Digital printing to drive growth of in-store labeling campaigns

Kmart Australia purchased more than 200 Afinia Label L301 desktop label printers, utilizing HP thermal inkjet technology, to deliver personalized labels for jars of popular spread brands Vegemite and Nutella, exclusively in-store, for holiday gift-giving. The printers were deployed at 214 stores nationwide with customers selecting a jar and service representatives then printing and labeling on them the spot for gifting or personal use.

With the rise in online shopping, Kmart Australia saw this promotion as a way to offer a unique experience for customers visiting brick and mortar stores. The promotion proved extremely successful, resulting in a planned expansion of personalization across additional brands in the future.

Nathan Daniel, EMEA sales manager at Afinia Label, said: ‘Our printers offer the professional capability and small, desktop-sized footprint necessary for these types of in-store personalization campaigns.

‘Now, smaller and larger brands alike are able to capitalize on this trend of custom packaging and bring it to new heights through this more personal, single-purchase approach.’

Michael Boyle, general manager, Graphics Solutions Business, Asia Pacific and Japan, HP, said: ‘As brands continue to look for ways to connect with their audiences, we are seeing a growing trend of mass personalized packaging, including desktop label printing campaigns in stores. 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.’