Pureprint Group has adopted iPR (intelligent Print Recognition), from documobi, as part of its overall strategy to deploy multiple marketing services whilst retaining print as its core function.
iPR makes conventional print digital and interactive, linking it to mobile marketing campaigns via a Brand’s own app. Requiring no codes, tags or markers, it collects and analyses user data when a customer responds to a call to action and scans the piece with the app.
Mark Handford, Pureprint’s CEO, said, ‘Our clients are looking to us to add value to their overall campaigns and mobile is becoming a very important aspect of this. The initial feedback from people we have demonstrated to has been very encouraging.’
Precision Printing’s Gary Peeling has also been quick to recognise how iPR adds value to the printed collateral he is creating for customers, he added, ‘Marketers have always believed that it’s impossible to measure the impact, and therefore the ROI, of a piece of print. iPR completely blows that argument out of the water. We’re getting some very excited reactions when we demonstrate it!’
With Amazon’s rollout of its Firefly application, the packaging industry is waking up to the impact this will have on market share while Sun Branding Group, has been the first to announce its plans to include iPR as a valuable consumer engagement tool too.
