The Leeds-based printer has replaced an Indigo 1000 with the new kit in a push to secure more variable-data work.

The 45-staff firm, which also produces work on its litho and large-format kit, has broadened its offering with the Indigo 5000 and has already attracted new customers.

RPS sales and marketing director Asif Choudry told printweek.com that the firm plans to grow its personalised output through consolidating existing clients as well as attracting new ones.

"Without a doubt, personalised data is a high opportunity area. It's a whole new paradigm shift," he said.

The 12-year-old company recently produced 1,000 personalised mailers for a travel company, which contained images and text that generated a 16% response rate.

Choudry said the new press "does a lot more than print. It allows us to produce value-added collateral that can make a real difference."

"The quality of the data is a lot better; it's a very flexible machine and has a lot to offer," he added.