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locr Makes Personalization a Matter of Place

Posted Sep 23, 2026 | Views 2

# Geomarketing

# Geotargeting

# Personalization

# Variable Data

# Partners

# Edge Conference

# Edge Slovenia

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SUMMARY

Personalization gets especially useful when it helps someone figure out where to go next. Thomas Schnettler explains how locr turns ordinary address data into personalized maps and geographic information — giving printers and marketers another way to make direct mail more relevant to every recipient.

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CONTENT & TRANSCRIPT

Start with a postal address and locr’s Thomas Schnettler sees much more than a place to deliver a mail piece. The German geomarketing company converts addresses into geographic information that can identify where a recipient is and where a brand wants that person to go. From there, locr can generate personalized maps at scale: A campaign with 5,000, 10,000 or 20,000 recipients can include the same number of individualized maps, each showing information relevant to the person receiving it.

That capability gives printers another layer to add to variable-data campaigns, but Thomas says the ideas don’t all originate at locr. Conversations with printers frequently begin with some version of, “We know you can do this, but could we also do it this way?”

Those questions matter because customer ideas help locr find new uses for its technology and continually improve what it offers. It’s a fitting example of the value partners can bring to Dscoop — specialized technology and expertise coming into the community, then getting pushed in new directions by the creativity and business needs of the printers using it.

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