Vestcom International: Personalization Drives Repeat Business
A company's best prospects are always its existing customers. Vestcom International, a West Caldwell, NJ-based firm that offers end-to-end personalized communication solutions, clearly understands this. A great example is the solution Vestcom provided Borgata Hotel Casino and Spa to create a personalized direct mail campaign that offered promotions and special event opportunities to its most loyal customers. Borgata, a casino destination resort that opened in Atlantic City in 2003, is already one of the most customer-centric casinos on the strip. Information on visitors' habits from the facility's 3,600 slots, 163 table games and 2,000 guest rooms and suites is fed into a sophisticated database. To help capitalize on that information, Vestcom employed the capabilities of Exstream Software's Dialogue to design a sophisticated relationship management program that is fostering loyalty and encouraging repeat customer visits to Borgata. Vestcom was already using Exstream Software's Dialogue in its facility to create all types of personalized communications for its customers. For Borgata's program, they were able to take full advantage of Dialogue's user-friendly design interface, which eliminates the need for complex programming; its ability to store commonly used objects such as tables, text boxes and other graphic images for re-use across multiple document applications; and its ease of deployment across different computer platforms. Dialogue's ability to support a variety of input data and output file formats not only made it possible for Vestcom to use all the information collected from Borgata's multiple data sources to develop the targeted marketing offers, but also allowed them to track results and provide the resort with ongoing feedback for future communications.