Vistaprint 2014 Annual Report Download - page 10
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6
Designing Online
When a product type has been selected by a customer visiting the Vistaprint brand website, the customer
can initiate the design process by using our predefined industry styles and theme categories or by uploading the
customer's own design. When the customer chooses a particular template for personalization, our user-friendly,
browser-based application enables the customer to quickly and easily perform a wide range of design and editing
functions on the selected design. In many cases, once customers choose a pre-designed template or upload their
own content for a product, they can instantly see what their design looks like on a wide array of other products and
related services.
Customer Support Experience
Customers who need help with their design or ordering process are able to reach our customer service
agents via phone, email, and chat. Our agents are located in eight customer service facilities around the world,
servicing customers in multiple languages. The agent support is augmented by a robust set of online tools and self-
help options.
Our Competitive Advantage
We have invested significantly in three core areas to seek to build a strong advantage versus traditional
competitors:
• Proprietary technology
• Mass customization
• Direct marketing expertise
Our Competitive Advantage: 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, primarily deployed through our Vistaprint-branded websites, enable
customers, by themselves or together with the assistance of our design support staff, to design and create high
quality marketing materials from their homes or offices.
• Our document model architecture and technology employs Internet-compatible data structures to define,
process and store product designs as a set of separately searchable, combinable and modifiable
component elements and allows us to generate customized initial and later matching product design
options automatically in real time. This browser-based software provides immediate client-side editing
capabilities plus extensive system scalability. A wide variety of layouts, color schemes and fonts are
provided and an extensive selection of high quality photographs and illustrations are currently available for
use by customers in product design. Customers can also upload their own images and logos for
incorporation into their product designs.