Hot Java: 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 each customer, based on their last purchase at their local coffee shop. Not only does it encourage new or repeat business by offering a discount on their favorite food and beverage item, but to receive the discount, a survey is completed, eliciting a response on new products and services. Customer feedback can be used to design future products and services and build stronger customer relationships.
Business Problem:
No easy way to personalize direct mail pieces based on customer’s previous buying patterns 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. The Hot Java application employs variable text and images, conditional logic, and 600 spot-per-inch highlight color to communicate one-to-one with the multitude. With a new VIPP Tool called DeskTop Designer from Xerox’s Partner Lytrod Software, a non-programmer is able to quickly develop and deploy sophisticated applications
like Hot Java in a WYSIWYG environment in just four steps:
1. Define the data – any delimited data from any database (e.g., Excel spreadsheet)
2. 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 printers’ 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.
3. Draw static elements (e.g. boxes), place data and graphics within the design overlay, and import any required background images (e.g. watermark).
4. Store background, graphics, and images on Xerox DocuPrint 92C printer hard drive. Then, send the data.
Xerox Value Proposition to Customer vs. Competition:
Dynamic document construction (DDC), Xerox’s unique “just send the data” workflow,
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 and DocuColor. With DeskTop Designer, customers now have the power and versatility of Xerox Printers, VIPP and an easy-to-use WYSIWYG tool to develop benchmark applications. |
