- iPR™ (intelligent Print Recognition) adoption grows rapidly
- Retailers, brands and printers realise its benefits which go beyond QR/AR
- Applications were showcased on stand at MarketingWeekLive in June
iPR™ (intelligent Print Recognition) from documobi makes conventional print digital and interactive, linking it to mobile marketing campaigns via a Brand's own app. Requiring no codes, tags or markers, iPR™ collects and analyses user data when a customer responds to a call to action and scans the piece with the Brand's app.
Pureprint Group has adopted iPR™ as part of its overall strategy to deploy multiple marketing services whilst retaining print as their core function. Mark Handford, Pureprint's CEO adds,
"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,
"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!"
Other leading businesses which include household brands, prominent agencies and print groups are also seeing the benefit of including iPR™ in their portfolio. Birmingham-based Inspired Thinking Group (ITG) works with a number of blue-chip UK retailers and is seeing significant interest from clients,
"In this sector particularly mobile is key. For a retailer, getting its mobile strategy and toolset right is critical to the omnichannel experience. iPR™ allows print to play a pivotal role in the digital journey"
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, known for its innovative approach, has been the first to announce its plans to include iPR™ as a valuable consumer engagement tool too.
Documobi showcased Intelligent Print Recognition (iPR™) and officially launched its breakthrough iAM™ (Interactive Advertising Mail) solution at MarketingWeekLive at Olympia last month.
iAM™ uses iPR™ technology and takes direct mail to an entirely new level of personalisation through dynamic, real-time mobile interaction. Anton Group, one of Europe's largest direct marketing providers and partner Agency, Nutshell Creative, are already demonstrating significant ROI for its customers using iAM™-based direct mail campaigns.
Peter Lancaster, documobi's CEO, says
"The service providers we've spoken to immediately recognise the opportunities iAM and iPR present and early adopters are already gaining significant interest from their major brand clients."