Congress Fair, Thursday Sept. 17 th, 2020 Gesellschaftshaus Palmengarten Frankfurt am Main

Programmatic Printing #1/ 2020 Sponsors: PAG E 20 PAG E 26 PAG E 28 powered by PAG E 50 PAG E 55 Media partners: 4 . m o c o t o h p k c o t s i / k k v r a n © i : e r u t c i P

Programmatic Printing #1/ 2020 S T U D Y CUS TO M ISED C ATALO GU E S SELL B E T T ER b y J o a c h i m G r a f Our exclusive programmatic printing study proves that modern catalogues that can be produced individually with the aid of data promise more awareness and higher returns. 6 W ith new digital printing techno- logies and connec- tion to PIM and CRM, catalogues can be created that are custom-tailored to the purchasing behaviour of individual customers. A population-representative study carried out by HighText Publishing together with the market research institute Splendid Research has now shown that programmatic printing works for product catalogues. Every second respondent sta- ted that they would be more inte- rested in a catalogue tailored to their personal needs and individual bu- ying behaviourthan a conventional, unpersonalised product catalogue. Just under one in three (31 percent) would probably also be more likely to buy something. By contrast, only one in ten ex- pects to be less interested by a custo- mised catalogue. 30 percent of the respondents don't care, or they can't imagine programmatic printing cata- logues. Of the Germans who tend to be very concerned about data protec- tion, apparently only a minority raise data protection concerns with cu- stomising catalogues . Only 9 percent . m o c o t o h p k c o t s i / n o r d n e d a fi © l : e s a B : e g a m I

Programmatic Printing #1/ 2020 7 MYTHS A B O U T D I G I TA L P R I N T I N G T H E O L D G U A R D ' S N E O P H O B I A I S T H E E N E M Y O F I N N O VAT I O N . In the printing industry, people rave about new printing presses, papers, colours – and are often still focused on the print buyer rather than on the marketing decision- maker. Old-school marketers, in turn, mutter the mantra of old digital printing myths. The young marke- ting decision-makers are virtuosos of digital media – but have little experience with printing. Fortunately, a new generation of printers is now at the helm, who can overcome the voicelessness of these two groups. They have the tools to break new ground in one-to-one printing communication – right up to programmatic printing. It is no longer a question of feasibility as to whether one can maintain customer dialogue on paper or screens, but a question of efficiency. Sometimes one channel comes out ahead, sometimes another, 1 H T Y M UGH, DISGUSTING! In its early years, digital printing was in fact dull, plain, blotchy and grainy. Those days are over. Today's good digital printing machines display colour gamut that make those of conventional four-colour offset printing appear pale. High resolutions up to 3,600 dpi are not uncommon. M Y T H 2 SLOWCOACH Measured against the 900 metres per minute that web offset delivers, the first digital printing presses were not particularly big sellers. High-speed inkjets already manage 150 m/min with sufficient quality and resolution. Added to this are the super-short setup times along with high reliability and availability. EXPENSIVE TONERS & INKS While the ink costs of offset printing tend to be negligible, the high-tech toners and inks of digital printing cost a pretty penny. The ink coverage per page is a cost factor that has to be taken into account. Tip for creative people: Using fewer full-surface colours saves money. 3 H T Y M 8

”The cost of data-driven print mailings is higher per piece, but the better performance evens this out.“ P E T E R K L E E S S E N , CRM Project Leader at Ikea Germany D I R E C T M A R K E T I N G , A D V E R T I S I N G , C A T A L O G U E S HOW PROGRAMMATIC PRINTING IS CHANGING THE MARKETING OF THE FUTURE b y J o a c h i m G r a f . m o c o t o h p k c o t s i / o o c i p u k © : e r u t c i P

Programmatic Printing #1/ 2020 suited for event-related and emotio- increase efficiency. Kleeßen's motto advertised for personalised print nal communication, such as on birth- is "Creation must follow the data." mailings are in stock. The costs for days or holidays, but also to remind Personalised mailings are regularly data-driven print mailings are higher shopping basket abandoners of their sent out to members who have been per piece, but it evens out due to the products, to spur existing customers with the company for a year – au- better performance. Kleeßen: "We or to recommend products to friends. tomatically, each month before the achieve a positive ROI." Customisation creates emotions and customer's anniversary date. relevance. This creates as much atten- Ikea uses the print mailings to tion as the good haptic feeling that remind customers of their first year paper can elicit. together. Products are recommen- The automated and persona- ded to the customer club member lised sending of print mailings di- based on purchase history and in- 2/ P Programmatic printing with conventional advertising rogrammatic print buying is a comparatively young disci- rectly from the CRM, with a signi- terests. Customised vouchers serve pline. Time.Inc, the largest maga- ficantly shorter time-to-market, is a as an incentive for visiting Ikea. This zine publisher in the United States, major advantage of programmatic is made possible by data-based seg- has been offering programmatic ad printing. The combination of digi- mentation of the print mailing re- purchasing since 2015. Gruner & Jahr tal systems with digital printing al- cipients Based on their shopping followed in 2016. lows for greater speed and flexible behaviour, interaction during their The technology works in a si- print runs, which is one thing, for ex- membership and their situation in milar way to programmatic displays. ample, that Alexander Schäfer says, life, the appropriate content is put However, the entire process does not CSO at dialogue service provider Pa- together according to a modular run in real time, but slower. Targeting ragon Customer Communications. conception. On the basis of defi- in the print sector is also only pos- Paragon customer Ikea has also been ned templates, both Ikea's creative sible in a detailed manner if maga- relying on automated and persona- agency, Grabarz & Partner, and Ikea zines are, for example, delivered via lised print mailings for the Ikea Fa- themselves, can participate in the subscription – i.e., the reader can be mily customer club since 2019, one design and approval process in order addressed on a 1:1 basis. of the largest in Germany with 13 to react quickly to communication Placement of ads for target million members. By using customi- events and create content. groups is currently available: this sation like this, Ikea wants to send "Keeping everything variable is enables publishers to offer their individual customers more relevant a real challenge." In addition, "cou- print portfolio to digital customers messages and product offers and the- rage is required," stresses Alexander in the usual digital way. To do this, reby strengthen customer loyalty, ex- Schäfer, "and a change in thinking re- the print portfolio is assigned to tar- plains Peter Kleeßen, CRM Project garding the processes". For example, get group segments – a shift from the Leader at Ikea Germany. The aim is the data workflow has to be adjusted title view towards the target group to achieve higher response rates and to ensure that the products that are view. A customer does not explicitly Many providers are now on the market with high-speed inkjet printing lines, which can be used by those responsible for commerce, marketing and content to implement programmatic printing. n o n a C © : e r u t c i P 12

Programmatic Printing #1/ 2020 H O W PRINTING W O R K S I N C R O S S - C H A N N E L M A R K E T I N G If print mailings are specifically used in cross-channel campaigns, they can show off their strengths particularly well. cation, but more as an extra. That is because, while many have long since been receiving advertising by mail, print is well on the way to becoming premium. "In the past, letter boxes were overfilled with advertising," says Johannes van de Loo, who, as an indi- vidualisation expert from SmartCom, advises companies with their pro- grammatic printing strategy. "Now, it is email inboxes that are the ones that are flooded with advertising. In prin- ciple, we live in a time of digital over- stimulation." Printed matter has long been attracting greater attention. In addition to increasing exclu- sivity, it is precisely digital technology that makes print more attractive. It allows consumers to be addressed more directly, more individually and at the same time more cost-effectively than with conventional brochures. In the meantime, it has long been pos- sible to produce highly customised printed matter in large quantities, of the best quality and at the lowest cost. Ten thousand glossy brochure copies can be printed, each of which is uni- que and contains only the products that match people's individual orde- ring behaviour. A few years ago, there was a newsletters and content have be- simple rule in direct mar- come their own art form. Print – now like an email keting: if you wanted to reach your (regular) customers, you sent a postcard. This form of address is now considered completely old-fa- shioned. At best, older people are still sent ads by post. Every reasonably modern company has long since put In the past, letter boxes were flooded with advertising material – today, email inboxes are. At first glance, it is little more than an impressive advancement in printing technology. But the effects are radical. Because in terms of process techno- logy, print can be controlled just as fle- xibly, individually and automatically as a digital channel. The postcard, the in place a digital strategy and has di- And yet – or perhaps because flyer, the brochure – even entire cata- gitised its marketing. The generation of it – good old post mailing is ex- logues – behave no differently from of email addresses, targeting in social periencing a renaissance. Not as a emails that are fired off from marke- media, design and customisation of replacement for digital communi- ting automation software. 14

Programmatic Printing #1/ 2020 they are grateful for not having the typical behaviour of new customers content of the forthcoming issue, hassle of having to change providers. are offered a free trial version via which includes the potential new A comparison of one's own custo- pop-under. Once approval has been customer's preferred area of interest. mer database with the relocation given and the mailing address has data of the post or the leads from re- levant comparison portals reliably shows customers who are willing to change providers. A customised print mailing generates the neces- The supposedly "analogue medium" of print can be integrated seamlessly TRAVEL AGENCIES Among the larger investments of a private household are holiday and travel. Most are planned long in advance. Anyone visiting a tra- sary attention. into digital marketing vel agency and getting advice on BUSINESS MODELS ON A SUBSCRIPTION BASIS Subscription customers are often just as valuable. Here, too, it is worth processes . The change of medium has an enormous amplifying effect. complex products such as language trips or cruises seeks comprehen- sive advice and shows long-term interest. This contact can be conso- lidated permanently: after visits by investing in increasing conver- been sent after registration, recurring customers to the travel agency. For sion rates, since customers usually visits can be analysed and individual example, the provider Studiosus sur- offer a high return on investment. advertising material generated – for prised those interested with a tailor- Interested parties who show the example, by referring to the editorial made catalogue that contained ex- C A M PA I G N M A N A G E M E N T By using common marketing automation software, the print channel can be seamlessly integrated into customer journeys. That makes it easy to engage in targeted selection and highly precise customisation. Expenditure also remains low; PDF print templates are generated automatically and sent to print service providers and letter shops. CRM Email: gift ideas; wait 7 days Opened the email Email: loyalty offers Did not open the email Email: vouchers; wait 7 days Opened the email Print mailing: gift ideas Did not open the email 16

Programmatic Printing #1/ 2020 T H E L U F T H A N S A C I T Y C E N T E R C A S E PERSONALITY AS A STRENGTH The employees design the cards themselves. INITIAL SITUATION: More and more trips are being booked online. As a result, it is often only the price that serves as a differentiating feature. Lufhansa City Center's (LCC) travel agencies want to position themselves in this ruinous competition as personal partners. Thus, the ads are meant to emphasise the travel agency's strengths. * Direct contact, customised advice and personal customer relationships. To achieve this, Lufthansa City Center wants to encourage individual employees to communicate with customers in a way that is friendly, personal and direct. SOLUTION: The customer advisors of the more than 200 Lufthansa City Center travel agencies are given the opportunity to send customised postcards to their customers. Advantage: * Postcards are likeable, always get read, and look very personal. The employees have complete freedom in terms of text and design. This allows the customers to be addressed personally, which is something they highly appreciate. Possible occasions for this include birthdays, family events or a small greeting after the customer has returned from holiday ("welcome back" cards). COURSE OF ACTION: The employees receive an account for the B2B portal of the postcard sender Postando. Using that portal, they can easily create computer-generated cards (motif and text). The service provider takes care of all further processing and prints and sends the cards. There is also a CRM connection for trigger-based mailings. RESULT: The postcard greetings are well received by the customers. The welcome back card, which the travel agency uses to welcome guests back home, is particularly popular. The feedback from customers in the travel agencies is very positive. This is also evident from the increasing number of travel agencies who are using the tool more often. Travel agencies love how it is intuitive, simple and quick to use, along with the option it offers for planning in advance and viewing the history. 18

THE "EXPERTISE TRIANGLE" Programmatic printing only becomes a measurable success thanks to the expertise of the marketers, print service providers and providers of digital printing technologies involved, and with adequate workflow software. L ast year, the Canon industry data on their customers and expe- Print ideas in real time report on advertising com- riment with them in digital chan- The Canon industry report shows ef- munication was published nels at an above-average rate. An fective alternatives for how to stand with the title: "Das neue Potenzial unmanageable, overloaded digital out professionally in the age of infor- des Drucks im Zeitalter der digitalen environment. The predictable unde- mation overload. The latest develop- Erschöpfung (The New Potential of sirable consequence is that it beco- ments in automated digital printing Printing in the Age of Digital Exhau- mes extremely difficult for branded workflows use campaign data in real stion)". This industry study shows goods and manufacturers to stand time to print and send high-quality, how a number of trends are coming out from the competition – and effective and targeted print marke- together to give digital printing a that has been the case for years, if ting within 24 hours. Just changing new role in direct marketing. The not decades. The reason for this is the communication channel alone clear advantages of digital printing that consumers are increasingly attracts attention from the addressee. are linked to the relevance of fast, va- overwhelmed by the information The design of a premium mailing, for riable data printing. overload, and are no longer able to example, shows more appreciation The usual scenario is well clearly identify information that is for the recipient. Sensory effects, such known: marketing experts analyse relevant for them. as haptics or fragrance, contribute to 20

Advertorial REDISCOVERING THE HAPTIC Top-class dialogue attracts visitors to the Canon Future Promotion Forum 2020 Canon continues its successful series for exchanging expert knowledge on the future of marketing communi- cation in 2020 as well. Thought leaders and doers have already noted the new date: the 14th of October. S uddenly, everyone was tal- Online and offline merge. The • The printed and personalised king about programmatic highlight: thanks to perfected digi- customer address should be print last year. In 2019, Canon tal printing technologies, traditio- linked to the versatility of was one of the first to invite manuf- nal print media are experiencing a modern digital printing. acturers, print service providers, renaissance. Because printed, custo- In 2020, Canon is also inviting advertising agencies and marketing mised advertising matter offers far interested parties, manufacturers, experts to the annual Future Promo- more than a digital customer address. marketers, retailers, media agencies, tion Forum in Poing to discuss the fu- It not only attracts attention (again), creative agencies, along with the gra- ture of advertising communication. it offers a level of quality that arouses phics industry and print service pro- Experts from research and marketing the curiosity of addressees. viders to the upcoming Canon Future presented forward-looking approa- Moreover, the exclusivity and Promotion Forum: on Wednesday, ches and strategies to link brand emotionality of the mailing in terms October 14th in Poing. positioning online and offline. The of its advertising message and the The Future Promotion Forum goal: to increase the interaction with type and/or grammage of paper are is also a network platform. Industry customers and to cleverly counteract directly transferred onto the product. experts and visitors exchange infor- digital exhaustion. Printed advertising is quite literally mation on the topics of omni-chan- I m p l e m e n t i n g a cu st o m e r weighty and eye-catching, and does nel, data-driven and cost-effective journey across all communication not disappear into the crowd. Addi- print marketing, and present or re- channels is a challenge for marke- tionally, customising and personali- ceive forward-looking ideas for im- ting. In addition to identifying the sing printed matter also generates in- plementation. contact points (touchpoints), the terest. Lessons learnt in the last year: This year, the next logical step key to success lies in synchroni- • Digital customer data should in customer loyalty and the diverse sing the communication chan- be used for the individually facets of digital printing will be pre- nels and making use of the tactical printed address sented with fast, measurable and suc- advantages. The customer should • Digital exhaustion should be cessful omni-channel campaigns. be contacted at the right time, counteracted by consistently with the right medium and with a linking digital and analogue More here: relevant approach. communication channels https://canon.sm/FPF-DE 22

Programmatic Printing #1/ 2020 V O U C H E R S A N D P E R S O N A L I S A T I O N H O W B R O C H U R E S I N PA R C E L S C R E AT E A D D E D VA LU E Supplementary brochures, vouchers and discount codes are a frequently used marketing tool. But they only become really good if the advantages of print and personalisation are cleverly combined. V O U C H E R DISCOUNT 20% gets the most attention. However, especially when a scattergun ap- proach is used to offer the discount, the voucher can easily do more harm than good. It is better to do it in a controlled manner and strategically. Then, difficult tasks, such as creating loyalty among completely unknown guest customers, will also succeed. That can be achieved using a simple "persona-based" concept. For ex- ample, a furniture retailer could dif- ferentiate between the following: * Sven, the young student who moves into his first flat and furnishes it in a practical way. * Anja, the fun-loving single who likes to invite friends over and deco- rates her flat in a creative fashion. * Daniel, the brand-conscious me- tropolitan who is at the beginning of his career, has more money than time, and attaches great importance to design. * Tina and Axel, who have just moved to the outskirts of the city V ouchers are a tried and te- its job well. So far, there has been one and started a family there. sted tool in online marke- major disadvantage: brochures in Unknown customers are now ting. No wonder, because parcels are printed. Therefore, it was matched to these "personas". To do around 75 percent of consumers are barely possible to personalise them. this, surfing behaviour, search terms, interested in vouchers, according In light of current printing tech- products purchased and viewed and to an exclusive survey conducted by nology, those days are long gone. Cu- other data are analysed: marketing research company Splen- stomised brochures for parcels are no did Research for ONEtoONE. There longer a challenge; companies such * Certain products are clearly bought by certain groups of people, others is a simple reason for the success of as Adnymics specialise in that task. overwhelmingly so. A scoring value brochures enclosed in parcels: What is more difficult, is to answer expresses the probability. * The recipient receives it at the exci- ting moment of unboxing. the question of what good supple- mentary brochures need to achieve, * It offers a haptic experience. * It is understood as a thank you and not as a clumsy advertisement. All of this means that the recipi- and how they can be used correctly. Supreme discipline: Customer loyalty * An analysis of the first name allows conclusions to be drawn about age. * An address analysis enables as- sessment of the living and income situation. In the next step, the marketer ents of a package brochure are very The most important of all brochu- develops attractive offers for each open towards it, and that it performs res is undoubtedly the voucher. It type of person. Sven, the student gets 24

Advertorial P R O G R A M M A T I C P R I N T I N G T H E S E C R E T B E F O R E P R I N T I N G Today, new technologies enable fully customised print communication. But how can AI-based and, at the same time, automated print campaigns be integrated into a smart omni-channel strategy? P retailers today. Customers are offered what they like. Algorithms (e.g., ana- always based on what you already have. Do you have a media-neutral PIM? Perfect! A central CRM data- base? Even better. But you can also get started with print customisa- tion with less sophisticated systems as a basis. If you are using a web shop, pictures, texts and prices can be automatically taken from it and prepared for print production. In addition, discounts and prices can be individually presented to the cu- stomer. Do you buy image data from an external database and have your content "only" in tabular form or in the ERP system? That is no problem ersonalised emails and trak- in combination with an optimal either. With a tailor-made interface king in web shops are com- shipping time. monplace for many online connection , print customisation can be initiated with any database. Losing the fear of technology and just getting started Texts and pictures are expor- lytics, recommendations, etc.) and Where does the data for AI-based ted to your service provider via an automated processes that make this print campaigns come from, and interface. And now the music com- possible run in the background. The how do you ensure that it fits with mences. If you are already using a re- tools of the trade are well known. the mailing, catalogue or parcel commendation engine and analytics, But how can the whole thing be im- brochure without doubling the this data can also be used for print plemented for print campaigns? data maintenance? There are diffe- and, if necessary, can be supplemen- One of the prerequisites is that it is rent ways of doing this, which are ted with print-specific attributes. If now possible to produce one-of-a- kind printed copies in record time – but that's not all. "Paper is a limited medium com- pared to a website or an email – that can be a major advantage." Due to the limitations of paper and its format, with direct mailing, for example, crucial information can be perceived in a more targeted way by the consumer – without any dis- tractions! In this case, the customer does not experience information overload; rather, targeted purchase incentives are established thanks to tailor-made product selection Example of dynamic image proportions (portrait/landscape). 26

Advertorial P R I N T C U S T O M I S A T I O N REVOLUTIONARY UPLIFTS AT THE INTERFACE BETWEEN ONLINE AND OFFLINE Automated generation and modulation of fully customised customer communications works, pays off and is scalable for every business. On all channels. Especially in print. Improved framework conditions for print communication: level (conventionally: segmentation), tion becomes personal, individual and, above all, relevant. So far, these concepts have been used in many places in online marketing. State-of-the-art print techno- logies now ensure that these rele- vant messages can be put on paper as something unique, and land promptly in the recipient's mailbox as a physical incentive to buy. Don't believe it? Here is a specific example: " TO OM D IY S TO R E" USE C A SE Customised print address via "dynamic couponing" content can be created for entire The DIY store chain "toom" uses Successful approaches from online groups of buyers with identical cha- the data from its LoyaltyCard pro- marketing – such as next-best offers, racteristics. This approach has been gramme profitably for both itself recommendation marketing and dy- around for decades and it is used and its customers: on the basis of namic pricing – can now be used 1:1 often – and more or less successfully. existing purchase histories, custo- in print communications between Then there is also the "micro cu- mers regularly receive tailor-made advertising companies and their stomisation" level. The companies' incentives to purchase by post, based customers. datasets about their customers and on the next-best-offer process. The Especially in comparison to prospective customers from order aim of these communication initia- email campaigns and purely digital histories, CRM data and much more tives is to persuade customers to visit communication, highly customised offer the possibility of placing custo- the toom stores. print addresses often deliver signi- mised content and offers for each Instead of using the "scatter- ficantly better results. Even after cost/ individual recipient via algorithmic gun approach" of the past, the vou- benefit analysis. evaluation. This way, communica- chers are dynamically generated, Relevance as a key factor – on all channels: Customers see themselves exposed to an ever-increasing number of ad- vertising messages and incentives to buy. This "flood tide" ensures that the attention span with which such a message is perceived is becoming increasingly shorter. However, if the message hits on a topic that is rele- vant to the recipient, it is possible to pass through these natural attention filters. At the "macro customisation" 28

Programmatic Printing #1/ 2020 P E R S O N A L I S E D P R I N T M A I L I N G S HIGHER CONVERSIONS V I A M A R K E T I N G AU TO M AT I O N The integration of postal mailings into marketing automation enables advertising letters to be sent based on triggers and in a targeted and personalised way. How toom, Polo, Madeleine and Gebürder Götz benefit from it. T he letter box is and remains an important touchpoint in dialogue marketing, es- pecially in times of digital oversti- mulation. The advertising effect of haptic letters, postcards, flyers or catalogues, which has been proven in studies, can result in a significant impact in combination with perso- nalised content, which can be used to win over new customers, bring back shopping basket abandoners , or spur existing customers to action. This is made possible by combining digital printing with intelligent data management. "Advertisers don't want to deal with complicated processes; they just want to reach their customers at the right moment with the right offer. That is why it will become increasin- gly important in the next few years to also integrate conventional adver- tising channels such as print mailing into marketing automation," says Dirk Götz, Vice President of Dialogue Marketing at Deutsche Post. Then m o o t © : e r u t c i P Individualised print mailings attract more customers to the toom stores. 30

When it comes to customisa- tion, it is possible to do an incredible amount of things today, says BPG CEO Kemmerer. The most important thing is the database. If this is mis- sing, it is difficult to take advantage of the benefits of personally addressing people. "However, customisation is an added value and will remain a huge topic in the next few years. This is because the end customer wishes to be perceived as an individual and not as one of millions." A customised envelope can a l s o i n c r e a s e t h e ra t e o f o p e- ning; after all, this is the first points of contact with the adver- tising material. If the packaging is done right, this will spark interest in the content. So far, envelopes have mainly been produced using offset or flexographic printing. However, customisation was not possible in that case – just one-to-many produc- tion. But that is also changing. For ex- ample, Mayer-Kuvert, market leader for envelopes, is investing heavily in digital printing. Ten high-speed in- kjet machines (HSI) will soon be avai- lable from the manufacturer Winkler + Dünnebier, which will make it pos- sible to print directly from the data, thus enabling customisation. Ordered in the morning, arriving in the letter box in the afternoon "Currently, only about one percent of the envelopes made by Mayer-Kuvert are printed with HSI," Managing Di- rector Thomas Schwarz explains. But this segment will be "growing expo- nentially." It offers high speeds, a qua- lity comparable to offset, low costs, lots of options, and data matching. Programmatic Printing #1/ 2020 T H E M A D E L E I N E C A S E TURNING WEBSITE VISITORS INTO BUYERS INITIAL SITUATION: The mail order company Madeleine (TriStyle Group) has been offering high-quality ladies' fashion since 1978. The company ships across the EU through madeleine.com. Madeleine uses an extensive mix of online and offline marketing channels to acquire new customers. In the course of digitisation, Madeleine is faced with the challenge of making optimal use of its web shop traffic and effectively winning over website visitors as customers. This led to the company searching out opportunities * to address previously unknown webshop visitors * and to accompany the customer journey even more efficiently. SOLUTION: To increase its conversion rate, Madeleine addresses these customers with direct mail retargeting (service provider: AZ Direct). COURSE OF ACTION: * Direct mail retargeting has been implemented in the Madeleine web shop * All processes have been automated, from determining the lead, to the production of advertising materials, to postal dispatch * Existing customers are filtered out to have postal retargeting focus on new customers. RESULT: Madeleine was able to win over numerous new customers. "Compared to a conventional print campaign, it was possible to significantly improve the conversion rate – a great success," says Susanne Ballandt, Head of Marketing at Madeleine Mode GmbH. 32

Programmatic Printing #1/ 2020 Also targeting new customers in the future In the future, Gebrüder Götz customers with double opt-in, an also plans to use print mailings for email route is first used to try to get The reward for these efforts is that new customers to spur them on to customers to buy. Customers who "We have response rates of ten per- make a second purchase. For this haven't given mailing permission go cent and higher," says Marcel Heck. purpose, an email route is initially straight to the print route," says Heck. In comparison, the response rate for the cheaper channel of email is less than one percent. But this channel is also relevant and an important part of the automated routes Gebrüder Götz initially tries to get customers to buy using the cheap channel of email. If this does not work, additional chan- "We have response rates of ten percent and higher. “ M A R C E L H E C K Head of Customer Relationship Management at Gebrüder Götz These developments affect the budgeting 1. From emails back to the postal route From cheap to somewhat more expensive. 2. From the expensive catalogue for the masses with high fixed costs and scattergun shipping nels such as social media or Google run online, which is then promptly to personalised postal mailings. "The Ads are used. If "the customer is worth supplemented with a print mailing. additional costs on the one side are it" and the relevant data are available, In doing so, the CLV automatically saved on the other side," Marcel Heck the retailer then sends out more ex- determines whether a print mailing emphasises. "We see success in both pensive media, such as direct mail. should be sent to the customer. "For movements." A R E A S O F A P P L I C AT I O N F O R P E R S O N A L I S E D P R I N T M A I L I N G S Lead activation "Secure premium benefits now!" Referral marketing "Recommend us to others!" Customer loyalty campaign "Loyalty ought to be rewarded!" Life events "Happy Birthday!" CRM Cross-selling & upselling "Have you tried our home brand yet?" Preventing customers from leaving "Thank you for being our customer!" Eye-catching touchpoints can be achieved with personalised print mailings. Reactivation "We miss you!" Second order push "Thank you for your first order!" Welcome mailings "It's great to have you." Basket abandoners "Are you still undecided?" 34

Programmatic Printing #1/ 2020 address data from the confidential Double the conversions Pieper describes two scenarios: information and user characteristics "Compared to conventionally targe- 1. The customer buys something, is ensured; the individual user re- ted print advertising materials with, their customer card is scanned du- mains anonymous. for example, a multivariate score- ring checkout and the transaction Transparent information on card, the conversion rate was able data are linked to their profile. The the use of pixels is important. The to be at least doubled," explains Oli- scanning process, as a trigger, is trans- privacy policy needs to have an ap- ver Reinke at AZ Direct. "It is crucial ferred either directly to the "print sy- propriate informative text added to that the print advertising material stem" or to an intermediate system it. The simple option of opting out is is ready for postal delivery no later (e.g., marketing automation system). also important. The postal address than ten working days after the web- The system acquires the transaction comes from the service provider's site was visited. A weekly shipping data and/or the loyalty status from inventory, which is explained in an cycle is recommended." the customer profile as well as sui- informative text in the footer of the print mailing. Post for the complete microcell Deutsche Post also makes reference to the data protection-compliant procedure, which uses "concentric "It was possible to at least double the conversion rate." O L I V E R R E I N K E Managing Director at AZ Direct table cross-sells from a recommen- dation engine. The print mailing is then created with this data, and the content is then sent. The customer then receives a print mailing with information about their purchase, their current points in the loyalty technology" for "retargeting" via He recommends that, due to programme and suitable cross-sells. "trigger signals": the rate achieved for matching web- If the customer does not accept the 1. An unknown website visitor is site visitors to addressable adverti- offer within a certain period of time, identified on the basis of a "concen- sing media, which falls in the low they will receive a reminder – as a tric" cookie and allocated to their double-digit percentage range, the print mail or email. microcell. A prerequisite is that they e-commerce site should have at least 2. The customer comes to the shop, consent to this use. 250,000 unique users a month to but leaves it again without buying 2. The user prompts a trigger on the make the effort worthwhile. anything. Tracking takes place via website. For example, they configure smartphone. If the customer does a customised vehicle, but neither Print mailings after visiting the POS not come back within a certain pe- establish contact nor buy anything. Personalised print mailings are also riod of time, they will receive a print 3. All households in the recognised suitable as a follow-up for POS cam- mailing with a voucher. microcell of the website visitor re- paigns. Sebastian Pieper, Head of ceive a mailing with the exact address Marketing of the dialogue marketing or addressee on it, which is based on agency Artegic, lists how customers Personalisation is also possible with a few tools the previous online activities. can be identified at the POS: via a Even if prints are not integrated into To achieve this, Deutsche Post customer card when checking out, marketing systems, and neither CRM works with partners. For data protec- via a location-based app (preferably nor product data are available via a tion reasons, six to seven households one's own shopping app) or based on PIM system, there are solutions and are put together in the microcell. If a their device number via WiFi (works services for sending personalised user triggers a signal, all households without an app, but there must be an print mailings based on existing data in the recognised microcell receive opt-in). Additional touchpoints can pools. Johannes van de Loo advises a mailing addressed to them perso- also be used, such as personal consul- companies "to start small, to test, to nally. Information about the nearest tations or terminals at which the cu- work out how to be successful, and store can be added to it. stomer registers. then to access further resources." 36

Programmatic Printing #1/ 2020 D I R E C T O R Y O F S P E C I A L I S T S PROGR AMMATIC PRINTING Experienced service providers in your area can be found here sorted by post code. 0 1 clicks digital GmbH An der Mauer 1 01067 Dresden Phone: +49 351 65312010 www.clicks.de info@clicks.de Avedo – a brand of Ströer Dialog Group GmbH Georgiring 3 04103 Leipzig Phone: +49 341 22 900 100 www.avedo.de info@avedo.de mailingwork GmbH Schönherrstraße 8 09113 Chemnitz Phone: (+49 371) 337161-0 www.mailingwork.de presse@mailingwork.de Episerver GmbH Wallstraße 16, 10179 Berlin Phone: +49 30 7680780 www.episerver.de infodach@episerver.com VSP Direktmarketing KG Am Bahnhof 3, 19086 Plate Phone: +49 3861 5514-13 www.vsp-direktmarketing.de g.weisse@vsp-direktmarketing.de 2 wer-zu-wem GmbH Bergedorfer Schloßstr. 9 21029 Hamburg Phone: +49 40 84304-888 www.wer-zu-wem.de info@wer-zu-wem.de 38 1 0 2 3 4 5 6 7 9 8 Switzerland DMA consulting GmbH & Co. KG Bahnhofstraße 48-50, 21614 Buxtehude Phone: +49 4161 9938010 www.dma-consulting.de da@dma-consulting.de PAV CARD Hamburger Str. 6, 22952 Lütjensee Phone: +49 4154 799-0 www.pav.de, info@pav.de Eversfrank Group Ernst-Günter-Albers-Str. 13, 25704 Meldorf Tel: +49 4832 608-0 www.eversfrank.com fabian.nissen@eversfrank.com 3 interfon adress Gesellschaft für AdressenResearch mbH Leisewitzstr. 26, 30175 Hanover Phone: +49 511 60677770 http://www.interfon-adress.de/ info@interfon-adress.de . m o c o t o h p k c o t s i / s c i h p a r g - i i . © d n a m o c o t o h p k c o t s i / i i k s w e n s e L r e n a R © i : e r u t c i p n o d e s a b p a M

Programmatic Printing #1/ 2020 O/D Ottweiler Druckerei und Verlag mediadress GmbH HEROLD Medien Data GmbH Johannes-Gutenberg-Str. 14 66564 Ottweiler Phone: +49 6824/9001-0 http://www.od-online.de info@od-online.de 7 ABSICHT AG Christophstraße 38 70180 Stuttgart Phone: +49 711-620098-21 www.absicht.ag office@absicht.ag pbdirekt GmbH Motorstraße 25, 70499 Stuttgart Phone: +49 (0)711 83632 - 55 www.pbdirekt.de info@pbdirekt.de ARUMedia GmbH Motorstr. 52, 70499 Stuttgart Phone: +49 711/90 70 98 0 https://aru-media.com/de.html info@aru-media.com Schober Information Group Deutschland GmbH Meisenweg 37 70771 Leinfelden-Echterdingen Phone: +49 71563040 www.schober.de jessica.mueller@schober.de a+s DialogGroup GmbH Stuttgarter Straße 41 71254 Ditzingen Phone: +49 7156 425 84-00 www.as-dialoggroup.de contact@as-dialoggroup.de WIRmachenDRUCK GmbH Mühlbachstraße 7 71522 Backnang Phone: +49 71199598220 https://www.wir-machen-druck.de/ info@wir-machen-druck.de Im Ermlisgrund 18 76337 Waldbronn Phone: +49 7243/5685-0 www.mediadress.de info@mediadress.de Ariane Rieger media consulting Fremersbergerstr. 12 76530 Baden-Baden Phone: +49 7221/39024-0 www.ar-medienberatung.de ar@ar-medienberatung.de Burda Druck GmbH Hauptstr. 130 77652 Offenburg Phone: +49 781 84 2002 www.burda-druck.de ingo.raab@burda.com 8 Serviceplan One GmbH & Co.KG Haus der Kommunikation 80250 Munich Phone: +49 89/2050-10 www.serviceplan-one.com info@serviceplan-brandone.com Striped Giraffe Innovation & Strategy GmbH Lenbachplatz 3 80333 Munich Phone: +49 89 41612666-0 www.striped-giraffe.com info@striped-giraffe.com panadress marketing intelligence GmbH Nymphenburger Straße 14 80335 Munich Phone: +49 89/8908335-0 www.panadress.de info@panadress.de 40 Garmischer Straße 4/V 80339 Munich Phone: +49 89/1792633-10 www.heroldmedia.com yusuf.budak@heroldmedia.com Acxiom Deutschland GmbH Elsenheimerstr. 55a 80687 Munich Phone: +49 (0)800 022 94 66 www.acxiom.de info-germany@acxiom.com Hillert and Co. Werbeagentur GmbH Ungererstraße 129 80805 Munich Phone: +49 89/680897-0 www.hillertundco.de info@hillertundco.de Göbel+Lenze Direktmarketing GmbH Stahlgruberring 22 81829 Munich Phone: +49 89/427188-834 www.goebellenze.de info@goebel-lenze.de Evalanche (SC-Networks GmbH) Würmstraße 4 82319 Starnberg Phone: +49 8151 555 160 www.sc-networks.de info@sc-networks.com Quadient CXM Germany GmbH Richard-Reitzner-Allee 1 85540 Haar www.quadient.com m.smolej@quadient.com Canon Production Printing Siemensallee 2 85586 Poing www.canon.de tino.waegelein@canon-europe.com

Programmatic Printing #1/ 2020 DIALOGUE SERVICE PROVIDERS You can find more information about all of the service providers listed in the "Business Guide" channel at ONEtoONE.de ADDRESSES Ad pbdirekt GmbH Jörg Höhnle Motorstraße 25 70499 Stuttgart P +49 (0)711 83632-55 F +49 (0)711 83632-36 info@pbdirekt.de pbdirekt.de wer-zu-wem GmbH Stefan Duphorn Bergedorfer Schloßstr. 9 21029 Hamburg P +49 40/84304-888 info@wer-zu-wem.de www.wer-zu-wem.de performance werk GmbH Mark Dimster Flößautraße 22 90763 Fürth P +49 911/766624-200 F +49 911/766624-299 m.dimster@performance- werk.de www.performance-werk.de AGENCIES a+s DialogGroup GmbH Kai-Uwe Hesse Stuttgarter Straße 41 71254 Ditzingen P +49 7156/425 84-00 F +49 7156/425 84-90 contact@as-dialoggroup.de www.as-dialoggroup.de PROLEAGION GmbH Klaus Birkenbihl Kreuzberger Ring 24 65205 Wiesbaden P +49 611/723777-0 F +49 611/723777-77 info@proleagion.com www.proleagion.com SAZ Services AG Davidstrasse 38 9000 St Gallen Switzerland P 0041/7122735-00 F 0041/7122735-01 info@saz.com www.saz.com Schober Direct Media GmbH + Co. KG Kirsten Borgelt Sophienstr. 40 70178 Stuttgart P +49 711 9452 97 10 F +49 711 94 52 97 99 info@schober-direct-media.de www.schober-direct-media.de Universal Postal Union (UPU) International Bureau Carla Sahli Weltpoststrasse 4 3000 Bern 15, Switzerland P 0041/31350-3491 F 0041/31350-3110 postcode@upu.int www.upu.int ABSICHT AG Agency for advertising and dialogue Jutta Bost Christophstraße 38 70180 Stuttgart P +49 711/620098-10 F +49 711/620098-20 office@absicht-ag.de www.absicht.ag Across Systems GmbH Im Stöckmädle 13 76307 Karlsbad P +49 (0) 7248 925 425 F +49 (0) 7248 925 444 info@across.net https://www.across.net below GmbH Agency for below-the-line marketing Christian Klöver Heidesheimer Straße 49 55124 Mainz P +49 6131/62740-0 F +49 6131/62740-40 info@below-mainz.de www.below-mainz.de clicks digital GmbH An der Mauer 1 01067 Dresden P +49 351 65312010 F +49 351 65312011 info@clicks.de www.clicks.de Is your company missing here? onetoone.de/businessguide ABIS GmbH Barbara Henze-Nündel Lyoner Straße 20 60528 Frankfurt P +49 69/79 20 09-0 F +49 69/79 20 09-20 info@abis-online.de www.abis-online.de Acxiom Deutsch- land GmbH Top quality B2B/B2C addresses Astrid Gäck Martin-Behaim-Straße 12 63263 Neu-Isenburg P +49 89/85709-333 F +49 89/85709-139 adressen@acxiom.com www.acxiom.de AS Address Solutions GmbH Jörg Kleinbrahm Kaiserplatz 6 52222 Stolberg P +49 2402/764919 F +49 2402/764916 info@address-solutions.de www.address-solutions.de Business Data Solutions GmbH & Co. KG Christina Schuhmann Kettelerstr. 3-11 97222 Rimpar P +49 9365/8878188 info@bds-online.com www.bds-online.com DataM-Services GmbH AdressDirekt Tanja Komp Franz-Horn-Straße 2 97082 Würzburg P +49 931/4170-436 F +49 931/4170-499 tkomp@datam-services.de www.datam-adressdirekt.de WIR FINDEN IHRE ADRESSEN KLASSISCH - DIGITAL - QUALITATIV www.datam-adressdirekt.de Tel. +49 931 4170 436 Deutsche Post Adress GmbH & Co. KG Matthias Borner Am Anger 33, 33332 Gütersloh P +49 5241/5393-0 F +49 5241/5393-49 info@postadress.de www.postadress.de Deutsche Post Direkt GmbH Anja Ehlen-Gavriilidis Junkersring 57 53844 Troisdorf P +49 2241/2661-0 F +49 2241/2661-1111 info@postdirekt.de www.postdirekt.de DMA consulting GmbH & Co. KG Bahnhofstraße 48-50 21614 Buxtehude P +49 4161/99380-10 F +49 4161/99380-19 da@dma-consulting.de www.dma-consulting.de eGENTIC GmbH Lead generation Istvan Volford Oberliederbacher Weg 25 65843 Sulzbach/Ts. P +49 6196/8022-0 F +49 6196/8022-100 vertrieb@egentic.com www.egentic.com HEROLD Medien Data GmbH Yusuf Budak Garmischer Straße 4/V 80339 Munich P +49 89/1792633-10 F +49 89/92185020 yusuf.budak@heroldmedia.com www.heroldmedia.com Indima direct Stuttgarter Str. 41 75179 Pforzheim P +49 7231/3963-0 F +49 7231/3963-30 info@indima.de www.indima.de Melissa Data GmbH Mr Cagdas Gandar Cäcilienstr. 42-44 50667 Cologne P +49 221 97 58 92 40 F +49 221 97 58 92 49 info@melissa.de www.melissa.de D.O.T.S.S. GmbH & Co. KG DATA-ORIENTED TARGETING SERVICES AND SOLUTIONS Thomas Schult Rothenburg 14 - 16 48143 Münster P +49 251/981171-0 F +49 251/981171-111 info@dotss.de www.dotss.de panadress marketing intelligence GmbH Karl-Heinz Mühlbauer Nymphenburger Straße 14 80335 Munich P +49 89/8908335-0 F +49 89/8908335-30 info@panadress.de www.panadress.de 42

Programmatic Printing #1/ 2020 EMAIL Acxiom Deutschland GmbH Michael Till Martin-Behaim-Straße 12 63263 Neu-Isenburg P +49 6102/736-531 F +49 6102/736-444 info-germany@acxiom.com www.acxiom.de ADIGMA GmbH Stefan Appenrodt Marktstraße 69 37441 Bad Sachsa P +49 5523/952986-14 F +49 5523/952986-30 stefan@adigma.de www.adigma.de artegic AG Stefan von Lieven Zanderstraße 7 53177 Bonn P +49 228/227797-0 F +49 228/227797-900 info@artegic.de www.artegic.de BACKCLICK GmbH Matthias Gottschalk Brabandtstrasse 8 38100 Braunschweig P +49 531/61563-200 F +49 531/61563-179 info@backclick.de www.backclick.de eGENTIC GmbH Lead generation Istvan Volford Oberliederbacher Weg 25 65843 Sulzbach/Ts. P +49 6196/8022-0 Inxmail Wentzingerstraße 17 79106 Freiburg P +49 761/296979-800 F +49 761/296979-9 kontakt@inxmail.de www.inxmail.de mailingwork GmbH Diana Falke Schönherrstraße 8 09113 Chemnitz P +49 371/337161-0 F +49 371/337161-10 info@mailingwork.de www.mailingwork.de mm3g Marketing GmbH Your email marketing agency Zwickauer Straße 8 90522 Oberasbach P +49 911/669731-0 F +49 911/669731-199 vertrieb@mm3g.de www.mm3g.de netnomics GmbH Jens Hilbrands, Martin Beermann Großneumarkt 50 20459 Hamburg P +49 40/6360784-11 F +49 40/6360784-29 info@netnomics.com www.netnomics.com Episerver GmbH Wallstraße 16 10179 Berlin Germany P +49 30/7680780 F +49 30/768078499 infodach@episerver.com http://www.episerver.de PROLEAGION GmbH Klaus Birkenbihl Kreuzberger Ring 24 65205 Wiesbaden P +49 611/723777-0 F +49 611/723777-77 info@proleagion.com www.proleagion.com promio.net GmbH e-marketing competence Constanze Schmeichler Giergasse 2 53113 Bonn P +49 228/2807700 F +49 228/2807728 business@promio.net www.promio.net rabbit eMarketing GmbH Kaiserstr. 65 60329 Frankfurt am Main P +49 69/256 288-0 F +49 69/256 288-499 sparringspartner@rabbit- emarketing.de www.rabbit-emarketing.de Supermailer Mirko Böer Software development Niederkirchnerstraße 9 04107 Leipzig P +49 341/8632842 F +49 341/8632843 info@supermailer.de www.supermailer.de XQueue GmbH Advanced email marketing technologies Frank Strzyzewski Christian-Pleß-Str. 11 - 13 63069 Offenbach am Main P +49 69/8300-898-0 F +49 69/8300-898-9 info@xqueue.com www.xqueue.de performance werk GmbH Mark Dimster MAIL SERVICES F +49 6196/8022-100 Flößautraße 22 vertrieb@egentic.com 90763 Fürth DATA Acxiom Deutschland GmbH Nico Weis Martin-Behaim-Straße 12 63263 Neu-Isenburg P +49 89/85709-293 F +49 89/85709-139 info-germany@acxiom.com www.acxiom.de beDirect GmbH & Co. KG Elena Baeder Carl-Bertelsmann-Str. 105-107 33311 Gütersloh P +49 5241 80 45612 elena.baeder@bedirect.de www.bedirect.de Business Data Solutions GmbH & Co. KG Christina Schuhmann Kettelerstr. 3-11 97222 Rimpar P +49 9365/8878188 info@bds-online.com www.bds-online.com panadress marketing intelligence GmbH Karl-Heinz Mühlbauer Nymphenburger Straße 14 80335 Munich P +49 89/8908335-0 F +49 89/8908335-30 info@panadress.de www.panadress.de SAZ Services GmbH Gutenbergstraße 1 - 5 30823 Garbsen P +49 69/848463-0 F +49 69/848463-79 listinfo@saz.net www.saz.com DIGITAL MARKETING ad agents GmbH Performance marketing agency Am Joachimsberg 10-12 71083 Herrenberg P +49 7032/89585-0 F +49 7032/89585-69 info@ad-agents.com www.ad-agents.com ARUMedia GmbH Motorstr. 52 70499 Stuttgart P +49 (0)711 90 70 980 info@aru-media.com www.aru-media.com construktiv GmbH trafficmaxx Oliver Dahm Haferwende 1 28357 Bremen P +49 421/27867-0 F +49 421/20709-78 info@construktiv.de www.construktiv.de dialogue1 GmbH Frank Rix Katharinenstraße 33 20457 Hamburg P +49 40/21998200 kontakt@dialogue1.de www.dialogue1.de eGENTIC GmbH Istvan Volford Oberliederbacher Weg 25 65843 Sulzbach/Ts. P +49 6196/8022-0 F +49 6196/8022-100 vertrieb@egentic.com www.egentic.com mm3g Marketing GmbH Your email marketing agency Zwickauer Straße 8 90522 Oberasbach P +49 911/669731-0 F +49 911/669731-199 vertrieb@mm3g.de www.mm3g.de performance werk GmbH Mark Dimster Flößautraße 22 90763 Fürth P +49 911/766624-200 F +49 911/766624-299 m.dimster@performance- werk.de www.performance-werk.de PROLEAGION GmbH Klaus Birkenbihl Kreuzberger Ring 24 65205 Wiesbaden P +49 611/723777-0 F +49 611/723777-77 info@proleagion.com www.proleagion.com P +49 911/766624-200 F +49 911/766624-299 m.dimster@performance- werk.de www.performance-werk.de mayer-network GmbH Wannenäckerstraße 65 74078 Heilbronn P +49 7131/728-0 F +49 7131/172675 service@mayer-network.com www.mayer-network.com No category for what you need? onetoone.de/businessguide www.egentic.com euro.message Deutschland GmbH Hakan Bahsi Pinnasberg 47 Dock 47 20359 Hamburg P +49 40/60945252 F +49 40/60945254 hakan.bahsi@euromsg.com www.euromsg.com 44

Programmatic Printing #1/ 2020 E A C H C A T A L O G U E I S U N I Q U E Addressing customers personally works. This is also true for the catalogue. With personalisation done the right way, the impact can be increased enormously. W hoever offers customers to offer tailor-made communication. them. The recommendation engine what they want to see, And digital marketers have the op- and the CRM information, and the receives the attention. portunity to expand their communi- ordering and visitor behaviour on This simple connection has become cation to a new channel. the website provide the source infor- one of the most commonly learnt marketing principles. And, of course, this works universally – regardless of The print catalogue renaissance mation. It is obvious that the customers feel better addressed in this way. Cu- whether we're talking about online, The technology has been tried and stomised catalogues can also have a out-of-home or print media. tested: fashion senders, for example, very direct impact on sales. The office It is just that, up until now, only regularly trigger their customers furniture specialist SSI Schäfer Shop online media have so far been custo- using print mailings in five-digit runs. has – like many B2B dealers – conclu- misable in large quantities. By con- In doing so, they do not send out ded individual framework contracts trast, the rules of conventional mass standard brochures, but produce cu- with its customers. That means that communication applied to print. stomised versions for each customer. the prices between two customers However, the situation has changed: To this end, it is not just the products are not comparable due to the ne- thanks to new printing processes, that are changing and adapting to gotiated discounts. Thanks to the such as the high-speed inkjet, it hardly the customers' interests, but the te- dynamic printing process, it is now matters whether a brochure is printed stimonials, the style types, and the possible for dealers to create an in- from a template as before, or whether entire customer vernacular are also dividual brochure for each customer, 40,000 unique pieces are created. changing. Whether elegant, sporty, which contains exactly the prices The rules have changed funda- casual or alternative – every custo- that apply to them. Customers are mentally. In print, too, the art now is mer receives a mailing that addresses no longer faced with an unnecessa- 46 m o c . k c o t s r e t t u h s / t o b o r D n a e D © : e r u t c i P

Programmatic Printing #1/ 2020 address different price segments, differ in culinary style and concept, The opportunities of macro- and micro-customisation particularly important differentia- tors. With Prima Food, for example, are vegan or vegetarian, and have Together with the dynamic prin- the company headquarters or deli- very pragmatic requirements when ting service provider Smartcom, very location was used to design the it comes to freshness or shelf life. In Prima Food thus decided to generate title. The orientation can also be dif- other words, the target group, from the catalogues in a completely ferentiated between vegetarian or the chip shop to a hipster eatery, is wide ranging. Nevertheless, Prima Food wan- ted to avoid segmenting customers into different groups (á la gourmet, modern cuisine, fast food, caterers, etc.) and to address them using spe- cial catalogues tailored to this target A sophisticated concept of micro- and macro- customisation allows for a precise customer approach. non-vegetarian concepts. In another example, a pet product delivery com- pany could separate customers accor- ding to dog or cat owners. Micro-customisation: The clustered customer data are now customised on a micro level. The highlights are weighted differently group. The risk would be too great dynamic fashion. To achieve this, depending on the order history. that customers would not be able to the service provider developed a The software decides whether chik- identify with these segment templa- special combination of macro and ken breast strips or Bavarian cured tes. In addition, the entire product micro-customisation: hock (Surhaxe) should be particu- range and new ideas were definitely Macro-customisation: First, cu- larly highlighted based on the order still to be showcased. stomers are segmented according to history. Smoothie bars and vegeta- 1 / CRM, PIM AND ORDER MANAGEMENT Product and customer data are processed in databases, and purchase and order processing is carried out via an order management or shop system. 2 / MARKETING AUTOMATION/ WORKFLOW MANAGEMENT Marketing tools can initiate pre-built 2 campaign workflows based on triggers or behaviour. In doing so, complex conditions can be taken into account. 3 / RECOMMENDATION ENGINE A recommendation engine suggests suitable products and theme worlds for the customer using statistical methods and marketing guidelines. 1 3 D Y N A M I C P R I N T P U B L I S H I N G S M A R T C Y C L E 6 4 48 6 / REPORTING The most important campaign indicators are continuously prepared in a management dashboard. 5 5 / ANALYTICS The success of the compilation can be measured individually using customised order codes. The campaign is continuously optimised using A/B or multivariate tests. 4 / LAYOUT ENGINE A programmatic layout engine knows where the particularly eye-catching catalogue placements are and takes format and colour combinations into account.

P R I N T M A K E S YO U S T R O N G Hubert Burda Media launched the "Print makes you strong" initiative. The aim is to emphasise the importance that diversity in publishing journalism has for our society. Print stands for high- quality, credible and reliable content – not just for printed paper. That is why Burda works with many prominent people to champion a broad social com- mitment to print – regardless of whether this takes place in a digital, live or printed form. "The classification of information and sound research are becoming increasingly important – democracy needs responsible journalism!" W O L F G A N G S C H Ä U B L E Advertorial "The printed word has lasting value. It cannot be deleted with a click. Neither from the screen nor from your memory." T H O M A S G O T T S C H A L K "The world is not a tweet." F L O R I A N D A V I D F I T Z "Now more than ever we need the truth, and the truth needs print." K E N F O L L E T , British bestselling author "The basis of every democracy is the duty and the insight of the people to obtain com- prehensive information. And comprehensive also means knowing the other side's points of view." C A R O L I N E L I N K 50

Programmatic Printing #1/ 2020 P R I N T E D A N D D I G I T A L M A T E R I A L H O W PRINT MAILS T R I G G E R DIGITAL MARKETING With modern printing techniques, letter mailings can be customised in the same way that emails can. Smart trigger mailings can thus inspire digital marketing, as the shirt manufacturer Seidensticker shows. mer – only when the occasion tou- ches customers with a really personal motif do they feel addressed. That's why trigger mailings have long been just a topic of email marketing. On the one hand, of course, because per- sonal information has to be stored in a database for customer relation ma- nagement (CRM). On the other hand, because mass individual mailings have to be generated and sent. Pre- viously, this requirement was only able to be met by emails. Programmatic printing has changed this situation fundamen- tally. From a purely technical point of view, neither low nor high, nor fluctuating nor stable print runs are a challenge, let alone the complete cu- he epitome of a persona- thereby achieving a high level of re- stomisation of the printed products. lised mailing is a postcard, levance and attention. However, a Technically, the difference between self-mailer or flyer that acti- good trigger is always an individual emailing and sending postcards has T vates customers on certain occasions. matter. Whether it's for a birthday or shrunk. Addressing is targeted and precise, anniversary or to win back a custo- It is, therefore, no wonder that a whole range of marketers are now dealing with how trigger mailings can be implemented using print – and what special rules apply here. One of them is Timo Cramer, who, as Head of CRM, is responsible for customer relationship manage- ment at Seidensticker. The well- known shirt brand company needed a CRM manager, because, since 2007, the sewing shop has also been active in the area of direct marketing to end customers, with its own retail stores and outlets, and, since 2013, with its own online shop. The fashionable term direct-to-consumer has been implemented at the shirt manufactu- rer for more than ten years. Since then, the topic of CRM has also been relevant for the company Birthdays are successful triggers. Valuable target groups can be reached by post. 52 . m o c o t o h p k c o t s i / o d u t S - k c o t s o r P © i : e r u t c i P

Cramer explains. "This means that with these campaign lines, we not only make sales, but also profits." And we do this with target groups that can hardly be reached through alternative touchpoints. So the busi- ness comes out 'on top'. The personalisation of the ad- vertising material also contributes to the success. Gender, size, fit and product availability are taken into account here. It has long been the case that a recommendation en- gine is used for this. However, the requirements of print are higher than those of email. "We only have to work here on the resolution issue, but we already have a solution." Tests should now show how custo- mers react to this. With the marketing automation solution, a product of the teamwork between Dymatrix and Econda, the basis for this was created at Sei- densticker. This solution is used to propose personalised offers, prefe- rences and item recommendations to customers. With DynaCampaign, Seidensticker is able to bring perso- nalisation to all touchpoints in a lean and automated way – and this now includes print as well. "We use the marketing auto- mation solution DynaCampaign to map entire customer journeys, and we use Optilyz as a fully integrated service provider for digital printing, " says Cramer. "This interplay works well and is simple. We see the created mailings directly and always have a full overview of what is happening. And what we see has completely con- vinced us so far, and confirms that we are on the right path." Programmatic Printing #1/ 2020 T H E P R O T Y R E C A S E DATA MAKE SALES SQUEAL INITIAL SITUATION: A tyre retailer faces a very special marketing challenge: there is a long sales cycle for its customers, and they only need new tyres every one to two years. In addition, the demand varies greatly from customer to customer – depending on the individual mileage. This makes it extremely difficult for a retailer to precisely plan and meter its marketing. Either the dealer annoys its customers by contacting them too frequently, or it reduces its marketing – and runs the risk of missing the moment when the customer actually needs something. SOLUTION: The British tyre retailer ProTyre wanted to abolish scattergun marketing. On the one hand, because useless and irrelevant advertising always represents a bad user experience. On the other hand, because, with the scattergun approach, costs are incurred that have no effect on sales. ProTyre therefore only wanted to address its customers when those customers actually needed tyres. COURSE OF ACTION: * Within 12 months, the agency Purple and ProTyre built a single customer view (SCV) database, in which the data from 1.5 million vehicles and 800,000 customers were brought together and evaluated using a data analysis tool (Apreco FastStats). * Using this data, algorithms were developed that could precisely predict the wear and tear of customers' tyres, brakes and clutches. * In this way, ProTyre is able to not only place advertising at the right time, but also to make a customised offer and address customers personally. RESULT: Although numerous workshops work with TÜV mailings on fixed dates, the targeted and personalised offers from ProTyre shone with a return on investment of 746.7 percent. But the company is able to report not only more sales, but also happier customers: the customer satisfaction index NPS (Net Promoter Score) climbed to a value of 84 – and is thus higher than that of Apple, Starbucks or Amazon. 54

Programmatic Printing #1/ 2020 Data lake instead of data warehouse H O W CO M PA N I E S R E O R G A N I S E T H E I R O N L I N E M A R K E T I N G W I T H D ATA L A K E S D A T A L A K E S All top issues in online marketing have a catch: they only work if the underlying data pool is correct – regardless of whether it be user analysis, personalisation or artificial intelligence. However, data quality management in companies still leaves much to be desired. Data lakes can help here. A lmost every second com- numbers, images, videos or other for- more data are stored and the more pany (45 percent) criticises mats. Data are only structured when connections between the data can the quality of its customer they are needed. be made, the better you have to data and classifies it as low, according The advantages: there are no protect them – especially through to a study by Uniserv. Companies distributed data silos. In addition, access rights. This in turn requires must therefore devote themselves thanks to the large amount of in- the company to have appropriate to the quality assurance of their cu- formation provided, companies expertise and structures. stomer data. With an emphasis on can perform more meaningful and Ultimately, only by combi- "their": since the GDPR and cookie in-depth analyses. What is more, ning all data and channels can you ruling, at least, customers have had raw data can be saved very quickly, create a realistic picture of user to focus more on their own data any- which keeps the computing storing behaviour and interests. Aggrega- way. First-party data also goes hand power requirements for even large ting previously isolated data pools in hand with higher data quality. But amounts of data low. By contrast to and reorganising data sovereignty even if the data are good – what mat- the data warehouse, data lakes also in the company – that is the greatest ters is where they are located: large offer significantly more options for challenge that marketing managers amounts of data are only of use to when it comes to evaluating the data. have to face. those who know how to use them Because, in the data warehouse, the Decision-makers also have skilfully. It is therefore high time for data that is not required for later ana- to invest in in-house data exper- online marketing to break away from lysis is sorted out as early as when the tise. One of the most relevant tasks the idea of separate data silos and to data is saved. By taking in all the data, for marketing decision-makers create data lakes. the data lake does not restrict the will therefore be to recruit data Data lakes consist of raw data. analysis options already at the point experts who are then responsible In contrast to normal databases, they of data storage. for all queries or inconsistencies can include both structured and un- Disadvantage: data lakes place regarding the data sources within structured data, whether texts or high demands on data security. The a company. 56

Programmatic Printing #1/ 2020 W H Y P R I N T PAY S O F F. A N D P R O G R A M M AT I C P R I N T I N G E V E N M O R E S O. b y G e r h a r d M ä r t t e r e r € € € P ush marketing on the Inter- sential basics in the communication singly empty mailboxes is again recei- net no longer performs as it mix of every company today. But the ving a lot of attention. Fully addressed used to. Four developments basic media can only work if they are postcards and letters need neither increase digital fatigue and make ad- well visited, read a lot and if they are permission nor double opt-in to be vertising on the web more difficult: GDPR-compliant. delivered. Because the GDPR is sym- * Streaming services are constricting the Internet's lifelines. pathetic to print, you can not only write to your own customer addres- * Mobile users no longer want to waste Average CVR for online ses, but also to purchased target their data volume on advertising. shops when sending group addresses. Added to this is the * Search media and social media are facing credibility issues in the age of fake news and filter bubbles. * In the future, editorial media will probably have to market its inven- tory without cookies. print mailings: 4.9%* haptic effect of the physical surface of paper. Nothing flickers, nothing can be wiped away, prices and offers do not disappear overnight. People ap- preciate the value, durability and cre- dibility of the print medium. It is the Owned media is catching up and The pull marketing of basic premium medium that can find ex- regaining the position that befits its media can only work if it is trigge- pression in terms of format, presenta- importance: well-maintained websi- red regularly using push marketing. tion and look entirely independently tes, shops and blogs as well as perso- While emails get lost in overflowing of its environment. nalised newsletters and emails are es- inboxes, direct marketing for increa- The most effective of all push media is print. The CMC dialogue post study con- firms that print works in letter boxes. It analyses 50 online shops with regard to their performance in sen- ding postal mailings to existing cu- stomers, and, with 955,659 customer mailings counted, it has an average conversion rate of 4.9 percent while increasing the shopping basket value by 8 percent. By programmatically executing print, these kinds of CVR value can be increased many times 58 . m o c o t o h p k c o t s i / I M A G N N P A Y N R A S © I : e r u t c i P G A t s o P e h c s t u e D , y d u t s l i i t s o p e u g o a d C M C 0 2 0 2 e h t o t g n d r o c c a s r e d r o 9 9 2 7 4 d n a s p o h s e n , i l n o 0 5 m o r f t n e s s g n i l i a m 9 5 6 5 5 9 h t i , W *

Programmatic Printing #1/ 2020 over. For retargeting postcards for offset postcards with address lase- digital printing instead of offset, shopping basket abandoners, the ring, amounting to around a tenth of this increases the price of the entire rule is ten to 15 percent CVR, as mar- the postage costs. package by only five to ten percent. keting managers report. Postage is also the decisive cost However, the cover pages of the cata- Programmatic printing pays factor for catalogues. Assume that logue, which will probably be viewed off: once marketing automation is this special you are holding is a 68- by almost 100 percent of the target set up, there are no additional costs page catalogue. In an envelope with group, can be customised entirely to for programmatic postcards com- a cover letter, it weighs less than 250 the customer. pared to standard postcards. The grams and costs €0.72 for dialogue Personalised content is ulti- postal service charges the same 28 postage. Depending on the paper mately much better for targeting cents for dialogue postage, regardless and print run, the offset printing customers. The increase in opening of how many customised versions costs are approximately €0.30. Alto- and conversion rates will be much are printed. The printing costs of gether, this adds up to a round sum higher than the additional markup high-speed inkjet postcards are in- of €1.00 per mailing. If the four-page that has to be invested for program- creasingly approaching the costs for catalogue cover is now created using matic printing. How to cost programmatic printing O ur comparative calculation as- vertising euro. One can see that the sumes that a marketing auto- higher conversion rates are decisive, and these more than compensate for the additional costs. mation system has already been set up to work for both online advertising € COST-BENEFITS - EMAILS VERSUS PRINT and print advertising. Our campaign is aimed at reaching 100,000 addres- sees via postcards. For conception, Media channel (Example calculation per 100,000 mailings) EMAIL ANALOGUE PRINTING PROGRAMMATIC PRINTING art work and programming, we use €5,000.00 for both channels. An ad- ditional €500 for programming costs are added for programmatic printing. Print is more expensive than email, es- pecially due to the postage. However, according to the CMC study, it scores points with higher conversion rates and a higher average shopping basket value. This results in costs per order of €12.00 for email, while programmatic printing only requires €3.75 CPO. For our example, the following applies: email generates a profit of €1.08 for every advertising euro spent. Programmatic printing achie- ves a profit of €7.64 from every ad- Print run 100,000 100,000 Conception, art work, programming €5,000.00 €5,000.00 Shipping costs or postage for postcards €1,000.00 €28,000.00 Postcard printing costs €0.00 €2,500.00 100,000 € 5,500.00 €28,000.00 €4,000.00 Marketing investment for 100,000 copies CVR conversion rate Shopping baskets sold Shopping basket value (average) Cost per order (CPO) REVENUE EARNED Profit margin from sales €6,000.00 €35,500.00 €37,500.00 0.5% 500 €100.00 €12.00 5% 5,000 €108.00 €7.60 10% 10,000 €108.00 €3.75 €50,000.00 €540,000.00 €1,080,000.00 25% 30% 30% Profit from sales €12,500.00 €162,000.00 €324,000.00 Profit after deduction of marketing investment €6.500,00 €126,500.00 €286,500.00 ROMI (Return On Marketing Investment) 1.08 3.58 7.64 60

Programmatic Printing #1/ 2020 SMART EXAMPLES F O R S M A R T PA P E R Programmatic printing can be used to implement a wide range of campaigns – from complex concepts to simple and effective ideas. The range is enormous – as the success often is, too. T H E F U N K E S M A R T P A P E R C A S E THE SMART NEWSPAPER INITIAL SITUATION: The newspapers of the * On the other hand, this target group was to be addressed in a way that was as flexible, dynamic, and as customised as advertising customers are used to from online marketing. It did not seem possible to achieve these goals either with a digital newspaper product (e-paper) or with the simple regional targeting that many daily newspapers offer. SOLUTION: The Funke newspaper printers developed smart paper to bring both worlds together. Each element of the newspaper can be customised and replaced using digital high-speed inkjet printing. Course of action: Smart paper allows different personalisation strategies to be selected and combined. * Personal address with names on the front page. Individual delivery in the letter box ensures that the recipient receives the copy intended for them. This way, the reader can be personally addressed by name on thefront page. The personal address can be repeated anywhere in the paper. * Data specialists in the publishing house can select certain target groups. This allows the newspaper to be customised according to socio-demographic factors (gender, age, income, place of residence, etc.). This means the content can be tailored to the target group. * Hyper-local advertising. Advertisements can be printed or furnished with customised directions and precise information regarding the nearest store. This way, a call- Funke media group reach more than a million customers – to-action can be significantly strengthened. but like all daily newspapers, the medium is primarily designed for mass communication using the same content. RESULT: This allows for a targeted, gendered The publishing house wanted to change that. * On the one hand, the special strength of the local daily newspapers – their valued and affluent readers – was to be optimally developed. approach using customised topics, images or keywords, as well as age-optimised content, right down to different graphics and layout concepts that appeal to either a conservative or a young audience. 62

Programmatic Printing #1/ 2020 T H E O R S A Y C A S E MULTI-CHANNEL MODE INITIAL SITUATION: The Orsay fashion retailer from Baden-Württemberg, founded in 1975, operates more than 670 bricks-and-mortar stores in over 30 countries. Now the retailer wants to expand its online sales and increase customer loyalty – online as well as offline. SOLUTION: The company relies on tailor-made and personalised content along with a loyalty program. The intent is also to strengthen the cross-channel approach. The sales channels should promote each other. COURSE OF ACTION: * Orsay uses brochures in parcels to extend online sales into the offline world. * The brochures are customised with a personal address, suitable product recommendations and appropriate content. * Customers also receive individual voucher codes and values that encourage them to buy again. The codes can be redeemed online or at the stores' POS. (Service provider: Adnymics). RESULT: After receiving the brochure in their parcel from Adnymics, the customers verifiably purchased with the personalised offer. Compared to customers who did not receive a brochure in their parcel, the number of repeat purchases among recipients' increased significantly. This resulted in a two-digit return on ad spend, and the investment quickly paid off. 64 T H E D E R T I C K E T S E R V I C E . D E C A S E DOUBLE THE REACH INITIAL SITUATION: With three brands, kölnticket, bonnticket and westticket, derticketservice.de is Germany's largest regional ticketing service provider. The brands have been doing ticketing on the Rhine, Ruhr and throughout NRW for over 30 years. Customers include, for example, the Cologne Philharmonic, the Lanxess Arena, the Kunst!Rasen and the Bochum Planetarium, but also cabaret stages, city guides and club and party organisers. Due to its long history, the company has a large number of existing customers who have not opted in. These cannot be exploited via the marketing automation solution (Apteco Marketing Suite), for example to win them over to a customer loyalty programme. SOLUTION: The extensive inventory of inactive customers is to be advertised to and reactivated with an extensive campaign. In addition, opt-ins should be collected and the reach of the customer loyalty pro- gramme increased. The activities should fit seamlessly into the existing marketing infrastructure. COURSE OF ACTION: Print mailings allow inactive customers to be addressed in a legally compliant manner even without opt-ins. The mailings generated by the Bertels- mann Printing Group can be inserted in the existing marketing suite as a further channel in the customer journeys and run automatically. The advertising material is continuously optimised using the A/B test mechanism provided there. RESULT: The print campaign increased the range of existing customers by 90.6 percent. Many lost customers were reactivated; the conversion rate was 7.27 percent. The return on investment (ROI) was 197.5 percent.

Programmatic Printing #1/ 2020 Programmatic-Printing.de is the new platform for successful models of data-driven cross-channel communication New! 66

PAPER is our business. COLOUR is our life. INDIVIDUALITY comes as standard. YOUR EXPERTS FOR PROGRAMMATIC PRINTING We can solve any puzzle with ease, giving you the perfect solution. The variety of technology available for printing, production and intelligent personalisation means that there are a million possibilities when it comes to print products. But not every combination will be a success. Our highly motivated team of experts will answer your ques- tions with competent and solution-oriented advice on all matters relating to printing, fi nishing and programmatic printing personalisation. On the phone or via video chat. Give us a call. Rehms Druck GmbH | Landwehr 52 | 46325 Borken | Tel: +49 (0) 28 61 / 92 17-0 | www.rehmsdruck.de