Parkingeye: Case Study

About the Client

Parkingeye is the UK’s market leader in ANPR car park management. With more than twenty years of experience, the business manages over four thousand sites nationwide for clients ranging from Supermarkets to NHS Trusts and Premier League football clubs. Based in Buckshaw in the Northwest, the company employs around three hundred people and continues to expand its footprint across retail, healthcare, hospitality and commercial car parks.

Lee Richards has been with Parkingeye since 2018. Originally joining as Digital Marketing Manager, he became Head of Marketing a few years later. His role spans many areas and in particular coordinating the companies printed items for growth, new site kits and in the wider business from a brand management perspective.

Print remains an important part of how Parkingeye communicates with car park users, supports partners and equips sales teams.

The Challenge

Before working with Empine, Parkingeye already had a supplier in place. The team was used to working with them and onboarding new suppliers was time consuming, with complex processes around compliance and legal approvals. For Lee, convenience, reliability and trust were crucial.

The marketing team needed a supplier who could:

• Support ad hoc print needs quickly
• Provide corporate print solutions for account management and onboarding
• Offer guidance on unfamiliar requests
• Deliver fairly priced, honest and high-quality work
• Remove the need to search for new suppliers when unusual requests arose

The business also needed agility. Many projects come up last minute, and some require bespoke materials that fall outside standard print categories.

The Strategy

Parkingeye were introduced to Empine through a member of Lee’s team. After just one conversation, it quickly became clear that Empine would take over as their main supplier.

What set Empine apart was the quality of the partnership. Instead of transactional interactions, Parkingeye found:

• A two-way conversation
• Transparency around cost and feasibility
• Price points that reflected reality rather than inflated markups
• Flexibility with both corporate and ad hoc needs
• Honest guidance
• Willingness to help with projects outside traditional print disciplines

Parkingeye also started to make use of Empine’s Web2Print solution, which allows their team to order branded materials quickly and consistently. This helped streamline internal processes, reduced errors, and ensured every site received accurate, compliant print without the delays typically involved in onboarding new suppliers.

Lee gave an example of Empine's commitment to go above and beyond. Parkingeye needed custom bags to cover payment machines during site changes. This meant designing the bag, choosing materials, testing stitching methods and creating a solution from scratch. Empine sourced materials, studied measurements, tested approaches and produced prototypes. Even after producing the first batch, they went away to rework the design and pricing to help Parkingeye achieve scale.

For Lee, this level of commitment became proof of the type of partner Empine is.

The Results

Empine helped transform Parkingeye’s print process by offering a partnership rooted in reliability and ease. Working with them became something Lee no longer had to think about.

Key benefits include:

• Honest pricing with no unnecessary charges
• Solutions that saved significant internal time
• Expert guidance that shaped campaigns, events and sponsorships
• A dependable point of contact who always responds quickly
• Flexibility to support both routine print and complex bespoke work
• Removal of the need to set up new suppliers for one off items
• Confidence that print will arrive correctly, on time and at the right cost

Parkingeye also refined its use of print. Instead of mass printing brochures that sat in car boots unused, Empine helped support a more targeted approach. Sales teams who champion print now receive tailored materials, while operations teams rely on print for onboarding, education and on-site clarity.