The 1:1 personalization feature of web-to-print software printing has largely enabled marketers to use databases power to communicate directly with each recipient on a unique and individualistic basis. Based on past buying behavior, demographics and other related information, marketers connect with every recipient on an individual basis. Even though these applications are being created without using the Web to print solutions, however the ability of personalized print production has efficiently been incorporated into the W2P template as well. The 1:1 print software versions are available to be used as plug-ins that are more than often streamlined and simplified to suit mass audience levels.
The best way to understand uses of 1:1 personalized printing in the industry is to analyze a few web to print case study material that will present a better picture of how this feature is being used for the business’ benefit by marketers.
The first case study is of Jay Pontiac-Buick, who was struggling to enhance its profits and enhance revenues through means of promotional piece. Since the company enjoyed a strong existing database that had all the required information of customers related to type of vehicle, repair history, mileage or time lapses between visits, driving habits, etc. Using all this information and combining it with web2print app, the company created personalized messages to every owner of vehicle in their database recommending actions that can help in enhancing and improving the vehicle’s performance. In a period of 6 months only, not only did the company manage to enhance its profits from 12% to 18%, rather it also succeeded in generating 75% of business from the activity of customer pay against the industry average of only 40%. Thus introduction of 1:1 personalized web-to-print solutions in the business resulted in not only higher revenues but also higher work margin.
Another example is of Knapp shoes. The company provides safety and work shoes along weith boots. The company realized that it wanted to move out its overstocked and outsized shoes through reactivating customers who were customers of those shoe pairs and had not made a purchase for the last 36 months. Through reviewing the in house files, mail orders, retail outlets and the internet, customers were identified with the foot sizes that matched the overstocked inventory and personalized full color postcards, that were actually mini catalogs were created and sent to customers. Also a special discount was sent along the postcard to every customer, offering discount based on the color, style and shoe size of the customer. In order to break even, Knapp targeted a response rate of 2.55% with an average order of $40. The result of the best web to print software was an 11% response rate with an average sale of $45.