GB2228913A - Wrapping selected groups of articles - Google Patents

Abstract

A machine for producing individually tailored packages comprises: wrap supply means (150) for supplying a succession of outer wrap portions: a plurality of storage and collection stations (160) for individual pack contents items or components; selection means for selecting individual items from the collection stations and retrieve and transfer means, under the control of the selection means, for retrieving and transferring selected items, from the collection stations, to an associated outer wrap portion from the wrap supply means. <IMAGE>

Description

Process and Machine for Producing Multiple Layer Enclosure Wraps of Sheet Material and Products thereof.

This invention relates to the production of multiple layer wraps of sheet material and is particularly, but not exclusively, concerned with the production of paper or card (or substitutes therefor, eg of plastics materials) wraps, envelopes, or enclosure items for called 'direct response mailers', typically for bulk postal mailing distribution.

In fact, distribution can take a variety of forms, embracing postal mailing, personal delivery, as a loose 'stuffed', lightly-tacked or 'tip-on' addition to a magazine or journal, or even personal collection fran a centralised distribution pack.

However, the invention is especially concerned to provide a means for adapting or 'tailoring' the mailer contents to an individual recipient person or household.

Thus, when a certain minimum quantum of information is known about a recipient, usually at least a name and address, so the envelope of the mailer can be personally addressed.

In the continuous web or sheet-fed printing art, it is generally known to perform this under canputerised control in an on-line printing, print production or print finishing process. Multiple bulk mailings of this kind may be post-production pre-sorted by postal code, to facilitate economical distribution, possibly at discounted postal rates.

To this end machines have been proposed for enclosing hopper-fed paper items in an envelope. It is also kmwn to match two items, for example a covering letter together with a partially-oompleted questionnaire, and to feed them into an envelope. Typically the envelope incorporates a window, to reveal an address on the cOvering insert letter, although pre-laser printing an the outer of a winowless envelope has been explored.

It is further knows to incorporate a variable-length (multiple-folded panel) document - for example a credit card statement - printed from a continuous feed reel into a pre-formed finishing element, in the form of a window envelope, with a variety of supplementary (abut fixedselection) inserts.

It is a characteristic of direct mail that much of the material is (inadvertently) wasted, as of no interest to the recipient - to the extent that often response rates as low as under 1%-2% may be regarded as satisfactory and response rates of 5%-10* a sun q.

This represents an enormous wastage of material, effort and cost and requires and element of 'overkill' in the size of mail-shot to justify the economics of the exercise.

Even a small increase in effectiveness of canunicating with, gaining the attention of, and persuading the recipient can represent a dramatic increase in the number of returns, more than recovering the extra cost of investment in a more elaborately constructed message.

With an increasing amount of direct mail, often referred to 'derogatorily' as 'junk mail', it is difficult to secure the attention of recipients to the message advanced in the mailer.

Often an attention span of only a few seconds is available to secure the continued interest of the recipient - otherwise the item is simply 'waste binned'.

Thus the printed material message must be carefully composed - but the sheer size and diversity of recipients, however refined or selective the mailing list, means that a generality of tone and subject-matter of presentation must be accepted.

It has hitherto not be possible, or at least economic, to produce a package of print massages tailored to individual recipients.

Whilst a small-scale system might be envisaged in which individuallycomposed black and white text messages could be computerised and printed, the nature of large scale, full-colour artwork print production, with print runs of tens or hundreds of thousands, if not millions of items, and with printing upon a continuous web integrated with on-line print finishing (including, creasing, folding, cutting and gluing) does not lend itself to this.

In order to make direct mail items more appealing, and thus achieve higher response or take-up rates, the Applicants have prcpcsed various means for enhancing the physical mailer structure or contents, to achieve a pre-isserted package, that is with the contents - typically a multiple page booklet - pre-stuffed within an outer envelope or wrap at the time of production.

To encourage the returns process, the Applicants have even devised the pre-inserticn of a reply portion in a reply envelope or wrap.

In this regard, reference is made, for example, to the Applicants copending UK patent applications nos. 8812908.5, 8815290.5 and 8815291.3 - which are ccocerned with complex multi-part contents and wraps produced fran a single continuous web.

In particular, the increased number of sheets and pre-inserted returns or reply portions within pre-postage paid wraps, all facilitate the take up or response nixiemism.

Thus the contents of the mailer may be adapted to suit the broad characteristics of the recipient group and reduce the wastage of inappropriate offers sent out to recipients. Hbwever, hitherto there has been no practicable way of varying the individual mailer pack contents, pack-by-pack, in a high speed continuous process, nor of integrating any such pack variation with a knowledge of the 'prospect' or intended recipient.

According to the present invention, it is proposed to make use of additional information about the recipient as a prospective customer or purchaser of the offer arced in the mailer, to adapt an individual mailer pack contents.

For example, classification of purchassers can be effected by demDgraçhic and socio-economic criteria, including incane group, age, family status, nationality, together with information upon past purchasing habits, including size, colour, styles, hobbies and interests.

For example, sane mail order houses have deliberately built up sophisticated databases upon their custaners' income group and buying habits, fian which a list of common factors, or characteristics can be sorted and an item tailored to those characteristics offered.

However, this has essentially still been a single-style or type mailer, albeit directed to a better prospect list. This might mean shorter, and thus less economic, print runs and the need to re-set the print machine for another short run. Moreover, even with these relatively short runs, sane element of generalisation about the prospect is required to achieve an economic print run.

Thus, mechanically varying the contents on-line is difficult to achieve reliably, let alone in synchronism with a personalised database.

Another constraint is to achieve the maximum contents for a prescribed postal weight limit - particulary for the prevailing special bulkmailing rates.

For example, if the pack is underweight, postage is effectively wasted, which for a print run of millions can amount to a significant sum. If the pack is overweight in relation to an agreed limit, it may be rejected and need to be recycled or the next higher rate may be applied, representing an extreme waste in postage.

ttzo37ver, particularly for more elaborate and thus expensive packages, it has hitherto proved difficult to verify that packages for all the intended recipients have indeed been produced.

Thus, not untypically, for a conventional ink-jet oomputerised addressing facility, a loss of 1.5% of names might accrue in the overall production process. Moreover, even if detected, in terms of overall production numbers, no means is provided for tracing individually and re-producing the otherwise lost items.

Nor has it hitherto proved possible to vary paper weights within an individual mailer pack. For example, sane conventional mailer production machines have a lower limit of 90gm/sqcm in paper handling capability.

Some aspects of the present invention are concerned to obviate this limitation by allowing reception of contents items produced inekçX3Ybantly by a diversity of different processes.

Other aspects of the present invention are concerned with reduction of paper wasted at the peripheral sealing edge of the package, particularly when each contents item contributes its outer side edges, thus loosing valuable printing space for a message.

This constraint usually arises because the contents and outer wrap are produced fran the same width printed web and alignment of the contents and wrap uses edge contact.

If the wrap and individual contents items are separately produced, contents items may be laid down within an outer edge seal region on the wrap alone - pin registration systems being used to maintain the relative alignment of disparate contents items and outer wrap.

Thus, broadly-speaking, the invention relates to specialist 'enclosing' machinery, able to incorporate both two dimensional (ie folded paper and card sheet layers) and three dimensional (ie actual objects, typically product samples, such as sachets, keys, as 'give-away' items) in one and the same pack - selectively acrding to pre-determined criteria, in a continuous 'on-line' production process.

The products of such a machine are also potentially special, in that hitherto unachievable osmbinations of personalised or tailored inserts or contents are possible.

In that regard, previous proposals to stuff objects into pre-formed envelopes have proved impractical in handling 3D objects as inserts.

In marked contrast, the present invention adopts the more mechanically elegant and less curmbersome route of forming an enclosure or wrap around the inserts when Itey have been collected together and stacked upon a layer which will form the final outer wrap. This same wrap is only address once completed and the contents validated. Any errors trigger not only rejection of the product, but the initiation of construction of a replacement product until a correct contents assembly has been achieved.

Moreover, the invention deploys an 'internal' and even then subsequently renrcnred code to identify the required constituent parts, and in particular the contents of each pack. Thus, in the constructed mailer, only the personalised outer address, which is free of any osmputerised indicia - which would otherwise convey a contradictory impersonal feel to the recipient.

The selective enclosing facility of the invention enables a more targeted product and thus product mailing (or whatever other distribution method is employed). This in turn affords various advantages, including: the recipient does not perceive the item as yet another piece of socalled 'junk mail', so greater association and thus loyalty between the customer and the product, and its pmcmotional message is achieved; the print expenditure is reduced, since only the required number of persised sheets for the intended target audience of recipients need be produced, greater apportunities are afforded for accommodating space for contributions from parties other than those initiating the production of the mailer; the product may be tailored for geographical regional testing and specific premium offers; the source database may be adapted with additional refined data, for example lifestyle and behavioural information, for a more closely focused message; no further post-production sorting of items is required; The facility for enclosing 3D objects enables: greater creativity in pack design, with the canbined visual and touch appeal of objects wfiich can be handled; adoption of diverse carrier or distribution media; the production process may run at high speed by virtue of the unencuanbered process sequence, without the need for window or bulky gusset envelopes or external w carpxlter bar codes.

In a particular constructisn, up to 10 2D items may be enclosed or up to 9 2D items with one 3D object.

In carmercial terms, as targeting and tailoring become more precise, so a premium can be secured for the product and its production - but this is offset by a refined list, shortened by omission of redundant recipient names. On the other hand more elaborate packages can be contemplated ecomically, with potentially greater appeal and response take-up rate - and thus contributory revenue generatian.

According to one aspect of the invention there is provided a process for producing individually tailored packages of sheet material, comprising the steps of storing a respired selection of individual content items at different collection stations; supplying a succession of outer wrap portions; retrieving selected contents from one or more of those stations; transferring the selected contents upon the associated wrap portions; folding and securing the wrap portions around the individually selected contents to form an individualised tailored multi-part package.

According to another aspect of the invention, there is provided a machine for carrying out the process of the immediately preceding paragraph and producing individually tailored packages of sheet material fran a continuous web, carprising: wrap supply means for supplying a succession of outer wrap portions; a plurality of storage and collection stations for individual pack ccmpcnents; selection means for selecting individual items fran the collection stations; retrieve and transfer means, under the control of the selection means, for retrieving and transferring selected items fran the collection stations to an associated outer wrap portion from the wrap supply means.

There now follows a description of sane particular embodiments of the invention, by way of example only, with reference to the accanpanying schematic and diagrammatic drawings, in which: Figure 1 shows the layout of a production machine for multiple contents item mailer packages; Figure 2 shows in mare detail a side elevation of the intermediate stage of the machine of Figure 1; and Figure 3 shows a plan view of the machine stage shown in Figure 2.

Referring to the various drawings, the machine is capable of producing an envelope or outer wrap stuffed or filled with a variety of, up to ten, direct response, and essentially two dimensional (eg folded paper or card) contents items. One of these may be substituted by a three dimensional object, such as a product sample.

The outer envelope or wrap is fully personalised, ie with name and address details - but without imperscn31 computer bar coding - along with a capability of perscr=1ising certain major contents items, designated 'prime items - and means are provided for ensuring that the multiple peraonalised items, within an individual pack, correspond to one another.

The machine is capable of being fed, on-line, by one or more continuous web printing machines, not shown, or may be operated as a separate, off-line, print finishing process.

The overall electronic ;;nonitoring and canputerised control system is not illustrated in detail, although its operational effect is described. However, a proprietary personal computer may run the control program.

Referring to the Figure 1, a (pocket) feeder 21, capable of feeding pre-cut, pre-folded single or multiple sheet items, bearing an individual recipient bar code produced by a laser or ink jet station under control of the computer, running a predetermined mailing list, at another process station, is used to introduce peraonalised prefabricated contents items on to the first leg 23 of a process conveyor.

Material thereby introduced passes under a bar code scanner 24, which the the intended recipient and prescribed contents details, and ordinates with a later outer wrap addressing stage 52, described hereafter.

Any rejected, eg unreadable or uncoordinated, material is ejected at a sulxlDent 'bad read dump gate' station 26.

For successfully read items, excess material bearing the initial perealised, bar coded, information is trimmed off at a trimming station 27, fian which trimmed items are deposited on to a primary fixed-pitch, collating chain conveyor run 41.

The latter incorporates a succession of (individual contents item) vertically clverhead 'pocket' feeding stations 31 - of which there are up to 10 in this particular example - although a practical limit may be set by postage considerations, rather than machine capability.

These stations 31 can carry a variety of pre-printed, and even prefolded insert 'products' - fan which a 'personalised' selection is made.

Personalising and checking may also be introduced, either when the items are originally produced or as they are transferred to the outer wrap, for any of the individual contents stations 31.

These are in turn preceded by a wrapper feeder 29 on to whose output the individual contents items may be deposited, in accordance with overall computerised control instructicns, issued after the initial bar code checking.

The timing of wrapper production is co-ordinated with the arrival of a perscralised contents item fran the station 21, so that this same persanalised item is the first laid down upon the wrapper.

Once all of the prescribed contents (from selected feeders 31) have been deposited or laid down on the outer wrap (fran the feeder 29), along with the pre-personalised insert from the feeder 21, the pack contents are essentially complete.

A pin registration system is used to maintain the relative alignment of the multiple contents items and outer wrap.

At this stage, the wrap is closed and (edge-) sealed to form an outer envelope, with any excess, for example side seams, trimmed off at a wrapping station 51, at which further folding may occur.

Fran this the wrapped mailer passes to a final addressing station 52, at which an intended recipient's pesonalised name and address details are printed on the outside, by carpxrter controlled ink jetting.

In addition, after any final folding, an outer sealing or closure flap is laid into place, and thereafter the finished personalised, tailored mailer is transferred to a delivery aunweyor 61.

Turning to more specific features of this embodiment, the supply feeder 21 typically has an operating rate or throughput capacity of 10,000 units per hour, for a maximum product size of 270mm by 14(mn and a minimum product size of 120mm by 85mm.

Products from this source could in principle by either pereolised or non-personalised and, although shown fed to the collecting chain ooneyor 23 at right angles, could be direct fed.

Electronic sensors in the contents stations 31 could be used to monitor the level and nature of contents and to verify their discharge and deposition. The sequence of deposition could be varied by loading the stations 31 accordingly.

Such individualised contents loading and persalising of contents messages and addresses would be synchronised by an overall computerised electronic control facility.

In other embodiments, sane pre-assembly of contents at a sub-station could be accomnodated as could further personalisation of other contents items.

Referring to Figures 2 and 3, the individual contents feeding stations 31 are shown in more detail, in the form of multiple successive 'target' pocket folders 160, each comprising as principal elements, a storage hopper 152 and a rotating arm delivery mechanism 153, taking the contents of the hopper selectively under computer control in synchronism with movement of a delivery oonveyor 158 running within a housing 200.

The conveyor 158 is supplied by the primary document feeding stage 300 with items whose recipient is knawn by and stored in the process control computer, but striped of any visible (bar) coded indicia reflecting that data. These are deposited upon flat outer wrap sheets delivered to the start of the conveyor 158 by a wrap pocket folder 150.

The arms of the delivery mechanisms are disposed to sweep across the delivery coneyor 158, to deposit items in the desired orientation relative to progressively accumulating contents stacks, but without interfering with their passage. At the end of the conveyor 158, the stacked items are delivered past a 3D object delivery stage 170, to an outer wrap or envelope pocket-forming folder stage 156.

Claims (8)

Claims

1. A process for producing individually tailored packages of sheet material, comprising the speps of: storing a required selection of individual content items at different collection stations (160); supplying a succession of outer wrap portions; retrieving selected contents from one or more of these stations; transferring the selected contents in succession upon the associated wrap portions; folding and securing the wrap portions around the individually selected contents, to form an individualised tailored multi-part package.

2. A machine for carrying out the process of the immediately preceding paragraph and producing individually tailored packages of sheet material from a continuous web, comprising: wrap supply means (150) for supplying a succession of outer wrap portions; a plurality of storage and collection stations (160) for individual pack contents items or canpoants; selection means for selecting individual items fran the collection stations; retrieve and transfer means, under the control of the selection means, for transferring selected items, from the collection stations, to an associated outer wrap portion fian the wrap supply means.

3. A machine, as claimed in Claim 2, incorporating optional supply means for introducing persanalised contents items into the outer wrap.

4. A machine, as claimed in Claim 3, irrorprating data checking means for reading Persnalised data reproduced in machine-readable code upon package items.

5. A machine, as claimed in Claim 4, iroorporating osmputerised personalising applicator means for applying personalised data to the pack or contents.

6. A process for producing individually tailored packages of sheet material, wrapped in an outer enclosure, substantially as hereinbefore described, with reference to, and as shown in, the acoompanying drawing.

7. A machine for producing in succession multiple individuallytailored, and personally-addressed packages of sheet material, each wrapped in an outer enclosure, substantially as hereinbefore described, with reference to, and as shown in, the accompanying drawing.

8. A multiple folded enclosure pack, produced by the process or machine according to any of the preceding claims, and comprising multiple two dimensional and/or three dimensional inserts.