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Whilst personalised print and our automated marketing software combine to create truly unique and valuable communications, the process throws up some interesting quality control questions…
Each spring we gear up for our yearly customer pre departure campaign for Eurocamp. This project is a great example of how personalised print can be optimised to full effect. Each Eurocamp customer receives their own personal travel booklet containing all of their booking information, parc details, travel ticketing, extra purchases like car hire or insurance, driving directions, activity information and local area recommendations.
When someone books a Eurocamp holiday their data gets fired over to our iDink automated marketing system via an XML feed and we automatically produce the artwork for their fully personalised travel booklet. All of this is tailored around the life stage of the party travelling and the parcs they are visiting, using content & imagery. This year we’ll be including information about the kids clubs available at specific parcs – these will be personalised based on the ages of the children in the customer party and the parcs being visited. The number of pages contained in the booklet depend on the number of parcs the customer plans to visit during their holiday – anywhere from 16 – 48. And if it’s more than 48 we print two or more booklets – the record currently stands at 5!
While this is all a great example of how personalised print and our automated marketing software can combine to create truly unique and valuable communications, it throws up some interesting quality control questions. How do we make sure that the booklets contain all the right pages? What happens if pages get switched/missed?
When we print the booklets we include an individual bar code at the bottom of each page outside the trim area. We also print a removable cover with a fulfilment list and check out barcode. Our barcode enabled stitching machines scan each page as they go through. The codes tell the machine when a page is out of order or if there is something missing. If this is the case the machine stops and an operator investigates. If all goes to plan the codes tell the machine when all the pages have been collated and the booklet is then stitched. The booklets are then trimmed to remove the barcode at the edge.
Our operators then hand fill the booklet into an outer along with any other items needed on the fulfilment list on the removable cover (cycling maps/regional maps/GB stickers etc). The cover is removed and once the batch is despatched each cover is scanned to ensure that none have escaped. These check out scans also help us provide despatch reports to the client and keep track of our stock levels, alerting the team when items need to be reordered.
So there we have it, while we have some super digital print machines, in order to make full use of them we need supporting machinery that can help us avoid the potential mistakes that increased levels of personalisation introduce. We pride ourselves on our quality control and it’s our investment in technology that gives our clients the confidence that we can handle whatever levels of personalisation they want to challenge us with!