 | Response Marketing Services (RMS) | |
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PROBLEM 
A large retailer with an extensive house file wished to mail more relevant product offers to their store cardholders, utilizing the information they were collecting on past purchases. The magazine-style mailer they were currently using was generic.Initially they wanted to mail a multi-page, variable booklet format, but the price for the variable signatures to create the booklets, along with the added postage cost for mailing, did not fit client budget constraints. SOLUTION
After review, the RRD Response Marketing Services Team developed an 8 3/8" x 5 1/2" double gate folded self-mailer utilizing the ProteusJet press with 4-color variable imaging for full color coupons.They overcame several hurdles to convince the retailer to test. First, the amount of real estate was less than they had wanted. Second, the stock was uncoated for best imaging receptivity, which was not the client's typical paper of choice. Third, the initial turn time of needing all files 3 weeks prior to press was longer than the customer was used to. The RMS Team developed a format that allowed the offer to be showcased adequately at a great production price and with additional postage savings. After seeing the quality of the 4-color imaging, and understanding the RMS asset management capabilities that would allow unlimited flexibility and eventually decrease the required turnaround times, they agreed to test 500,000 pieces. RETURN ON INVESTMENT
This client is now in their 5th campaign using the ProteusJet press in Elk Grove Village, IL and has increased quantities to 2.2 million pieces. They are testing additional formats that include a PIRX® Card and another coupon panel in anticipation of producing their entire house file of 10 million names in the near future.The ProteusJet solution has allowed a more relevant offer that has lead to increase ROI. The inline imaging allows for large postal strings that also save postage costs. RMS' ability to manage the variable assets for future runs has allowed the client to increase the number of product offerings from 100 up to 200 different products for even more customization and higher response. | | ||||
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