The ability to communicate in more detail and more persuasively with our customers brings us opportunities that are only now becoming apparent. Digital print, when used to its full effect, gives us that ability.

Digital print isn't particularly new - we've been using it at Gresham for more than ten years - but the last couple of years have seen immense strides in computing power, while our own software developments have released much of the power that this supremely flexible medium has always promised.

In fact it was flexibility that first attracted us to digital. Being able to print full colour variable data gave us an immediate edge in allowing us to print onto plain card, obviating the need to hold tons of all kinds of base stock. But being able to include variable data in any element of the ticket design brings many more opportunities. Point Of Sale can be more accurately directed; local promotions focused on particular areas can be specifically ticketed; complementary products can be linked visually, and so on.

The limiting factors in all of these opportunities have tended to be the durability of the printing and the power of the driving software. Our intense development in these and other areas makes us uniquely able to deliver the full promise of digital.