ralf schlozer - enhancing your transpromo strategy
Post on 19-Oct-2014
799 views
DESCRIPTION
TRANSCRIPT
© 2010 InfoTrends, Inc. www.infotrends.com
Enhancing you Transpromo Strategy
Ralf SchlözerDirector On Demand Printing & Publishing Europe
28.10.2010
2 © 2010 InfoTrends, Inc. www.infotrends.com
The Transaction Output Market
• The transaction output industry is undergoing significant change today
Sustained focus on cost-reduction
Increased focus on shorter document length
Growing interest in electronic document delivery
Growing interest in improved customer communications and full-color document output
• As a result, “TransPromo” communications are gaining traction in global markets
3 © 2010 InfoTrends, Inc. www.infotrends.com
How InfoTrends Defines TransPromo
• TransPromo is the inclusion of non-mission critical messaging on the face of a transaction document
• While the definition suggests promotional messaging (Transaction + Promotion = TransPromo), the term encompasses all types of messaging
promotional, educational, informational, or a notification
• TransPromo does not require color, nor does it require print – it is prevalent in monochrome printing environments as well as in electronic presentment
4 © 2010 InfoTrends, Inc. www.infotrends.com
Implementation Levels Vary Significantly
• Basic TransPromo
Adding value to a transaction document using static messaging
Cross-selling and up-selling internal products and services only
• Advanced TransPromo
Sophisticated trigger-based targeted (personalized) messaging
Targeted third party advertising that subsidizes the cost of the mailing
Images care of Broadview Networks and Humana
5 © 2010 InfoTrends, Inc. www.infotrends.com
InfoTrends’ Commitment to Transaction Output Research
The Internet and Future of Transaction Documents
The Future of Mail and Transaction Documents
The Future of Mail and Transaction Documents
Trans Meets Promo… Is It More Than Market Hype?
Trans Meets Promo: A European Perspective
1997
2003
2006
2008
2009
6 © 2010 InfoTrends, Inc. www.infotrends.com
TransPromo Data from Around the Globe
• InfoTrends has conducted TransPromo research in Australia, Belgium, Canada, France, Germany, Italy, Sweden, the United Kingdom, and the United States
• The following consumer data confirms the importance of the transaction document – in both print and electronic forms
• Corporations need to understand the importance of this communication channel
7 © 2010 InfoTrends, Inc. www.infotrends.com
Number of Transaction Documents Received Per Month
Australia Belgium Canada France Germany Italy Sweden United Kingdom
United States
0
2
4
6
8
10
12
4.75.9 6
5 4.94
6.45.3
7.7
2.3 2.3
2.33.5
2.5
3.2
2.8
3.6
Transaction Documents Received via the InternetTransaction Documents Received via Mail
N/A*
*Did not ask in Australia
Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010
Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
N = 1,059 424 313 413 403 401 400 419 754 Consumers
8 © 2010 InfoTrends, Inc. www.infotrends.com
Number of Transaction Documents Received Per Month
Australia Belgium Canada France Germany Italy Sweden United Kingdom
United States
0
2
4
6
8
10
12
4.75.9 6
5 4.94
6.45.3
7.7
2.3 2.3
2.33.5
2.5
3.2
2.8
3.6
Transaction Documents Received via the InternetTransaction Documents Received via Mail
N = 1,059 424 313 413 403 401 400 419 754 Consumers
N/A*
*Did not ask in Australia
Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010
Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
9 © 2010 InfoTrends, Inc. www.infotrends.com
35.4%
98.5%
28.6%
54.2%
68.2%
98.4%
98.7%
29.6%
26.9%
48.4%
53.4%
77.9%
95.3%
96.3%
73.5%
51.0%
97.1%
21.8%
47.3%
79.7%
72.2%
26.3%
73.1%
0% 100%
Unaddressed mail fromunfamiliar businesses
Credit card offers
Addressed mail fromunfamiliar businesses
Promotional inserts includedwith bills & statements
Catalogues
Coupon packs
Statements
Bills
North America (N = 1,067)
Western Europe (N = 2,460)
Australia (N = 1,059)
Mail Open Rates
Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010
Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
N/A: Did not ask in Australia
10 © 2010 InfoTrends, Inc. www.infotrends.com
Mail Open Rates
Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010
Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
N/A: Did not ask in Australia
35.4%
98.5%
28.6%
54.2%
68.2%
98.4%
98.7%
29.6%
26.9%
48.4%
53.4%
77.9%
95.3%
96.3%
73.5%
51.0%
97.1%
21.8%
47.3%
79.7%
72.2%
26.3%
73.1%
0% 100%
Unaddressed mail fromunfamiliar businesses
Credit card offers
Addressed mail fromunfamiliar businesses
Promotional inserts includedwith bills & statements
Catalogues
Coupon packs
Statements
Bills
North America (N = 1,067)
Western Europe (N = 2,460)
Australia (N = 1,059)
11 © 2010 InfoTrends, Inc. www.infotrends.com
Time Spent Reviewing Bills and Statements: Mail
Australia Belgium Canada France Germany Italy Sweden UnitedKingdom
UnitedStates
0
1
2
3
4
5
3.143.36
3.55
4.04
4.87
3.26
3.68 3.58 3.64
Tim
e S
pe
nt
Re
vie
win
g (
Min
ute
s)
Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010
Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
N = 1,059 424 313 413 403 401 400 419 754 Consumers
12 © 2010 InfoTrends, Inc. www.infotrends.com
Time Spent Reviewing Bills and Statements: Mail
Australia Belgium Canada France Germany Italy Sweden UnitedKingdom
UnitedStates
0
1
2
3
4
5
3.143.36
3.55
4.04
4.87
3.26
3.68 3.58 3.64
Tim
e S
pe
nt
Re
vie
win
g (
Min
ute
s)
Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010
Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
N = 1,059 424 313 413 403 401 400 419 754 Consumers
13 © 2010 InfoTrends, Inc. www.infotrends.com
Time Spent Reviewing Bills and Statements: Mail + Online
Australia Belgium Canada France Germany Italy Sweden UnitedKingdom
UnitedStates
0
1
2
3
4
5
3.143.36
3.55
4.04
4.87
3.26
3.68 3.58 3.64
2.89
2.47
3.06
4.12
3.06 3.14
2.83
Online
Tim
e S
pe
nt
Re
vie
win
g (
Min
ute
s)
Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010
Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009
N/A* N/A*
*Did not ask
N = 1,059 424 313 413 403 401 400 419 754 Consumers
14 © 2010 InfoTrends, Inc. www.infotrends.com
Bill and Statement Providers Moving Customers Online
15 © 2010 InfoTrends, Inc. www.infotrends.com
TransPromo Also Exists Online!
Transactional information
“View Activity” button allows for more
“promotional” space
Account number
Expanding the role of the transaction document:“Your statement, news,
and offers”
Personalization
Cross-selling products: “Join Delta Sky Miles”
Partner advertising
“View More” Offers
Your “Gateway” to Other Delta Web pages
16 © 2010 InfoTrends, Inc. www.infotrends.com
Market Opportunity for Vendors and Service Providers
• In print:
Move from black & white to full color (increases workflow efficiency)
Increasing the value of the printed bill or statement (TransPromo)
• Online:
New document delivery needs (secure portal, data hosting, etc.)
Increasing the value of the online bill or statement (TransPromo)
• Both:
Document redesign (including creative and consulting services)
Often a need for new document composition tools
17 © 2010 InfoTrends, Inc. www.infotrends.com
Conclusions and Recommendations
• Bills and statements get through the mail – just because companies are moving to electronic delivery does not mean that it optimizes the communication opportunity
• Consumers spend substantial time reading and reviewing bills received via mail and online
• Bill and statement providers who choose online delivery should still focus on “value-add” – the concept of TransPromo exists online!
• TransPromo meets both business operational and marketing objectives
• With education on the benefits, TransPromo presents a substantial business opportunity
18 © 2010 InfoTrends, Inc. www.infotrends.com