3D printing is a rapidly growing market, but retailers have made minimal efforts to bring the technology to its shoppers. Is it a worthwhile investment?

XYZPrinting

A variety of technologies have made their way into the collective consciousness of retailers and consumers in recent years.

Virtual and augmented reality, connected devices and mobile payments are all making their mark, but one technology that has not received much retail attention is 3D printing.

When the technology was first introduced to the consumer market, it was said that shoppers would be able to print out dimensions for washing machine components or faulty household devices and replace them from their own home.

Initial high price points and a lack of public awareness inhibited early sales of the technology, but this is starting to change.

Increasing competition of suppliers has also driven down price, with XYZPrinting now selling a 3D printer for as little as $299.

This shift has clearly made its mark, leading to global retail sales of 3D printers increasing 25% year-on-year last year, driven by a 27% rise in personal desktop 3D printers, which grew 27% over the same period.

Driving curiosity

Vice president and global analysis and research Chris Connery at market research specialist Context said: “At the moment 3D printing is still a hobbyist’s game, but bricks and mortar retailers could do more to show the experiential side of the technology in-store to drive curiosity.”

At the moment, pureplay retailers are driving 3D printer sales, owning 54% of purchases of the technology in the last quarter of 2016, compared to just 14% of sales coming from multichannel retailers.

It could be that the size of the market and lack of consumer knowledge of 3D printing will inhibit retailers from investing in the technology now, but Connery stressed that it is a technology that retailers should keep tabs on.

“There have been grandiose expectations of what 3D printers can do that have not entered the consumer mindset yet, but so were PCs when they were first introduced,” he said.

“The dilemma for retailers will be when is it the right time to offer the technology to shoppers so it captures their imagination.”

Retail Week spoke to Chris Connery at market research company Context’s 3D printing event at CES 2017.