A new configurable cloud-based campaign service to help businesses reach a more sceptical and savvy consumer base with customised communications

London, 23 September 2013 – Xerox’s Communication and Marketing Services (CMS) today launched a new configurable cloud-based campaign service to help businesses reach a more sceptical and savvy consumer base with customised communications that can be instantly altered based on location, topical points of interest or even the weather.

Through using configurable marketing campaigns, organisations can quickly react to changing environments, like offering barbeque promotions tied to a sudden heat-wave or responding rapidly to a competitor price cut.

According to a recent report by AIMIA, consumers are showing a notable decline of loyalty in the retail sector, driven by the immediacy of social media.

With over three quarters of the UK population (77%) reporting that they spend more carefully than they used to, 60% now claim to ‘cross-shop’ between different brands rather than show loyalty to a singular company, while nearly half (49%) refer to social media to make purchasing decisions.

With social media now exerting an influence over customer behaviours the need to have campaigns and tools that are reactive to current events are no longer nice to have for marketers, but a clear necessity.

“The campaign service is centrally controlled, keeping all branding and communications consistent with the ability to inject local flavour according to the marketer’s needs,” said Julie Hesselgrove, Group President, Xerox CMS.

“The ‘one size fits all’ approach is clearly being dismissed by retailers, and it is the responsibility of brands to give their local managers the autonomy they need to succeed,” said Hesselgrove. “By combining this flexibility with central controls, it ensures the most consistent, engaging and ultimately profitable outcome.”

Accessing a central resource of images and templates reduces the time that managers need to spend on creating these materials, which can then be used across all printed materials as well as email, pdf, web pages and video.