IWCO Direct Drives Value Through Postal Optimization, High-Speed Inkjet Adoption
"The Canon Océ inkjet presses helped us in terms of organic growth with our core markets, as well as new markets," Morrison says. "The big differential is that they have enabled us to design new creatives and package designs for our clients, so they can better leverage their customer data to drive higher responses. They've also optimized postage reduction opportunities.
"Canon Solutions America has been an excellent partner in supporting us with that launch. We've been at the forefront with them on technology development and best applications, and with identifying new requirements and opportunities. They listen and provide solutions to us, so it's been a very good working relationship."
In fact, IWCO Direct has worked closely with some of its manufacturer partners to develop equipment and technology specifically for the direct mail space, as it behooves the direct mail specialist to ensure its vendors are in tune with the needs of the market in relation to speed, quality and capabilities. In the process, IWCO has transformed itself into a marketing services provider.
Naturally, the ongoing woes suffered by the USPS has made it even more essential for IWCO Direct to become simpatico with the needs of its clients. Leveraging the digital platform enables IWCO Direct to help clients achieve single stream processing, driving enhanced walk sequence carrier route qualifications. Another key is exploiting the benefits of Full-Service Intelligent Mail barcode (IMb) discounts; beyond the postal savings, it provides enhanced information and allows IWCO Direct to better manage its clients' direct marketing campaigns.
"Because of our size and our scale, we're producing 270 million direct mail packages per month," Andersen notes. "We can continue to drive best-in-class, density-driven commingling. That helps a lot with the pricing challenges of the USPS."
While the major direct marketers can often absorb postal increases, it is the mid-tier customers that are being forced to readjust their target audiences and frequency of mail, according to Andersen. Strategic discussions center around how new technologies like high-speed, personalized inkjet printing can help direct marketers achieve their goals. Further sophistication and segmentation of client data is paramount, and "that's connecting the dots into the whole four-color digital printing world."