Vistaprint 2011 Annual Report Download - page 13

and type of product. For printed products, the VistaBridge software then automatically aggregates
orders with similar production characteristics from multiple customers into a single document image
that is transferred to either a digital press or to an automated plating system that produces offset
printing plates. For example, in the case of business cards being printed on large offset presses, up to
143 separate customer orders can be simultaneously printed as a single aggregated print file.
Viper is our workflow and production management software for tracking and managing our
worldwide production facilities on a networked basis. Viper monitors and manages bar-code driven
production batch and order management, pick and pack operations, and addressing and shipping of
orders.
Marketing Technologies
We use our marketing technologies to test changes to our websites and new product offers in
order to enhance our offerings and customer value proposition. In addition, we automatically generate
and display additional products incorporating the customer’s initial design, facilitating the cross-sale of
related products and services.
Split Run Testing technology assigns our website visitors to test and control groups. Depending
on the test group to which a visitor is assigned, he or she can be shown slightly different versions of
our website. This technology permits us to evaluate changes to our websites on a relatively small but
still statistically significant test group prior to general release. We then use analytics software to
correlate the changes on the site with the visitor’s browsing and purchasing behavior and to compare
our profitability for a given pair of test and control groups. Our testing engine allows us to run
hundreds of these tests simultaneously on our websites, reducing the time to take an idea from
concept to full deployment and allowing us to quickly identify and roll-out the most promising and
profitable ideas and promotions to maximize our customer value proposition.
VistaMatch Software automatically generates and displays one or more additional customized
product designs based upon a customer’s existing design. Design elements and customer information
are automatically transferred to the additional design so that customers do not spend additional time
searching for other products or templates or re-entering data. For example, a customer purchasing
business cards can automatically be shown matching return address labels, magnets, calendars,
T-Shirts, pens, websites and similar products. Each of these automatically generated product offers
can be quickly and simply added to the customer’s order.
Automated Cross-Sell and Up-Sell technology permits us to show a customer, while the
customer is in the process of purchasing a product, marketing offers for one or more additional or
related products. We use this technology to dynamically determine the most effective products to offer
to customers based on a number of variables including how the customer reached the website, the
customer’s purchase history, the contents of the customer’s shopping basket and the various pages
within the website that the customer has visited.
Localization/Language Map is our content management system that permits all of our localized
websites, and the changes to those websites, to be managed by the same software engine. Text and
image components of our web pages are separated, translated and stored in our managed content
database. If a piece of content is reused, the desired content automatically appears in its correct
language on all websites, enabling our localized websites, regardless of the language or country
specific content, to share a single set of web pages that automatically use the appropriate content,
significantly reducing our software installation, deployment and maintenance costs.
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