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Barclays PLC's U.S. card unit plans to use software from Dynamic Marketing Systems to customize and automate the production of marketing materials and improve its compliance processes.

The companies are expected to announce their deal today. Barclays plans to use the software to offer custom terms to consumers when they sign up for cards at retail locations, airports, and sporting events.

Greg Murphy, the director of on-site marketing for the Wilmington, Del., card unit, said the software would be especially useful for the unit's work with retailers and airlines. (L.L. Bean Inc., for example, signed a cobranded card contract with Barclays this spring, and U.S. Airways Group Inc. also has a cobranded card contract with Barclays.)

"This offers us the controls of tracking, since our partners are national with numerous retail locations," Mr. Murphy said in an interview last week.

Gordy Cain, Dynamic's chief executive, said in an interview last week that Barclays "realized that they could not manage all of the materials, events, and growth they were anticipating and needed an automated process."

By using his Norcross, Ga., company's software, "they have the ability to order and create materials on a very local and relevant level and still maintain the corporate guidance," Mr. Cain said.

Such processes can improve banking companies' efficiency and reduce their costs, he said. "Lots of financial institutions are focusing on improving their processes in many areas. Marketing's sort of the last frontier. The big benefit is that it allows them to bring their products to market faster. When things change, we can respond rapidly, and we don't get left with a lot of inventory."

Russell M. Boyd, Dynamic's president, said the software will reduce environmental as well as financial costs.

"We're printing things on demand as they're needed, doing away with costs," he said. "It's an environmentally sustainable solution."

Mr. Cain would not disclose the contract's length or terms, except to say it will have a "fee-based" revenue model.

His company's clients include 10 corporations and eight community banks that use the software to generate localized marketing materials for specific branches.

Barclays is the biggest banking client to sign up for Dynamic's software so far, Mr. Cain said. Though the initial contract is with the London company's U.S. card division, he said, his vendor has been approved as a "worldwide supplier" for all of Barclays PLC.

"We hope through this initial application that we'll actual be able to participate across all of their applications," he said.

 

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