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Kmart spreads the love for digital labels

Wednesday, 20 December 2017
By Print21

Kmart will use desktop digital label printers powered by HP technology to produce personalised labels for Vegemite and Nutella jars over Christmas this year, with the aim of promoting its bricks-and-mortar retail stores.

Available exclusively for in-store purchases, the Vegemite ‘name your jar’ products, as well as personalised Nutella jars, will feature labels printed on the Afinia Label L301 Industrial Colour Label Printer (pictured below), more than 200 of which were purchased from Rawson Print Co for the campaigns. The L301 employs HP’s Scanning Imager 850 OEM technology, described by HP as an affordable print mechanism offering a small footprint, excellent print speed, and ease of use with snap-in, snap-out insertion and removal of ink cartridges.

The fast and high-quality HP Thermal Inkjet technology delivered by HP Specialty Printing Systems solutions offers brands the flexibility and freedom to deliver personalised labels on-demand, anywhere they need them, HP said in a statement.

Jason Beckley, HP.

Kmart will use these promotions, and similar campaigns in the future, to entice customers into its bricks-and-mortar stores and away from online shopping. “As brands continue to look for ways to connect with their audiences, we are seeing a growing trend of mass personalised packaging, including desktop label printing campaigns in stores,” said Jason Beckley, business development manager for Indigo, HP South Pacific. “HP is powering the trend with flexible and affordable in-store printing solutions that make it possible to offer an individual, memorable experience for its customers.”


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