Magnetic graphics growing in Australia

Magnetic graphics technology is taking off in Australia with sales doubling in the past year as major brands utilise it in point-of-sale advertising.

The technology allows retailers to quickly and cheaply switch their in-store advertising while making it look like a permanent sign, as it is magnetised to a wall.

A magnetic paint is first put onto the wall, then covered with a mid-layer that 20 types of printed media can be stuck to, including film and fabric. The media can be removed like taking a magnet off a fridge and replaced with a new one.

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Paul Coniglio, general manager of Visual Magnetics Australian master reseller Conect Enterprises, says sales have doubled in the past year and are up 150 per cent in the past six months.

It is being used by major retailers like Grill’d, Politix, Target, and in Coles delis and on trolleys.

“It allows brands to change their messages regularly while saving money on installation and impact on the environment, and as ease of use has improved more of them are using it,” he says.

Coniglio says printers can start providing the product to their clients as a complete service by buying the materials from Conect’s network of local resellers, and learning how to install it in-store.

“Visual magnetics creates dynamic spaces that can be easily and efficiently changed over without the need or expense of professional installers,” he says.

He says printers can market the technology as a value-add for clients and get good margin from providing the patented materials.

Visual Magnetics has just secured the patent for the technology in Australia, making it the only valid magnetic receptive system among a sea of imitations.

“The announcement of the patent in Australia will ensure compliance for all providers in the supply chain and ensure the highest quality result is achieved for the retail brand,” Coniglio says.

“We are currently seeking resellers across Australia to service this growing market.”

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