(The WEB gets personal) The Internet has changed the way companies trade. From the detailed description of the customer, you can dig deeper into the data and analyze it to achieve a one-on-one sales solution. For example, SAMF (New York) has recently started marketing a new product. They expect to introduce this new product to new and existing customers via the Internet. The key to success is to enable sales promoters to design and customize personalized full-color booklets that meet customer requirements via the Internet, and to print finished products on Xeikon color digital presses. Today's variable data printing is no longer the only personal printing that was originally associated with different names and addresses. New York's digital printer, Royal Impressions, has developed an online ordering system that allows SAMF's business people to enter the desired information and place it in a pre-defined data area on a reliable and private website. Once SAMF approves the completed document, it can send the order to the printer through an automated reply mail. The documents that were sent in the past contain a template file and a 16-page personalized brochure printed on a Xeikon DCP 500D IntelliStream digital press at a maximum speed of 6,000 full-color pages per hour. (The digital press previously used was Agfa Chromapress, and later Xeikon purchased Digital Printing Systems of Agfa). Booklets with a print number between 5 and 150 can be sent to SAMF within 48 hours. Interest SAMF has been working with Royal Impressions for 12 years. In order to cater to the needs of such large clients, Royal Impressions offers a wide range of digital printing services, including Xerox DocuColors and Docu Techs, Heidelberg equipment and Xeikon color digital presses, and can provide related binding and packaging. service. They fixed on a monthly basis to print 20,000 copies of manuals for SAMF, in addition to new versions of manuals and promotional materials. SAMF feels that Royal Impressions printing companies have always provided the most advanced technology to keep the company at the forefront of the times. They are aware that variable data and Internet-based printing are a trend that can better meet customer needs through such services. The SAMF company mentioned that the products they promoted included all walks of life, such as companies, community organizations and professionals, who all required precise information. If this information can be reflected in color pictures or lists, and can meet the needs of different groups of people, it can greatly increase the company's business volume. Feedback from these customers prompted Royal Impressions to establish a prototype of MCOM (Market Indirect Order Management System). The printing company demonstrated the system to three customers and the customers signed a contract, one of which was SAMF. Since the information customized for the customer can reveal the shortcomings of the database more than the general market sales information, both the printer and the customer are more concerned with the accuracy of the database and printing. For example, SAMF's products fully demonstrate the company's financial status and gain the trust of its customers. Xeion's one-sided printing technology (that is, printing on both sides of a sheet of paper at the same time) illustrates this concern. If one-side printing is used, the paper must be removed from the machine and turned over to print. This is likely to result in The data is confusing. The double-sided printing technology ensures that the variable information is printed in the right place in the right booklet. Print on both sides, use the relative order, and prepare cutting and binding. The customized MCOM website system is personalized to each client and can add new functionality as needed. The system also incorporates some of the requirements of digital printers. Royal Impressions recently added an online store to the MCOM system, allowing customers to order promotional products and personalized thank-you cards. Another customer requires the ability to have a live sales presentation so sales staff can demonstrate at the sales center in due course. Royal Impressions mentioned that they are very grateful to SAMF and other customers for their help in understanding the needs of their customers and developing products according to their needs. This is where the company's strategy lies. Based on the customer's reaction to the MCOM system, Royal Impressions specifically hired 5 programmers (not including 50 employees) for further development. Dramatic Quality Improvement In addition to the MCOM system, the high quality color provided by Royal Impressions is also beneficial to SAMF's sales plan. Royal Impressions can use the Xeikon digital press to print four-color prints. The quality of the prints is greatly enhanced. The reliability of print quality and speed allows SAMF to accept high-volume, high-rated orders. Now that color has become very important in sales, a solution that guarantees both speed and print quality is best suited to the needs of the company. Using the Web to Improve Print Quality Unlike previous predictions, the Internet will not completely eliminate print. On the contrary, digital printing through the web has enabled commercial printing companies to improve the quality of printed matter. Print is no longer considered to be a commodity, but rather a valuable and essential marketing tool that companies can provide to their customers. For SAMF, the company plans to develop more web-based printing applications to meet future markets. The company's sales process has become very enjoyable as it enables indirect personalized sales and the ability to easily order sales brochures with Royal Impressions. The company also plans to apply variable data printing and Internet-based digital printing to other products in the future. And Royal Impressions is already developing "friendly interface" tools for another well-known financial company. This tool will personalize the information of everyone participating in the cooperation or the three-person team. And because of this success, Royal Impressions has learned about variable data printing and web publishing-based solutions that will apply the MCOM system to all its customers. Although the development of this program will encounter great challenges. For example, although the cost of printing a personalized item can be accurately estimated, the total cost of establishing an online ordering system still cannot make an accurate estimate. However, Royal Impressions still tells customers: If you are willing to join us in this exciting and dynamic new product field, you will be successful.