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Kmart Australia deploys digital printing for in-store personalized labeling


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.

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 personalised 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.’

By Henry Mendelson 

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