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Kmart targets the inkjet impulse buyer

Kmart targets the inkjet impulse buyer

Mass merchant retailer Kmart is catering to increased household penetration of colour inkjet printers by trialling bundles which include IXLA digital imaging software and a kit of special inkjet media such as coated paper and film from Celcast.

The deal is a marketing coup for IXLA and Celcast which are both Australian companies currently doing well by riding the accelerating digital camera and inkjet consumer bandwagons.

Kmart and the vendors are definitely targeting the impulse buyer with their $19.95 Media Starter Packs. They include do-it-yourself T-shirt transfers, greeting cards, photo papers and the like from Celcast as well as a sample of digital imaging software from IXLA which allows photos and other images to be utilised and reproduced in many ways.

A national trial, aimed at finding out how willing consumers are to add this sort of product to their shopping trolleys, began at selected stores across the nation this month and, if successful, will be rolled out to all stores later in the year.

"Both Celcast and IXLA have independently developed successful and quite compatible long-term strategies to take advantage of this expanding specialised market, within Australia and overseas," IXLA CEO Soon Teh said.

"The combination of digital photography, low hardware prices, simple-to-use software plus the power of the Internet means that the average home computer user is daily discovering ways of using digital imaging," he added.

"The penetration of Internet-connected computers and inkjet printers has now reached critical mass," according to Celcast's general manager, Stuart McNair. He said this has allowed IXLA and Celcast to mount such a promotion through mass merchant retailers rather than traditional channels.


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