Retail Technology
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27 colour devices installed in department stores to produce promotional material

27 colour devices installed in department stores to produce promotional material


UK retailer John Lewis has selected Xerox colour technology to ensure the timely and efficient generation of quality in-store marketing collateral.


Purchased through Xerox partner and printer solutions specialist, Fast Technology, John Lewis has installed Xerox DocuColor 242 colour printers across all department stores nationwide. Complementing existing Xerox Phaser 7760 and 8560 printers, the investment in the new devices, which are used primarily for printing point-of-sale (PoS) marketing materials such as shelf presentations and posters, has been made to increase efficiency in-store.


John Lewis made the decision to replace end-of-life printers that in-store teams relied on and to upgrade to devices that could handle high-quality, short print runs, economically and often on unusual media sizes.


Updating promotional quality and flexibility


With the new Xerox machines in place, John Lewis has access to the very latest colour print technology, providing greater image quality and the ability to handle larger file sizes.


Stephen Masters, senior operational systems analyst at John Lewis, said: “In order to remain competitive within the marketplace and keep our customers fully informed (whether that be in terms of prices, events or new services) we need to be able to produce effective and professional marketing and promotional materials, often at short notice.


“We were very impressed with the quality and breadth of colour offered by the Xerox printers; skin tones for example are typically hard to translate into print. These devices offer superior print quality and were more cost effective than other solutions we had looked at.”