Print in the Channel - Issue #5

Q&A

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Q: How has Zebra business been through the last few years, with the pandemic? RB: Prior to 2020, we had significant strength and stability. Being in such a good position heading into that storm really helped us weather the problems tech providers who had the sucker punch that followed the pandemic with the chip shortages had to deal with. As well as a great culture we have a very agile organisation at Zebra, both of which were pivotal to us being able to continue supporting our channel. Pre-pandemic we were very aligned and engaged with our channel, with lots of events and face-to-face networking activities. Our agility meant we were able to switch stance, to offer more webinars remotely, virtual events and Zoom meetings, all of which were invaluable in keeping our channel informed, educated and, in some instances, even entertained. I think it worked. Our channel paid us back by delivering business through a difficult time – desktop print was certainly a highlight for us through the pandemic. A knock-on effect that we benefited from was with so many people furloughed or working from home, the reliance on the supply chain, online retail and logistics deliveries rapidly escalated. As everyone needed and wanted more “stuff” delivered to their front door, that all meant more boxes to ship and track. More boxes equal more labels, more labels equal more desktop printers and our channel was ready to oblige. Q: So what’s next for Zebra? RB: I think if I must sum up what’s next in one word, that would be maturity. The last 50 years or so has been a journey. I can just about remember the days before the barcode was a mainstay. Reaping the overtime that came with the evening and weekend stock-takes

with pen and paper. How far we have grown in such a comparatively short space of time. Yet we still see significant inefficiencies. We still see too many people using pen and paper, or redundant processes and equipment, where an investment in the right partner, the right tech, the right solution would swiftly return dividends. We’ve seen and modelled this in our own Warehouse Vision Study when our insights showed that 71% of decision-makers are accelerating the timelines of their modernisation projects, or plan to within a year. And more recently with The Modern Store by Zebra framework for retail, which aims to deliver more engaged associates, optimised inventory, and an elevated customer experience as the core outcomes. We’ve seen, lived and breathed this too within Zebra. From our own humble beginnings, leading the charge to digitise the tracking of asset and inventory, to the modern day, with our central EMEA distribution hub in Heerenveen. Across the whole site you will find examples of Zebra technology and solutions including wearable mobile computers, heads-up-display glasses, RFID printers, fixed industrial scanning all working together to deliver the most efficient process, orchestrated via the help of location and

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We still see too many people using pen and paper, or redundant processes and equipment, where an investment in the right partner, the right tech, the right solution would swiftly return dividends

workforce management solutions. It’s not just the technology, or the

processes, or the data, insights and actions that are maturing. We’re finding the channel is maturing also. We see as much diversity in the complexity, capability, service and solutions offerings in our channel as we do in our own technology portfolio. Q: How can I get involved? JB: Customers’ expectation of a purchasing journey is changing, and we are seeing a trend of customers expecting to be able to purchase in different ways. As we look to develop our omnichannel experience, we are always keen to hear from different resellers and learn about different sales channels that exist. Reselling Zebra products and solutions offers you a great opportunity to be on board with our market-leading product and supplies portfolio and best-in-class services.

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The Modern Store by Zebra