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Redken Implements Cloud-Based Print Marketing Solution from Postcard Services

July 13, 2011
TAMPA, FL—July 13, 2011—When Redken 5th Avenue NYC, (a division of L’Oreal USA) wanted to empower its salon professionals with the ability to drive local direct mail marketing via Redken’s My Business Toolbox, the company enlisted Postcard Services to build the technology and provide the “back-end” services needed to make it happen.

To meet Redken’s strict brand guidelines, Postcard Services built, deployed and now continually manages a cloud-based Web portal containing an expandable online library of Redken marketing pieces for salons to leverage for local direct mail marketing. The patent-pending tool ensures that Redken can quickly, easily and inexpensively change its marketing collateral on a regular basis.

Redken salons log onto Redken’sMy Business Toolbox Print Center (operated by Postcard Services) and select the pre-approved designs for their marketing needs. This includes postcard campaigns, appointment cards, window posters and similar customized, branded collateral. The automated system then directs the order to Postcard Services’ digital press and the order is digitally printed, coated and shipped to the salon or stylist—all within a couple of days.

Postcard Services CEO Jonathan Kremner said, “Centrally approved, but locally deployed, this elegant and effective cloud-based suite of tools allows Redkenstylists and salons to obtain marketing collateral, run their own local, targeted marketing campaigns and deploy static collateral as often as they like, based on their individual needs and their individual budgets. It’s just what they need.”

“At Redken, we constantly look for new opportunities to support our salon professionals’ business at every level, and this includes providing them with the tools to engage in localized, direct mail marketing,” states Sarah Liang, director of Redken Interactive Marketing. “Postcard Services’ on-demand print system is easy to use andeffective for salon business. Postcard Services consistently provides quality products in a timely fashion for our customers, and their customer service team supports the process every step of the way.”

Redken even deployed a state-of-the-art online video to support the My Business Toolbox Print Center initiative. See www.redkensalon.com/mbt-video.

“When it came to designing and deploying a specialized print-on-demand, postcard-oriented, cloud-based tool that empowers users to secure direct mail marketing collateral at the local level, Redken looked to us for expertise,” said Newell White, president of Postcard Services, “And that’s exactly what we provide—expertise in translating data into direct mail as simply as possible.”
 

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