Businesses are always seeking new growth opportunities and ways to adapt and enhance their service offering. Right now, that vision is needed more than ever. The pandemic has quickly re-shaped operational strategies, placing increasing importance on the ability to flex to new markets. One such opportunity is card attaching.
The card attachment market is evolving. We are now well used to paying for items using contactless bank cards. But even as the pay-by-phone alternative becomes more prevalent, other card applications are establishing across the globe. Examples include drivers’ licences, health cards, loyalty cards, solicitation cards – usage is large in scale and straddles both the transactional and direct marketing worlds.
As the card market has evolved, so too has the technology used to process these applications. Until now, mailers interested in adding card attaching to their service offering faced a dilemma. This was a unique service, a service that required dedicated kit and specialized, isolated work-cell attention. In short, card attaching was an expensive service to run.
Now, the picture is different. The cards themselves are in fact not dissimilar to the insert documents that mailers regularly process, and card attaching increasingly resembles typical mailing applications. BlueCrest has therefore developed the market’s first card attaching system that sits in-line as an integrated element of the mail processing workflow.
This workflow integration and automation is key. Effectively, more work can now be taken into the established mailing work-cell rather than requiring a separate team – and standalone technology - to handle the attachment element of the process. Mailers that were perhaps operating only at the insertion or sortation stage of card mailings can now offer an end-to-end solution. Equally, organizations that have never offered a card mailing or attaching service before can do so cost-effectively – adding the functionality to their existing workflow.
The post-pandemic business climate is encouraging organizations to eliminate risk from their operation. Businesses are becoming leaner and investing to improve efficiency by eliminating offline and stand-alone processes. Here, integration is critical. Card attaching becomes an automated, in-line and efficient service when demand is there, and the system can easily be switched-off or swapped out when not required. It’s this swiss-army knife approach – use what you need, when it’s needed – that is appealing.
Global interest in a unique solution
We are seeing major interest in our card attaching solution from some of the globe’s biggest mailers and also from smaller operators wanting to position to take full advantage of new market opportunities. The next 12-18 months will see further developments and enhancements to our core solution in response to customer demand. Already we are working on attaching cards with tape rather than glue to meet the needs of one transactional client.
You can read more and see a video of our card attaching system here. It’s a solution that is capturing the imagination of mailing operations everywhere. Those who play their cards right will capitalize on a market that continues to evolve.