FSA’s Top Pick

Variable Print using Different Substrates

FSA Customer - Retail Chain

The challenge was to expand their client reach outside the areas that are currently being serviced by their partnership with a major national loyalty company.

The strategy was to create a POS name acquisition program that rewards people for providing their name and address information to the store.

The solution called for trackability at every level.

A matched mailing was created that consisted of a 4 color store level branded personalized plastic card with a bar code on it that was affixed to a store level branded personalized backer that carries the same bar code. The idea is for the customer to fill in the information on the backer, leave it with the clerk and take the plastic card with them to present and scan on purchases at that particular store.

Results are fed into a database and transactional information is captured to use for future predictive behaviour analysis and subsequent relevant DM pieces.

The tactic was a personalized 4 color piece that was targeted to the new business audience and trackable by bar code. Using our HP technology we were able to print all brand and personal variable information on several different substrates – plastic, paper, etc – to keep the integrity of the mailing and provide all the components necessary to track the customer information.

Retailers results were increased traffic, increased shopping baskets and reward redemptions.