E.L.V.I.S. is Alive and Well in Central Ohio
WESTERVILLE, OH—June 14, 2012—Robin Enterprises, central Ohio’s leading commercial printer, has officially launched a custom solution to address the growing sophistication of retail marketers. The solution, a data and variable print application running on a unique combination of equipment, resembles the plastic card/greeting card print/finishing line demonstrated by MCS at GRAPH EXPO 2011. The solution has been dubbed “E.L.V.I.S.”—for Expandable Loyalty card Variable Inkjet System.
Robin Enterprises operates a 90,000-sq.ft. facility with 130 employees. With more than 40 printing units, including nine Heidelbergs and an array of digital printers, the company can handle a wide range of marketing applications from custom-published books to personalized information kits and marketing promotions.
Brad Hance, president and CEO of Robin Enterprises, comments on the retail sector, “Retailers are becoming a lot more sophisticated in their use of client data to create personalized offers. We try to stay a step ahead of them with our own ingenuity.”
Serving some of the most recognized names in retail, Robin handles every type of direct mail piece the retailers can imagine.
Recently, one such client wanted to send out personalized rewards cards, with the card’s dollar value tied to the recipient’s buying history. A reward carrier would be used, with both sides being printed with variable information such as, “Congratulations, (firstname), you earned 4,000 reward points, attached is a card for (value).”
The final product is a self-mailer with reward card. When the card is presented at the store register, the backside of the card is scanned for the barcode. The information is tied back to the user at the store level, with the store point-of-sale system knowing who brought the card back and used it. The system creates a manifest identifying what was purchased and which card was used.
Add-Jet, a turnkey inkjet systems provider, interviewed Robin Enterprises to develop an application specification based on the needs of Robin’s customer. Using their extensive inkjet and camera expertise, Add-Jet provided Robin a fully integrated card attaching line.