Case study: Alpha Retail sees the benefits of DocuMarketing
In the challenging growth area of airport retailing, with its heavy emphasis on point of sale for impulse-buys, Documedia has been the contracted point of sale supplier for the Alpha Retail division of Alpha Airports Group for a number of years, and won a three year contract renewal in 2004.
Documedia has traditionally managed the production process through a dedicated account management team based both in Alpha’s Heathrow Head Office and at Documedia’s London base. As part of the contract renewal, Documedia was given the task of converting as much of the POS creation and print management as possible over to its DocuMarketing on line technology. DocuMarketing is a flexible and innovative tool that enables end users to create high impact marketing collateral via the internet. Alpha can access a wide range of artwork templates and digital assets which can be customised to suit a particular location or campaign without compromising the brand or corporate guidelines. With instant online high-resolution proofs, the approval process is quick and guaranteed, allows for immediate recall and archiving and eliminates artwork costs. Alpha has the ability to control the print management of a particular campaign to suit the needs of each of their retail sites, cutting out administration cost and driving down print obsolescence. Having placed orders, these can be monitored and audited through the on line reports that enable production and budget control for all users. Documedia has not only invested in the development of this front end technology, but also the state-of –the-art digital print machinery based at its London site. The company’s wealth of experience in print production means that Alpha can be assured that its complex point of sale campaigns will be delivered to the agreed service levels direct to each of their retail outlets. Kelvin Thomas, Sales Director said: “At Documedia we are proud of our long association with Alpha Retail and that DocuMarketing is now a successful and integral part of its retail marketing services.”
