DM Welcome Pack With 80 Variables From WDMP

The Carphone Warehouse has launched a new direct mailed consumer welcome pack that is said to break the mould in the level of personalisation and information it provides.

The Carphone Warehouse has launched a new direct mailed consumer welcome pack that is said to break the mould in the level of personalisation and information it provides.

Working with direct mail specialist Inc Direct in Enfield and London (UK) direct marketing agency WDMP, the welcome pack - which has over 80 variables - provides all the information Carphone Warehouse customers need to operate their new phones and uses customer purchase behaviour to cross sell other products and services.

Inc Direct downloads customer data weekly to produce a completely personalised 16-page booklet where almost every page is individualised to reflect the buyer's new phone purchase.

As a digital print, mailing and fulfilment house, Inc Direct has built its business over the last five years.

But after developing the concept with The Carphone Warehouse and WDMP, allied to the amount of data development work behind the project, managing director Noel Warner was reluctant to hand over the printing to another company.

So, after developing a partnership with Xerox, he decided to buy his first Xerox iGen3 digital press, which was installed at the company last month.

Warner said: "The Carphone Warehouse concept is a first and after working on it for so long it is not something that we wanted another printer to be able to gain the credit for.

We have worked with Xerox in the past and after evaluating all their competitors, decided that the Xerox iGen3 was by far the best option for the campaign." He continued: "For this project you have to be able to understand data and design implicitly.

We worked on developing The Carphone Warehouse project over the best part of a year, talked with WDMP about how to implement it and convinced the client that it was worth the investment to produce a highly personalised welcome pack.

Anyone can go out and buy a digital press but you need to understand that the real trick is all about adding value to your digital print and we can do that with the iGen3 press." Michelle Henderson, the direct marketing director at The Carphone Warehouse, said: "As far as we know this application is unique in our marketplace.

The Carphone Warehouse philosophy is to give our customers a unique and personal service to ensure that they feel valued and understood in this competitive and largely impersonal marketplace.

This welcome pack epitomises that personal approach.

The data we capture at point of purchase will be updated and subsequently re-used to continue our personal customer relations and we welcome the initiative to present this application to the marketplace." Inc Direct is also one of the first companies in the UK to install and utilise the Xerox Freeflow workflow system powered by XMPie personalisation software.

XMPie is an Israeli-American company that is a business partner of Xerox and can offer its uDirect and Personal Effect software for variable imaging and print personalisation projects.

By using the features of the XMPie software that had already been integrated in to the Freeflow workflow, Inc Direct was able to utilise the most powerful features of the iGen3 press, said Xerox.

Peter Taylor, the director of graphic arts at Xerox UK said: "Inc Direct has a very simple business ethos - offer something completely different and add value to everything you do.

The concept for The Carphone Warehouse amply demonstrates how that can be done.

Inc Direct also had an application and a business plan in place before it ordered an iGen3 press and are confident of filling the press with work from day one.

It is also gratifying to see what can be done with Xerox's Freeflow tools.

Our partnerships have contributed to the development of the Xerox Freeflow digital workflow collection and the collaboration with XMPie is the latest in a long line of tools we can provide for our customers.".

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