There’s been a lot of noise about 3D printing and how this could become mainstream and ‘hit the High Street‘ but there’s clearly a lot of uncertainty as to how and when this may happen.
The opportunities for 3D printing are vast and often nicely positioned as ‘the end of Made in China‘. I was amazed to see how far the technology has come and that objects as diverse and important as ‘human’ body organs through to a whole house. As someone who recently reviewed their personal investments 3D printing businesses have been articulated as ‘the next Microsoft or Apple’ potential – albeit with considerable risk until the marketers get it right.
The challenge for marketers as always will be to find the right proposition for the right target customer and then execute it brilliantly and quicker than the competition.
When it comes to ‘3D printers on the High Street’ I’m not sure that the best opportunity right now is in the supply of 3D printers for consumer use at home.
With one of the leading 3D printer suppliers iMakr offering best selling printers from £850 this is a big investment with the costs of printing materials on top. That’s a lot of money to reproduce the proverbial ‘missing spanner’. Like any new technology many potential customers will also be holding back for the 2nd & 3rd generation products.
So what opportunity could there be in the shorter term?
Well, it could lie in a disruptive form of product customisation and distribution on the High Street removing the need for expensive product shipping & logistics – even potentially taking on current e-commerce models such as Amazon.
My flash of inspiration bizarrely came when ordering a favourite milkshake from Shakeaway and got me thinking ‘if I can go to the High Street and customise my own drink’ why couldn’t similar places produce pretty much anything I like and have it customised and produced right in front of me with 3D printers?
I wouldn’t want or need a 3D printer at home and the economies of scale and physical size would allow a High Street presence to have much better printing capabilities.
Obviously logistics still plays a part. Would I want to go into a town and travel back or is the 3D printing capability actually at a Royal Mail depot?
Anyway, I’m pretty sure I won’t be buying a 3D printed ear, 3D printed house or even a 3D printer anytime soon but there are exciting opportunities here to create a disruptive new business model to offer consumers a compelling customised product offering.
But will it be next to Shakeaway on the High Street?