Digital Printing Technology in Use

Digital printing makes sense when a cataloger has items of high value to sell and a set strategy about selling deeper into the existing customer base.

Rex Ciavola, vice president of catalog production for Viking Office Products, says four-color variable digital printing generates some of Viking’s highest response rates. “But you have to use it very carefully, since it is ... so expensive” on a per-page basis, he says. “We use it periodically, to specific customer segments, to generate or improve response rates, retention, or an increased average order size,” he says.