Improving Gift Wrap Rolls With End Labelling

Advanced Dynamics has been chosen by Hallmark Cards to provide specialist equipment to improve the labelling of gift-wrap rolls for the shelves of Marks and Spencer's stores in the UK.

Advanced Dynamics has been chosen by Hallmark Cards to provide specialist equipment to improve the labelling of gift-wrap rolls for the shelves of Marks and Spencer's stores in the UK.

The company believes that is latest deal could serve as a lesson in how quality service, allied to top-class products can lead to repeat orders.

The order, for two bespoke roll-end labelling systems, follows the installation of two check-weighers and four top and base label applicators previously supplied to Hallmark from Advanced Dynamics.

In the new project, Marks and Spencer (M and S) insisted on a system that would apply labels to the end of shrink-wrapped rolls.

The labels would display product or promotional information, and would prevent customers tampering with the wrapping paper.

Hallmark's operations manager, Chris Mallows, explained: "Consumers often handle rolls of gift-wrap by pushing their fingers through the shrink-wrapping at the end of the roll, which damages the paper.

The new equipment from Advanced Dynamics ensures product security and protection of the wrapping paper - so cutting down markedly on the number of rolls returned as damaged." The Hallmark operation has been so successful that the two machines have labelled four million rolls of gift-wrap.

Commenting on the decision to buy the two Eurokett Junior 115 labellers with bespoke engineering, Mallows said: ''I knew from our previous experience with Advanced Dynamics that it would be able to do the job we wanted and that its products would work perfectly.

So there was little point really in shopping around.

Advanced Dynamics knew exactly what we wanted and was able to deliver to specification.

And we knew the company would be price competitive too.

So all-in-all we could not have done any better looking elsewhere.'' At Advanced Dynamics, Malcolm Little was not surprised by Mallows' praise: ''We have had a strong relationship with Hallmark for years.

Our system was specially designed, like many before it, to meet Hallmark's requirements.

In this case it meant incorporation of a mechanical handling system to take the rolls from the shrink-wrapper to the hand packing station.'' The standard Eurokett Junior 115 is capable of undertaking a variety of functions including barcoding, applying additional product information and promotional flash labels to rolls with diameters of up to 75mm and with lengths ranging to 800mm.

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