A European first, Manchester based Print Marketing experts G&H and Independent retail group Nisa have launched a pioneering service following a £5m investment in state-of-the-art printing technology.
The unique full colour personalised print service for Nisa’s 2,500 stores – enables individual retailers to customise everything from product brochures to discount vouchers.
With fast turnaround times (typically, 24 hours/7 days a week), the service is set to revolutionise retail promotions by enabling high quality, customised colour literature that can respond to changing consumer demand at individual store level, as recent Direct Marketing Association (DMA) statistics have shown a 20% increase in footfall and a 12% increase in profit as a direct response to personalisation and targeted distribution.
Ian Bishop, Nisa marketing director, said: “We trialled the system with retailers for a number of months to ensure that this industry first provides an instant impact for our members, and we’re delighted with the results. This service enables retailers to fully personalise every aspect of their store marketing, delivering flexibility to them and creating the potential for greater customer engagement.”
Dave Hatton, managing director of print marketing experts G&H, said: “This is a landmark development in retail promotion and we are grateful to Nisa for their commitment and enthusiasm.
“The ability to deliver full colour personalisation lends itself to a huge number of applications in the retail, marketing and service sectors. Combined with fast turnaround times, I believe it will reignite the use of print as a personal communications vehicle for marketing.”
It is expected that more than five million personalised Nisa print items will be produced each month through the pioneering system, which allows individual retailers to customise materials through a web portal. Printing is done on a £5m goss web offset press with in-line Kodak Prosper 4-colour inkjet heads for personalisation – the only machine of its kind in the UK.