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  • 21 Dec 2017

Kmart Australia deploys digital printing for in-store personalized labeling

Retailer Kmart Australia is using digital printing to offer in-store personalized labeling for holiday gifts in an effort to attract shoppers amid a rise in online shopping.

Kmart Australia has purchased more than 200 Afinia Label desktop label printers from Rawson Print to launch its in-store label printing campaign. The printers utilize HP thermal inkjet technology. The Afinia Label L301 industrial color label printer is based on the HP OEM Scanning Imager 850 and offers color in 4800 x 1200 optimized DPI.

Kmart Australia is marketing the in-store personalized labeling experience for Christmas shoppers in more than 200 stores around the country, with the desktop printers delivering personalized labels for jars of popular spread brands Vegemite and Nutella, exclusively in-store, for holiday gift-giving.

The chain is planning to expand personalized promotions to additional brands and holidays in the future.

ABOUT THE AUTHOR

Henry Mendelson is Labels & Labeling's Oceania correspondent.

He covers labels and packaging printing developments in the Australasia region for the publication.

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