Chevrolet: Promotional Direct Mail (Graphic Arts & Retail)

Solution: Personalized Direct Mail with Data-Driven Graphics and Text

Definition:
A multi-purpose direct mail application individually created for customers based on their last purchase at their local car dealership. The direct mail piece offers a range of prizes based on customer demographics. The text, graphics and images of personalization are driven in production by the customer data. This highly sophisticated application is driven by the power of VIPP, DocuPrint 92C with an Internal Dynamic Perforator, DigiPath and Lytrod Software’s DeskTop Designer.

Business Problem:
No easy way to personalize direct mail pieces based on customer’s previous buying patterns or demographics and to print on demand in two colors.

Business Process:
VIPP offers a “just send the data” workflow, and composes rich, customized documents at the printer. This approach to high-speed, high volume personalized document production is valued by IT and operations managers because it optimally uses system resources such as network bandwidth, memory, storage, processing power and printer cycles.
The Chevrolet application employs variable text and images, conditional logic, and 600 spot-per-inch highlight color to communicate one-to-one with thousands of prospects. The VIPP application was developed in the PC-based Lytrod Designer, the leading GUI in Xerox’s VIPP Made Easy workflow. Defined the data¾any delimited data from any database (e.g., Excel spreadsheet)
1. Incorporate variable images; tailoring each document to the individual who will receive it. These variable images are also driven by the data. TIFF images are stored on the printer’s hard drive. These images can simply be referenced within the data or can be conditionally selected based on information in the data. For example, based on total purchase amount, a “premier customer” logo could appear
2. Draw static elements (e.g. boxes), place data and graphics within the design overlay, and import any required background images (e.g. watermark) from DigiPath or other software packages.
3. Store background, graphics, and images on Xerox DocuPrint 92C printer hard drive. Then, just send the data.

Xerox Value Proposition to Customer vs. Competition:
Dynamic document construction (DDC), Xerox’s unique “just send the data” workflow has been made far easier to implement with a range of VIPP Made Easy tools¾in this case Lytrod’s DeskTop Designer, VIPP offers unsurpassed production flexibility and control. VIPP implementation of DDC is supported across the broadest and finest line of PostScript printers on the market: N-Series, Phaser, DocuPrint, DocuTech, DocuColor, and iGen3.