Recently, Communiqué PR had the pleasure of helping our client RPI, a leader in make-on-demand private label personalized photo books, greeting cards and stationery products for mass and specialty retailers, unveil an innovative technology platform at the 2012 National Stationery Show in New York.
RPI’s new personalization storefront offers personalized print products made by RPI and branded by the retailer and consumer. Specifically, the platform enables any stationery manufacturer, online retailer, e-greeting site and specialty retailer to extend their brand experience through mass customization. This is significant because for the first time, it eliminates barriers for retailers to offer hundreds of personalized products to their customers with zero inventory and through a cohesive online experience. Along with the launch of its storefront platform, RPI also introduced its new line of print products specific for the pet industry.
In the weeks leading up to the launch, Communiqué PR was charged with identifying RPI’s overall communication strategy, developing media materials, securing interviews both leading up to and onsite at the National Stationery Show, and landing coverage placements.
As a result of our efforts and partnership with RPI, thus far, we’ve helped the company secure five coverage placements in a mix of photo merchandise and stationery industry publications, helping them reach their core target audiences. In addition, we secured a pre-brief meeting with a top-tier industry analyst to brief him on the personalization storefront, receive feedback on the platform, and build a relationship with an influential third-party expert who can serve as a press reference.
Below are a few coverage highlights:
- PMA Newsline, “RPI launches personalized storefront and new pet print products,” May 21, 2012
- Photo Reporter, “Photo Book & Creative Printing Retailer: RPI Launches Personalization Retailer Storefronts & Customizable Pet Photo Products,” May 21, 2012
- What They Think, “RPI Launches Personalization Storefront,” May 22, 2012
- Stationery Trends Magazine, “RPI offers personalized stationery collection for pet parents,” May 22, 2012
- Imaging Executive Podcast, “RPI offers Personalized Printing Storefronts,” May 31, 2012
Currently, RPI works with some of the world’s most well-known brands that represent more than 40 percent of the total on-demand, personalized product market and offers more than 350 customizable print products from personalized photo books to greeting cards. As the trend of mass customization continues to increase among consumers, retail brands are exploring options to rapidly adopt the concept of personalized goods to expand their brand equity and drive incremental revenue. The National Stationery Show was a great platform to showcase how RPI will continue enabling brand owners through its personalization storefront to help move the mass customization industry forward.