Customized Mailing a “Pig” Success

If you follow this blog regularly, you know that I often sing the praises of variable print-on-demand. It’s a great way to customize information for individual customers and prospects to addresses their unique situations and concerns. (That helps close deals.) And along the way, we’ve provided a number of excellent variable print-on-demand examples.

But I recently came across an article that shows an especially creative and productive use of this tool. And it just might give you some food for thought. Especially fitting, since the company we’re talking about is Piggly Wiggly supermarkets!

Build Relationships to Build Sales

A Piggly Wiggly executive wanted to find out why one store’s sales were slipping. Customer feedback was critical. But how do you get their cooperation in providing meaningful answers?

A survey was mailed out to loyal customers, asking for their ratings and comments on various store departments and services. But thanks to variable print-on-demand, this was no typical “mass mailing.”


It was designed to look like a personal invitation and was sent exclusively to a limited number of customers. The messaging addressed the receiving family by name on both sides of the envelope and on the survey inside. And the photo on the envelope was chosen to match the age, ethnicity and marital status of the recipient.

It also contained coupons for two FREE items. Each had a unique bar code matching to the family. (Another plus made possible by variable print-on-demand.)

A Piggly Wiggly Win

Those loyal customers responded. As a result, Piggly Wiggly was able to collect customer data, gather important feedback, and address issues at the store that needed attention. Sales improved.

The bottom line is that a personal appeal has personal appeal. People are more likely to engage when they feel recognized as individuals. And variable print-on-demand is the best way to make that happen. That’s one of the many things we’ve learned from nearly 100 years of helping businesses work more efficiently.

Time for YOU to Win

One thing is NOT variable; our superb customer service. The ISO certification we have earned assures that you will receive our best practices and processes. Plus, we’ve now won four straight Best of Print and Digital awards. That doesn’t happen unless you are helping businesses grow. (Of course, that “being around nearly 100 years” thing is a pretty good indication, too.)

So if you’re looking for a print partner, don’t settle for a pig in a poke. Take the sure thing. Contact Superior for a FREE print management supply chain review.

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