CATEGORY UPDATE
Visual CUES The viscom sector is well-placed for success as collaboration becomes paramount in the hybrid working world – by Michelle Sturman
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here’s no denying the considerable effect the pandemic had on the viscom industry as offices closed – drastic declines for certain products, while others experienced a significant upswing. According to Danny Berendsen, European Sales Director at Portuguese vendor Bi-silque, the past two years of disruption saw buying patterns completely change. There was a huge uplift for display and signage, for example, due to the need to communicate COVID rules. Unsurprisingly, protection screens, particularly for counter purposes in retail and public areas, also rose considerably as health and safety requirements enveloped the viscom industry too. Demand for smaller sizes of boards for the home office, meanwhile, meant Bi-silque had to adapt its manufacturing facility and production line. “Simultaneously, there were massive declines in large mobile boards such as revolver boards, easels and flipchart pads. “This was driven, of course, by the lack of collaboration in the workspace. However, we see that these products are picking up as soon as lockdowns lift and people are allowed to go back to their offices,” notes Berendsen.
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NAVIGATING HEADWINDS The ongoing and gradual reopening of society is undoubtedly a boost to the viscom sector as people return to their traditional workplace. That said, despite the upbeat tempo reported by vendors as the pandemic wanes, the turmoil it has caused is nonetheless still being felt. The war in Ukraine is adding further pressure on an already strained global economy, pushing up inflation, energy and fuel prices.
As Kevin Taney, General Manager of Sales at US-based viscom vendor PolyVision, remarks: “From an order perspective, the industry is rebounding well and should maintain this momentum through 2022. Vertical markets such as education, corporate and healthcare are enjoying strong growth. “However, I foresee continued headwinds with supply chain, inflation and labour shortages further impacting our sector this year.”
Communication has never been as important as it is now in all vertical markets ACCO Brands EMEA VP of Product Marketing – Visual Communications Steve Keen agrees with this forecast: “As the world gets back to normal, there will be many opportunities for the visual communication sector. Insight and research tell us people are looking to go back to the workplace to see each other in person and collaborate. “Given the current economic climate and global supply chain issues, it’s obvious these will throw up additional challenges. However, we have a strong team that is well-positioned to ensure these headwinds are overcome.” Other manufacturers from within the industry say they are also well-prepared to weather the current storm. Suzanne Tiernan, Head of Sales UK & Ireland at Dutch mounting specialist Neomounts, told OPI that the company’s stock levels in Europe are “extremely high”, and the expectation is for a strong year as the market recovers.
