From The Editor | August 18, 2009
Q&A: Discover New Bar Code Media Opportunities
Supply Chain Editor Mike Monocello recently spoke with Brian D. Gale, president of ID Images, LLC, about current opportunities selling bar code media. Below is an excerpt from that conversation.
Are there any verticals VARs should be targeting to increase bar code media sales?
There continue to be growth opportunities in food distribution and health care. In particular, regulations and legislation regarding food safety (country of origin, more ingredient lists) as well as consumer demands for better ingredient lists are driving new labeling applications.
What is the most common mistake VARs make when selling/choosing bar code media?
Most VARs do a great job with media. One thing we encourage VARs to do is to go after tougher applications. There are lots of opportunities for specialty label and label/ribbon combinations that are often overlooked either because of fear of the unknown or thinking that the opportunity isn’t large enough to quote. Push your vendors to help. We are happy to do it.
How much money can VARs make selling bar code media?
Margins vary dramatically across end users and product lines, but, yes, there is margin for VARs in media. If you are only selling equipment or service, you are missing the opportunity for the razor/razor blade business model!
Do VARs need to be aware of, or concerned with, any regulations or compliance issues surrounding the labels they sell?
As mentioned earlier, food labeling is becoming a hot topic. Vendors can help with any compliance issues a particular industry might face.
Are there any verticals VARs should be targeting to increase bar code media sales?
There continue to be growth opportunities in food distribution and health care. In particular, regulations and legislation regarding food safety (country of origin, more ingredient lists) as well as consumer demands for better ingredient lists are driving new labeling applications.
What is the most common mistake VARs make when selling/choosing bar code media?
Most VARs do a great job with media. One thing we encourage VARs to do is to go after tougher applications. There are lots of opportunities for specialty label and label/ribbon combinations that are often overlooked either because of fear of the unknown or thinking that the opportunity isn’t large enough to quote. Push your vendors to help. We are happy to do it.
How much money can VARs make selling bar code media?
Margins vary dramatically across end users and product lines, but, yes, there is margin for VARs in media. If you are only selling equipment or service, you are missing the opportunity for the razor/razor blade business model!
Do VARs need to be aware of, or concerned with, any regulations or compliance issues surrounding the labels they sell?
As mentioned earlier, food labeling is becoming a hot topic. Vendors can help with any compliance issues a particular industry might face.