Graphic Arts
Ritz Crossmedia AG
Canon’s Business & Innovation
Scan galvanises Ritz’s business
expansion into cross-media
Company Name
Ritz Crossmedia AG
Industry
Graphic Arts
Objective
The Canon Solution
To adapt to modern communications
landscape by expanding online services.
•DirectSmile Cross Media
•Business & Innovation Scan
Challenges
•Falling print volumes
•Difficulty standing out in competitive
market place
•Inability to meet customer demand
for online services
Founded
1967
Approach
Location
Bern, Switzerland
•Canon offered Ritz a Business &
Innovation Scan (B&IS) at customer
event in 2013
Services
Print, cross-media, direct mail,
digital solutions
•B&IS scan undertaken in 2014, providing
client with clear overview of current
business model, including analysis of
marketing strategy
Website
www.ritz.ch
•Inspired a change in business model
to add cross-media services through
Canon and to reposition the business
in 2015
Relationship with Canon
2 Years
•Canon supported first cross-media
campaign to promote new services
to Ritz’s client base
“”
Canon’s advice, both through the Business &
Innovation Scan and as part of its sales proposition,
pointed towards a more strategic approach to
reinvent our business.
Results
Soft rebrand to reflect
new services
Successful promotion
of cross-media offering
through cross-media
campaign to clients
Executed first cross-media
campaign for Ritz’s clients
Canon’s Business &
Innovation Scan galvanises
Ritz’s business expansion
into cross-media
Swiss print service provider, Ritz, took
distinctive measures to adapt to an evolving
communications market driven by the popularity
of online channels and digital platforms.
“Demand for online services has
radically changed the traditional print
market,” explains CEO Kurt Habersatter.
“Customers are increasingly requesting
print on-demand, shorter runs and the
lowest price possible, and most PSPs are
now offering a digital print service to
address these trends. But with everyone
doing the same, how do you differentiate
your service offering from that of your
competitors and add value?”
To find answers, Ritz held in-depth
discussions with various leading
technology providers. At a Canon
customer event in 2013, the company
was introduced to Canon’s Business
& Innovation Scan, a business analysis
tool that helps customers to review and
adapt their business strategies within
the relevant print market.
“Canon analysed where our business
was, our position in the market and
where new opportunities may lie,”
continues Habersatter. “It became
clear that we should extend our online
services and explore the benefits of
cross-media.”
Yet Habersatter knew it wasn’t a case
of simply buying a box and expecting
instant success: “Canon’s advice pointed
towards a more strategic approach to
reinvent our business.”
Ritz was impressed by Canon’s offering
and invested in its DirectSmile Cross
Media Suite: “Canon’s was the most
intuitive solution in the market,” reflects
Habersatter. “Minimal programming was
required, and the training given by Canon
Canon Europe Ltd
3 The Square
Stockley Park
Uxbridge
Middlesex
United Kingdom
UB11 1ET
Tel: +44 208 588 8000
Fax: +44 208 588 8001
www.canon-europe.com
taught our team how to identify the
clients that would most benefit from
cross-media based on the strength of
their respective data.”
Ritz built an entire new marketing
strategy and conducted a soft
rebrand of the business in March
2015. This development included
a new name, ‘Ritz Crossmedia’,
key visuals, printed marketing
collateral and a new responsive
website. “Canon reiterated how
critical a website is to a business’s
marketing,” adds Habersatter. “It’s
not just a shop window for the
services and products on offer, but
a channel to promote the value and
personality of the brand.”
“”
Canon reiterated
how critical a
website is to a
business’ marketing.
It’s not just a
shop window for
the services and
products on offer,
but a channel to
promote the value
and personality of
the brand.
Ritz’s first cross-media campaign
was to invite customers to a
relaunch event via a direct mail
piece, requesting recipients to
respond using QR-code or PURL
(personalised URL). “We had a
fantastic 50 per cent response
rate,” explains Habersatter. “Our
customers were both curious and
excited about what this could mean
for their communications.
“At the event, Canon explained
to our clients how print can make
a multi-channel campaign more
impactful. By August 2015, we were
already running three customer
cross-media campaigns, with
numerous requests from prospective
customers wanting to know more
about our new proposition.”
Canon (UK) Ltd
Woodhatch
Reigate
Surrey
United Kingdom
RH2 8BF
Canon Ireland
3006 Lake Drive
Citywest
Saggart
Co Dublin
Ireland
Tel: +44 1737 220 000
Fax: +44 1737 220 022
Tel: +353 1205 2400
Fax: +353 1205 2525
www.canon.co.uk
www.canon.ie
/CanonUKLtd
/CanonUKLtd
/CanonEurope
Discover more
canon-europe.com/cross-media
canon-europe.com/thinkdigital