Will 3D printing be good for retail?

Retailers will identify ways to use the technology to actually drive more customers to storefronts, according to a c-level exec at Tesco

Mike McNamara, CIO of the British grocery retailer Tesco, says 3D printing will help his company and the retail sector at large.

In an interview with British news site V3, McNamara said retailers will soon start making use of 3D printing technology in-stores.

"I think over the next few years you will see 3D printing in shops, because for the missing hose from the vacuum printer, you can print them in the time that someone enters the store, does a bit of shopping and leaves the store," McNamara told V3. "So I can definitely see that being part of the retail offering in the none too distant future."

Comparing the recent rise of 3D printing to the advent of the Internet and smartphones, McNamara says retailers will identify ways to use the technology to actually drive more customers to storefronts, as opposed to making brick-and-mortar retail shops obsolete.

"I think it will help Tesco as a company, I don't think it will be a bad thing," he told V3. "It'll be a great thing for customers, we'll have 3D printing in our stores. As retailers you'll always adapt."

McNamara's comments contradict the opinions of many experts who see the potential for consumer 3D printing as a death knell for the traditional retail store, as it will enable customers to bypass both retail stores and intellectual property by sharing design files for products and printing them at home.

At the Inside 3D Printing conference in July, legal expert John Hornick warned of the impact of at-home 3D printing on the retail business model. Using the example of toys, many of which are small, made of plastic and easy to replicate on a 3D printer, he says anyone who owns an at-home 3D scanner and printer can buy one toy at a retail store and sell hundreds of copies for profit on the black market.

"IP will be ignored, and it will be impractical or impossible to enforce if you can print things away from control," Hornick said at the time.

To be fair, McNamara's recent comments don't necessarily address what retailers will do if and when 3D printers become accessible to consumers. He told V3 that he still thinks mainstream adoption of at-home 3D printers is "still a way away."

Indeed, many others think the recent hype around consumer 3D printing does not represent its reality, which Gartner says will soon enter the "trough of disappointment" in the technology hype cycle.

In the meantime, McNamara believes retailers will make the best of the situation before it threatens them.

"Physical stores won't disappear," he told V3. "To see this as a fight between physical and digital is to see it all wrong. Already today 65 percent of our online orders are click and collect."

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

The new data hierarchy

We are all digital lab rats spewing treasure troves of personal data wherever we go.

Gerry Murray

Research director, marketing and sales technology services, IDC

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Latest Podcast

More podcasts

Sign in