Verticals
Case Studies - Retail
Xerox
Objectives
Xerox wished to maximize the number of potential graphic arts customers to attend the Xerox stand at Ipex in April 06. At the same time Xerox had a requirement to demonstrate how their equipment can be used to produce complex variable content marketing activity and showcase output from their technology.
The Solution
Customers were split into 3 status categories, dependent on the level of existing and potential business. The category of customer was then used to define the pack type that they would receive as their initial mailing correspondence.
The initial mailing was to 70,000 individuals worldwide with customers guided to a personalized web site, with personal URLs (PURLsTM) being printed on each mailing pack. These PURLsTM were generated on the initial mailing via a database created for this purpose by contacdsi. PURLsTM were uniquely identified so that we could recognize an individual from the moment they logged onto the site, negating the need for them to add their personal details. The web site was designed and hosted by contacdsi.
Customers were asked to specify their areas of interest defined by a series of questions about their reasons for attending. This information was used to create a personalized piece of literature and map with a response pack tailored to their areas of interest, creating 169 possible variants.
Individual responses generated a guest list. contacdsi then re-supplied the database to Xerox with defined areas of interest appended in created fields. This data was used by contacdsi to not only generate a fulfillment pack tailored to the recipient's areas of interest, but also supplied to Xerox to identify attendees expected at the Ipex event. Daily live access was made available to the client to track responses. This enabled the client to batch these responses by date. The user could also identify the type of responder allowing, in the case of VIP responders, for complimentary flights, hotels etc to be arranged.
Results
Xerox had an exceptional attendance at their stand. By knowing who was going to attend when, along with their area of interest they were able to prepare for customer visits, including giving preference to VIP customers. The planning of customer visits, ensuring the appropriate people were available from Xerox on the stand matched into potential customers, meant that Xerox managed to close a significant number of sales of their products. Orders far outweighed expectations and targets for the event.
Workflow
Data management was undertaken on dsi’s own in-house Nexdox platform. A bespoke program was developed to integrate print and web media, with all routines being automated. The architecture for producing personalized web sites, along with all web site design, development and hosting was undertaken by contacdsi.
The digitally printed items were 100% variable & used imagery from the Alpha pictures library & some bespoke scripted font based images. Print files were managed via Creo spire technology ensuring that files were ripped and presented to one of contacdsi’s Xerox iGen3 Digital Production Presses in a timely and efficient manner. Printed output was then finished in-house by contacdsi and mailed directly through UK and international postal networks.
