With variable data printing, in-plants can customize documents for individual consumers, increasing response times, average order size and repeat orders.
One of the fastest growing trends in business today is the adoption of Customer Relationship Management. Its focus is to identify, acquire and retain the best customers in order to produce profitable growth. To achieve this goal, organizations must communicate with customers in an individualized manner.
Customer-specific messages and offers are the crux of relationship marketing, according to industry consultant Brian Woolf, author of Customer-Specific Marketing. His premise, that all customers are not equal contributors to retailers' profits, drives his thesis that the key to marketers' success lies in their ability to differentiate deals.
"Why have we treated [all] customers the same and offered them merchandise at identical prices?" Woolf asks. "The answer, quite simply, is because we didn't have a cost-effective system to make different offers to our different customers. But that has now changed because technology has given us new tools."
With the technology now available to create variable data printing, in-plants can attract more business by supporting this move towards Customer Relationship Management and one-to-one marketing. With variable data printing, in-plants can customize documents for individuals, which, in turn, can drive increased response times, average order size and repeat orders.
Not Just For Direct Mail
Now, you may think that variable data printing only complements direct mail campaigns, but it can complement all marketing mediums, including the World Wide Web, telephone and face-to-face meetings. For example, customized documents can be sent to a consumer based on selections made at a company's Web site.
To illustrate this, imagine a college brochure that has been customized for a prospective student in response to selections the student made on the university's Web site. The text and images could be varied to meet the needs of the student. For example, if "tennis" were selected as an athletic interest and "chemistry" as a possible major, the brochure could incorporate images of test tubes and tennis courts.