At Lexmark, we take pride in keeping our finger on the pulse of the ever-changing retail market and how we can best serve as a strategic partner driving success for our customers. 

Retail is constantly evolving, and technology plays a crucial role in its transformation. But how does printing fit into all of this? 

Ahead of NRF 2025, two of Lexmark's key retail experts – Tim Speller, head of retail and manufacturing, and Bee Yasin, retail industry consultant – sat down to discuss how print solutions are essential for modern retail success.

Q: Can you give a brief overview of your background at Lexmark and retail expertise?

Tim: I've been with Lexmark for over 28 years since earning a degree in information systems. My roles have ranged from customer service field engineer to software development and product management. Now, I lead the retail and manufacturing team, focusing on growing our market share in the retail space while applying the prior experience I've acquired across teams at Lexmark.

Bee: I joined Lexmark five years ago after 19 years in retail, working my way up from sales associate to management at a major department store. My retail experience gives me a unique perspective on how Lexmark's solutions can address real-world retail challenges. I currently work with our sales team, educating them on retail trends, priorities, and challenges. It's important to understand the nuances of different retail sub-verticals, from specialty stores to mass merchants. 

Q: Bee, were you surprised by how translatable your previous retail experience was to the needs of Lexmark's retail customers?

Bee: Yes, a bit. However, my background in improving customer experience and operational efficiency aligns perfectly with Lexmark's focus. I was surprised to see how many of our solutions, even beyond printing, could have addressed challenges I faced in the retail space.

Q: That's interesting. Tim, how does Lexmark stay ahead of the curve in retail?

Tim: Bee and her peers' experience makes a notable difference by prioritizing continual education and research to stay ahead of the game. More than that, we engage directly with our customers, participate in industry events, such as NRF, and conduct ongoing research to understand and anticipate needs. We keep busy using several methods to gather customer feedback, ranging from customer advisory boards, direct input from account managers, and in-depth consultations with retailers. We also leverage opportunities during sales presentations to turn them into engaging dialogues and learn from our customers directly.

Bee: And don't forget our retail assessments! We've conducted over 1,900 assessments, allowing us to tailor solutions to specific customer needs. Our onsite visits often end with us offering operational solutions they didn't even know were available to them, which is such a rewarding experience. 

Q: Can you share more about the types of retail partners Lexmark works with?

Tim: We work with nine out of ten of the top global retailers – but, it's a wide range. From global giants to smaller regional grocers, we partner to help build a more connected retail experience, integrating social media promotions, in-store signage and AI to better engage customers and increase sales. Larger retailers often develop their own systems, while smaller businesses benefit from our software solutions for signage, social media advertising and IoT solutions.

Bee: This commitment to elevating retail experiences is evident at 70,000 retail locations that use Lexmark's retail solutions to attract, engage and convert customers.

Q: In today's digital age, can you both explain why printing still matters in retail?

Tim: Printing supports brand image, enables efficient price changes and highlights key products. It's also essential in environments where digital displays aren't feasible, like grocery store walk-in freezers or areas with high heat and humidity. More than that, people forget that there are many behind-the-scenes processes that rely heavily on printing, like shipping and receiving.

Bee: In addition, printing ensures clear, accurate signage and supports regulatory compliance, especially in areas like pharmacy. We help retailers streamline their printing processes to be both more cost-effective and environmentally sustainable.

Q: Looking ahead to 2025, what are your predictions for retail technology, especially with regards to AI?

Tim: AI will become more integrated into everyday retail operations, automating processes and improving efficiency. Think about AI monitoring receiving docks and alerting staff of any potential issues. That type of intelligence will become much more embedded in how retailers operate. 

Bee: To add, AI will be crucial for understanding consumer behavior, optimizing store layouts, managing inventory, and targeted marketing. It will really help with personalization by gathering the right data and providing actionable insights. I also foresee it playing a role in promoting sustainable practices from things like optimizing energy use and reducing waste.

Q: Where can we find Lexmark at NRF onsite in New York next week?

Bee: Come by booth #6321 to see how we're creating and implementing smarter and more efficient solutions that help retailers succeed in a constantly changing market. We'd love to see you there.