Digital Dreams Come True In Color

Five years—and two Xerox 2060s, two 6180s and a DocuColor 100—later, the in-plant is still sending out postcards. But instead of producing 200,000 variable data pieces each year, the number has soared to 7.5 million.

"The postcards get customers into the store, where we can capture the buying trend," says Salinas. "The main goal is to know what type of shopper that customer is and gear the marketing toward their specific buying habits. The program has been extremely successful, and the success goes hand-in-hand with our investment in digital color technology."