Why Variable Data Printing is the Future
Ask IT strategists, any printer, and most businesses what is in store for the future and those in the know will say data mining and CRM systems. And in the printing industry they will tell you that having data allows you to personalize through variable data printing.
Transitioning from static direct mail to variable mail is how to stay ahead of the competition. In fact variable data printing allows the smallest business to compete with Fortune 500 businesses because when properly executed it can return up to 30 times the ROI of a static piece according to data from Cap Ventures.
Variable data printing is being embraced by businesses that have data on their customers like grocery stores, retailers, catalogers, casinos, boutiques, hospitals, and insurance companies.
Casinos such as Harrah’s increased their customer spend 13% — from 36% in 2000 to 43% in 2002 with its Total Rewards program that involves monthly VDP mailings to four different customer segments. This concentration on individual motivation jumped Harrah’s profits $251 million in just one year of its implementation, according to a research study released by ICMR.
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