{"id":3984,"date":"2014-07-20T18:35:13","date_gmt":"2014-07-20T18:35:13","guid":{"rendered":"https:\/\/get3dsmart.com\/Stagingsite\/\/\/?p=3984"},"modified":"2017-07-10T18:42:17","modified_gmt":"2017-07-10T18:42:17","slug":"will-3d-printing-cannibalize-retail-sales","status":"publish","type":"post","link":"https:\/\/get3dsmart.com\/Stagingsite\/2014\/07\/20\/will-3d-printing-cannibalize-retail-sales\/","title":{"rendered":"Will 3D Printing Cannibalize Retail Sales"},"content":{"rendered":"<p>As I talk with companies about the benefits of 3D printing at retail, public relations is one I mention as an immediate opportunity. Almost every big box retailer who has expressed interest or plans to enter the market has benefited from a flurry of press. Certainly this was the case with Home Depot\u2019s announcement earlier this week that it would sell MakerBot 3D printers online and in its stores. It\u2019s not just the tech media either, news like this quickly reaches the mainstream.<\/p>\n<p>When covering these stories, most reporters stay on point, regurgitating the company\u2019s press release. Every now and then though, somebody takes a different approach and applies a bit of critical thinking. Consider Dan Caplinger\u2019s recent piece for The Motley Fool titled,\u00a0<strong><a href=\"http:\/\/www.fool.com\/investing\/general\/2014\/07\/14\/the-dow-climbs-111-but-why-didnt-home-depots-3-d-m.aspx\" target=\"_blank\" rel=\"nofollow noopener\"><em>The Dow Climbs 111, but Why Didn\u2019t Home Depot\u2019s 3-D Move Send Shares Higher?<\/em><\/a><\/strong>\u00a0In it, Mr. Caplinger makes the case that the stock didn\u2019t benefit because 3D printer sales won\u2019t have an immediate impact on The Home Depot\u2019s bottom line. Fair point.<\/p>\n<p>He also makes a couple of other interesting comments. First, he suggests that Home Depot\u2019s move should send a signal to investors that the company is making a defensive play to keep it from falling behind competitors like Lowe\u2019s. But, even more interesting to me is his suggestion that the\u00a0<em>\u201c\u2026long-term question that Home Depot shareholders have to ask is whether 3-D printers actually pose a future threat to Home Depot\u2019s entire business model.\u201d<\/em>He adds that,\u00a0<em>\u201c\u2026one of the great promises of 3D printing is that in the future, consumers might be able simply to have those products produced directly by their 3D printers, keeping them from having to visit a Home Depot or other store location.\u201d<\/em><\/p>\n<p>I\u2019ve made the case repeatedly for why I don\u2019t think that even as the technology advances, the vast majority of 3D printing will happen in the home. Quality, size, substrate, finishing options and price will all be factors that will help determine whether to print at home or elsewhere. I\u2019ve made the analogy to 2D digital printing, where less than 10% of all pages are produced on desktop or multifunction printers. The vast majority is printed for pay, by someone else. Why wouldn\u2019t that happen at retail? After all, they\u2019re the same people who stock and supply the mass produced versions of the products we buy today.<\/p>\n<p>In fact, nearly a year ago now, I\u00a0<strong><a href=\"http:\/\/blog.3dlt.com\/2013\/09\/16\/could-home-depot-improve-with-3d-printing\/\" target=\"_blank\" rel=\"nofollow noopener\">wrote specifically<\/a><\/strong>\u00a0about how The Home Depot and other home improvement retailers could leverage 3D printing As-a-Service to drive traffic, improve engagement and move more product.<\/p>\n<p>It\u2019s here where I think Caplinger misses the mark. In his article he suggests that,\u00a0<em>\u201c\u2026if 3D printers become ubiquitous household tools, then Home Depot needs to figure out how to position itself as a retail supplier of the raw materials necessary for 3D printing.\u201d<\/em>\u00a0Raw materials by definition are a commodity. The items made from them have added value. When 3D printing does become ubiquitous, what would be more valuable, supplying the input (raw materials) or the output in the form of finished product?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As I talk with companies about the benefits of 3D printing at retail, public relations is one I mention as an immediate opportunity. Almost every big box retailer who has expressed interest or plans to enter the market has benefited from a flurry of press. Certainly this was the case with Home Depot\u2019s announcement earlier<a class=\"article-read-more\" href=\"https:\/\/get3dsmart.com\/Stagingsite\/2014\/07\/20\/will-3d-printing-cannibalize-retail-sales\/\"><i class=\"flownewsicon fa-angle-double-right\"><\/i><\/a><\/p>\n","protected":false},"author":1,"featured_media":3985,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[61,25],"tags":[68,112,110,111],"class_list":["post-3984","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-3dp","category-retail","tag-3d-printing","tag-lowes","tag-retail","tag-the-home-depot"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Will 3D Printing Cannibalize Retail Sales | Get3DSmart<\/title>\n<meta name=\"description\" content=\"I\u2019ve made the case repeatedly for why I don\u2019t think the vast majority of 3D printing will happen in the home. 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