Nisa has been trialling a new personalised full-colour printing service for independent retailers.

The symbol group has been working with print marketing experts G&H to launch the service, which enables retailers to order store-specific direct marketing material.

Initial trials over several months in three of Nisa’s top stores generated a 20% increase in footfall and a 12% increase in profit. The service has now been rolled out to all 2,500 stores in the Nisa estate. “This service enables retailers to fully personalise every aspect of their store marketing, creating the potential for greater customer engagement,” said Nisa marketing director Ian Bishop.

Retailers use a web portal to personalise the Nisa product brochure sent out to customers every three weeks. They can choose which promotions are advertised and promote their store’s events and services.

G&H has invested £5m in the technology, which also allows symbol group members to order promotional vouchers and leaflets designed with their customers in mind. And with better targeted distribution, retailers can now specify which postcodes the direct mail is sent to.