Romax completes 2014 spend with IFS kit and cross-media package

By Darryl Danielli, Tuesday 09 September 2014

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Romax has rounded off a £350,000 capex spend in 2014 with some new cutting and folding kit from Intelligent Finishing Systems (IFS) and a new cross-media marketing software suite.


Sumner (L) with Dowding: great advocates of printed DM

The Greenwich, London-based firm installed a Perfecta 76 TS E guillotine at the end of August, while a Horizon AFC-566FG automated B2 cross folder will replace a 15-year-old folder next week. The latter will be configured with two Tri-Creaser Fast Fits for inline scoring, slitting and perforating.

Earlier in the summer the firm also installed a new content management system (CMS) for SMS and email marketing, enabling it to bring multi-channel marketing in-house. The system, from Italian developer MagNews, went live two weeks ago.

“It enhances our cross-platform communications as clients want to do e-shots as well as DM and have one point of contact for both to track them and keep a good reporting structure in place,” said managing director Robin Sumner.

Following its decision to bring cross-media in-house Sumner said that the firm hadn’t had to increase headcount, as it already had a highly skilled IT and data team, although he had used the opportunity to up-skill some other members of the Romax staff.

“Bringing it in-house will more than pay for the [software] investment over the year. We’ve noticed that more clients want to keep their data in one place where marketing is concerned; it’s one data set for direct mail and email so they like the idea of having one supplier to manage both methods of distribution.

“We’re great advocates of printed DM, but we know that when combined with electronic direct mail then its impact greater than the sum of parts and vice versa.”

This latest combined spend on hardware and software supports the installation of a Xerox iGen 150 earlier this year.

The new Perfecta guillotine features a slotless cutting table and a servo-driven back gauge and, according to Romax operations and technology director Wesley Dowding, the company will increase its cutting productivity by 30%.

Sumner added that when the 240m/min Horizon folder is installed next week, thanks to its 17 standard fold settings, user intuitive controls and 200-job memory, it will significantly increase the options available to customers.

“There is a hidden benefit too – the fact we are investing in more kit lifts the morale of the staff because they are part of company that is looking towards the future. More automated systems also make working easier and ensure they create high-quality jobs, faster.”

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