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XMPie uStore drives volume for WI printer

Jul 27, 2010 12:00 AM

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Traxion, the digital communications division of Sells Printing Company in New Berlin, WI, opened its doors in 2008 with a mission to be a state-of-the-art provider of digital, 1:1 communication services featuring the highest quality creative combined with uncompromised, interactive user experiences. To accomplish this, Traxion selected XMPie’s PersonalEffect and uStore along with a Xerox iGen3 110 Digital Production Press, and implemented a team with data, design, programming and production expertise in the digital media space.

Traxion selected XMPie because it needed a scalable solution for variable-data printing, dynamic websites and personalized e-mail, combined with solutions for developing Web portals and personalized imaging capabilities. It was also important to Traxion that its solution leverage Adobe publishing technologies through a seamless and streamlined integration.

With uStore, its software development kit (SDK) and XMPie’s uProduce Web Services Application Programming Interfaces (APIs), Traxion created a new Web portal for one of its first customers, which provides personalized marketing materials to real estate agents. Agents individually create and order postcards online to promote the properties they are offering for sale.

Using XMPie’s image personalization tool, uImage, with the Adobe Creative Suite, Traxion created dynamic postcard templates, which they branded as “The Wow Factor.” One popular template features the recipient’s name on a street sign, drawing his or her attention to a message about a new home on the market. uStore’s support for online field mapping enables agents to upload mailing list files and map data to the variables contained in the templates.

Print volume generated from the site has increased, and uImage-based offerings have driven volumes as high as 27,000 pieces per order. The system is also modular and flexible enough to enable site changes in just days, which helps Traxion’s customer continually refine the types of postcard designs offered.

In the nearly two years since opening, the organization’s digital print business has doubled, prompting an upgrade to a Xerox iGen4. Traxion now provides  storefronts for 13 customers serving more than 28,000 users.

“It’s a growth business and we’re on track to make it a very successful one for us,” said James Lenartz, manager of digital operations, Traxion.