Editions   North America | Europe | Magazine


DataMart Averages 1 million pages a month on iGen3

Press release from the issuing company

HANOVER PARK, Ill., and ROCHESTER, N.Y., Jan. 31, 2007 – DataMart Direct Inc. is using a Xerox iGen3 110 Digital Production Press to expand its personalized digital printing capabilities and print more color pages. The 110 pages-per-minute Xerox digital press was installed in May 2006, and the company is averaging 1 million pages a month. Currently, 80 percent of the direct-marketing production company’s business is personalized documents – such as brochures, booklets, fliers, newsletters and catalogs – and the company expects that number to grow with the addition of Xerox’s flagship iGen3 press. “Our jobs require complex variable information and quick turnaround, so we needed a machine that could offer speed and flexibility without sacrificing image quality. The iGen3 press was the clear solution to help our business,” said Scott Bussert, vice president of operations, DataMart Direct Inc. Bussert also cited two qualities of the Xerox iGen3 press that truly set it apart from the competition – the ability to print on large paper sizes as well as a wide range of paper weights and textures. “No other sheet-fed digital machine can handle 20½-inch sheets and combine multiple paper substrates into one booklet. This allows us to produce mass quantities of postcards and booklets more economically,” said Bussert. The needs of one of DataMart Direct’s clients – GE Financial – were instrumental in the company acquiring the Xerox iGen3 press. The client wanted to move its personalized GE Wellness Welcome Kits from black-and-white to full-color and use multiple paper stocks. The productivity of the iGen3 press allows DataMart to print more than 1 million of these booklets each year – a total of 3,000 versions, up to 80 pages in length, created and personalized with the recipient’s name, address and nearby office locations. In the past, DataMart Direct created the kits on a Xerox Nuvera™ 120 Digital Copier/Printer, where the project recently earned a 2006 Printing Innovation with Xerox Imaging Award. DataMart Direct’s clients are experiencing great success with applications produced on the Xerox iGen3 press, with a Creo Inc. color server. For example, DataMart Direct produced full-color personalized policy upgrade booklets for a major life insurance company. Before, these documents were black and white with no personalization and required customers to select which coverage upgrade options applied to them. The new color mailing produced on the Xerox iGen3 press includes personalized information and boosted response rates from 3 percent to 28 percent. Along with direct-mail offerings, DataMart Direct plans to use the Xerox iGen3 press for Web-to-print applications that will allow its customers in the financial industry to customize and edit time-sensitive documents on-demand – a process that will minimize costs associated with outdated materials and decrease turnaround time. DataMart Direct recently added Xerox’s FreeFlow® Print Manager software to make its job workflow and project management more efficient, especially as its print production grows. The company also uses tools from the Xerox ProfitAccelerator Digital Business Resources portfolio, which is designed to help customers grow their business and succeed at digital printing. The ProfitAccelerator Open House kit has helped the company to plan successful facility tours that have resulted in new clients. In addition to growing its color print volume, DataMart Direct expects to see its digital black-and-white page volume increase as jobs are transitioned to the Xerox iGen3 press, freeing up capacity on the Xerox Nuvera 120. About DataMart Direct Inc. DataMart Direct started 34 years ago as a small mailing facility. The company has remained a family operation and is now the largest mail production facility in northern Illinois with 46 employees and a 50,000-square-foot facility. DataMart uses the latest in technology and resources to develop high-quality personalized communications through full-color digital print, direct-mail production, and online order fulfillment. At its current facility in Hanover Park, Ill., DataMart produces more than 500 million pieces of printed material annually.