Irish Company Cartridge Green launches world’s first unlimited ink subscription service
· Irish Consumers first to benefit from ‘new model’ for print cartridges
Cartridge Green, Ireland’s leading printing solutions franchise has become the first company in the world to offer an unlimited ink subscription service. The Club Cartridge Green service is aimed primarily at home users although it has also proved popular among sole traders and small businesses.
The company began trials of Club Cartridge Green across its 13 stores last year and has now expanded the offering to include an online facility to service households not located near a Cartridge Green store. New subscribers get a brand new multifunction printer and unlimited ink for a monthly payment of only €12.99 for the first year. In the second and subsequent years, that monthly payment drops to only €6.99. Subscribers can also choose to pay annually and receive one month’s free printing.
“The traditional model for home printers has been to sell the printer at a low cost and the ink at a very big premium,” said Cartridge Green’s Managing Director Niall McConnell.
“We saw customers who were afraid to print what they wanted because they were scared of how much the cost of ink would be. We also saw that the majority of our customers regarded their printer as something they only used when it was needed rather than using it for printing photos or fun stuff such as greeting cards or invitations.”
“We wanted to change the model and make home printing fun for the first time. We wanted people to be able to print what they want, when they want, without having to worry about the cost of the ink. Our marketing message is inviting people to ‘Be Print Happy’.”
“For many families this is a traditionally busy and expensive time of year for printing with school and college students printing large volumes to prepare for upcoming exams. Once word began to circulate among students and families that you could get a new printer and unlimited ink for a low monthly cost, the subscriber numbers soared. We expect sales volumes to grow further during the summer months when people realise they can print their holiday photos at home”
“We have doubled the number of subscriptions we had initially planned for and expect to have over 10,000 subscribers within the next six months. With our new online service, orders are coming in from every corner of the country”
“We have identified 16 locations in Ireland where we are seeking to expand through our franchise model and will be opening our first stores in Britain in the coming months as well.”
Cartridge Green has been nominated for the Most Innovative Marketing Award at the Irish Franchise Awards this week, as well as for Franchise of the Year (Service), Best Emerging Franchise, and Best Indigenous Irish Franchise. The Award winners will be announced next Friday, April 27th.