Market Fast Pass
Print Styles to the Rescue
Combining the use of print and screen stylesheets, the Market Fast Pass (MFP) provides users with hi-res graphics and scannable barcodes along with clear and crisp advertising spots. To get one, buyers sign up to receive the MFP email. It contains a link to the “Fast Pass” webpage for a given Market. The webpage hosting the MFP includes unique buyer account information, market information, event details, ads, printing and usage instructions and 2D barcodes. The flexibility of having print versions and screen versions meant that we could (upon printing):
- swap low-res to hi-res images
- output URLs where links are present (you can’t click on paper!)
- swap screen and print specific instructions or buttons
- eliminate producing a ‘printer-friendly’ version
The secondary purpose of getting buyers to use the Market Fast Pass is to more accurately match email subscriber lists, buyer data and online user account records. Thus having cleaner and more unified data across several online and on-site databases. Also simple fallbacks in place like duplicate barcodes if a printout extends to more than one page and numeric ID if the barcode can’t be scanned.
Market Fast Pass email notifications were pumped out to over 200,000 buyers per quarter with an overwhelming 82% click-thru rate. The exclusivity of skipping paperwork, verification and the physical line enticed a majority of return customers to join almost overnight.
overview links
- Advertising Opportunities: Market Fast Pass (Prism Media Group)
- Market Fast Pass: Overview (Dallas Market Center)
Visual Concept
Technologies Used
HTML (Webpage & Email), CSS (Print & Screen Stylesheets), .NET 2D Barcode Generator, MYSQL, Campaign Enterprise, MS Access