Advanced Dynamics provides solution for Hallmark

The latest deal signed by Advanced Dynamics could serve as a lesson in how quality service allied to top-class products can lead to a host of repeat orders.

Advanced Dynamics was chosen by Hallmark Cards to provide specialist equipment needed to improve the labelling of gift-wrap rolls destined for the shelves of Marks and Spencer's stores.

The order, for two bespoke roll-end labelling systems, follows the installation of two check-weighers and no fewer than four top and base label applicators previously supplied to Hallmark from Advanced Dynamics.

In this project, MandS insisted on a system that would apply labels to the end of shrink-wrapped rolls to provide two major advantages.

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

Hallmark's operations manager, Chris Mallows, explains: "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." And so successful has the Hallmark operation been that the two machines have labelled a cool four million rolls of gift-wrap.

The decision to buy the two Eurokett Junior 115 labellers with bespoke engineering was something of a foregone conclusion, according to Mr Mallows.

''I knew from our previous experience with Advanced Dynamics that they would be able to do the job we wanted and that their products would work perfectly.

So there was little point really in shopping around.

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

And we knew they would be price competitive too.

So all-in-all we could not have done any better looking elsewhere.'' At Advanced Dynamics, where they are well versed in fulfilling customers' individual needs, Malcolm Little was not surprised by Mr Mallows' praise.

''We have had a strong relationship with Hallmark for years,'' he said.

''Our solution to their latest order was specially designed, like many before it, to meet their 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.

In the UK alone Hallmark employs a workforce more than 3,000-strong and trades in more than 100 countries.

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