Pesonalised gifting of supersized snacks and spreads is still trending. For the second Christmas season running, Kmart did it digitally.
Kmart used desktop digital label printers powered by HP to produce personalised labels for Vegemite and Nutella jars over Christmas in an effort to drive more consumers into its stores.
Available in-store only, 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.
More than 200 of these printers 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.
HP Thermal Inkjet technology by HP Specialty Printing Systems solutions enables brands to deliver personalised labels on-demand, anywhere they need them, HP said.
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,” Jason Beckley, business development manager for Indigo, HP South Pacific, said.
“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.”
