Highly personalized rewards program materials with reduced costs

CHALLENGE

This large national retailer has been a key strategic customer and partner of KP’s for many years, providing print- and mail-related services for corporate marketing, bank/credit, loyalty programs, events, and HR-related communications. Membership is absolutely critical to this partner and has driven their success for decades. As part of their membership communications, KP produces personalized coupons for their rewards program that can be redeemed in-store or online. Through the conventional production process, these rewards program coupons have traditionally been printed on a conventional press with variable content added to the masters through a cut-sheet digital press. While this production path has been effective for years, KP proposed a better solution to the client.

SOLUTION

KP researched and invested in a high-speed continuous inkjet platform that could produce these coupons with the quality of conventional lithography while achieving the fully variable, personalized communications that the client demands.  In addition, KP added intelligent finishing and inserting lines that take the rolls straight off the high-speed continuous inkjet line and converts and inserts for perfect-match mail piece integrity.

BENEFIT

• A single-source solution for creation, production, and distribution. Our closed-loop, ISO 9001–certified manufacturing platform does not rely on third-party vendors, regardless of the number of rewards program coupons produced.

• With material costs increasing significantly, KP has been able to present the client with an opportunity to save costs, while getting to market more quickly.

• This rewards program has been highly successful. The program has directly led to a dramatic increase in in-store and online purchasing activity.