image Recognition, ultra-personalization… making the paper also plugged in that the digital, these innovators are giving a new youth to mailings, catalogs, and packaging.
Too expensive, difficult to assess, not enough customizable… The paper-based communication is going to be ringardiser by the new technologies? Not so safe: even the héraults of the high-tech continue to trust the printed word to convince. And many small companies have found a way to make the paper connected, flexible, and innovative as hell.
Madmagz magazine as simple as a stroke of a click
Make the edition of the magazine also simple, flexible and cheap than a website: it is the promise of Madmagz, a company active since 2009. And in which the system borrows heavily codes in the Net: an online interface to a biblical simplicity (drag/drop images, copy/paste the text…) that allowed him to attack not only the business market but also that of individuals pulling their paper magazine a few copies, and the world of education. Next step for this specialist publishing on demand : abroad, especially the United States.
Selectionnist, Moodstocks, Asap54… “shazamisent” photos
the famous Shazam is able to recognize in some moment of a music, these applications identify the images. And have the ambition to build a bridge between the printed and the e-commerce. On paper, the principle is simple : armed with a smartphone, the consumer photography the product which interests him in the pages of a magazine, the app recognizes it, and returns it to a site and marketing. Selectionnist, in partnership with two dozen women’s magazines (She, Biba, L’express Styles,…), or the British Asap54 focus on the segments of the fashion or the decor, where Moodstocks is more general. Fnac, l’occitane or Leroy Merlin had already fallen for the technology of the young shoot in French before its acquisition by Google. It must be said that the prospects opened up by augmented reality applied to the trade are enough to make you drool.
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Nuukik and Naos Publishing personalizing the catalogs…
In the historical stronghold of la Redoute and 3 Suisses, young shoots that are interested in the future of this good old catalog paper. Two companies of yankees, Naos Publishing (a specialist in the edition of catalogues) and Nuukik, are experts in personalized recommendation, which is to say, capable of providing to a user of the products consistent with their purchase history or browsing. By combining them, it gives Smartalog: a catalogue (or a mailing) printed, but the content is totally customized according to what the customer has purchased or viewed online. An innovation that distinguished itself during the last Paris Retail Awards.
… Onprint enriches
Nothing can replace the impact of a print, but there is inevitably limited. Based on this observation, Onprint, born in 2013, has developed a technology that allows the “increase”. Concretely, a system of recognition of images via smartphone returns to additional content (videos, photos…) and a site of sale, since a mailing list, a catalog, or even a packaging. The system has convinced clients such as Renault, Kiabi, Raja or Cyrillus.
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to appeal To, and explain, Nespresso relies on the paper [Best-of] re-live the conference “Challenge-think of the dematerialization, re-think the communication” [VIDEO] Interview : Yves Xemard (The Post office)
PebblePost “re-targets” by mail
Take advantage of the impact of the paper to motivate the user to make the leap: it is also the bet of the New York PebblePost. Founded by Lewis Gersh, a recognized specialist of database and digital marketing (a sector in which he is also the investor), the start-up has developed a new technology. On one hand, it allows an e-merchant to analyze the products viewed or searched for, the abandoned carts, etc., But also to infer information available online mailing address of an internet user. And, therefore, to provide, within 24 hours maximum, a mailing or a catalog based on his history, directly in their mailbox.