this type of experience. On the other hand, Ted Acker, president of Marins USA, sold Verizon Wireless chocolate smell for an LG phone launch, which was tremendously successful. When an unknown technique is proposed, however, there is always some skepticism, Guillaume Besse president of Prolitec, accepts that: “In the market there was a strong disappointment for past experiences, for the absence of effective tools to exploit the olfactory
There is a range of technologically innovative fragrance diffusers with which it is possible to disseminate them efficiently, economically and ecologically. Some of these equipments are based on the principle of nebulization, which allows transforming an essence extract into a dry, invisible and perfumed cloud, which spreads through the environment using air currents. You can also spread fragrances through air conditioning ducts and heating, or simply by distributing the appliances in the room to perfume. The fragrance spreads homogeneously and quickly throughout the store. These diffusers can be used to add fragrances to outdoor advertising posters. The development of an odotype for a brand can last from 6 to 7 months, with a relatively low cost if we consider its usefulness. There are entrepreneurs, however, who still fear that the experimental conditions, to which the researchers subject the clients during the process, cause a temporary reduction of their sales. The incidence of olfactory stimuli The scents fuel the impulse of purchase of consumers, because they stimulate the limbic system of the brain, which is the area of sensory reception responsible for
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The limbic system of the brain, which directs emotions and behavior, is involved in the formation of long-term memory, and is directly associated with olfactory structures. Studies carried out at points of sale
pleasure, emotions and humor (also of thirst and hunger). Smell is the sense most directly linked to the fundamental impulses of the brain.
In a perfumed environment, consumers get carried away more easily by their emotions. The diffusion of odors can exacerbate two of its main expectations: pleasure and discovery. Las Vegas casinos show indexes where bets grow by 45% when players are exposed to certain smells. This suggests that the state regulatory agencies, in the future could regulate the use of olfactory marketing. Recall the effects of subliminal advertising, which was forbidden to check that affects the unconscious. It will be necessary to deepen the scientific investigations to verify that with the olfactory marketing, the will of the consumer is not being manipulated. The senses and long-term memory Some research has shown that when we capture information with several senses at once, memory is more acute. These scientific analyses establish that there is a greater memorization when two senses intervene, such as sight and hearing, thus storing the information in the medium term memory. It could also be documented that when the sense of smell was added to them, the data are stored in long-term memory, where they will be maintained if they are constantly fed with a certain frequency of repetitions. Now, when information is captured as a personal experience, it is an experience that is recorded in long-term memory registers, memories that are not easy to eliminate.
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Virginie Maille, Professor of Marketing at the University of Nice, points out that the experts’ interest in the environment at the point of sale is not particularly new, hence the “sensory marketing” and its most important facet, “ olfactory marketing “. The academic stresses that the biggest obstacle of sensory marketing and, in particular, smell branding, lies in the difficulty of explicitly asking the consumer about the influence that the aroma
exerts on him, or if he better memorizes the name of the brand when the product gives off a perfume or another. For this reason, most of the sensory marketing studies come from direct experimentation: the reactions of the public exposed to different perfumes are observed and compared with the data record of the box. The first studies that compared the reactions of consumers exposed to pleasant environmental odors and those who were exposed to totally odorless spaces, such as the study by Warm, 1990; the one by Spangenberg, 1996; and that of Michon and Chebat, 2002; They found that customers exposed to pleasant fragrances spent more and intended to return to the establishment more often, in addition to spending more time at the point of sale. The odors are strongly linked to the memory and affective part of the brain, there are three studies that have examined the topic: Cann and Ross, 1989; Schab’s, 1990; and the one by Morrin and Ratneshwar, 2000; the three converge in that when the same aroma is released during the learning and memorization phases, the recall and recognition of the articles improves. In other words,
if something is associated with a positive experience, it favors the brand recognition and consumer loyalty. Aromas, uses and meanings Through time and the evolution of different people, aromas have been associated with certain behaviors and attitudes, these are some examples: •Tea tree: Stimulates creativity and security. •Geranium: Encourages enthusiasm, balance, development of creativity. Female.
Good examples of good smell for business Martín Lindstrom, author of Brand Sense (Building powerful brands through touch, taste, smell, sight and sound) says that 75% of the emotions we experience daily are due to what we smell, not what we see; while 83% of the commercials to which we are exposed are directed only to our sight. 2 fragrant and remembered brands
concretion,
•Myrrh: It promotes communication and harmony, in addition to stimulating emotion.
“We can barely identify a handful of names that really own an aroma associated with their brand,” explains Lindstrom, “the signatures of the Play-Doh play dough and the Crayola crayon had almost no idea of the power their aromas represented” ; both are the ones most remembered by American children and adults. •Cinnamon: It stimulates interest in life and interest in achieving dreams. It provides balance, frees apathy and provides the necessary warmth to take on commitments. Regain the joy and desire to live the future. It is linked to the feminine aspect. •Lavender: Harmonizes and balances emotions, helps spiritual practices, brings peace, harmony, calm, serenity. Male. •Rosemary: Helps to live positively in full communication with oneself and with others. Manly. •Cypress: Provides resistance, willpower, creative ability, desire to live, vigor, the ability to regenerate psychic and physical strength. Male. •Chamomile: Balances, stabilizes and harmonizes, body, mind and emotions. It allows discharging the tensions and brings calmness, inner peace, amplitude of conscience, power of reasoning. •Thyme: Provides courage and strength to become aware of your abilities and limitations. Regulates the energy flow. •Azahar: It gives joy and stimulates positive energy. In addition, it is a natural tranquilizer, the same as lemon.
In some cases, a characteristic fragrance is related to a product, as it happens with the mass to mold or the wax pencils, this perfume is stored in the long-term memory, which is projected from the childhood of the individual throughout his life, evoking common memories associated with the brand and buying preferences. The attractiveness of a fragrance, like the appeal of a melody, is highly subjective, it may not be pleasant, but it becomes part of the brand itself and will be strongly remembered. Brand-conscious companies enhance fragrances by creating a lasting partnership between the brand and a pleasant aroma. Scented rubbers that are not erased from the memory One of the largest manufacturers of rubber products in the world is Mercur, which is located in Santa Cruz do Sul, Brazil. His technical experience to aromatize rubber products, is due to their hot water bags, to which they add jasmine, orange blossom and chamomile, widely used in aromatherapy, as they explain in the company. Later, Mercur launched the flavored Flash and Jetty erasers, in addition to the Moranguinho-licensed drafts (Strawberry Shortcake). Later they
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introduced the model TR Jetty, drafts with vibrant colors
Strawberry that smells like strawberries
and fluorescent (green lemon, yellow and orange), with a
Notable is the successful experience of
transparent grip of exclusive design, with
Artesco, a Peruvian company licensed by
a scent of strawberries that is a differential
Fresita (known as Strawberry Shortcake,
of the product, to be remembered
Strawberry Tart, Strawberry, Rosita Fresita
especially by young consumers.
or
Moranguinho,
depending
on
the
There is still much to discover in terms
country). The license added value to their
of aroma marketing, but companies are
brand by adding perfume to their products.
already benefiting from the application of
Artesco produces folders, holsters and
this modern strategy.
lunch boxes under license “Fresita” with a strawberry scent, of course! ... A double
School markers and experiential marketing
advantage before the competition, since in
“To confront an excessive concurrence
addition to being a recognized license, it has a
of brands to the market, we differentiate
characteristic fragrance that emanates the spirit of the
our products incorporating additional
brand.
attributes,”
explained
Novoplast.
The
Peruvian factory developed new markers, they are school markers presented in 10-color cases, whose peculiarity is that each color has a different fragrance. Other
The products that they made under Floricienta’s license were also an event, they had a floral essence that increased their charm. Fragrances are already an office item
thick-pointed lines are completed in 6 and 10-color cases with different fruit aromas. “We have added an original
The marketing of aromas is not limited only to the
design, relating them to a musical band, and each of the
commercial environment, it also reaches the workplace,
fruit aromas is represented by a member of the orchestra,”
where it is used to reduce stress, improve creative performance
he adds.
or create a productive environment. A good example is Tarifatic Taromatic, a variety of 5 aromas and 3 types of
For experiential marketing, the association of colors, smells, music and characters, is a striking combination, a
diffusers, sold by many suppliers of office supplies throughout Europe.
new way of approaching the consumer by appealing to their senses, and in this way achieving a truly memorable
Tarifold, the French manufacturer of archival and document presentation products, transits this concept with its innovative
experience.
line of aromatic office fragrances. It is no coincidence that the
Scented diaries
pioneer in aromas for the office is French, France, recognized
Rivadavia launched scented
as the cradle of perfume, turned out to be the ideal site for
diaries a few years ago with an
the research, development and launch of this new category of
exquisite fruit perfume and in a
office products, now based in oils essentials
16 x 21 format, spirals, were thought as an illustrated book that
provides
useful
information, helps to organize and offer fun and original options that are completed with two stickers plates and a colored sheet.
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Something that today is so normal, like setting up commercial sites or places of work with music, fifty years ago seemed very strange. Olfactory marketing is growing and it will not call our attention, that applications we do not imagine today, are offered in a short term. We still have a lot to see ... and to smell.
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Alliances that make the difference
S
p Products has announced in the News´s Showroom 2019 that it has joined the giant “Crayola”.
The strategy aims to bring together the recognized brands of Symball, Micro and Micro VIP to the American firm to enhance the image. In turn, the deep sales force of the Argentine company would help to cover a broad customer’s portfolio that the Crayola brand can reach. Both companies have a long trajectory. Sp Products has 26 years in the market of the South American country and it has been recognized principally for the distribution of its own brand, Symball. Symball has a vast branch of art items, of which we can highlight: markers, coloring pencils and crayons that are focused on the school segment. On the other hand, Micro has a writing line with a series of pens and it is focused on the school and office sector; MicroVIP has fancy pens, with different shapes and colors and seeks to generate distinction and finesse. Crayola, formerly known as Binney & Smith and since 2007 it is named after its flagship brand to have greater recognition. More than 100 years have led the American company to be one of the most popular. In so long they have evolved their products, making them more and more friendly, resistant and useful. Starting with the crayons they have now opened their spectrum to products such as clay, modeling clay, brushes, glues, paints, markers and even toys. It also offers the possibility of customizing certain items to make them unique and different for each client according to their preferences.
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Sp Products has not only been stuck in this alliance, but informed alliances with other brands in order to kick the board and try to take off with all the possible weapons that allow it to grow and position itself in a sparkling way in Argentina. Y-Plus, Dello and Confetti will also make up the team and with this will attack all fronts to cover all the needs that exist in the stationery world and bookstore, offering several quality products for different tastes and of different types. The SP Products’ articles will mark many pages, and their alliances will make the difference.
Seasonal Decoration at its best 25 a 29-1-2019
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le fascinará como mercado de flores frescas y plantas ornamentales. 23
SYNERGIES in the famous German region of the Black Forest - Schneider and MOLOTOW™ decide to cooperate
What can we expect when an innovative manufacturer of writing tools and a dynamic company with its own brand of urban art decide to cooperate? A lot! On 21.04.2016 Schneider Schreibgeräte GmbH (founded in 1938) and Feuerstein GmbH (founded in 1959) with their own urban brand MOLOTOW ™ signed long-term cooperation contracts. The objectives of the cooperation are the development of common technological innovations and to take advantage of the exchange of expertise, which can be seen in the Schneider and MOLOTOW™ product lines. In addition, Schneider has taken over the international distribution of the MOLOTOW™ Fine Art range and has begun distributing MOLOTOW ™ brand products in several countries, including many Latin American countries. Environmental protection is one of the most established values in the Schneider family business. Also MOLOTOW™ can shine with sustainable products and concepts: therefore, almost all markers are rechargeable and offer the opportunity to replace the tips. Despite the sustainable concepts, both companies stand out, specially, for their innovations at the highest level of quality. Thanks to this cooperation, writing tools are drawing near to the artistic tools. But there is another aspect that is crucial: The two companies think the same in terms of sustainability, equity, “Made in Germany” and product quality. So, what can we expect from this cooperation? Everything! Within the extensive catalog of MOLOTOW™ products, we would like to highlight the famous ONE4ALL™ artistic markers. The ONE4ALL™ line of markers consists of high-
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quality paint tools for all creative applications. This includes the ONE4ALL™ sustainable acrylic marker system, which is the most popular and important color system, since it is suitable for almost all surfaces, from wood, canvas, glass, fabrics, etc. The focus of the line is on its high opacity, as well as on the durable functionality and the patented marker technique. This technique has been used in almost all MOLOTOW™ markers. This marker, in addition to providing rapid implementation of the works also represents great savings for the user due to the sustainable technology R.E.M.™ from which it is developed. R.E.M. ™ is the result of the main features of ONE4ALL™ markers; R is for refill, easy-to-recharge markers, at least 50 times, so it is ecological and economical. E is for Exchange, enjoy endless possibilities and develop your creativity thanks to the different interchangeable tips. M is for Mix; since all colors of ONE4ALL™ (more than 50 colors) can be mixed. Using empty markers, it is possible to create your own color tones without any difficulty. Once again MOLOTOW™ offers the market a totally innovative and exclusive product.
SUSTAINABLE ACRYLIC PAINT SYSTEM 50 COLORS ULTRA OPAQUE FOR ALMOST EVERY TYPE OF SURFACES
THE EVERYDAY STYLE by: Martín Arzate Latin America Marketing Analyst Pelikan México S.A. de C.V
B
y taking notes in class, signing a check or making the list of the supermarket, regardless of the stage of life in which we find ourselves, the presence of a pen in our day by day is such that, we could assure it, we have lost the notion of the indispensable and the importance that this versatile instrument has in our daily activities. In spite of all the technological advances that today allow us to “write” and store information, whether in the computer, tablet or cell phone, it is difficult to imagine a world in which the writing instruments can be replaced. It is a fact that innovation is not alien to these instruments and that gives consumers the opportunity to choose the pen that best suits their tastes, needs and budget, within a range of unimaginable possibilities. And in tastes, genres are broken. As time passes, we become more perceptive to the details and our personality is defined in such a way that we seek to express it in different ways. The color, form and function of a writing instrument are those aspects that we seek to be an extension of the way we are.
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As time passes, we become more perceptive to the details and our personality is defined in such a way that we seek to express it in different ways. The color, form and function of a writing instrument are those aspects that we seek to be an extension of the way we are. The Stola line is the perfect combination between style and modernity. Through three concepts: ballpoint pen, roller or fountain pen, the elegance and functionality come together to provide users with a much more personalized experience. Including accessories such as a stylus for tablets or smartphones, Stola ll remains at the forefront, making writing a complete experience. If what you are looking for is a much more casual and juvenile, the Jazz line is the ideal one. With more than 10 options in terms of colors and finishes in silver, it conveys a feeling of elegance that few writing instruments can match. As its career proves, Pelikan is in a constant process of learning and innovation that gives the assurance that each writing instrument that reaches its consumers is the most appropriate to their needs and, above all, allows the user Keep his ideas and special moments.
Glamour
in your hands
The Creative Line of Global Notes
G
lobal Notes, a division of AMC AG, has over 25 years’ experience in the sticky notes industry and guarantees the high quality standards associated with “Made in Germany”. Over the years, Global Notes has become a modern manufacturer of adhesive notes, which includes a wide range of high quality products and continuous innovations. Since 2013, Global Notes is represented in the creative sector products for creative minds of all ages. The main attribute in producing sticky notes is also the special feature of the Creative Info products. Sticky notes are slightly tacky, they can be removed without leaving any residue and can be repositioned repeatedly without losing grip. This is due to a special solvent free adhesive and water. Creative Info assortment consists of several sticky products such as previously printed coloring sheets, stickers, sticky notes and large banners for both creative minds for decoration or for professional presentations. “Real Eye-catchers” are the new –exciting and magical-
themes for the popular coloring inFO Creative Rolls for children. In addition, there is a new king-size color roll available. Because of its size, it is ideal for the simultaneous use of several artists. Topics are arranged so that they can also be colored from the opposite side. For all decorative minds, creative adhesive tapes with colorful and sophisticated designs offer almost endless applications. They are ideal for decorating photos, envelopes, greeting cards, mirrors, vases and other objects. A highlight is the new “proTECT”, which covers all self-adhesive masking paper products for the craft and professional sector, also based on sticky notes technology for elimination and waste-free repositioning. Inspire yourself with various applications and purpose opportunities! Discover the world of sticky notes and creative applications. www.globalnotes.de
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n n
Sticky notes and related products “Made in Germany” Notes, bookmarks, adhesive flags and creative paper and plastic products for all needs.
n
Global Notes is the specialist with own brand and also has a wide range under its INFO brand.
n
The water-based and solvent-free adhesive protects the environment and adheres optimally.
èHAVE A GOOD SHARE IN A GOOD BUSINESS... BE AN EXCLUSIVE INFO BRAND DISTRIBUTOR IN YOUR REGION. For more detailed information Visit: www.globalnotes.de or contact Peter Czemetschka pc@globalnotes.de
regional
brief
Brazil: Foroni launches collection of notebooks 2018/2019 Inspired by the film “Jurassic World 2, Fallen Kingdom”, the Brazilian producer exclusively launched a new collection of notebooks. The movie, with great ticket office success, has just premiered on the screens of different cities. The characters, in the memory of their fans, now populate the covers of the new collection of notebooks, including college and cartography. Foroni, always attentive to what he calls his clients, gratifies with his collections students of different ages, an attitude that has allowed him to grow this family company close to reaching the century of life (it was founded in 1924). It should not be forgotten, on the other hand, that all the products of this manufacturer are made with ecological and socially correct paper, certified with the FSC seal.
Mexico: ACCO buys GOBA International The presence of ACCO Brands is strengthened in Mexico with the acquisition of GOBA International, a company widely recognized nationally and internationally. The North American brand would have paid for GOBA around 31 million dollars, a figure that is a clear investment in the future, with results that will be perceived almost immediately. ACCO estimates that the acquired brand will significantly increase its revenues, reaching a total annual turnover of US $ 90 million. “We are very excited to increase our presence in fast-growing segments, such as consumer and school products, with the addition of strong brands such as Barrilito,” said Boris Elisman, President and CEO of ACCO Brands. “These brands and products increase our penetration with wholesalers and retailers throughout Mexico and complement our existing distribution in the country,” he added.
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AC A DEM Y Pencils, Paints, Pastels and Markers
Derwent Academy has been created for aspiring artists wishing to develop and improve their drawing and painting skills. Ideal for colouring, drawing and illustration, the range is perfect for school age artists and entry level artists who want to experiment with products and techniques.
www.DerwentArt.com
regional
brief
Cretacolor, Vienna. A Passion For Pencils.
Creative ideas for presents
Marino Watercolor pencils
Colombia: Fenalco promotes responsible practices in import and manufacturing
24 colors, metal box
During the months of August and September of this year, the National Federation of Merchants of Colombia (Fenalco), has supported the work of the competent agencies, promoting practices that support responsible manufacturing and legal importation of products, avoiding counterfeiting. Calligraphic sets 11 pieces
Art sets
In this context, the trade union organization issued a cycle of training to the future officers of the Colombian Tax and Customs Police in the city of BogotĂĄ. The initiative counted with the decided contribution of companies of the sector, between which it is possible to emphasize Legis, Faber Castell and Rank Products, among others. Bernardo Mesa Moreno, Founding Member of the Fenalco Committee that promotes better business practices in Colombia, added that similarly “it is necessary to combat these phenomena that bring risks inherent to health. With the Colombian Institute of Technical Standards and Certification (Icontec), a great deal of work has also been done to raise the technical standards of writing and school products, among other products. (This is very important) in a globalized economy that is increasingly producing more in different countries, where the welfare of the consumer is not always taken care of “.
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www.cretacolor.com
regional
brief
Mexico: Stationers prefer school vouchers The packages of supplies distributed by state institutions have seriously affected seasonal sales, according to the Business Association of Stationers of the State of Mexico A.C. With the school vouchers, papermakers in general were encouraged. With the school packages, however, the main beneficiaries are the suppliers leaving most of the traders, particularly the smallest, with their sales reduced by half or less. Hugo Ávila Guadarrama (Photo), president of the aforementioned association, indicated that the back to school season represents 50% of annual sales for large stationeries and 80% for rural establishments, many of which are in danger of disappearing. August is the month in which the peak in seasonal sales is reached. This year, according to the buyer’s behavior, it is expected to sell half. “Sales should already be double according to the usual behavior,” said Avila Guadarrama. He clarified that purchases are expected mainly from private schools, as the officers already know of the delivery of official packages.
Mexico: Grupo Gigante appointed new CFO The Mexican group reported that it has appointed Rodrigo Sandoval Navarro as the new Director of Administration and Finance (CFO). “As part of Grupo Gigante’s strategic plan and seeking to update and strengthen its organizational structure and its subsidiaries, it is announced that Mr. Rodrigo Sandoval Navarro joins Grupo Gigante as the Group’s Director of Administration and Finance (CFO)”, informed the company. Sandoval, with vast experience in the area he will direct, is a graduate of the Economics Degree from the Autonomous Technological Institute of Mexico and the MBA from Yale School of Management. The appointment is part of the plan that the company announced the previous year and began with the appointment of Federico Bernaldo de Quirós González Pacheco as CEO of the company, replacing Angel Losada Moreno, who currently serves as president of the Board of Directors and Executive President.
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Ecuador: Solid growth of Global Notes in the region Global Notes and its solid growth in the Latin American region has led its area sales manager, Peter Czemetschka, to plan constant visits to its distributors to give support and establish the most suitable marketing alternatives in countries that are going through permanent changes. This action is a clear manifestation of the importance that the Latin American market has for Global Notes. “We are very happy to work with companies committed to the brand and clients and that despite the difficulties and tense moments that sometimes cross in their countries have managed to get ahead with their extraordinary work. The orders have not stopped especially orders of our presentations of yellow and bright classic adhesive notes, “said Czemetschka during his time in Ecuador. “We are also having great reception with our CREATIVE line and cubes of various colors and different numbers of sheets. We are evaluating new potential distributors especially for our brand inFO Notes in Chile”, he added. This time, his tour began on July 24 and covered Colombia, Ecuador and Peru.
Dominican Republic: La Sirena opened season 2018 with its Good Luck Pencil As every year, La Sirena started the school season with its campaign “The Good Luck Pencil”, in which it offers important prizes and special discounts. This year the motto of the launching is “Learning gives you more” and will provide, in addition to multiple discounts and promotions, more than 100 prizes in purchase bonds and 50 stays at the Meliá Caribe Tropical hotel, valid for 5 people. The campaign was presented at a special evening held at “La Sirena Churchill” facilities, where children and adults could enjoy a great party animated by “Sofía Globitos”. The characters of the “Good Luck Pencil”, Sussy, Fritz and Zack also participated in the activity. “For the purchase of RD$ 1,000 in school items and presenting the Siremás card, the customer will receive 1 electronic ticket with which he can participate in the weekly draws to be held in the months of August and September. In the same way, for the purchase of RD$ 500 in sponsoring products, additional tickets will be generated and when paying with the CINCO credit card, double tickets will be obtained, “explained Gabriela Castillo, Brand Leader of Grupo Ramos.
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regional
brief
Brazil: Tilibra participated in Bett Educar 2018 Tilibra participated, for the first time, in Bett Educar 2018, a fair that has been held for 25 years. The manufacturer exhibited in its booth, together with its distributor Edulnfo, products such as shredders, laminating machines, grinders, guillotines, writing instruments and accessories for Kensington and Swingline lines. The intention of Tilibra was to promote its wide range of products for the education sector, having as a target audience the schools -both of the public sector, as of the private sector and the professionals involved in that area. This was also a very good opportunity for the general public, which could meet and try some launches, among which the line of Pictures and Pedagogical Materials. The president of Tilibra, Sidnei Bergamaschi and the commercial director, Amaury Drapcynski, among other high-level executives were present at the event, which took place in the city of São Paulo.
Mexico: Centennials boost the ballpoint industry Contrary to what one might think, those born between 1994 and 2010 --centennials - continue to demand pens as much or more than the generations that preceded them. The difference is that traditional colors are no longer enough and have led brands to offer a wide variety. According to Euromonitor International’s research on writing instruments, innovation in colors and parts will be relevant to the future and the prevalence of the industry. Only in the first 5 months of this year 335.8 million ballpoint pens were sold in Mexico. A true record that represented a rise of 16 percent compared to the same period in the last 3 years and the largest volume in sales of the last five years, according to the Inegi. “We clearly live a phenomenon where young people from the primary to university not only want to write with blue and black pen, they also want to exploit their creativity, we have bet with campaigns of new colors that we call fashion, in which we serve a demand for different colors” explained Michael Kaller (Photo), Marketing Director for BIC Mexico.
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“Rich & Smooth Colours”
• Vibrant colour palette. • Provides unlimited fun and excitement. • High quality colours ensure smooth and easy application. • Use colours any way – individually or mixed together with a brush or a sponge to create your own unique look.
Wanted DISTRIBUTORS / IMPORTERS
37
Hindustan Pencils Pvt. Ltd., India, 510, Himalaya House, Mumbai- 400 001 www.hindustanpencils.com
regional
brief
Colombia: Samsonite announces franchises and presence in school season The growth in Samsonite sales in Colombia, which includes its line of school backpacks, has led manufacturers to plan the opening of new stores. The optimistic forecast of turnover for this year - more than 50% in relation to 2017 - has justified the opening of two new stores, so the chain already has 16 points of sale in the country. A development that also foresees, in the short term, growth thanks to franchises, according to the information provided by Rosine Dallos Jabbour (Photo), Samsonite’s Manager. The brand does not neglect the back to school season and highlights the growing importance it has in its sales: “Samsonite is prepared to handle products in school season, where before was not seen. For three years we have participated in this season. Samsonite is a brand with 100 years in the international market, but is ready to venture into the Back to School market, prices are 20% below the competition, “said Dallos Jabbour.
Venezuela: Schools reduce the list of supplies The reduced supply, on the one hand, and the inaccessible cost of school supplies, on the other, has led many educational establishments to reduce the list of supplies and to make demands on uniforms more flexible. From the parents another alternative has emerged: the exchange of texts to access books through barter. Another measure that tries to stop the school desertion caused by the lack of school supplies and clothing. To the indicated deficiencies are added those of the infrastructure itself. The buildings that house the schools also have their own needs. The lack of maintenance together with the failures in the provision of vital services such as water further complicate the situation. Another problem that is not related only to the school season but that also affects it is the lack of transportation and the lack of food.
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Uruguay: Santiago Aloy S.A. is 72 years old Santiago Aloy S.A, a family company of recognized trajectory in its country, just turned 72 and it celebrates inaugurating its new logistic center. Located in the Carrasco Norte neighborhood of the city of Montevideo, it has 4,000 m2 between storage, offices and showroom, all of them arranged in large and modern spaces. With the aim of improving its internal processes and customer satisfaction, the new facilities are equipped with modern storage systems, auto-elevators, lighting and state-of-the-art thermal conditioning, making management more efficient and friendly while minimizing impact on the environment.
Santiado Aloy em 1946
The site, in which the new facilities are located, has 25,000 m2, which will allow the company, following its current growth rate, to almost double its built surface area in the medium term, ensuring a promising future under the management of the third family generation.
Peru: Lego presents the first certified store in South America With the quality standard that it maintains in its stores globally, Lego has relaunched its Jockey Plaza store in Lima, which transforms it into the first certified store in South America. Among the details that draw attention, you can find the wall “Pick a Brick” with more than 50 thousand pieces in different sizes and colors available for sale in bulk. The module “Build a Minifigure”, on the other hand, is another striking space where visitors have the freedom to create their own set of collections in a personalized way and to the taste of each one. “The incorporation of these new experiences in Peru, responds to the needs of the growing Lego creative market, which previously could only find these options in other countries of the world,” said Natalie Malamud, commercial manager of Comexa, representatives of Lego in Peru. This renewed space boosts creativity, in an era dominated by technology and electronic games. Developing the ability to create favors concentration and spatial reasoning skills, also collaboration and problem solving are enhanced. “It is a toy that will last for a lifetime and that will remain as attractive and fun as 60 years ago, as a source of inspiration for all generations,” Malamud added.
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Lendoiro library: the challenge is to adapt to the speed of changes
T
o remain half a century in business is already a remarkable merit. If to this we add growth in quantity and quality, we enter at the level of what is frankly exceptional. This is what has happened with Librería Lendoiro in the Dominican Republic. Now led by the second generation of families, who began to learn how to run a business along with the first letters, always respecting the pillars of the founder: persistence, honesty and humility. Juan Lendoiro, current General Manager of the company, shares with us his vision and his perspective for the future. El Papel: When was your company founded and what motivated you to be part of the group of merchants of stationery products in the country? Do you belong to an association of companies? Juan Lendoiro: Librería Lendoiro SAS was founded in 1971 by the Spanish immigrant Bernardo Lendoiro Rodriguez (my father) who had left from La Coruña, Spain, in search of new horizons since his country was going through a serious crisis due to the Civil War. At the age of 25 he left and came to the Dominican Republic. After having several jobs, he was working for Libreria Amengual in the City of Santiago, which was very famous for the distribution of magazines nationwide. When they were going to withdraw their store, they did not have the necessary money to pay for their services, so he suggested that there was no problem, that they simply left him in
40
that store, that he would take care of it but that they would continue with the merchandising office. This store was located on Calle El Sol # 46 in the city of Santiago. For my part, I “threw my teeth” in the bookstore -which is how it started at first- fascinated by everything that has to do with office, expendable material, colors, art, variety. We currently belong to ASECENSA (Association of Companies of the Center of Santiago) in which take care of the historical part of our city where the main store is and we are also part of ACIS (Association of Merchants of Santiago) where we already consider broader issues about the city and the Cibao region.
and in two qualities. The client who visits us knows that the first thing is that he is going to have a quality product (we stand up for what we sell), at a competitive price and with a great variety to choose from. We really like the color and variety in the products. Our slogan is: “As big as your imagination�. EP: Referring to diversification What new products or categories have you included in your offer last year?
EP: What products and brands do you commercialize? JL: Among the brands that we market we have Esselte, Erich Krause, Sticky Notes, Acrilex, JanSport, Kipling, Buffonne, Baco, Barrilito, Top Drawer, Sadipal, Fabriano, Kores, Edding, Tombow and several more. 90% of our sales come from imports, locally we only buy books for back to school season, some notebooks and one or another product that we may be missing at some point, but our orientation is entirely to import. EP: Where is your main office, how many points of sale do you have and what expectations of new openings do you have for this year? JL: Our corporate offices and stores are all located in Santiago de los Caballeros, which is the second city in the country. We currently have three retail stores and two distribution warehouses (Santiago and Santo Domingo). Our offices are near our main store at Calle El Sol # 71, Santiago. EP: What do you think is your main differentiator over the competition so that the consumer chooses you? JL: The difference is due to the great variety and depth we have in our lines and products. On cardboards, for example, we have more than 30 colors to choose from
JL: This year we have continued betting on handicrafts and among the new products that we include are the Lettering markers of the Tombow brand. At the same time, we have had several courses in our store and we plan to continue growing along this line. EP: Please, tell us, what kinds of products have fallen in sales this year and what do you attribute to be due. JL: It’s no secret to anyone that the sale of books every day is less and we do not escape this reality ... and I mean all kinds of books, including school books. The same desktop accessories are presenting a considerable decline and is that today the traditional desk has been transformed a lot and will continue to do so. EP: Does the company have a virtual store or online sale? How do you think that electronic commerce is affecting traditional bookstores? JL: We are currently working on that channel to launch it. In our country, online sales by local companies are still very timid due to security (trust) and distribution problems. Through courier companies you can buy products from the United States that make us compete and affect us, but the big blow will be when the Dominican market opens to buy online from local companies, then there will be a big blow for traditional bookstores although those that are in small towns or distant will not be affected from the start.
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EP: How has the stationery industry in your country evolved according to your point of view in the last 2 years? JL: Definitely, we have evolved in recent years but the paper industry is very delicate, it does not allow us to make many mistakes financially speaking. We have seen large multinational companies with large capitals that came with the idea of hoarding the market and have had to leave the country. There have also been very large local companies that today have also disappeared ... and that being in the market for more than 47 years has not been an easy task, only achieved with persistence, honesty and humility. EP: How do you see the future of stationery for the next 5 years? JL: I see many transformations, from the products we sell to the way we market them. It will be necessary to include many lines that are not traditional in our business and expand the diversity of what we sell. There have always been and there will always be change, the challenge is to adapt to the speed of these changes. EP: What factors must be taken into account to consolidate as a company in the Dominican Republic? JL: I think the first thing to take into account is the tax
part, the taxes can bury you in a short time and the part of our Labor Code that takes into account the company. On the other hand, although we are a small country, regions behave differently with very different demands and tastes. EP: How easy or difficult is it to sustain in the competitive world of school and office products? JL: It is extremely difficult since it is a very easy market, there are no barriers or limitations to be able to import school and office products. Many people use the phrase “a pen and pencil are and always will be the same”, and in a certain way they are right, but they do not know how it is marketed and they go by the variable price that sometimes is not the best but it is the easier. In many cases they do not obtain the desired success and proceed to “burn”, to sell at a very low price those products creating a distortion in the market. That is why we work a lot with brands and companies that are worldwide recognized because they give us variety and an added value that can differentiate us from any other importer. EP: If you could request something that is done or not done in your country for the commercialization of school and office products, what would it be? JL: Something that has affected a lot to all the bookstores and stationeries nationwide is that in our country the school books are sold directly by the publishers to the schools without going through the traditional intermediary that were the bookstores. The school season was for many that time of a great peak of sales that lasted almost a month, where the biggest weight in the bill was the school books and nowadays it is not. The national and international publishers have taken the small bookstores out of the business and gone directly to the schools, accept returns and give them consignment goods ... something that was not done with the traditional distribution. EP: Related to price, quality, variety, service, what strategies in general should be developed and applied to customer loyalty according to their criteria? JL: The first thing is to know who your client is and what your market is, there are customers sensitive to the price and others not. So there is no correct and incorrect formula. But in my case I value the quality, variety, service and competitive price. But each market and company has its own manual.
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The role of paper in the digital era
J
ust a few years ago, it was very common to sit down as a family to watch the photographs of birthdays, the wedding of our parents or that unforgettable trip we made, however, with the arrival of the digital era we now store these memories in devices or mobile phones, but have you asked yourself, what is the role of paper in our era? In this sense, Canson® Infinity, a brand of photographic paper recognized worldwide, knows that the digital era has brought us many advantages, and that sometimes it is usually much more convenient to keep photographs unprinted and stored in storage devices instead to archive lots of photographs, but these devices are not completely reliable, because those that we know now, in some years will be completely obsolete and recovering your files will mean a higher cost. Photo albums are a treasure trove of family history, looking at photographs fosters family unity and reinforces the security and positive self-image that children have of themselves by knowing that they are an important part of the family.
with the best papers that exist in the market, leaving aside the possibility of leaving those memories forgotten. For more information about Canson® Infinity, you can access www.canson-infinity.com/es and follow them on their social networks like Facebook Canson Infinity, Instagram cansoninfinity and YouTube Canson. Remember that this brand is distributed and endorsed by Fila Dixon® Group in Mexico. About Canson® Infinity Canson® Infinity is the name that refers to the Digital Fine Art & Photo range, developed by the Canson® paper company, with more than 150 years of history and present in almost 150 countries around the world, as well as being a world leader in the role of Fine Arts. It also provides high quality and resistant to aging papers and canvases, specially designed for the printing of pictorial works and artistic photography.
On the other hand, in much more specialized sectors such as photographic studios, graphic artists, professional photographers, etc. It is very important to have the best papers and products to be able to give the users immortalized memories on paper, regardless of the occasion. In this sense, Canson® Infinity has a wide range of products and papers that fit the needs of any expert when selecting the basis of printing of any photograph. In this way, within the digital world, you still have the option to immortalize your memories in a physical way
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Merletto, a brand with regional presence
replacement, that is, they are base products. Merletto’s seasonal “in-out” products range from 2,000 to 3,000 items, thanks to its large assortment of products, Merletto has managed to meet the needs of each country, providing the product that each country requires. EP: What kind of products does Merletto have? MG: We could divide the Merletto products into 4 ranges: school, office, arts & crafts and gifts. Every year Merletto organizes a fair to launch new products to the market, always taking into account in its assortment products a variety that meets needs for all, boys / girls, men / women. EP: What are the most important markets for Merletto in Latin America? MG: Previously Colombia was the most important market for us, now it is more balanced, the most active markets for Merletto are currently Bolivia, Honduras, Panama and Costa Rica. EP: What factors do you think have influenced this result?
Federico Liguas (L) and Marco González (R), Merletto’s executives
M
erletto, the well-known international brand based in Panama, was visiting Ecuador. The opportunity was propitious to interview its executives -Federico Liguas and Marco González- who allowed us to know important details regarding its history, operation and projection. El Papel: When was Merletto founded? Federico Liguas: Merletto, its etymological origin is Italian and it means “lace”, the first products that it sold more than 20 years ago when it was founded, were ribbons, lace, fabrics, then products were being implemented that were completing the others and it is how we began to commercialize the liquid silicone. EP: What is the star product of Merletto? FL: Liquid silicone was Merletto’s flagship product since its inception and continues to be the company’s flagship product to this day. Liquid silicone is well positioned in the market and one of its benefits is that it has a higher degree of “methanol”, which makes it stick more firmly and can then be used for slightly heavier objects. In addition, Merletto also has silicone guns that have a very high degree of rotation. EP: How many products does Merletto have in its portfolio? Marco González: Merletto handles a wide range of products in which more than 600 of them are of constant
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MG: One of the factors that has strengthened Merletto’s exports is the segmentation and provisioning of the product portfolio, resulting in a strengthening of the inventory to achieve a response capacity in almost immediate replenishment, since our inventory has a stock of almost 80% of the base or replacement products. Another factor is the “Go to Market”, the restructuring in the market approach. It has been changing the direct business model to work with distributors; this means less direct people since it is the distributor who with its sales force drives and develops marketing. Now the visit to each country is more professional because the focus is on the support to the distributor to increase the sale, then plans are carried out together, the main points are visited with the sellers and a whole sales strategy is designed, it is being developed by the distributor in each country. All this effort is beneficial for Merletto and obviously for each partner. At the moment, each region of the continent has two or three distributors. The third factor is precisely the creation of development plans per market that is carried out with the partners in each country. EP: On the subject of ECommerce how is Merletto handled? MG: Merletto has restructured its web page, boosting it through social networks, which has also provided a boost in contacts and direct attention.
enterprises in
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Hasbro patents the smell of its clay There are those who remember more an aroma than a color or any other sign that evokes a product. This is the reason why Hasbro has decided to patent the smell of its Play-Doh clay. The Play-Doh brand, owned by Hasbro since 1991, is particularly renowned for its aroma, a detail that is remembered by several generations. Its smell is so important that the manufacturer does not rule out using it in other products. As described by the US Patent and Trademark Office, Play-Doh clay smells like “sweet vanilla, lightly musky, with light cherry nuances, combined with the natural scent of a salty wheat-based dough.” This particular combination has remained unchanged for more than half a century. There are those who say that they always keep a container nearby because their smell reassures them. “The aroma of Hasbro has always been synonymous of childhood and fun. Officially registering the iconic aroma, we protect the incalculable point of connection between the brand and its fans for years to come, “said Jonathan Berkowitz (Photo), Marketing Director for Play-Doh.
ADVEO recovers itself with new investor and sale of assets ADVEO finally resolved a legal dispute that prevented it from selling three old Unipapel facilities and, on the other hand, obtained a new investor that will bring fresh resources to the group. In 2014, ADVEO sold its Unipapel manufacturing unit to the Swiss investment firm Springwater Capita, maintaining the ownership of facilities and plants, which allowed it to lease them to the new owners. The subsequent declaration of insolvency of Unipapel, prevented ADVEO from disposing of these assets. With the agreement reached with those who administer the aforementioned insolvency, another judicial process initiated by ADVEO for unpaid leases also ends. With the agreement, ADVEO also obtains the free disposal of its buildings and facilities, for which reason it intends to sell to divest assets that are not included in its strategic plan. The wholesaler expects to obtain up to € 40 million, although experts consider it unlikely that this figure will be reached. With the sale of these assets, added to the arrival of a new investor, the financial position of the firm will be reinforced, which will also mean the end of the credit restrictions that have significantly affected its ability to maintain inventory.
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enterprises in
movement Bi-silque launches a website dedicated to the industrial market Bi-silque has decided to give a special exhibition to what it produces for other manufacturers and has launched a section of its portal dedicated to them: Industrial Solutions. In this section, its Bi Office and MasterVision brands stand out. As the Portuguese manufacturer, due to its characteristics, understands production environments, it offers products specially designed to guarantee safe, productive and high-performance work spaces. The aim of this new website is to gather the company’s offer in specific industrial solutions in one place, to make it easier to communicate with customers. The launching will be followed by special offers that will help its distributors to grow their viscom category and offer more specific efficient solutions for the end user. By the end of 2018, new products, promotions and various options for industrials will be launched.
Paper Mate: pens and pencils for those who start writing Many pens and pencils are designed for a large audience and do not necessarily take into account the specific needs of the little ones. This is the reason that led Paper Mate to launch writing instruments specially designed for them. They are robust pens and pencils and of easy subjection, thanks to their triangular form, to which an important assortment in colors is added. “Handwriting is a fundamental piece of a child’s early education, but for many unexperienced writers it can be challenging, especially in the digital era,” said Victor Misawa (Photo), senior vice president of writing marketing at Newell Brands. “Our mission was to develop a product that could transform the task of practicing calligraphy into a pleasant and creative experience. We hope that parents, teachers and students will find that Paper Mate’s handwriting products make writing more accessible and more fun.“ Paper Mate pencils are available in the traditional wooden presentation and also as mechanical pencils. The pens have a washable black ink, which allows traces clearly visible on paper, ideal for children to learn to draw and practice letters.
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The remarkable growth of Messe Frankfurt in the last decade The growth of Messe Frankfurt has been remarkable so far this year and the forecasts point to a greater expansion. The organization in less than 10 years has almost doubled its turnover. “We are aiming for around 700 million euros in sales. After a very dynamic first half, the projections for the second half of the year are also good, “said Wolfgang Marzin (Foto), president and CEO of Messe Frankfurt. In 2010, the turnover of the Messe Frankfurt Group was € 448 million. 7 years later, in 2017, it had climbed to 669 million euros. Figures that demonstrate the capacity of innovation and growth of the German group. “With our three fields of activity: fairs and events, locations and services, we have a well-established business model and a solid foundation for further development. The synergies we achieve within our companies around the world are strengths that we can use profitably and sustainably, “Marzin added. Messe Frankfurt has consolidated its worldwide network of 30 subsidiaries with the addition of a new location in the United Kingdom and another in China. The company is strategically driving its new business, with 25 events that make their debut this year.
Sequana sells Arjowiggins In a negotiation still in progress, Sequana is defining the terms of sale of Arjowiggins Graphic and Arjowiggins Creative Papers to the Dutch company Fineska. Fineska BV is the parent company of Eska Group, the renowned graphic cardboard producer based in the Netherlands, controlled by Andlinger & Company, a private investment group that also owns Crown Van Gelder (CVG), a paper manufacturer special After defining the legal terms related to the brands involved, the transaction will be submitted for approval by the competent authorities in all countries where required. The operation is expected to be completed by the end of October 2018. According to what has transpired, the buyer will pay around 125 million euros. With this operation Sequana would withdraw from the paper manufacturing business - except for Arjobex - and concentrate on distribution through its subsidiary Antalis.
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enterprises in
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COLOP obtains the Border Award 2018 The Cross Border Award 2018 is a distinction awarded annually, rewarding the companies and institutions that stand out in the region where members of the South Bohemian Chamber of Commerce, the IHK Lower Bavaria and the WKO Upper Austria operate. COLOP is one of the model companies of Upper Austria. With an export rate of around 98% to more than 120 markets. The stamp manufacturer is one of the most important players in the industry worldwide, producing both its headquarters in Austria, its main plant, and its second production site in the Czech Republic. The seal manufacturer received the award for the successful operation of its plants, particularly for the exceptional performance of its factory in Borovany, Czech Republic, which already has 160 employees. In 2012, the production site expanded considerably and became a modern company. Two years later, the opening of additional production and storage areas of around 1,800 m2 continued. This means almost a duplication of the space of the COLOP subsidiary.
BIC strengthens its promotional area and improves its factory in Tarragona The cost of the improvements that BIC made in its plant in Tarragona, Spain, amounts to 1.5 million euros. According to the company, the changes are due to an in-depth study to improve the efficiency of the facilities and to be able to carry out projects under development. The manufacturer has modernized its equipment including state-of-the-art machinery that will optimize printing capabilities and processes, with a more agile production, in line with market demands. The changes also reach the computer system, streamlining the flow of data with its customers and suppliers, the management of stored goods together with the preparation and dispatch of orders. The redesign does not forget the working space and improves the ergonomics of the workstations, increases natural light and reduces noise. Bic Graphic integrates the BIC group and produces customized products such as pens, notebooks, lighters or razor blades. The conglomerate has 24 factories on four continents, has more than 17,000 employees worldwide and sells its products in 160 countries. “Our product ranges complement each other perfectly,� said Vincent Blanchard, managing director of edding France SAS.
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Tesa acquires glue brand from the United Kingdom In pursuit of a greater presence online, Tesa decided to acquire the manufacturer of adhesive products FormFormForm. Based in the United Kingdom, the acquired company owns all the rights to the Sugru assembly solutions brand, which is internationally patented and will become a wholly-owned subsidiary of Tesa after the transaction. FormFormForm turnover in the last year € 5.6 million (US $ 6.6 million), of which more than half were made online. “The company’s experience in online commerce will give us an important boost in the implementation of our digital strategy,” said Alexander Bochert (Photo), Vice President of Consumer Affairs at Tesa. For its part, the CEO of FormFormForm, Jane Ni Dhulchaointigh, said that “under the umbrella of Tesa, with its strong brand and global infrastructure, we now have the opportunity to accelerate our development.” The details of the transaction were not disclosed.
Art therapy is effective treatment for children and adults Art therapy is a form of psychotherapy that allows, through the use of visual arts, to improve the mental health of different people. According to Carmen Diaz, Faber Castell Peru’s promotion coordinator, Art Therapy is a way of channeling emotions, expressing and communicating better, as well as a way to reduce anxiety and improve self-esteem. In Peru, according to Díaz, it is already used by some therapists in cases of autism, particularly as cerebral gymnastics that gradually improves behavior and levels of communication. It is emphasized, however, that not all professionals can apply this modality, since it is an advanced method that covers the neurological issue. Experts in art therapy are prepared, unlike other colleagues, for the profound interpretation of art and symbolic expression. Through the molding of figures, coloring, paintings and drawings, which follow a certain sequence, this therapy is applied, which not only helps children with mental health problems, but also adults who are anxious or very stressed.
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enterprises in
movement Amazon goes back to school with new online stores The Internet giant announced its strategy for going back to school in the United States. This includes new online and local stores within the university campuses. The position of the retailer will complicate its competition because in addition to a large stock of school supplies and equipment - perhaps the most extensive and varied - it also includes extremely competitive prices. Among the new releases is the purchase method -which was launched the previous year- that allows adolescents from 13 to 17 years old to buy independently on their platform, a transaction that is authorized by their parents who approve each order or establish spending limits for their children. For university students, on the other hand, the option of renting or buying textbooks is included. “Amazon’s announcement of its full launch of the back-to-school season highlights what will undoubtedly be a highly competitive Back to School in 2018, with Prime Day just around the corner,” said Charlie O’Shea, Moody’s analyst.
Royal Consumer appoints new director of international sales The American company Royal Consumer has named Gustavo Schmunk (Foto) as the new international sales director, a Latin American executive with a long and important career. Royal Consumer, based in New Jersey (USA), is a company that has 114 years of life, specializing in cash registers and points of sale, as well as products that are behind the printing line, such as shredders, laminators, guillotines and shears. Among its wide range, it also has security and prevention products. Gustavo Schmunk, for his part, is a well-known professional in our region, particularly for his work at Fellowes Brands during the last fifteen years, a period in which he strengthened the brand presence and created the current sales channel, with an active presence in all the countries. In his new company Schmunk will be in charge of the expansion of the brand and its products in the territories of the Caribbean, Exporter of Miami, Central and South America.
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Crayola and ASOS team up to create a new makeup line Responding to a practice that had become a trend via social networks, Crayola has decided to launch a makeup line in partnership with ASOS, a brand specializing in beauty and fashion. The new family of products will be called Crayola Beauty and includes eye shadows, blushes, masks and other products that will be sold exclusively on the Internet. It is ruled out that all products presented have a good reception but, from previous experience, it is likely that the “colored pencils” of lips, cheeks and faces are the ones that stand out the most, since they allow people to show their creative nature in a living canvas. Crayola does not stray from its traditional products and uses the same names for shades in face crayons as in the crayons used by children (and some adults) when drawing, including Mauvelous - lion’s eye - a color that was removed the year past. The brand has already published videos of people who use their products as eyeliner and other forms of makeup. While the company had insisted that they not use their products as cosmetics, users continued to do so and finally motivated Crayola to surrender to the general trend.
William Penn partners with Faber-Castell It is not difficult to understand the interest of Faber Castell in India. The importance of this country as a market has recently led it to partner with William Penn, a renowned local retailer. India has 260 million students attending 1.5 million schools. The demand for writing instruments, therefore, reaches sidereal figures. William Penn, based in Bangalore, is a company that offers writing instruments, first-class stationery and accessories. The local retailer is positioning itself at the top of its expansion by partnering with the main manufacturers, both locally and globally, anticipating that demand will increase in the coming years. “We have 31 stores in 9 cities and we continue to expand from two to five stores a year. At the end of this year, we will add three stores more. For now we are focusing on square meters and we also see good potential in level I and II cities, “said Nikhil Ranjan (Photo), founder and director of William Penn. It is an important opportunity for Faber Castel that in this way will place its products in extremely crowded areas, with the experience of a chain that boasts of obtaining optimum performance for every square meter it installs, a surface that, according to the forecasts, it will increase year by year. William Penn is also strengthening his online presence, which allows him to ship to remote locations. She is in the process of allowing omnichannel integration in all her stores in the next 12 to 15 months, which will lead her to offer a unique consumer experience anywhere.
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enterprises in
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Tadkin offers a set of gel pens for art therapy In line with what other manufacturers, those who are increasingly concerned about attending a growing market of anti-stress products, offer Tadkin offers its own set of gel pencils geared to art therapy. The Ultimate Gel Pen by Tadkin is a pack consisting of 100 gel pens of 100 unique colors designed, among other tasks, to be used with coloring books, a practice suggested by therapists to relieve stress, anxiety and depression. The colors are a clear advantage of this collection, in itself extensive, offering options such as pastel, neon, metallic and glitter, just to mention some, particularly useful not only in the mentioned coloring books but also in various types of artistic practices, crafts and projects. Another advantage, according to the manufacturer, is fast drying. This means that it does not produce blots and spots, to which we could add the detail of an ergonomic packaging that facilitates its handling.
BIC promotes the circular economy With the aim of promoting the circular economy, BIC promotes the recycling of waste in its processes and those of its business partners. Only in 2017 were collected more than 20 million pens with which banks have been developed for schools, flowerpots, picnic tables and seats, among other objects. This has been possible with the work of the manufacturer associated with Plas Eco, a French design company. BIC has also partnered with TerraCycle to collect used writing materials, from any brand, in schools and offices to be recycled. “The writing instruments were not included in any organized recycling chain and the BIC Group sought to enter the circular economy and go beyond the efforts carried out in the collection program. This is a solid commitment for BIC: we are taking the initiative to establish the first recycling chain for pens used in France, “said Marie-AimĂŠe Bich-Dufour (Photo), Executive Vice President of the BIC Group. BIC has expanded its number of partners in pursuit of a circular economy and has included other companies and organizations in this circle.
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Staples considered the best online site in jan / san for companies A study by Apruve identified Staples as the best e-commerce site for sanitary and cleaning products in the US. A distinction that, in addition to highlighting the efficiency of the retailer, puts the accent on products that traditionally were not part of the offer of a retailer specialized in office supplies and school supplies. The research, focused on jan / san products, evaluated the different stages that companies have followed until adopting e-commerce as a predetermined option and analyzing user experience, B2B needs and marketing strategy. Apruve pointed out that Staples is “an excellent example of what a highly functional e-commerce store should be like.” When investigating this category of products in electronic commerce, the strengths and weaknesses of the different participants could be appreciated. For this reason, the research company issued a series of suggestions to improve e-commerce sites that can be valid for almost any online store. Among those that are considered very important, it could be highlighted to provide lists of products available to all who visit the site, multiple payment capabilities, as well as ratings and product reviews. “B2B e-commerce is growing rapidly and trapping many traditional companies by surprise. We believe that these reports help companies see how they compete online, as well as helping them create a benchmark that contributes to improving their customers’ experience and online revenues “, Michael Noble (Photo), CEO of Apruve .
Successful call of Paperworld 2019 Messe Frankfurt informed that there are already more than 1,100 registered exhibitors for the next edition of Paperworld, with six months remaining to complete it (it will take place from 26 to 29 January -2019). It has influenced, without doubt, in the successful call, the new design along with the presentation of numerous seminars and presentations. The office supply area in Hall 3.0 will include the well-known Future Office, which will focus on this edition in flexible work. In this space, there will also be special exhibitions, such as “Paperworld Trend”, with concepts for the design of the store and the composition of the range of products. Hall 4.0, divided into writing instruments and school supplies, will feature a special presentation on The Future of Learning. Remanexpo, on the other hand, has moved to Hall 5.1 where the Remcon Seminars series will also take place. “The positive number of registrations and the return of numerous important players from the sector show that Paperworld is the place where the industry and the most important international sales platform are highlighted,” commented Michael Reichhold (Photo), director of Paperworld.
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enterprises in
movement Walmart supports struggling communities Within its online offer, the Arkansas giant has created a special area to highlight products from suppliers that belong to struggling communities. In this inclusion space, where there is a large supply of office supplies, Walmart highlights suppliers that integrate different human groups such as women, veterans, members of the lesbian, gay, bisexual and transgender community, and people with disabilities. Along the same lines, the retailer will also support the Essence Festival in New Orleans, the largest multicultural celebration in the USA and that is sponsored by Walmart since 2007. “At Walmart, we are proud to be able to use our stores and websites to train various vendors. Our clients represent all of the United States, and we want to make sure our suppliers do as well. The inclusion of suppliers means that we can offer innovative and quality products and a wider selection to the communities we serve, “said Michael Byron (Photo), Senior Director Supplier Diversity.
Crayola implements interactive learning program Crayola committed the previous year to expanding its role in education by presenting its comprehensive professional learning program for educators. The pilot school districts in the United States evaluated positively the leadership, literacy and STEAM (Science, Technology, Engineering, Art and Mathematics) workshops included in this initiative. The results of the pilot implementation revealed that the professional learning created by Crayola (creatED Professional Learning), stimulates the instruction in the classroom. Educators from all over the USA gave high marks to the program for their ability to generate creativity in all the curricula and almost all of the participants thought it was superior to other proposals with similar objectives. “Together with school leaders, we inspire innovative practices in the classroom and see their impact on student achievement,” explained Cheri Sterman, director of education at Crayola. A very important conclusion was that which gives artistic activities a central role in the learning process. “We have recognized that the integration of art in the curriculum strengthens teaching and learning and that is why we have encouraged local education agencies to emphasize art in their local ESSA implementation plans (the new education law ), “Said Dr. Pamela Fossett, education policy and director of internships at the Alabama Education Association (AEA).
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Fellowes expands its offer of archival products The North American manufacturer expands its storage and archive offer with the acquisition of the Dutch company Loeffs, which has an important portfolio of products. The Netherlands company has a long history, with more than a century producing storage solutions for the office. These products will be integrated into the Fellowes Europe Bankers Box category. “The acquisition of Loeff’s demonstrates our continued commitment to the overall category while providing our customers with access to the assortment of Loeff’s unique products. This acquisition also gives our customers the opportunity to bring additional products to the market, providing additional growth prospects, “said Hajo Hoekstra (Photo), director of Fellowes for Germany, DACH, Benelux and Scandinavia.
Henkel diversifies its offer and opens 3D printing center The manufacturer had already announced its intention to become a provider of 3D printing services, given the importance they have but, above all, they will have in the near future. Henkel has opened an Innovation and Interaction Center (IIC) for 3D printing near Dublin, Ireland. The IIC will become the European regional center of Henkel for technology presentations, demonstrations, training and customer service in everything that has to do with 3D printing solutions. At the forefront of technology, the center will be equipped with Carbon and HP printers, as well as equipment, technology and specialized devices from Henkel. This year, the opening of two additional centers is planned, one in Rocky Hill (CT) for North America and the other in Shanghai, China, for Asia. “The opening of our first IIC in Ireland will further strengthen our experience and capabilities to incorporate 3D printing solutions into the manufacturing processes of our broad customer base,” said Michael Todd (Photo), Henkel Global Innovation Director.
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Barnes and Noble reinvents and expands school offer The traditional bookstore announced that all of its physical stores - and also its online store - have a full range of back-to-school items that range from books to study guides, backpacks, and branded notebooks. “This year, Barnes & Noble is the primary destination for one-stop shops for back-to-school buyers,” said Timothy Mantel (Photo), marketing director. “We know that customers seek convenience and style in their school purchases, which is why our stores across the country present a wide variety of branded items that students and parents will love.” The chain, which has gone through a process of reinventing its business, claims to have all the books, dictionaries and exam preparation material students need. Demonstrating an omnichannel approach, students and parents can buy both in their physical stores, where they will find all their offer, as well as in their online offer, where it is possible to obtain the material classified by level from the first years to the university. In addition, there is a special section where educators can find the books and accessories they need for the new school year.
Pelikan: The online market benefits traditional products Although it may be paradoxical, technology has strengthened the commercialization of products such as fine writing instruments and school supplies. Centennial companies such as Pelikan, which combine quality with dynamism in their attention to the needs of the market, have benefited from this resurgence. The European company has also incorporated new lines globally. This is the case of the backpacks that only sold in Germany and that now have become a success in other markets. Pelikan is optimistic and plans to reach 285 million euros this year. A solid present that does not exclude inorganic growth with the acquisition of other companies that allow the development of new spaces. “We compete with something that is accelerating more and more, the life cycle of our products is getting shorter because technology is replacing them. One uses less and less the pen and more the telephone, “said Matías Shaw (Photo), global vice president of marketing & sales.
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STAEDTLER supported school project in Malawi Dedicating the proceeds from this year’s World Kids Coloring Day, STAEDTLER supported the international project to help school education in Malawi. The World Coloring Day, which this year was celebrated for the tenth time, is an event that aims to promote children’s creativity and, at the same time, support children in need. This year, World Kids Coloring Day focused on the cultural characteristics that children encounter in their daily lives and that shape them decisively. Participants reflected what they considered typical in their communities and sent their works over a period of two months. For each one of them, STAEDTLER assigned one euro to the school project in Malawi, which allowed the 21,450 that were received to collect the same amount of euros. With the amount donated by STAEDTLER, two primary schools - Koma and Malika in southern Malawi - can be expanded and restored to improve longterm learning conditions. Currently, only 2,574 Malika students have sanitary facilities but they are deficient. With up to 160 students per class, the children also sit on the floor during classes in completely overcrowded classrooms. “As a company that operates internationally, we also support the well-being of children around the world. We look forward to many more World Kids Days to support important charitable projects in the future, “said Axel Marx, CEO of STAEDTLER.
The printer market in Europe shortens According to the latest research by International Data Corporation (IDC), the market for printers in Europe contracted by 5.8% in the second quarter of this year, driven by a large drop in laser devices and large printers. A perspective of the developed world that could be replicated in the near future in emerging countries. Although overall sales of inkjet printers had a slight decline, particularly in the domestic market, in other segments such as the commercial numbers were positive. Laser equipment, on the other hand, fell by 8.4%, both in color and in monochrome. At the country level, Germany registered the largest decrease (16.1%), followed by the United Kingdom (4.6%) and France (3%). A3 multi-function inkjet printers increased by 12.6%, A3 color laser multifunction printers grew by 3.1% and high-speed inkjet printers increased by 37.2%. “Printed markets have now declined year-over-year for the fourth consecutive quarter at an average rate of 3.8%. It is clear that the prospects for long-term growth for the general market are negative, as many OEMs suffer decreases in sales, but there are those who have invested in new segments and are now reaping the reward of growth in a market that would otherwise it would be in decline, “said Phil Sargeant, director of Image, hardware and document solutions at IDC
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enterprises in
movement USA: Bulletproof backpacks are established as a school product Difficult to imagine two or three decades ago, bulletproof backpacks have now become part of the school offer. Parents, concerned, demand this roduct that seeks to protect children from a possible attack with firearms within their schools. A fear that has been fed, year after year, with new and worrying cases that affect not only security in schools, but also any concentration of people. According to a USA Today research, the companies producing these backpacks increased their sales significantly after the unfortunate event of Stoneman Douglas High School in Parkland, Florida. Companies like Guard Dog Security, based in Florida, offer bulletproof backpacks in different colors and designs for $ 189.99. In addition to protection, many of these products also offer a battery to charge mobile devices, a compartment to protect identifications and a suction technology that prevents smartphones from falling.
Crayola launches a program to recycle markers Strengthening a growing trend, which promotes an effective circular economy, Crayola has implemented a marker recycling program. The initiative that begins in Canada, will cover the entire country, covering this extensive territory with different collection points. A similar initiative is also operating in the United States. The program has the name of “ColourCycle Program� and it seeks to recover all the markers in disuse, not only of Crayola. To make it really efficient you will receive products of any brand, including those of dry erase, which will be subsequently recycled. Anyone who wants to participate can do so, without needing any collection point. A school or company, for example, can place all unused markers in a box and communicate with Crayola. Fedex Ground will pick them up and Crayola will pay the bill.
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