Direct Mail Firm's new Systems Bridge Media Range

The choice of integrated communications systems that span email, mail and SMS has been offered by UK database and direct mail provider CDMS by Infoprint Solutions.

Infoprint Solutions' production print systems and workflow management products are said to enable CDMS to offer its customers a direct marketing service with options suitable for its customers' preferences and previous behaviour.

CDMS has installed four Infoprint 4100 HD5/6 and two Infoprint 4000 monochrome printing systems following its deployment of Infoprint's workflow software, in conjunction with Exstream Dialogue enterprise document automation software to manage the CDMS cross-media output.

The Liverpool company provides a range of services to Littlewoods, the UK's largest home shopping and multi-channel retailer, which is one of the first CDMS customers taking advantage of the multi-channel services.

Littlewoods was one of the first catalogue retailers to fully integrate its online and offline capabilities, reflecting a demand from home shopping consumers that browse in a catalogue and place an order online.

With new Infoprint and Exstream technology, combined with CDMS expertise, it is claimed that customers can now produce consumer marketing campaigns that link to fully-personalised web pages created on-the-fly, generating offers based on insight of the customer's buying habits and preferences.

Infoprint Solutions said it has enabled CDMS to change from home-grown, stand-alone systems to the deployment of an homogeneous management system whilst lowering the total cost of printing.

CDMS also has the option to upgrade to Infoprint Solution's full Automated Document Factory (ADF) and full-colour digital printing in the future.

Infoprint's Workflow integrates Exstream Dialogue in to CDMS's document production process, so there is little or no manual intervention required by print operators.

The Infoprint 4100 HD5/6 Advanced Function Printing (AFP) System is a continuous forms printer that produces the image and text quality that was traditionally only available using cut-sheet printers, claimed the company.

The equipment also provides the integrity required for automated production.

At claimed production rates of up to 100.6 metres (330 feet) per minute and 1,354 impressions per minute (ipm) for A4 (or 1440ipm for letter) the 4100 HD5/6 is said to offer one of the highest speeds for electro-photographic printing and allows CDMS to produce more output with fewer devices and less operator time.

CDMS believes it is enabling its customers to take a more responsible approach to direct mail following a UK Department for Environment Food and Rural Affairs (DEFRA) report on waste in direct marketing and in anticipation of direct mail taxation in the UK.

The Infoprint and Exstream system allows CDMS to provide a targeted message across integrated multiple channels and encourages linking print to web.

With 300 million bills, statements and letters annually produced by CDMS on behalf of its customers, the company is responsible for all data and image asset management, document personalisation, selective insertion and postal fulfilment.

Martyn Viquerat, CDMS's operations director, commented: "This is the beginning of the end of direct mail carpet bombing.

As consumers become more tech savvy and environmentally-aware they will respond better to those organisations who communicate the right offer at the right time over their preferred channel.

We can now focus on the cost per respondant, rather than the traditional CPM (cost per mailpack).

Only Infoprint Solutions could understand our vision and deliver a one-stop shop, future-proof system to meet these demands." Phil Self, managing director of Infoprint Solutions UK, added: "CDMS has grown four-fold to a GBP100-million business over the last 12 months.

The company is securing its reputation with leading-edge marketing systems and services through its innovative use of technology to understand and interact with consumers as well as its focus on environmental issues.".

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