The Bristol-based direct mail printer has bought a raft of Xerox digital print equipment, including an iGen 4 Diamond Edition, DocuColor 8080, Nuvera 314 and Nuvera 144 MX and a D125.

It has also embarked on a significant upgrade to its onsite server capability, while migrating its web-to-print offering from an earlier version of Xerox FreeFlow to XMPie's uStore.

Kevin Pembroke, sales and marketing director at Latcham Direct, said: "We've made a major investment in our server environment while the switch to uStore is about taking dynamic document creation into the web-to-print environment.

"We've always had web-to-print capability but whereas we were using XMPie previously within our cross media capability for things like personalised DM, we weren't doing that in an on-demand way.

"With uStore we'll be able to create fully dynamic documents for an audience of one, on demand, within a client-based self service environment."

Pembroke added that this would enhance things like pick and pack, where various pre-printed items are selected together with a personalised letter to make a specific kit for an individual.

"What this is trying to do is to say: we can create both the personalised and non-personalised elements in a dynamic environment to streamline that manufacturing process so that we can make it much more efficient," he explained.

"We really want to be seen as differentiating ourselves within that cross-media space and delivering sophisticated streamlined workflows that make it really efficient to create highly personalised communications."