Better chances of survival in printmail industry mainly through innovative ICT
Woerden, The Netherlands – July 2011 By continuously innovating and investing in new ways of servicing the market, the Dutch printmail company, Impress, succeeded in taking the lead in the Dutch market. ‘Our foundation is an extraordinary knowledge of the trade and the market but also a solid ICT infrastructure’, says Joop Agterberg, CEO of Impress. That ICT infrastructure has been created mainly by the advanced output management software, Eddoc Weaver, from the Dutch software vendor Edmond Document Solutions. This software makes it possible for Impress, also every printmailer, to guarantee maximum service level, flexibility, customer focus, profitability and efficient use of people and company assets.
‘It is not easy for printmailers these days,’ says Impress co-founder and CEO Koos Halkes. ‘A lot of changes are going on in the market; the increasing demand for individualisation and the ever changing needs of customers force us to keep being flexible and innovative. Always being able to fulfill the customers wishes, and still being able to keep your company profitable is the challenge! To succeed, you must make use of the best and most up-to-date trends available, including software and ICT. Only then will you be able to keep up service level for your customers. And only then can you offer them the best.´
The end of the ‘changing era’ is yet to come, says Agterberg. ‘There is a lot more to come. We are headed for a world full of individualised information, from strictly personalised images to QR Codes on business cards; we are headed, in short, towards a complete crossmedia world. Imagine that you get a letter with a QR Code that incorporates a video message that then leads you to a landing page on a website where you can find your ‘once in a lifetime opportunity’, a charity site, or you name it. Anything will be possible as long as you get access to the latest technology, the right assets, and use your imagination.’
Impress is very active in the transactional market. The sending out of bills, insurance overviews, and so on, is a substantial part of this Dutch printmailer’s work. Halkes: ‘For senders of large amounts of content regardless their medium, paper or digital, we want to help them make the most efficient use of their space. [We think] If you are sending out a message anyway, it’s wisest to take advantage of all opportunities available to sell yourself. With the Eddoc Weaver Dynamic TransPromo module, we are able to add personalised information, such as special offers, to bills, overviews, etc. The Dynamic QR Coding enables us to set up a marketing message at any time in the output process. Just the savings from combining multiple messages to the same recipient and sometimes in one document, makes the investment very profitable. And with the Eddoc Weaver Postal Sorter module you can even select the most advantageous [cost, speed, etc] postal provider for you.’ Agterberg says: ‘This advanced software makes us as flexible with transaction documents as we already were with the direct mail and other marketing materials. The customer data is sent to us, or is already with us, then the software, to simply put it, converges the data into the right format for a customized output.The ease and simplicity with which you can customize many different settings, even last minute, may well be the best part of the software. That gives us the flexibility we need and offers a great added value for our customers.’
In the end, it is all about adding value for the customer. Making a print or creating a PDF is easy, anyone can do that, but what else can you offer that makes it worthwhile for your customers? This makes you have to think about what appeals to the customers of your customers.
‘It’s just the flexibility aspect of the software that made us choose for Eddoc Weaver and Edmond Document Solutions’, says Koos Halkes. In the DM world, there already were a lot of possibilities but thanks to the Eddoc Weaver software, these possibilities are also available in the world of transactional documents. That kind of added value in our products and services guarantees our future as a printmailer. A healthy future…’
For more about Impress B.V.: www.impress.nl