The Olliewood catalogue
At drupa, Screen will demonstrate how its high-speed Truepress Jet 520HD inkjet press can be used to produce highly customised print publications.
Working in partnership with Nic.Oud, Screen will show how the printer can work with web traffic reports to allow catalogue publishers to customise each magazine to the recipient, based on page visits and buying patterns.
Netherlands-based direct mail company Nic.Oud runs such a campaign for clothing company Olliewood. Previously, email and print communications would have been sent out without differentiation. However, the introduction of the Truepress Jet 520HD has enabled the company to offer a service to Olliewood that allows them to customise each magazine to the recipient.
The results were visible immediately with consistently higher repeat purchases in the month following the catalogue mailing – up to 300% – compared to a control group who all received the same catalogue. Developed to support the growing demand for quality, high-speed variable data printing, the printer gives users the ability to print water-based pigment inks at high speed and high quality on various paper stocks. At up to 1500 colour pages or 120 m/min and 507 mm print width, the press has been designed to give a productivity level that is suitable for short to medium run book production, as well as high volume transactional and direct mail – at a quality level that comes close to traditional offset printing.
The company will demonstrate the flexibility of the machine further by producing a football programme in preparation of this year’s European football championship. The 32 page self-cover will feature each country that is participating and include information on how they got to the final and who they will play. Both publications will be finished inline from the Truepress Jet 520HD to a Horizon saddle-stitching system on the booth.
Brian Filler, president, Screen GP Europe, said, ‘drupa provides Screen with the ideal opportunity to show the huge potential of the Truepress JetHD and the significant opportunity for direct mail companies to offer highly creative print services to their customers. Working with Nic.Oud illustrates perfectly how the press can be employed to make their communications much more dynamic and effective.’
