TraxionProfessional ServicesCase Study Xerox Global Services

XMPie® Helps Traxion Deliver the “Wow Factor”

BackgroundTraxion is the digital communications and marketing services division of privately-held Sells Printing Company LLC, New Berlin, Wis. Sells Printing, established in 1916, is the Milwaukee area’s sixth largest commercial printer.

Sells Printing opened its Traxion division in 2008 after seeing a new revenue opportunity—providing one-to-one, digital marketing services to its customers, becoming a one-stop-shop for their marketing communications needs. The division built its initial services with the full suite of XMPie® one-to-one marketing software—including XMPie’s PersonalEffect® Cross-Media and uStore® Web-to-print solutions—and a Xerox iGen3™ 110 Digital Production Press. Traxion selected XMPie because of its reputation for providing robust, cross-media solutions spanning print, e-commerce, e-mail, Web and mobile communication, as well as for its Adobe® integration and image personalization capabilities.

The Challenge One of Traxion’s first customers, Lentz Design, provides personalized marketing materials

to real estate agents through a Web portal. Lentz enables agents to individually create and produce postcards for promoting the properties they are offering for sale. Ease of use and compelling creative were important to Lentz, and the company needed help in implementing its vision for a new realtors’ storefront that would be easier for agents to use, and more customizable for responding to market shifts.

The SolutionWith XMPie uStore Application Programming Interfaces (APIs), Traxion developed a new Lentz Design Web ordering system that retained the existing storefront’s look and feel, while introducing new functionality that made ordering faster and the Lentz site more user-friendly for agents.

Lentz’s site now offers XMPie PersonalEffect’s full customization and personalization capabilities, and exciting, new, dynamic postcards with personalized images branded “The Wow Factor.” For example, targeted recipients’ names can appear on street signs, drawing their attention to a message about a new home on the market. These postcards are created with XMPie’s image personalization tool, uImage®.

“It’s a growth business, and we’re on track to make it a very successful one for us.”

James Lenartz, Traxion

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Case Study Snapshot

The Customer• Digital communications and

marketing services division of privately-held Sells Printing Company LLC, New Berlin, Wis. Sells Printing, established in 1916, is the Milwaukee area’s sixth largest commercial printer.

The Challenge• Improve Lentz Design’s current

creative and Web portal for providing postcards and sales materials for real estate agents.

The Solution• New uStore Web portal with XMPie

PersonalEffect’s full customization and personalization capabilities, and dynamic uImage postcards with personalized images branded “The Wow Factor”.

The Results• Printing business doubled, prompting

an upgrade to a Xerox iGen4 press. Web-to-print offering grew from one customer to 13, serving more than 28,000 users.

Also a significant benefit to the Lentz site is uStore’s field mapping capability, which enables agents to upload mailing list files, and then automatically matches the data to the proper fields online. Previously, agents had to download a template to manually populate and upload recipient data, which added significant time to the ordering process.

The ResultsThe uStore-based storefront has delivered for both Lentz Design and Traxion. Lentz customer orders that previously took significant time to execute online are now completed in as little as five minutes, improving customer satisfaction. The system is also flexible enough now to enable site changes in just days, helping Lentz Design continually refine the types of postcard

designs offered. Print volume has increased due to the speed and ease-of-use improvements, and the popular “Wow Factor” has generated order volumes as high as 27,000 pieces. Traxion now has 13 customer storefronts serving more than 28,000 users and driving a substantial portion of the division’s print business, which doubled from 2008 to 2009, prompting an upgrade to two Xerox iGen4™ Presses to handle higher print volumes. Traxion is targeting vertical markets for similar storefront businesses, and hopes to expand by offering Web ordering of e-mail campaigns. “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.