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Large-format, Commercial and Industrial Printing Solutions

Retail chain, Farmers, boosts efficiency and cuts costs with help from Datam and HP Indigo digital presses


"Datam’s HP Indigo platform
is critical in terms of quality,
timing, and cost."

— Grant Febery
Direct and online marketing manager


  • Increase value for Farmers and other customers by helping them migrate from one-color generic mailings to full-color, personalized campaigns.
  • Produce highly personalized campaigns digitally, without compromising print quality or jeopardizing delivery deadlines.
  • Enable Farmers to leverage existing customer data for higher-performing, affordable promotions.


  • Two HP Indigo W7200 Digital Presses enable Farmers to produce full-color, personalized printing and boost productivity.
  • The HP Indigo 5000 Digital Press helps Farmers complete short-run, print-on-demand applications.
  • Two HP SmartStream Production Pro IN120 Print Servers—scalable, modular high-performance digital front ends—enable Farmers to process thousands of personalized jobs.
  • HP Production Analyzer helps Farmers improve efficiency.
  • Tecnau/Hunkeler inline finishing solution enables dynamic perforation and full-bleed web-to-sheet printing.
  • Farmers partners with Datam to enhance the performance of its retail mailers.


  • Farmers achieved 7% higher response rates in highly personalized, full-color direct mail compared with traditional mono-overprint mailers, and converted all mailers to digital, increasing Farmers work with Datam by 300%.
  • Reduced Farmers’ costs for direct mailers by 30% without impacting response rates.
  • Reduced the production timeline for Farmers’ 250,000-piece direct mail job from 3 weeks using offset shell to 2 weeks using digital.
  • Datam’s digital printing volume rose to approximately 5 million pages per month and 9 million pages in peak months, and continues to grow.
  • Of all our digitally printed A4 pages, 20% are net new business.

    »Full case study
    (PDF, EN only)

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