*Kinko's Brand Offers Same-Day Delivery for Online Print Orders
The extension of the alliance between the Kinko's and FedEx brands, which goes back six years for retail store cooperation, is the first major initiative for kinkos.com after it relaunched last month.
While the initiative targets all Kinko's customers, the retail customer base -- mostly store visitors for small-business, personal or corporate needs -- is the first target.
"Our strategy is to go in and convert store customers to online customers," said Rick Grossberg, vice president of merchandising at kinkos.com. "The goal is to create a new way of accessing Kinko's, a new delivery system and creating a whole new service."
"Overall," Grossberg said, "if you add up the entire value proposition, it will generate larger business and drive volume to the stores, not take it away in any way, shape or form."
Prior to this speedier service, consumers could only e-mail documents through kinkos.com to Kinko's stores for pickup -- an unwieldy process that required much more effort by the customer and was not time-definite.
Now, consumers can visit kinkos.com to upload documents, proof and review them for accuracy, and define the time, date and destination for same-day or overnight delivery by FedEx, Memphis, TN. Down the road, consumers will be able to pick up online orders at select Kinko's locations nationwide.
Kinkos.com offers the service through a single transaction by clicking through a display on its home page that says, "Print to Kinko's: Your neighborhood Kinko's just got a whole lot closer."
Documents can be prepared in finished formats -- such as black-and-white copies, bound color presentations and color transparencies -- for shipment to multiple recipients. Personalized memos can be included in each package.
Delivery for this same-day service initially will be available to 20 markets nationwide. By year-end 55 markets, or 80 percent of the U.S. population, will be covered. Overnight delivery is available nationwide. The service will go international at a later date.
It will cost $29.95 for same-day delivery of an online order. The price is uniform across the markets covered.
"We are equal to, or slightly below, what is charged in 80 percent of the Kinko's locations," Grossberg said.
A co-branded application this fall will offer consumers access to this service at fedex.com. This also will more closely integrate the "Print to Kinko's" service with FedEx's online offerings.
Based in Alexandria, VA, kinkos.com was founded by Kinko's Inc. and liveprint.com, which helped design and print marketing documents. Other shareholders include America Online Inc., Flatiron Partners, Chase Capital Partners and Clayton, Dubilier & Rice.
Kinko's, Ventura, CA, is a key player in the $16 billion domestic copying and reproduction market, with more than 1,000 stores nationwide. Revenue last year at the privately held company was $1.5 billion.
The retail chain will break a new advertising campaign in mid-September. The media plan calls for national TV and print, e-mail marketing, hard-copy direct mail and local in-store marketing. Chiat/Day, Los Angeles, is handling the four-month effort.
Part of that push will focus on promoting kinkos.com and creating awareness for this enhanced service with FedEx. One-on-one marketing is key. For instance, Kinko's will inform the 100,000 members who signed up at kinkos.com and will rent commercial opt-in lists.
"[The campaign] will focus on the service that the brand offers," Grossberg said. "From the consumer's point of view, I don't think there's a difference between Kinko's and kinkos.com."