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PRESS RELEASE
Individual, personalized package inserts
RHIEM: Where packages become advertising media
RHIEM prints personalized package inserts based on customer data. To do
so, Rhiem relies on the "target packaging" system from the Munich-based
start-up Adnymics. This unique form of advertising not only addresses and
retains customers, it also boosts sales.
Voerde, 25 August 2016 – Long-lasting customer relationships in the online
retail business are built not so much on placing orders as unpacking the
merchandise. It is for this reason that the RHIEM Group, in cooperation with
Adnymics, has recently started printing personalized package inserts for its e-
commerce customers to draw their attention to further offers and encourage
them to keep using the online shop. "The moment of unpacking is the best
time to do our own advertising. A wish is fulfilled, customers try products out
and they often need more as a result," explains Stefan Rhiem, managing
director of the printing and e-commerce service provider from Voerde. "It is
absolutely essential for online retailers to capitalize on this moment. Inserts
effectively turn a package into an advertising vehicle for a shop."
When it comes to personalized package inserts of several pages, the RHIEM
Group integrates the software and hardware solution of the Munich-based
start-up Adnymics into its fulfillment and shop systems. The Adnymics
software analyzes customers' surfing habits in the shop, combines this data
with further purchasing information and, once all transactions are complete,
automatically generates a brochure of several pages, which is eventually
printed out on the digital printers provided by Adnymics. The brochure shows
and describes what the customer has viewed and what else matches the
order. "The package advertising is personalized and tailored just-in-time to
customer requirements," explains Dominik Romer, co-founder and managing
director of Adnymics.
Repurchase rate rises by up to 10 per cent
E-commerce on the internet has long relied on targeting or overlay ads aimed
at specific target groups. RHIEM and Adnymics are now using personalized
package inserts, or so-called target packaging, to extend this effective form of
advertising to the offline world: There is evidence that customers keep
returning to the shop thanks to the high-quality personalized brochures, which
normally consist of eight to 16 pages. An impression of competence and
genuine interest is conveyed by addressing them in person and presenting
merchandise that they have already considered.
The experience of Adnymics shows that three or four per cent of consumers
addressed in this way will return to the online shop and buy something. At the
same time, they view three times as many items as they did the first time and
buy more. What's more, the value of the shopping basket increases by up to
15 per cent. The repurchase rate can even grow by ten per cent in the case of
children's fashion and lifestyle products.
"The nice thing is that customers get hold of a personal catalogue whose
contents interest them or deal with personal matters such as interests and
special occasions," comments Stefan Rhiem on the advantages. "If online
retailers offer a wide range of products, they can effectively push cross-selling
and upselling with inserts." Complementary offers from partners can also be
included in the package brochure – in this way an additional source of revenue
and finance opens up for retailers.
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Further information:
RHIEM Services GmbH
Dr.-Ing. Thorsten Voigt
Director Business Development & Sales
Gildeweg 10 • 46562 Voerde • Germany
Phone +49 (0) 2855 9700-835
Fax +49 (0) 2855 9700-21
E-mail [email protected]
Web
www.rhiem.com
RHIEM GmbH
RHIEM is an owner-managed fulfillment service provider based in Voerde
near Düsseldorf. Established by Franz Rhiem in 1958 as a printing company,
the business now consists of five divisions, namely RHIEM Printing, RHIEM
Services, RHIEM Intermedia, RHIEM Distribution Systems and RHIEM
Branding Solutions. Along with a variety of print and advertising services,
RHIEM is commissioned by online retailers and brand manufacturers to
handle the complete fulfillment for e-commerce and online direct sales, as well
as the necessary warehousing, shipping and logistics services, plus the
design and production of packaging. The RHIEM Group at present employs
320 people and operates with partners and its own sites in Europe, the US,
Asia, Africa and Australia. For further information go to: www.rhiem.com