Bart Olde Wolbers of Artisjet Europe will present case studies at the FESPA Conference on using compact UV printers for in-store personalisation. The session explores how “retail theatre” drives conversion and brand engagement for giants like L’Oréal and Vodafone, offering production data and strategies to turn live customisation into revenue.
Retail is increasingly about experience. Consumers no longer visit stores only to purchase a product — they expect interaction, exclusivity and immediacy. One of the most effective ways brands have discovered to create that experience is live, on-site personalisation. When customers see a product being customised in front of them, it transforms a simple item into something unique and memorable.
At the upcoming FESPA Conference, I will be sharing practical insights from real-world retail activations that use compact UV printers to deliver personalisation directly in stores and at events.
My name is Bart Olde Wolbers, CEO of Artisjet Europe. Over the past years Artisjet has worked closely with brands and retailers implementing in-store personalisation solutions using small-format UV printers. These projects range from luxury cosmetics counters and telecom stores to lifestyle brand campaigns and promotional activations. Brands such as MAC, L’Oréal, Philip Morris, T-Mobile, ICE, Ploom and Vodafone have used these types of campaigns to create engagement and differentiate their retail environments.
Through these projects we have gained significant operational and commercial insight into how on-site personalisation works in practice — what attracts consumers, how production flows in a retail environment, and how brands measure the success of these activations.
During my session at the FESPA Conference, I will present a series of case studies from real retail deployments where compact UV printers were used to personalise products such as phone cases, cosmetic packaging, gift boxes, magnets and small accessories directly in front of customers.
Rather than focusing on technical specifications, the presentation will concentrate on the marketing and sales impact of live personalisation. I will walk through the full lifecycle of several brand campaigns — from the initial brand objective and pilot activation to production numbers, customer behaviour and commercial results.
Attendees will see examples of how brands implemented personalisation corners inside stores, what type of products proved most successful, and how compact printing equipment can operate efficiently within the limited space and operational constraints of a retail environment.
Another key part of the session will be the data collected during these activations. I will share real production figures, including items printed per hour and per day, typical turnaround times, and insights into peak activity periods. These numbers help demonstrate the commercial viability of in-store personalisation and how it can contribute to measurable retail performance.
One of the most interesting aspects of these campaigns has been the reaction of the public. In many cases, the act of printing becomes part of the experience itself. Customers stop to watch the process, record videos of the personalisation being produced, and often share the experience on social media.
This creates a powerful effect: the printer becomes part of the brand theatre within the store. The queue itself can become a marketing asset, drawing attention and reinforcing the perceived value of the personalised item.
In the session I will discuss several behavioural patterns that repeatedly appeared during these campaigns — for example how personalising a product with a name or message significantly increases conversion rates, and how live production often increases the perceived craftsmanship and value of the item.
A common challenge is convincing brands to experiment with this type of activation. Retail teams often worry about operational complexity, equipment reliability or the impact on store space.
For this reason, the session will also address the sales strategy used to introduce on-site personalisation to major brands. Rather than focusing on technology, successful pitches usually emphasise customer engagement, retail theatre and measurable return on investment.
I will explain how pilot activations, limited-edition campaigns and carefully selected product ranges helped brands test the concept before scaling it more widely.
Attendees of the FESPA Conference session will gain a practical understanding of how compact UV printing can be integrated into retail environments to support marketing campaigns and generate additional revenue.
Specifically, participants will learn:
The goal of the session is to provide practical, experience-based insights that attendees can apply in their own businesses, whether they work with retail brands, promotional products, or event activations.
On-site personalisation is not simply a decorative feature. When implemented well, it becomes a powerful tool that connects production technology with marketing experience — turning retail interaction into measurable commercial value.
I look forward to sharing these experiences and discussing how personalisation can continue to evolve as a retail engagement strategy at the FESPA Conference.
Discover the latest in personalisation and customisation, with conferences, networking opportunities and interactive opportunities. This is your chance to explore how the future of personalisation is evolving. Visitors can purchase super early bird tickets for €55 until 20 April by using the code FESG601.