Complex retail postcard mailing meets critical delivery, versioning, personalization requirements

The Client:

This is the fastest growing retailer in U.S. history and one of America’s largest big-box retailers. With locations in all 50 U.S. and internationally, the company is known as the leading one-stop shop for home improvement and construction products and services for consumers and professional contractors.

The Business Challenge:

This retailer sends about four million postcards each month to its credit card customers. To be effective as a marketing tool, the cards must be customized in as many as 32 different versions, in different sizes and in English and Spanish to reach numerous market cell areas, making the task a complex one. Mid-project, the client also added personalization to both sides of the card, with variable and static barcodes.

Timing of the postcards’ mailing is critical, as they must arrive 3-5 days before a promotional or sales event begins in the stores. Cards must be timed to reach different locations around the U.S. and internationally and mailing data must be tracked and reported.

The client also requires multiple employees around the U.S. to approve postcard proofs in a secure system, since the cards contain personal information.

The Solution:

HKM was able to provide large-scale project capabilities with highly personal customer service. Working with art, database and market cells from the client and credit card company, HKM created more than 30 postcard versions for multiple layers of customers. To personalize both front and back sides, traditional printing with combined with inkjet printing.