Inkjet/Laser Specific versus Multipurpose Labels
Analysis of both qualitative and quantitative data has shown that the majority of labels purchased are multi-use labels. Additionally, users are happy with their performance and that the importance to consumers of having technology specific labels is not significant.
Our strategy began with identifying different label manufacturers. This was valuable in assessing the importance of inkjet, laser, and multi-purpose labels to consumers. We used Amazon for this assessment because it contained the most reviews and becuase it is the largest online retailer compared to other existing online retailers. We also checked in with Office Depot and Staples to see if they offered other label manufacturing companies that we might have missed. From this search, we were able to make a list of the top four manufacturers and the top two store brand labels.
Avery Labels, Mr-Label, Universal, and Post-it are four label manufacturers, and Amazon Basics and Office Depot are two store brand labels that were chosen for qualitative assessment. The assessment is created by synthesizing existing reviewer comments within each manufacturer and brand.
Avery Labels is considered to be the most popular brand for both business and home use. The brand has various sizes of printable sheets, which include 0.5x0.75 inches, 0.75 x 1 inches, 1 x 2 5/8 inches, and 4x6 inches.
The smaller labels were reviewed to be primarily for home use, while the larger labels were known to be compatible with laser and inkjet printers, but they were not recommended for color laser printers. Additionally, many were satisfied for the 1x2 5/8 inch labels, aside from one negative review that stated that the ink is too faded. However, the reason for this might come from the printer itself and not from the label, hence, making the review invalid. Reviewers of the 4x6 labels mentioned that the label was good if the printer had a manual feed for 4x6 labels. The 4x6 labels were suitable for laser printers, and it received mixed reviews for inkjet printers.
The reviews for this brand by inkjet users were unanimously positive. However, reviews for the laser point printers were negative because it was found that the laser ink sat on top of the labels and rubbed off.
This brand sells most of their labels on Amazon. The products that were advertised were laser, dot matrix, and copier. From these products only one was dual-use. Additionally, the products did not have any reviews on them.
Their home site claims that they only create one type of mailing label and this is a roll for thermal mailing label machines. Moreover, Amazon is only selling Universal’s remaining stock, because the brand had stopped manufacturing labels for home and business printers.
Amazon considers Post-It to be the fourth manufacturer of choice. However, it has no reviews. Their corporate website stated that 3M labels for use in printers were discontinued in 2012. There is only limited stocks in selected retailers.
This brand is Amazon’s private label brand when it comes to various kitchen and tech accessories. The brand is advertised to be compatible with “most laser printers, inkjet printers, and color copiers.” Reviewers mentioned that glossed labels did not work well with their inkjet printers. They also mentioned that once the ink has dried, it would smear and smudge off the label. However, reviewers claimed the brand worked in laser printers without jamming or smudging.
The corporate reviews (those who bought 3,000 labels at a time) of Office Depot has 225 reviews. Two hundred of the reviewers rated the brand five-stars, and 89% of the reviewers stated that they would repurchase the product.
The number of negative reviews from the brands were minimal. Two out of the four negative reviews mentioned about glossy labels, but not about regular office labels. These kinds of reviews were hard to assess because the age of the printer that the reviewers used and the type of ink they used were both not mentioned. In conclusion, the majority of users of multi-use labels were satisfied and happy with its performance, and the negative reviews that multi-use labels received, were not necessarily caused by the labels themselves.
Amazon shows the number of offerings of multi-use, dual-use, and single labels for each brand. Usually, these offerings show the best-sellers because of Amazon’s search algorithm, which shows consumers more options for best-sellers and fewer options for less popular items. The metrics have shown that Avery has ten laser-only labels, nine inkjet-only labels, and 41 multi-use labels. Mr-Label has two waterproof laser-only labels and five multi-use labels. Amazon Basic and Office Depot only has multi-use labels, and they have 13 and 3 multi-use label products, respectively.
An analysis of the metrics has shown that the majority of the labels that were purchased were primarily multi-use labels. Additionally, consumers do not put much importance on technology specific labels.