The ever changing market requires an adaptive response and this includes the world of paper and print.

I have for years been a big believer in personalisation and customisation especially in the print world. I recall a great story by Rafi Albo about how personalisation was a key differentiator in a campaign run for a children’s shoe store in Israel.

Campaigns like these, require an understanding of how to manage data, a sensitive topic for many organisations but a key differentiator for those wanting to add value through the supply chain.

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