Digital printing will speed up in-store label competition

Experts in the field of digital printing, Hewlett-Packard Co. and Afinia Labels, predict that with the successful operation of a series of Australian supermarkets at the end of last year, the personalized label competition in the stores will intensify.
The Kmart supermarket in Australia purchased more than 200 Afinia Label L301 desktop printers and used HP's thermal ink jet technology to process personalized labels affixed to Vegemite and Nutty chocolate bottles as a holiday gift delivery. These printers are used in Kmart's 214 supermarkets in Australia. Consumers can choose the cans or other products of the above products, then print labels, and then use these products as gifts or personal items after labeling.
With the rise of online shopping, Kmart Australia believes that personalized tag promotions will provide consumers with a new and unique consumer experience and encourage them to visit physical stores. This marketing campaign has achieved great success, prompting more and more brands to join the competition of personalized labels.
Nathan Daniel, marketing manager for Afinia Label Middle East, North Africa and Europe, said: “Our presses provide personalized print performance to meet the needs of small or desktop label printing, which is ideal for the marketing of personalized products in stores.
At present, both small and large brands want to have the ability to capture consumer packaging printing needs and increase product reach to a new level by directing them to individual consumers.
Mr. Michael Boyle, general manager of HP Asia Pacific and Japan Printing Solutions, said: “Brands continue to invest in finding ways to communicate with consumers. We have noticed that the market for personalized packaging printing is increasing, which also includes stores. After printing on the desktop, Hewlett-Packard Co. will promote this trend through a more flexible and cost-effective in-store printing solution, providing consumers with a more personalized and unique experience of the label products.

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