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First Xeikon Café for Retail Marketing a Success

October 29, 2010
LIER, BELGIUM—October 29, 2010—The first Xeikon Café on “Effective communication in today’s retail market,” staged recently at the company's headquarters in Belgium, proved to be a success. The balanced program of expert speakers and a live printing demo struck the right chord with more than 100 local and international attendees.

The event underlined printers’ and retailers’ willingness to gain a better understanding of the changing dynamics in off-line and online retail marketing. With personal data gathered through the event subscription process, Xeikon welcomed every visitor with a personalized fashion folder, demonstrating the possibilities, speed and impact of customized digital printing and direct marketing.

Xeikon launched the Xeikon Café event to bring printing and communications professionals together in shared learning experience. Communication plays an essential role at every stage in a product’s lifecycle, from development through manufacturing, promotion and sales. With today’s technologies opening up a diverse array of communication channels, the possibilities have never been more exciting. However, understanding what is available and how it can be implemented, is the first step to successful retail marketing. Reveal cross-sector product communication opportunities and facilitate marketing innovation is then also the key objective of the Xeikon Café initiative.

Following the success of the first event, the Xeikon Café on retail marketing will now go on-tour across Europe. More information about the dates and locations can be found on

A winning situation for all stakeholders

“We live in a world of information overload, where the new generation consumers decide when to ignore or listen to your message,” says Danny Mertens, Business Development Manager at Xeikon. “It’s crucial to target consumers with personalized, relevant messages. Each consumer has their own unique profile and should be addressed accordingly. This is certainly a challenge for retail marketers—but it also creates many new opportunities.”

The retail Xeikon Café underlined the importance of collaboration between all disciplines involved. All stakeholders must understand the concept of personalized communication and the benefits that can be gained.

“Ultimately, retailers want consumers to visit them more often and buy more. Consumers are more loyal to those that cater to their personal needs and improve their shopping experience,” continues Mertens.

This vision was also reflected in the presentation of ICA, Sweden’s largest retailer. The company uses an effective mix of direct marketing tools, including the ICA-customized loyalty card and personalized coupons, resulting in a much-appreciated bonus program for its customers. The success of such initiatives demonstrates the importance of data mining and data intelligence.

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