The UK's favourite print show - MacMate

CASE STUDY: Plastic Card Services has Genius production
ROB NICHOLLS IS STEEPED IN plastic cards. Before
starting Plastic Card Services in Macclesfield he had
worked for DataCard, producer of the world’s plastic
money. Now, while he has nothing to do with credit
cards, PCS produces 50 million membership, loyalty,
hotel and other cards. “The big sector is retail, but
we are also see potential in the leisure industry, in
travel and are doing a lot of work on membership
systems for bingo clubs and casinos for
example,” he says. “We even work for print
management.”
The difference between how PCS works for
print management and how those with a
perfecting B1 press respond to them is simple:
what PCS does is relatively unique. “While
price is an element, there are so many things
involved,” he says. “Organising the fulfillment,
the packs and meeting very strict SLAs can
become quite complex.”
The cards are printed on a KBA Genius UV
press, the waterless approach helping to keep
dot gain to a minimum. The lack of fount
means no IPA and a process that can be sold
as more environmentally friendly. But printing
is only part of the process as cards need to be
laminated and baked under pressure to create
a single piece of plastic that will not peel apart. The
B3 format of the Genius helps as there is less risk of
distortion and mis register than when printing a
large sheet. A high spoilage rate can be a penalty in
this type of work.
The company uses a range of materials including a
plastic which will biodegrade in three years in
landfill. It has taken PCS at least 18 months to
perfect the material and to ensure print quality is
maintained. It will become a best-seller PCS believes,
helping achieve a growth from 50 million cards a
year to 80 million. “It has been a lot of hard work
and sacrifice over the last two years. A couple of
years ago we had the insight that customers wanted
the environmental side to the fore which nobody
else seemed to be offering. And this is where we
have set out our stall. Corporates are under pressure
to be good citizens. This is why we have invested
and where we think the market is going.”
Rob Nicholls: “To our mind, digital printing is not yet good enough. It may
be OK for very short runs and requires precoated substrates.
Investment in further production equipment on
the finishing side due to arrive next month is
intended to meet this demand.
“Our biggest growth has been over the last two or
three years and last year was the biggest growth we
have ever had,” Nicolls adds.
The gift card market is considered a great
opportunity for the sector. The UK lags well behind
the US where the idea originated. The cards are sold
by retailers in predetermined values and generally
sold close to tills to become a spontaneous
…PLASTICS
purchase. Visual appeal drives the sale and the brand
owner gains because many cards lie unredeemed.
“The other aspect to growth is loyalty and reward
cards which have grown during recession as retailers
have sought to encourage existing customers to
spend more and are using the cards as part of this
effort.” And retailers are becoming more creative, a
recent project will see the card designed to be
carried as a key fob rather than in the wallet.
PCS is sticking with the KBA press. He
explains: “To our mind, digital printing is not
yet good enough. It might be OK for very
short runs. And digital requires precoated
substrates. We like to keep things as simple
as possible, sticking to the same substrates
and inks as much as possible. It is the total
solution that is important,”
That can include meeting target turnaround
times for cards that are sent to new members
or customers as they are signed up.
Consequently PCS can be sending out
differing volumes of cards at any time. For
the Danish Coop, it has produced 2.5 million
loyalty cards using the new biodegradable
material.
The clients can send in lists of new members
that need cards plus a welcome letter and other
content that needs matching to personal details on
weekly, monthly or even daily basis. PCS needs to
respond rapidly. A contract to supply the 100,000
members of the Gourmet Society has been a recent win
after the business had been placed in the Far East.
“We have 20 years of experience we bring to
bear,” he continues. “Some clients have tried to
outsource to China, but have suffered from quality
and control issues. They have had their fingers
burned and have come back.”