Digital Printing Technology in Use

What Catalogers Need

Schneider finds that at the end of the day, what really matters is whether catalogers have the database information to actually drive those presses to the one-to-one level. “You could have a lot of data on who buys toothpaste, but given the cost, today, of digital color printing, the return on someone buying that extra tube of toothpaste may not be enough for you to spend significantly more per page. Now, if it’s a piece of luggage or camera equipment, it’s a different animal. That’s when you get into double-digit response rates,” says Schneider.