Pixartprinting sets up shop in America

February 08, 2016

European web to print giant Pixartprinting is to expand into the United States with Pixartprinting North America with logistical and commercial offices in Boston.

The Italian firm grew by 30% last year and aims to grow even more in 2016 through its activities in the United States market and from a process of constant product development.

According to company CEO Alessandro Tenderini, the aim is to extend the company's reach, both geographically and in terms of the product sectors it serves, offering an ever-expanding range of services that create new needs among the firm's users. “This is a new and very exciting challenge for us,” he says, “because our analysis shows that this market has great potential for the services we offer.

“The market is currently evolving towards the printing or creation of highly customised products with limited circulation or individual copies at a competitive price, which could not be applied in the past. A rapidly evolving paradigm shift is taking place: the web was seen as an obstacle before, yet today it is perceived as a means to facilitate the purchasing process. Supply and demand meet on the web, and the best is yet to .com.”

The markets in which the firm operates and the customer base are also growing thanks to new items in the product range. “This year we have launched 38 new products, including brand new items, updates to old models and new uses given to existing ranges,” says Federico Gonzalez, Commercial manager at Pixartprinting.

Pixartprinting-Pack 3 300dpi"There is a lot of collaboration between the R&D, manufacturing and marketing departments: we work tirelessly not only to offer innovative products but also to fine tune our existing catalogue to keep customers satisfied, and above all to ensure they remain loyal. The aim of all this is to be a benchmark for our users and to provide a service that covers all aspects. We have also introduced a loyalty programme, STARWAY, which rewards our premium clients, and which is proving to be very successful. Our work to develop customer loyalty is also in the interest of our clients, as by dealing with a single partner they can make savings both in terms of money and time.”

One of Pixartprinting's strong points is its approach to holistic marketing strategies, which seeks to provide the right message at the right time, and aims both to acquire new clients and to ensure the loyalty of existing customers, using up- and cross-selling techniques.

"Unlike traditional marketing, where the aim is to acquire as large a number of clients as possible by prioritising the sales channel, we work to create engagement and retention, concentrating on the clients themselves. The relationship with our users has a similar dynamic to that seen in B2C markets,” says Sales and Marketing director Andrea Pizzola. "Every year we set ourselves fresh challenges in this area: the aim is to expand the range of markets we sell to and encourage clients who are still operating offline to work online instead.”

To put this engagement policy into practice, the firm focuses on the digital world with a mixture of strategies based on various tools, such as CPC, retargeting, merchandising, display advertising, affiliation, and email marketing and social media.

“We use these channels to promote high quality content and information on the firm's product portfolio,” says Davide Turatti, Digital Marketing manager. "We create topics, themes and subjects linked to our clients' businesses so that they become familiar with Pixartprinting, which in turn identifies their requirements and develops solutions to meet their current and latent needs.”

A lot of attention is focused on social media, which is used as a two-way communication channel, to ensure the company is seen as vibrant, engaged and active. Flexible customer care remains crucial, and it also makes use of these networks to provide timely support, aiming to overcome the physical distance between the company and the client.

Pixartprinting's digital strategy developed in two stages: initially it focused on optimising and reinforcing the brand, but now the focus is on analysing the data collected in order to carry out increasingly sophisticated profiling of its users. The data is then optimised on a single DMP (Data Management Platform), which contains all the information gathered both from Pixartprinting's channelsPixartprinting fully responsive 300dpi and externally, with the aim of identifying clients and their digital identity and so offering them increasingly relevant products.

As part of its commitment to making its clients' lives easier and aim to cover all platforms and all channels, the Pixartprinting e-shop is now fully configured to run across all user platforms such as desktop, tablet and mobile. “We are the first company in the online print sector to have achieved this milestone, which, for a website as complex as ours, is no mean feat. This is further confirmation of how much we care about our clients, who are not merely seen as consumers, but as people whose needs must be satisfied and, if possible, pre-empted,” says Pizzola.

The coming months promise to be very busy for the company what with its arrival in America and the constant development of the company’s product catalogue, holistic marketing, and a new fully responsive website.

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