Personalisation in print offers long-term engagement, not just one-off interactions. Using minimal data, tailored campaigns across formats like mail and signage can boost loyalty. GDPR compliance is key, requiring transparency and consent. Success stories demonstrate personalisation's power, making it a vital competitive edge.

In a blog for FESPA ahead of the event in Berlin beginning May 6, Pat McGrew writes: In today’s competitive landscape, standing out requires more than just high-quality production and eye-catching designs. It demands relevance, engagement, and a deep understanding of what customers value. And not all customers value the same things! That’s where personalisation and customisation come into play. But for many European printers and brands, personalisation can feel intimidating. Is it too complex to design and implement? Is it too costly to set up the infrastructure? How hard is it to comply with GDPR regulations? Will my customers pay for it?

The practical reality is that personalisation isn’t difficult, and it doesn’t have to violate GDPR guidelines. With just a few carefully selected data points and a dash of creativity, you can respectfully launch personalised campaigns that evolve over time, creating a long-tail engagement experience that keeps customers connected for years. Whether you’re in direct mail, newspapers, packaging, or signage, personalisation can open doors to new revenue streams and cement your value as a print service provider to your clients. And there are real-world examples of successful personalisation campaigns!

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