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Large-format, Commercial and Industrial Printing Solutions

Loyalty NZ’s Fly Buys program increases personalization and response rates with help from Datam and HP Indigo digital printing technology


"Datam’s strategy and
HP Indigo digital presses
enabled us to introduce
flexibility with genuine color
like offset. The quality and
ability to personalize is
everything they said it
would be."

— Chris Lamers
Head of customer engagement
Loyalty NZ


  • Help New Zealand’s largest loyalty marketing program meet evolving goals—by increasing engagement and reducing costs.
  • Create a new value proposition for transactional mailings by moving to fully digital, highly personalized color printing.
  • Inspire companies to adopt full-color personalization for transactional and direct-mail campaigns.


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


  • Loyalty NZ added more than 35,000 previously dormant households to its Fly Buys mailing list, resulting in reactivating 50% of those members.
  • Loyalty NZ reduced printing costs by 50% without impacting advertising revenue.
  • Datam´s vision for full-color digital printing of transactional mailings convinced Loyalty NZ to stay with the company.
  • Datam’s success with the Fly Buys program led to new business for the mail house from the program’s partners, including major grocery chains and other retailers.

    »Full case study
    (PDF, EN only)

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