Wilen Group: Big Data, Bigger Profits
Helping customers with their current needs and helping them plan for the future is another aspect of that value proposition, even if the changing tides dictate that Wilen Direct needs to change its focus or equipment dossier. That contrasts with most printers, notes Kevin Wilen, who are focused on keeping their presses running and dealing with capacity issues.
"Our size allows us to focus and invest in technology around what our clients' needs are now, as well as in the future," Darrin Wilen remarks. "Unlike some companies, we're not bogged down by years of legacy equipment investments and acquisitions of other printing companies, with all of their obsolete equipment."
Darrin Wilen is enthusiastic about the future of direct mail, and not only from the big data standpoint. Mobile devices—bolstered through exciting engagement platforms ranging from QR codes and Augmented Reality to image recognition—are harbingers for personalized print; but it's only scratching the surface. Wilen Direct is focusing much of its R&D energies in this area, and Darrin Wilen is confident that digital mobile devices are giving mass personalized print "a whole new opportunity to be relevant."
For the Wilens, managing the future is all about managing the inevitable change. They've felt the apprehension that comes with risks, but they also appreciate the consequences that inaction brings. "The difference between us and our competitors is that our capabilities are going to continue to stay relevant by changing and adapting to the future landscape," Darrin Wilen adds.
"Like our father would say, you can't have fear to do the things you need to do." PI