Personalised colour mail print helps boost revenue

Predominantly a mono and highlight colour mailing business, Integrated Mailing Services (IMS) has installed a Xerox iGen3 digital press and XMPie personalisation software, uDirect Professional.

The aim of the new systems is to generate greater revenue from personalised, colour direct mail applications.

"We saw the opportunity to increase revenue by migrating existing and new clients to full colour," says uDirect Professional's managing director, Buzz Borsitzky, who adds: "The Xerox iGen3 also has the capability for us to use stock of up to 350gsm and image duplexing at 110 pages per minute, offering greater productivity and wider job options.

A long-term Fuji Xerox customer, over the years IMS has upgraded from a Docuprint 4050 to a Nuvera 120 Digital Production System for their monochrome work and had various highlight colour printers including a Docuprint 92C.

Over the years, Borsitzky followed technological enhancements in digital colour printing with interest.

When he saw the Xerox iGen3 on show at Drupa 2004, he began planning for his Victorian business to offer full colour digital printing and mailing services, which began with the installation of the Docucolor 5252 in 2005.

The powerful combination of the Xerox iGen3 when used in conjunction with uDirect Professional will enable a broad range of personalisation and variable data capabilities for IMS.

This offering is vital to IMS' core business and supports its future growth plans.

"Like most industries, we need to remain competitive, not only in regards to pricing but with the range of innovative services we can offer, to stay ahead of the pack', says Borsitzky.

"We have always been proud of our exceptional customer service, but you need to do more than that.

Typically, the Xerox iGen3 is utilised by large print providers who already have high digital colour print turnover, making the purchase by IMS an exception to the norm.

Its adoption by a medium-sized mailing house is testament to Bortsitzky's vision that full-colour, personalised print will bring greater return on investment and value for IMS' clients.

"After an analysis of costs versus revenue, we have committed to the Xerox iGen3.

With this solution, we would now have to be the best-resourced medium-sized mail house in Victoria," says Borsitzky.

With 25 staff, IMS prides itself on its abilities to be responsive and proactive.

After discussions with clients it established who had the potential to migrate to - and would benefit from - full colour variable imaging.

"The Xerox iGen3 has been installed by a wide variety of customers, from large to boutique," according to Henryk Kraszewski, production colour marketing manager at Fuji Xerox Australia.

"IMS runs niche applications that utilise the Xerox iGen3's capabilities.

It provides them with a key differentiator in the market and the building blocks to rapidly grow high-value direct mail services.

The IMS premises are 30,000 square feet, and the installation of the Xerox iGen3 required upgrading the air conditioning and power supply.

The electrical cabling in the IT area was extensively reconfigured to accommodate the new machine.

The Xerox iGen3 was running print jobs within a week following the three-week installation and training process.

The investment by a company of this scale is a signal that the industry is calling for a rapidly adaptive service mix.

"There were certain demand trends with existing clients, together with equipment coming to the end of its life cycle," says Borsitzky, who adds that IMS were able to offer customers on-demand full colour variable imaging applications immediately after the September 2008 commissioning of the Xerox iGen3.

"More competitive margins in monochrome and highlight colour work combined with customers' increasing demand for a one-stop-shop to manage direct mail campaigns is leading the growth and influence of digital colour in the market," adds Kraszewski.

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