PERSONAL bests

Management wanted to create an easy to use Web-to-print solution that would allow the company’s sales representatives (1,000+ people) to order, track and manage their own collateral.

In keeping with its overall philosophy of treating each customer as if that person is its only customer, the company wanted its sales representatives to be able to customize the literature. The goal in adding customization went beyond the idea of including a few fields that would increase response rates, reports Mike Lyman, Roadway’s manager of online communications.