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Stay Competitive with Print-on-Demand: Establishing a Nimble Card Program

CPI woman. opening carrier and receiving card

Print-on-demand personalized payment card strategies offer a way for credit and debit card programs to stay timely and targeted in an individualized market.

Personalization matters in today’s highly competitive payments landscape and has become a high priority for credit and debit card issuers. When it comes to credit and debit card programs, making this leap to customizable payment cards has never been easier. Print-on-demand programs are a fast, efficient way to offer tailored products and services, including custom carriers, labels and activation stickers. With their ease of implementation and flexible models, they present ways to engage more personally with the cardholder.  

Here are three benefits of print-on-demand credit and debit card programs:

1

Implement more timely offerings:

A print-on-demand strategy Is advantageous for established issuers when it comes to issuing payment cards. Choosing from preprinted or uploaded art work on blank-white card stock can mean faster delivery timeframes. Because print-on-demand helps issuers get cards into cardholders’ hands quickly following the design phase, this offering can speak directly to a timely promotional campaign.

2

Customize per market segment:

When an issuer uses a zero-inventory model they enjoy the convenience of not having to store or track inventory. It also allows for more versatility. Utilizing generic cards or blank white stock gives the issuer a choice in the number of cards and card design to support various market segment campaigns. In fact, some issuers decide to offer a different card experience for each of their target audiences, such as providing a trendier card for a Gen Z cardholder and a more traditional product for a baby boomer. A print-on-demand solution can accommodate diversity of product preference, allowing for options as unique as vertical orientation, edge-to-edge printing, four-color printing and more.

3

Develop full-scale campaigns:

Many card strategies center on the card itself. When it comes to personalization, issuers want to look at the full cardholder experience, including considerations like simplifying activation with a QR code label, designing the carrier to support cardholder engagement, shifting messaging to highlight a targeted initiative or timely topic. Overall, print-on-demand creates an opportunity to look broadly at the cycle from initial card development to fulfillment. Working with a provider who can support that entire card journey—from BIN programming and EMV® certifications to campaign fulfillment—creates an efficient way to jump into the personalization pool.

These print-on-demand tips only scratch the surface of ways to engage customers and members through personalized card solutions and fulfillment opportunities.

From card development and design to carrier considerations and activation stickers, a personalized issuance program carries with it a variety of opportunities to speak directly to a cardholder’s interests. An experienced personalization and fulfillment provider can help financial institutions navigate those decisions to develop a thoughtful strategy that incorporates personalization and fulfillment in alignment with their cardholder needs.

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About the author

Rob Dixon

is CPI's VP Business Development and Digital Solutions
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