A multi-channel world

Led a thoroughly enjoyable brainstorm session today. The starting point was to find ways of using data, personalisation, and variable digital printing, to maximise the value of customers of a new service www.which.co.uk/digitalstore, and as a result generate additional digital print output.

Lots of good ideas resulted. It took a while to realise that they were all data-based marketing ideas, entirely independent of the medium. It’s up to the customer to decide how they want the messages delivered. It’s up to us to give them the choice.

It’s a tough environment for a service provider that’s wedded to single channels.