Day4_24

GraphExpo_ShowDaily_September_28_2016

Faster Time to Market Envelops Direct Mail Industry As mailing transitions away from transactional printing toward direct mail, mailers’ biggest challenge has become speeding time to market. In particular, there is less time in the production cycle for mailers to outsource third-party envelope converters. Enter the W+D (Booth 1271) 410 Easy Enveloper, introduced at drupa by W+D, and making its North American debut at GRAPH EXPO 16. “Quality, color, and speed to market have become the driving forces of the direct mail market today,” says Andrew Schipke, Vice President of Sales and Marketing for W+D. “They’re creating a need for direct mail printers to be able to handle making and fi nishing envelopes themselves.” The problem, W+D found, was that envelope converting technology was not designed for a short-run direct mail market. “Everything is about shortrun, quick-turn work these days,” says Schipke. “Essentially, the technology has been cumbersome and built around longrun transactional printing. As markets grew, we started to move into direct mail, transpromo, and more sophisticated and higher-value mail.” With the Easy Enmw Enveloper, the customer feeds in the raw materials—paper, window material, and glue—and the machine converts the envelopes at a production capacity r,l,he s a - 00 ur, a Envele of up to 30,000 envelopes an hour, or 500 envelopes a minute. The Easy Enveloper precludes the need for direct mail printers to outsource utsource envelope protime production, speeding time-to-market by 40% or more. The system tem creates direct direct mail envelopes from printed inted rectangular rectangular sheet sheet stock with no secondary ondary die-cutting, and and supports both coated ed and and uncoated stocks. The Easy Enveloper,l as its name indicates, is easy to use, requiring only a single operator with no previous envelope converting skills. It can produce #9, #10, and 6 by 9.5" size ranges of envelopes, and job changeover can take 30 minutes or less. It also has a very low waste level. Advanced functions of the system include the ability to automatically insert RFID tags into the inside of an envelope as part of of the the inline inline envelope convertingworkflow, converting workfl ow, and and to produce special shape envelopes with with front front and back windows or or foil enhancements, all inlinewith inline with no secondary secondary fi nishing processes. The Easy Enveloper uses a foil patch, which is less expensive than traditional hot foil stamping. “It’s about fi nishing and creating new types of envelopes,” says Schipke. “It’s envelope converting and fi nishing in one step,” W+D has sought to create a workfl ow for how commercial printers actually work. “They produce a web or a sheet, and we W+D 410 Easy Enveloper can take that rectangular sheet and make it into an envelope. We’ve reduced all these workfl ow elements to give them the fastest possible turnaround.” Post-GRAPH EXPO 16, W+D plans to have an open house in October to demonstrate the Easy Enveloper on a variety of direct mail projects. fi h Powering Personalized Catalogs Using Inkjet Technologies In a digital world where shopping carts can be fi lled with the click of a mouse, is there still a place for printed catalogs? The answer is a resounding ‘yes’. In both B2B and B2C markets, printed catalogs have experienced incredible revival as brands and marketers realize the power of this medium and how it impacts consumer behavior. In fact, according to Info- Trends, by 2019 more than 40 billion color catalog pages will be printed annually on digital devices in the U.S. and Western Europe—a compound annual growth rate (CAGR) of 29%. Brands use catalogs as a vehicle to strengthen customer experiences and loyalty while driving online and in-store sales. To stay competitive in today’s marketplace, more brands are opting to send personalized catalogs that refl ect individual customers’ past purchases or seasonal items in certain geographic regions. When catalogs are personalized, the revenues they generate on a per-catalog basis can be three times greater than static catalogs. Additionally, with the ability to integrate print with digital channels, consumers have options and the opportunity to interact on their own terms using their preferred communication method—ultimately boosting traffi c and improving the overall customer experience. Many brands are also moving away from large, static catalogs in favor of smaller, more segmented catalogs to help reduce costs. These needs are wellmatched by production inkjet technologies. The lower production economics and fl exibility enabled by inkjet are making it feasible for retailers to add personalization and relevancy to catalog covers, inserts, and offers. Xerox (Booth 1625) is excited about the future of catalogs and helping print providers capture this growing market opportunity. The company recently announced a new continuous feed inkjet device, the Xerox Trivor 2400 Inkjet Press, which has the fl exibility, scalability and productivity needed for specifi c application production. The Trivor 2400 enables print providers to optimize print attributes on a job-by-job basis with choices of resolution, drop size and variable press speeds. In 2017, Xerox is also bringing a new fully automated end-to-end catalog solution to market. The Xerox Personalized Catalog Solution—developed by Xerox, XMPie, a Xerox Company, Solimar Systems (Booth 841), and Müller Martini (Booth 1849)—brings together several innovations that meet cost, quality, and production effi ciency targets to make personalized catalogs in print, Web, and mobile versions a viable and potentially game-changing option. The solution uses Solimar Chemistry to orchestrate and track print manufacturing, Xerox FreeFlow Core to automate the entire production workfl ow process, XMPie PersonalEffect to create customized content to meet tailored requests from customers, and Müller Martini’s Presto II Digital Saddle Stitcher to bind and fi nish the product. In a world where information is bursting at the seams, seizing consumer attention is a tremendous challenge for brands. The time to expose brands to the power of inkjet and the value it can deliver to their consumers via catalogs is now. 24 24 | September September 28, 2016 2016 | GRAPH GRAPH EXPO EXPO 16 Offi cial Show Daily | PrintingNews.com wh p spe Xerox Trivor 2400 Inkjet Press


GraphExpo_ShowDaily_September_28_2016
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