Shop buys printers for marketing

A leading high street retailer has revealed it has just bought 27 Xerox DocuColor 242 presses so it can produce its own marketing material.

John Lewis said the purchase was made via Xerox reseller Fast Technology and will back up its Phaser Xerox 7760 and 8560 printers in its stores around the UK.

Materials such as posters and shelf presentations will be produced. The DocuColor 242 can print 40ppm in colour and 55ppm in black and white, at a resolution of 2,400dpi.

John Lewis's Stephen Masters said: "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."

Xerox's Mark Duffelen said: "In the retail sector, businesses have to be quick to respond in order to meet customer demands, and it's this speed of response that will set retailers apart."

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