Xerox opens graphic showroom to woo business clients

The word “interactive,” when associated with technology, usually refers to a website or movie that responds to the user’s whims, but Xerox is taking interactive old-school.

The word “interactive,” when associated with technology, usually refers to a website or movie that responds to the user’s whims, but Xerox is taking interactive old-school.

The company is opening a showroom on the first floor of its Little Falls office building today, giving North Jersey graphic communications clients the chance to see, touch and use the company’s printing products in person.

Audrey LeRoux, region marketing manager – New Jersey, said the company had 94 registered customers scheduled to attend the grand opening as of Monday. LeRoux said other centers in New York, Chicago and Rochester, N.Y., have produced “powerful” results.

“A lot of times clients will bring samples … that they want to see how it runs and how it functions,” LeRoux said. “We find that clients that come to our innovations centers really have much a better understanding, and are more likely to procure from us once they have that experience.”

LeRoux said Xerox is targeting in-plant and graphic communications customers with small to midsized businesses in New Jersey, who are “more likely to invest in some of our bigger solutions, such as our color press and high-end production units.”

Paul Malatesta, vice president and general manager for the New Jersey region, added in an e-mail that the innovation center’s services can be tailored to the size and needs of any business.

“I think there is a significant volume of current and prospective customers that are in the area,” LeRoux said. “The impact of coming in person significantly changes the buying decision process … it makes it cost effective in the long run, and definitely a positive for us.”