Vistaprint 2011 Annual Report Download - page 11

Post-Design Check-Out Process
Customers purchasing products check out either via a standard e-commerce self-service
shopping basket or by providing their order and payment information via telephone to one of our
service agents. We offer a variety of secure payment methods, with the payment options varying to
meet the customs and practices of each of our localized sites. These payment alternatives include
credit or debit card, PayPal, check, wire transfer or other methods. During the check-out process,
customers are also typically presented with offers for additional products and services from us and our
marketing partners. Using our automated VistaMatch product design capabilities, customers who
designed products using our content can be shown automatically generated images of matching
products. Each of these automatically generated product offers can be quickly and simply added to
the customer’s order.
Our Competitive Advantage
We have invested significantly in three core areas to build a strong advantage versus traditional
competitors:
• Proprietary technology and intellectual property
• Mass customization manufacturing
• Direct marketing expertise
We have developed a direct-to-customer solution using proprietary Internet-based software
technologies to market and merchandise our products and services to our customers as well as
standardize, automate and integrate the design and production process, from concept through
finished product shipment and service delivery. Our software can match and adapt graphic elements
from one product format to another, which allows us to offer a coordinated portfolio of products and
services. Automation and integration allow us to provide high quality, custom design products and
services at affordable prices for the micro business or home and family.
We have built our service to scale worldwide, and as of June 30, 2011, we serve customers in
more than 120 countries and we have 17 localized websites serving European countries and 5
localized websites serving Asia-Pacific countries. In the year ended June 30, 2011, we generated 47%
of our revenues from websites that are targeted at countries other than the United States. We have a
North American marketing and administrative office in Lexington, Massachusetts, a North American
production facility in Windsor, Ontario, a European marketing and administrative office in Barcelona,
Spain, a European production facility in Venlo, the Netherlands, a production facility in Deer Park,
Australia and a marketing office in Sydney, Australia. Our localization and language map content
management system software facilitates our entry into new markets and allows us to make changes
to all of our localized websites with the same software and relatively simple, standardized and low-
cost procedures. We also have customer service, sales and design support for the English, Dutch,
French, German, Italian, and Spanish speaking markets through our offices in Montego Bay, Jamaica,
Tunis, Tunisia and Berlin, Germany.
Proprietary Technology
We rely on our advanced proprietary technology to market to, attract and retain our customers,
enable customers to create graphic designs and place orders on our websites, and aggregate and
produce multiple orders from all over the world. This technology includes:
Design and Document Creation Technologies
Our design creation technologies enable customers, by themselves or together with the
assistance of our design support staff, to design and create high quality marketing materials from their
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