The introduction during the last years of a new generation of digital presses that allow the production of high quality, sophisticated, individualized documents, has catalyzed the investment in new variable data printing solutions. This paper describes a PPML/T based variable data printing engine and its application in the Retail Printing System (RPS), an end-to-end solution for real time targeted marketing (RTTM) that produces personalized point of sale materials that can be fulfilled in multiple channels, like high volume digital presses or flat panel displays. The paper discusses the state of the art PPML/T templates, the interfaces and internal architecture of the VDP engine designed to facilitate and drastically reduce the costs of the development of new VDP applications.