The West Sussex-based company will use the new machine to produce personalised corporate, marketing and campaign material, while addressing a demand for growing digital print volumes.

Specified with XMPie personalisation software, the Crawley printer's latest machine will run alongside its Heidelberg B2 and B3 litho set-up that includes a six-colour Speedmaster 74 and a two-colour GTO press.

Ray Pack, managing director at Providence Print and Mailing, said: "Lithographic margins have been squeezed over the past few years which has led us to keep a close eye on the development of the digital production market.

"The ability of the Xerox equipment to use variable data, deliver short-run print jobs and produce a high-quality document has allowed us to win new business."

Following the investment, the company has also managed to bring digital print in-house – work it previously would have outsourced elsewhere.

"We have been looking at the digital print market for around four years. Previously, we would have sent some of that work out, but this investment will keep that in-house, which also offers cost and time savings," he said.

With the new iGen4 on board, the 25-staff company will be working with new and existing customers to boost their awareness of the personalised short-run work possible on a digital press.

Pack said: "We are trying to be more proactive than reactive. We will be telling customers that targeted shorter runs offer cost savings and are more effective.

"Digital print is the future of our business. I can’t see Providence Print and Mailing heavily investing in lithographic equipment in the coming years."