Onecard mySpecials delivered a significant production challenge. From a production perspective, a core communication objective of delivering intensively data-driven communications every week had to be married with achieving production within a short 12-24 hour window from receiving final pricing data.
A total of over 3.8 million customer-to-store-to-product recommendations are produced each week for over 180,000 customers. Communications are highly personalised with each email containing a unique mix of the top 10 product offers for each individual customer. A custom font system using actual product packaging was developed to creatively highlight personalisation.
Despite the high degree of personalisation, these emails are built at a rate of 72,000 per hour – well exceeding the delivery requirements of ISP’s. The management impact on a small client team with a fixed headcount has also been minimised while enabling promotion of a vastly expanded range of products compared to traditional print catalogues.