(August 16, 2008) Consumers today are bombarded with too much information, much of which is not relevant to them. At the same time, marketers are trying to cut through the clutter and reach their customers with relevant information, versus blanketing their customer based with generic offers and messages. According to InfoTrends, 63 percent of customers prefer promotional pieces over purely transactional documents, so incorporating promotional messaging in transaction documents can both boost the appeal of a transactional document and generate a higher read rate for the marketing message.
At the InfoTrends TransPromo Summit in New York City on August 13 and 14, Mike Salfity, vice president, Workflow Solutions Business Unit, Production Systems Group, Xerox Corp., joined industry experts on a panel to discuss transpromotional print solutions and the impact these have on print providers’ business. In the panel discussion, Salfity focused on the importance of having an end-to-end solution to achieve the best results from targeted, relevant customization, without compromising productivity.
“Today’s most profitable printers connect with customers to conduct business around the clock, reduce costs while handling thousands of short-run personalized jobs, and enable new revenue with expanded applications and services,” said Salfity.
Aimed at helping industry professionals enhance customer communications, improve customer retention, increase profits and improve document ROI, the InfoTrends TransPromo Summit provided attendees with the know-how to transform transactional documents into marketing opportunities.
Salfity also discussed successful Xerox customers such as Marks and Spencer, a London-based retailer that wanted to create personalized reward statements and communicate benefit information with its employees. The retailer created variable-color digital booklets, personalized for each employee and was able to help thousands of workers at hundreds of locations understand their benefits and integrated data from nine internal and external sources to create one clear, concise document.
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