2014CORPORATE

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MARKET FLASHFortnightly newsletter covering the latest news from the global postal sector

Issue 488

19 June 2014

in this issue

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TOP sTORy• PosteItalianetargetsparcelsmarketas

IPOtakesshape

AmERiCAs• TheUPSFoundationsupportsdiversity

andeconomicempowerment• UPSBoardappointsnewCEO• deadlineapproachesfor2014Canada

PostE-commerceInnovationAwards• Consumersdemandmoreflexibility

whenshoppingonline,saysUPSstudy

AsiA PACifiC• AustraliaPostrestructures• AustraliaPostandWestpacsignstrate-

gicpartnership• AlibabaandChinaPostplanjointlogis-

ticsnetwork• AramexacquiresAustraliandeliveryfirm

totargetglobale-Commercemarkets

EuROPE• MarcHuybrechtsjoinsBoardofDirec-

torsatbpost• DHLExpressmakesinvestmentof

CZK120minCzechRepublic• EestiPosttore-brandunderinterna-

tionalnameOmniva• SanomaandItellaworkingincoopera-

tiontoboostdomestice-Commerce• LaPostebundlese-Commercelogistics

servicesunderViapostbrand

• Pickuplaunchesanewparcelshopservice

• DeutschePostDHLmanagementap-pointmentsinMay

• AugmentedRealitytransformslogisticsprocesses,saysDHLstudy

• Hermestoinvest€300minexpandingGermancapacity

• POSTLuxembourgGroup2013Finan-cialResults

• ChronopostandFixeAdsprovidespe-cialiseddeliveryservice

• DHLExpressopensservicepointsatRussianpressretailstores

• InternationalparcelvolumestoRussiasoarin2013ase-tradebooms

• M-commercesalesreach34%ofUKonlinerevenuesinQ12014

• UKPostOfficelaunchesmobilepostofficesforruralareas

• TNTExpresstestsrail-roadcombinationforinnerLondondeliveries

• TNTPostUKupgradesparcelsservicefore-retailers

DiRECT mARkETing sPECiAl

POsTE iTAliAnE TARgETs PARCEls mARkET As iPO TAkEs shAPEPoste Italiane needs to catch up on competitors in the parcelsmarket andmodernisethemailbusinessasitheadstowardsprivatisationbytheendofthisyear,newCEOFrancescoCaiostated.

The Italian postal groupwill present a new strategy in the next fewweeks,seeslogisticssynergiesfromitsstakeinAlitaliaandiscommittedtomeetingthegovernment’stimetableforanIPOthisyear,hesaidafterameetingoftheboardofdirectors.

Caio, who replaced long-serving Massimo Sarmi in May, described theprivatisationtimetableas“amajorchallenge”butstressedthepostaloperatorhadalreadystartedtopreparefortheIPObyappointingadvisorsandfixinga‘roadmap’ for thecomingmonths.The former telecommunicationsexecutiveand digital economy expert announced that a new ‘strategic plan’ will bepresentedinthecomingweeks.

Source:CEP-Research

> TOP sTORy

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• TheUPSFoundationsupportsdiversityandeconomicempowerment

• UPSBoardappointsnewCEO• deadlineapproachesfor2014Canada

PostE-commerceInnovationAwards• Consumersdemandmoreflexibility

whenshoppingonline,saysUPSstudy

AmERiCAs ThE uPs fOunDATiOn suPPORTs DivERsiTy AnD ECOnOmiC EmPOwERmEnTThe UPS Foundation, on behalf of UPS, announcedtoday it will donate more than US$7.9m to 42 non-profit organizations supporting economic empowerment,education, inclusion, and mentorship initiatives. Thedonations include a US$1m commitment of support overtwoyearstotheWorldAssociationofGirlGuidesandGirlScouts (WAGGGS) to provide leadership developmentopportunities togirls andyoungwomenaround theworldwith a special emphasis onLatinAmerica,Africa and theArabworld. Since 2004,UPS has supportedWAGGGSin itsmission tobuildglobalprogramsaround leadership,advocacy, volunteerism, environmental sustainability andeconomicdevelopment.

Source:UPS

uPs BOARD APPOinTs nEw CEOThe UPS Board of Directors today announced that ithas named David Abney, currently the company’s ChiefOperatingOfficer, as its newChiefExecutiveOfficer andappointedhimtotheBoardofDirectors.ScottDaviswhohas served as the company’sChairman of theBoard andCEOsince2008,willretirefromUPSandwillassumetheroleofnon-executiveChairman.Bothmovesareeffective1September.

Source:UPS

DEADlinE APPROAChEs fOR 2014 CAnADA POsT E-COmmERCE innOvATiOn AwARDsOnlineretailersinCanadahavelessthantwoweeksto enter the 2014 Canada Post E-commerceInnovation Awards, in which finalists willcompete for a chance to share CA$1m inprizing.Thisyearfeaturesnewcategoriesthatreflect the latest e-Commerce trends, such asmobilestrategies,communityoutreachandomni-channelintegration.Thedeadlinetoenteris13June.

Finalistswillbechosenbyablue-ribbonpanelofjudges.Theawardcategories include:BestMobileExperience(LargeandSmall);BestE-commerceShoppingExperience;BestCustomer/Community Outreach, and Best Omni-ChannelIntegration.

The2014CanadaPostE-commerceInnovationAwardswillbeheldinTorontoonSeptember23inagalaeventhostedbyTSNbroadcasterJamesDuthie.Companiescanapplyatcanadapost.ca/ecommerceawards.Thereisnofeetoenter.

Source:CanadaPost

COnsumERs DEmAnD mORE flExiBiliTy whEn shOPPing OnlinE, sAys uPs sTuDycomScore,Inc.andUPSreleasedthefindingsinthethirdannualUPSPulseoftheOnlineShopperStudy.Accordingtothestudy,onlineshopperswantretailerstomakeiteasierto purchase their goods and services. Consumers alsowantwebsitesandstorestoworkbettertogether.Fornow,

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• AustraliaPostrestructures• AustraliaPostandWestpacsign

strategicpartnership• AlibabaandChinaPostplanjoint

logisticsnetwork• AramexacquiresAustraliandelivery

firmtotargetglobale-Commercemarkets

AsiA PACifiCtheyalsoprefertoevaluateandpurchaseproductsfromtheirdesktopsratherthantheirmobiledevices,andwhenitcomestoshippingandreturns,‘free’isadrivingfactortocompletethesale.Furthermore,respondentssaidtheywantmoreoptionsin searching for items, checking out, enhanced security and alternate deliverylocations.

Thestudyalsofoundthat,whileretailershavehadahardtimeconnectingsocialmediatosales,socialmediadohavean impactasone-thirdofallshoppersandone-half of ‘millennials’ said purchase decisions are influenced by socialmedia.Moreover,thedemandforcross-channelconvenienceisbecomingmoreprevalentforthesavvyshopper.

Freeshippingcontinuestodrivepurchasingdecisions–58%ofonlineshoppershaveaddeditemstotheirshoppingcartstoqualifyforfreeshippingand83%arewillingtowaitanadditionaltwodaysfordeliveryifshippingisfree.Morethanone-halfofonlineshopperssaidtheywanttoseethetotalpurchasecostearly inthecheckoutprocess,andthemajoritypreferseeingtheexpectedarrivaldateratherthanthenumberofdaysitwilltakefortheproducttoarrive.

Whileconsumersprefermostof theirpackagesdelivered to their home(74%),thereisagrowingtrendforalternatedeliveryoptions.Onlyabout43%ofshoppersinthesurveyweresatisfiedwiththeflexibilityofchangingdeliverydaysorreroutingpackages.Consumersalsoexpectfreereturnswith82%respondentssayingtheywouldcompletethepurchaseiftheycouldreturntheitemtoastoreorhavefreereturnshipping,and66%saidtheyviewaretailer’sreturnspolicybeforemakingapurchase.Themajorityofshopperswantretailerstomakeiteasyforthemtoreturnapurchasebyincludingalabelinthebox.

Source:UPS

58%Of E-shOPPERs ADDED iTEms TO quAlify fOR fREE shiPPing

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ASIA PACIFIC• AustraliaPostrestructures• AustraliaPostandWestpacsign

strategicpartnership• AlibabaandChinaPostplanjoint

logisticsnetwork• AramexacquiresAustraliandelivery

firmtotargetglobale-Commercemarkets

AusTRAliA POsT REsTRuCTuREsAustraliaPosttodayconfirmedplanstoreducethesizeofitsheadquartersandadministrationanddirectvaluableresourcestosupportfrontlinecustomerservicesandinitiatives.

Under an announced restructure, the Australia PostGroup will reorganise around its two key brands. Onewill be the Australia Post brand, combining the existingretail and communication management services units, toprovide trusted services and solutions for consumers andsmall businesses both online and through our post officenetwork. Such services will be on behalf of corporationsand government. The other will be the StarTrack brand,whichwillbringtheparcelsandexpressservicesbusinessundertheStarTrackbannertoprovidee-Commerce-drivenlogistics, supply chain and parcels delivery solutions forlocalandinternationalbusinessesandonlinemarketplaces.

The two business units will be supported by a leaneradministration.Practically,thiswillmeananetreductionofapproximately900managerial,administrativeandsupportrolesoverthenext12months,withthemajorityofthelossestocomefromtheheadofficeinMelbourne.

Source:AustraliaPost

AusTRAliA POsT AnD wEsTPAC sign sTRATEgiC PARTnERshiPAustralia Post and Westpac BankingCorporation announced a new strategicpartnership which will see one of thecountry’s largest financial institutionsbecome a participant in the MyPostDigitalMailboxandAustraliaPostusingWestpac’sindustryleadingcardacquiringservices.

Westpac customers will be able to securely receive andprivatelystoreimportantcommunicationssuchasstatementsviatheMyPostDigitalMailbox.TheMyPostDigitalMailboxisafreeservicethatallowsuserstosecurelyconnectwithservice,receivestatementsandbills,makepaymentsonline,andusethedigitalmailboxasapersonaldigitalstorage.Forbusinessesthesystemoffersarangeofintegrationoptionstoallowbusinessestoconnectsecurelytotheircustomersthrough the digital mailbox and a secure digital deliveryservicetoconsumersaspartofanintegratedphysicalanddigitalmarketingandcommunicationplatform.

Source:AustraliaPost

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ASIA PACIFIC• AustraliaPostrestructures• AustraliaPostandWestpacsign

strategicpartnership• AlibabaandChinaPostplanjoint

logisticsnetwork• AramexacquiresAustraliandelivery

firmtotargetglobale-Commercemarkets

AliBABA AnD ChinA POsT PlAn jOinT lOgisTiCs nETwORkFast-expandingChinesee-CommercegiantAlibabaGrouphassignedawide-ranginglogisticsanddeliverycooperationdealwithChinaPosttoimprovedistributioninitshomemarketandenhanceitsexportcapabilities.

Themovecomesamidarangeofmulti-milliondollartechnologyacquisitionsaheadofthegroup’sforthcomingIPOinNewYork.Itfollowsthegroup’sacquisitionofa10%stakeinSingaporePostandplansforaninternationaleCcommercelogisticsjointventure,aswellasacooperationdealwithAustraliaPost.

AlibabafounderandchairmanJackMaandChinaPostgeneralmanagerLiGuohuasignedanagreementtojointlydevelopa‘smart’logisticsnetworkinthecountry.Thiswouldcover joint logisticsanddeliveryactivitiesand involvesharingwarehouses,processingcentresanddeliveryresources.ThedealisdesignedtoenableAlibabatodeliveronlinepurchasesanywhereinChinawithin24hoursand,inparticular,toimprove itscoverageofsmallcitiesandruralareas throughChinaPost’smassivenationwidenetwork,whichincludes52,000postofficesand150,000deliverystaff.

Source:CEP-Research

ARAmEx ACquiREs AusTRAliAn DElivERy fiRm TO TARgET glOBAl E-COmmERCE mARkETsMiddleEastexpressoperatorAramexhasacquiredAustraliansame-daycouriercompanyMailCallCouriers,which isspecialisedindomesticexpressdeliveriesforthee-Commercesector,andwillapplyitssolutionsandtechnologyinothere-Commercemarketsworldwide.

Aramexexplainedthattheacquisitionopensupfurtheropportunitiesfordevelopingandgrowingitsglobale-CommercesolutionsacrosstheAsia-PacificregionaddingthatAustraliaisnowthefourthlargeste-Commercemarketintheregion.

AsaleadingexpressoperatorservingmetropolitanareasinAustralia,MailCallCouriers,foundedin1982,isreputedfordevelopinginnovativecustomer-focusedtechnologyandprovidingfastandefficientservicesforthee-Commercesector.Its‘WantItNow’deliverysolutionfeaturesuniquecount-downtechnologyandathree-hourdeliverytimewindowaswellaseveningdeliveries.

Source:CEP-Research

The deal is designed to enable Alibaba to deliver online purchases anywhere in China within 24 hours.

”

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EUROPE mARC huyBREChTs jOins BOARD Of DiRECTORs AT BPOsT MarcHuybrechtswilljointhebpostBoardofDirectorsandwill replaceKoenVanGervenasDirectorMail andRetailSolutions, who recently became bpost CEO. As Directorof Mail and Retail Solutions, he will be responsible forcommercial relations of all letter products in Belgium, aswellastheretailnetwork.

Huybrechts has worked at McKinsey & Co, Fortis Bank,theDexiaGroupandDistriplus.HewillmoveintohisnewpositionatthestartofSeptember.

Source:bpost

Dhl ExPREss mAkEs invEsTmEnT Of CZk120m in CZECh REPuBliCDHL Express Czech Republic has made its largest everinvestment worth CZK120m (€4.4m) in a new sortingterminalnearPragueinresponsetogrowingvolumesandtoimproveservicesforexistingandpotentialcustomers.

DHL has invested CZK70m in the new building locatedjustnorthofPrague.The terminal,whichopened inApril,replacesthreeformerseparatesites.Thenewfacility,with120employees,coversa totalof20,000m²andhas thecapacitytosort4,000parcelsperhour.Thehourlycapacitycanbeexpandedtoreachupto6,000parcels.Thefacilitywill receiveandsortalmost1.5mimportandexportcargoshipmentsperyear.

AfurtherCZK50mhavebeeninvestedintotechnology,IT

and security systems as well as a modern high-capacitysortingsystem.

Source:CEP-Research

EEsTi POsT TO RE-BRAnD unDER inTERnATiOnAl nAmE OmnivAEesti Post (Estonian Post) has unveiled itsnewinternationalnameOmniva,whichitwilluse in theBalticswhile retaining itsoriginalnamefordomesticmailoperationsinEstonia.The company said that it will graduallyintroduce theOmniva trademark in Estonia,LatviaandLithuaniathissummer,illustratingitsinternationalcharacter.

The re-brand is similar to the approach of Finnish postaloperator Itella,whichhas retained thePosti name for thedomesticmailbusinessbutusesItellaforallotheractivities,aswell asPostNord’s expansion of its group brandwhilekeepingtheestablishedSwedishandDanishpostalnames.

Explaining the new brand, Eesti Post said that itsinternationalisationandenlargementofitsdomesticmarketfromEstoniatoLatviaandLithuaniahavedriventheneedforthenewtrademark.Allsubsidiaries inEstoniaandabroadwillbedrawntogetherundertheunifyingnewbrandname.Omniva will provide the logistics services and e-servicesthat have until now been under different brands, like thePost24 automatic parcel machines, ELS courier service,KirjakeskusmailcentreandeArvekeskuse-invoicingcentre.

Source:CEP-Research

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EUROPE sAnOmA AnD iTEllA wORking in COOPERATiOn TO BOOsT DOmEsTiC E-COmmERCESanoma’sonlineshoppingplatformMitäsaisiolla.fi(MSO.fi)andItellahaveagreedonanewe-Commercecollaboration.ThecooperationoffersonlinemerchantstheopportunitytogetMSO.fi’sonlineplatformandItella’slogisticsservicesasasinglesolution.

MSO.fiwaslaunchedinfall2013andcurrentlyhasalmost200onlinemerchantswithover35,000productsintotal.MSO.fireaches3.5millionpotentialcustomerseveryweekviaSanoma’svariousonlineservices.

This year, Itella launched an extensive warehousing anddeliverysysteminvestmentprojectthatautomatesasignificantpart of e-Commerce processes. For onlinemerchants, thischangesignifiesmoreefficientandbroaderservice,whileforconsumersittranslatestofasterdeliverytimes.

Source:Itella

lA POsTE BunDlEs E-COmmERCE lOgisTiCs sERviCEs unDER viAPOsT BRAnDFrance’sLeGroupeLaPosteunveiledViapostasitssinglebrand for e-Commerce logistics activities under plans togrow its end-to-end business-to-consumer (B2C) andbusiness-to-retail(B2R)services.ThebrandwillincorporateOriumandMorinLogistic,twosmalle-CommercelogisticscompaniesthattheFrenchpostalgroupacquiredin2012.

Viapost already provides services for morethan 30 brands such as Rue du Commerce,Sephora, Smart Box, Eden Park and Made.com. Its services range from warehousing-basedlogisticstodistributionanddelivery.

In2013,Viapost(includingOriumandMorin)had turnover of €100m within the group’soverall logistics turnover of €500m. Thebusiness,withsome1,000employeesand20logisticscentres,handledsome14mordersandsome28mgoodsintotal.

Source:CEP-Research

PiCkuP lAunChEs A nEw PARCElshOP sERviCELeGroupeLaPosteparcelshopsubsidiaryPickuplaunchedanewservice,called‘Lanavettepickup’,whichisasolutiontosendsmallobjectsfromoneparcelshoptoanotherbetweenindividuals.Itisintendedtobettermeetthespecificneedsofcollaborativeconsumptionlikebuying,selling,leasingorbarteringbetweenindividualconsumers.

A flexible pouch is used as a ‘shuttle’ (navette) and canaccommodatemost items sold or traded on collaborativeconsumptionwebsites.Thisservice isalsoeco-friendlyasthepouchcanbereused.

The service is already available in more than 4,000parcelshopsinFranceandshouldbeextendedtothe7,000pickupparcelshopsacrossthecountry.

Source:GeoPost

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EUROPE DEuTsChE POsT Dhl mAnAgEmEnT APPOinTmEnTs in mAyDeutsche Post DHL has announced several seniormanagerialchanges.

Anita Gupta will become Senior Vice President MediaRelationsasof1September2014withglobalresponsibilityforDPDHL’smediawork,includingdigitalchannelsandcustomercommunications.ShewilltakeoverfromSiljeSkogstadwhomovedtotheCorporateStrategydepartmentasSeniorVicePresident as of 1 June. Gupta will be replaced as head ofregional communications for Asia, Middle East & Africa byBelindaTan,whowaspreviouslyheadofPRintheregion.

DHLExpresshasunitedthemanagementoftwoofitsfastestgrowingregionswiththeappointmentofYasminAladadKhanasSeniorVicePresidentforDHLExpressSouthEastAsiaandSouthAsia.Khan,whojoinedDHLin2001andhadheadedforSouthEastAsia(excludingSingapore)since2007,hasgainedresponsibility for the South Asia region, including Pakistan,Bangladesh,SriLankaandNepal.Thesecountriespreviouslyreported toMalcolmMonteiro,whohasbeenappointed thenewCEOofDHLGlobalMailAsiaPacific.

Source:CEP-Research

AugmEnTED REAliTy TRAnsfORms lOgisTiCs PROCEssEs, sAys Dhl sTuDyDHL has issued a new study on Augmented Reality inlogistics,focusingonpossibleapplicationsofthisemergingtrendinthedifferentstagesofthesupplychain.Thetrend

report illustrates how operations in warehouses, duringtransportationandlast-miledeliveryaswellasvalue-addedservicescouldbeenhancedbycomputer-generatedsensoryinputsuchasvideosorgraphics.

ThetrendreporthasbeendevelopedbyDHLCustomerSolutions&Innovation’sTrendResearchteamaspartofanon-going researchproject intoAugmentedReality in logistics.DHL is planning totest some of the derived use cases inproofofconceptstudies.

The trend report explains briefly the emerging trend andinnovation inAugmentedReality technologyandhardwareandhowitcanbeimplementedinlogistics.Italsoprovidesan overview on best practices from various industries.“Augmented Reality in Logistics” presents 11 differentpossibleapplicationsfortheindustry,amongthemimprovedpickinginwarehousesforexample,byequippingstaffwithheadmounteddisplays,theycouldfindtherightrouteandthe right itemmore efficiently. The surplus in informationwouldalsoreducepickingerrors.

Source:DeutschePostDHL

hERmEs TO invEsT €300m in ExPAnDing gERmAn CAPACiTyHermes Germany announced an investment of around€300m to modernise and expand the logistics capacityofitsparcelbusinesswithnewregionalsitestoprofitfromtheongoinge-Commerceboomandmoveclosertosmalleronlineretailers.

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EUROPEThis is the company’s biggest investment so far and willbeimplementedby2018,withHermesaimingtoestablishitselfincreasinglyasapartnerforsmallerandmedium-sizedshippers.Until now, its logistics systemhasbeen tailoredespecially to theneedsof largecompanies.Thecompanyplans to restructure its logistics network with 35 high-performance, regional logistics centres that are optimallypositioned in terms of shipment flows and with capacitytohandleover400mshipmentsannually.ThiswillenableHermes to get closer to potential customers, especiallyregionallybasedSMEs.

In addition to the new investment, Hermes is planninga stronger coordination of its transportation operationsand is thereforebringing theGermanparcelbusinessandthe Transport Logistics division, which provides freighttransportation,undercommonmanagement.Theaimistocoordinate themarket presence and strengthen customercontacts as the two businesses partly address the sametargetgroups.Commonsalessolutionsarealsosupposedtoreducestructuralcosts.

Source:CEP-Research

POsT luxEmBOuRg gROuP 2013 finAnCiAl REsulTsIn 2013, POST Luxembourg and all subsidiaries in thePOSTLuxembourgGroupmaintainedastable turnoverat€677.4minaverycompetitiveenvironment,andachievedsolidfinancialresults.

Inanowcompletelyopenmarket,POSTCourrierhashada

mitigatedyearintermsofsalesresultswithaslightdownturninthetotalturnoverfrompostalproductsandservices.Thisreduction is predominantly due to the structural decreaseinvolumeof thepostal items,whichshouldpickup in theyearstocome.Theparcelsmarkethas,however,continuedtogrowsteadily.

POST Luxembourg Group’s operating result reached€56.46m,while thenet resultafter taxeswas€60.1m,adecreaseof2.07%comparedto2012.

Source:POSTLuxembourg

ChROnOPOsT AnD fixEADs PROviDE sPECiAlisED DElivERy sERviCEChronoposthasinvestedinthedevelopmentofsolutionstorespondtothegrowingneedsofthee-Commercemarket.

TheonlineplatformsdevelopedbyFixeAds,aPortuguesecompany specialising in the development of platformsfor free online adverts and electronic commerce, choseChronopost’sdeliverysolutions.Thenewcollaborationwillgive online buyers the opportunity to manage their orderinteractively, giving customers all the information on theirparcelandprovidingthemwithalldeliveryoptionsavailabletothem.

Founded in2004,FixeAds’sbrands includeStandvirtual,Imovirtual,CoisasandOLX.FixeAdshasrecentlylaunchedFaturavirtual which is a free online invoicing programme,approvedbythePortugueseTaxAuthority.

Source:GeoPost

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EUROPE Dhl ExPREss OPEns sERviCE POinTs AT RussiAn PREss RETAil sTOREsDHLExpressRussiahassignedapartnershipwiththepressretail network Good News where customers can hand inbothdocumentsandshipmentsforexpressdeliveryviaDHL.

As part of the deal, the newsagents provide preparationservicesfordeliverywithDHLExpressofferingcustomerstheconvenienceofusingtheexpressservicewhileshoppingwithout theneed foracourierpick-uporavisit toaDHLExpressservicepoint.

The project has so far been launched at 11 Good Newsconvenience stores located at business centres andshoppingmallsacrossMoscow,withfurtherservicepointstobeaddedatthecity’sairportsinthefuture.

Source:CEP-Research

inTERnATiOnAl PARCEl vOlumEs TO RussiA sOAR in 2013 As E-TRADE BOOmsRussianonlineshoppersareorderingmoreandmoregoodsfrominternationale-retailers,withthenumberofinternationalparcels sent toRussia growing asmuchas72% to38mparcels in2013, up from22m in2012, according to thecountry’sNationalDistanceTradeAssociation.

AlexanderIvanov,theassociation’spresidentstatedthatheexpectstherapidgrowthofinternationalshipmentstoRussiato continue this year. He also highlighted the increasingnumberof self-serviceparcel terminals in the country.Ofthe total international parcel volumes shipped to Russia

lastyear,2mweresentviaexpressoperators. The overall number ofRussians buying online increasedby30%in2013.Onlineshoppersintheregionswerethemaingrowthfactor and 70% of new clients ofwebshopsliveoutsideMoscow.

Meanwhile, a separate surveyby the global consulting firmPricewaterhouseCoopers (PwC)showedthattheshareofonlinesalesinRussian retail tradewill stronglyincreasefrom3%inthebeginningofthisyearto12%by2018.

Source:CEP-Research

m-COmmERCE sAlEs REACh 34% Of uk OnlinE REvEnuEs in q1 2014British online shoppers increasingly make purchases viatheir smartphones and tablets, with over a third of UKinternetsalesgeneratedthroughmobiledevicesinthefirstquarterofthisyear,accordingtothelatestresultsfromtheIMRGCapgeminiQuarterlyBenchmarking.

The survey showed that between January and March2014, m-retail accounted for 34% of the overall onlinesalesintheUK,upfrom32%duringthepreviousquarter.Comparedtothesameperiodlastyear,itrepresentsa20%increase. M-retail penetration has boomed over the pastyears;itaccountedforonly1%oftotalretailin2010.Them-commercegrowththusequalsa3,400%increaseover

72%gROwTh in inTERnATiOnAl PARCEls sEnT TO RussiA

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EUROPEthepastfouryears.

Thegrowthrateof‘clickandcollect’salescontinuedtoslowdownfrom16%duringthe lastquarter to14%duringQ12014.Atthesametime,theaveragecheckoutabandonmentratewentupslightlyto36%comparedto35%inQ4whileclothing and apparel retailers registered a lower rate of26%,unchangedfromthepreviousquarter.

Source:CEP-Research

uk POsT OffiCE lAunChEs mOBilE POsT OffiCEs fOR RuRAl AREAsUK’sPostOffice Ltd has announced the rollout of its newmobile post office network to serve rural areas with 40MercedesSprintervansconvertedintowalk-inpostofficesonwheelsaspartofthecompany’smodernisationprogramme.

Thenewvehicles,whicharereplacing thecurrent fleetofconvertedLDVvans,willbedeployedinover250locationsacrosstheUK.

Themobilebrancheswillberunbysub-postmastersbringingallstandardpostalservicesthatthecorebranchesprovidetomoreisolatedareassuchasletter/parcelpostage,personalbanking services such as cash withdrawals, savings andinsurance.

Source:CEP-Research

TnT ExPREss TEsTs RAil-ROAD COmBinATiOn fOR innER lOnDOn DElivERiEsTNTExpressbegantestsusingarail-and-roadcombinationfordeliveriesintocentralLondontoexaminewhetherrailcanbeusedtoimprovethespeed,efficiencyandsustainabilityofsomedeliveries.

Thefirstspeciallycommissionedtrain,runinconjunctionwithColasRail,NetworkRailandTransportforLondon,ranfromRugby inEngland’sMidlands region intoLondon’sEustonStation carrying several tonnes of supplies from leadingUKretailersandmanufacturers.Thegoodsweresortedina special operation on the platform side and delivered tohundredsofstoresandsuppliersthroughouttheUKcapitalusingelectricandzero-emissiondeliveryvehicles.

TNT Express UK said that future adoption of such railservices would enhance and build upon the company’sexisting road network and capabilities, by which the vastmajorityof thecompany’s transportneedswouldcontinuetobemet,includingonwarddeliveryoffreightmovedbyrail.While the trial train originated fromRugby, TNTExpress’long-termplanwouldbetoconsiderdevelopinghigh-speed,long-distanceservicesfromvariousregionallocations.

Source:CEP-Research

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EUROPE TnT POsT uk uPgRADEs PARCEls sERviCE fOR E-RETAilERsTNTPostUKhasupgradeditspacketsandparcelsservicebyofferingimprovedtrackingasitincreasinglytargetse-retailers.Thenew‘P&PInSight’serviceallowscustomerstotrackthejourneyoftheirpacketorparcelthroughtheentireTNTPostnetworkbeforeitishandedovertoitsdeliverypartner.

To track an item, customers can use their existing barcodes, with TNT Postprovidingtheitemlevelinformationwhichalsoincludestheweightandformatofeachmailed large letterorpacket. Inaddition toofferingadaily fileupdate, thetracking information isavailable through thenewonlinewebportal thatallowsacustomertohavecompletetrackandtracetransparencyofwheretheirpacketsandparcelsarewithintheTNTPostnetwork.

Source:CEP-Research

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www.ipc.be

2014MARKET INTELLIGENCE

DIRECT MARKETING SPECIALQuarterly newsletter on events, trends and news in the direct marketing sector

19 June 2014

in this issue

© 2014 - ipc.be THE NATURAL pARTNER FOR THE pOSTAL iNDUSTRY MARkET FLASH – DiREcT MARkETiNG SpEciAL | iSSUE 488 | pROJEcTS | pAGE 15

iPC PROjECTs• IPCDirectMailGuideprojectlaunched

nEws• Trackingresponsetodirectmailinthedigitalworld• AdvantagesofprintedcommunicationconfirmedinGermany

EvEnTs• Mailwhichrocksthemailbox

CAsE sTuDy• Directmailthattargetspetsinsteadofpeople

iPC DiRECT mAil guiDE PROjECT lAunChEDIn the age of digital substitution, directmail remainsa strongelementofmarketingcommunication–infact,inFinland,Germany,Greece,Hungary,Ireland,SwitzerlandandtheUK,unaddressedmail volumes increased in2012.Workingcloselywithitsmembers,IPChassetouttoremindadvertisersaboutdirectmail’sstrengthsasahighlymeasurableandappreciated way of communicating in B2BandB2Cmarketsandapowerfulchanneltodrive e-Commerce sales. To achieve this, aglobaldirectmailguidewillbepublished inOctober2014encompassingmarketingbestpracticeexamplesandexpertisefromacrosstheIPCmembershipandbeyond.

Whoisthetarget?

• Advertising/mediaagencies

• Marketingandadvertisingprofessionals,especiallythosethatstartedtheircareerinthepastyearsandhavenotbeenexposedtodirectmailorhaveeveruseditfortheirwork

• Marketingdecisionmakersskepticalorunawareofdirectmail

Themainobjectiveof thisproject is toprepareapublicationandinteractive(web, video etc.) content regarding directmail’s effectiveness especially todriverecipientsonlineandincreasee-Commercesales.

> iPC PROjECTs

in the age of digital substitution, direct mail remains a strong element of marketing communication.

”

© 2014 - ipc.be THE NATURAL pARTNER FOR THE pOSTAL iNDUSTRY MARkET FLASH – DiREcT MARkETiNG | iSSUE 488 | pROJEcTS | pAGE 16

> IPC PROJECTSThispublicationwillworkasagatewaytocountry-specificcontentwhilegatheringtheglobalexpertiseandcasestudies.Byworkingtogether,theparticipatingpostswillreinforceandpromoteoneanother.

TheDirectMailGuidewillcoverthefollowingtopics:

• Industrybackground

• DMresearch

• Planninganeffectivedirectmailcampaign

• MeasuringROI

• Casestudies

• Sustainabilityissues

TheDirectMailproject isopentoparticipants fromacross the IPCmembershipandbeyond.

Wanttojoinorlearnmore?

PleasecontactJakubRymkiewicz,ProjectManager,atjakub.rymkiewicz@ipc.be.

© 2014 - ipc.be THE NATURAL pARTNER FOR THE pOSTAL iNDUSTRY MARkET FLASH – DiREcT MARkETiNG SpEciAL | iSSUE 488 | NEWS | pAGE 17

NEWS• Trackingresponsetodirectmailinthe

digitalworld• Advantagesofprintedcommunication

confirmedinGermany

TRACking REsPOnsE TO DiRECT mAil in ThE DigiTAl wORlDAstheworldofdigitalmarketinghasevolved,adividehasemerged between the disparate channels of digital andtraditionalmarketing.Enablingthisdividehasbeenconsumeradoptionoftechnology–inparticular,smartphones–whichhascreatedaninherentlydigitalworld.Whetherdirectlyorindirectly,thewebnowplaysanincreasinglysignificantroleinconsumerpurchasebehaviour.

Toalargedegree,digitalandtraditionalmarketingchannelsare now interconnected, creating both challenges andopportunities.Themainchallenge is that fewerand fewerconsumersfollowalinearconversionpath.However,abigopportunity lies in the fact that new digital solutions canhelp marketers gain more robust insights into consumerpurchasingbehaviour.

Direct mail continues to be an effective direct responsechannelbecauseof itsability to targetand,perhapsmostimportant, because it is tangible. Given that the internetplaysaroleinmostpurchases,itisimportanttounderstandhowmaildriveswebtrafficandhowacompany’swebsitehelpstheconversionprocessonceaconsumergetsthere.

Forinstance,vanityURLshelptoidentifyofflinecampaigntraffictoawebsiteandtrackcorrespondingvisitorbehaviouroncevisitorsarrive.VanityURLsareeasytorememberandshould be featured prominently in any mail piece. VanityURLs can be direct links to a website or landing page,orcanbesetup touseredirects,whichsetacookie inavisitor’sbrowserwhocanthenbetrackedinawebanalyticsprogramme such asGoogle Analytics. The latter process

essentially simulates a click onan online ad and is seamlessto the end-user. When visitorsenrollorcompletealeadformonawebsite,itcanbetiedbacktothemailcampaign.

Mail can also stimulatenavigational searches, usinga search engine like Google for example.While this is afantasticby-product,itleavesagapintrackingbecausethevisitorisnotusingthevanityURL.Lookingatpre-andpost-maildropwebsitevisitsoryear-over-yearsitetrafficdatainawebanalyticstoolcanhelpteaseoutpotentiallift.

Dynamic phone tracking uses IP forwarding to allow forrapid versioningofphonenumbers. It requiresa softwareimplementation that, from an IT perspective, is similar inscopetoGoogleAnalytics.Thestrongestsuiteofdynamicphonetracking istheabilitytoaddtrackingparameterstoURLsthesamewaythatcampaignlinksareappendedforwebanalyticstools.Onceavisitorclicks,acookieisplacedin their browser. Once the code on the website detectsthiscookie,itwillinstructtheuser’sbrowsertorenderthepagewiththedynamicphonenumberinlieuofthedefaultphone numbers. This number will essentially follow theuserthroughouttheirsitevisit,soiftheycallatanytimeit’spossibletoknowfromwhichcampaigntheircalloriginated.ThismethodcanalsobeusedfortrackingphonecallsfrommailtrafficusingvanityURLs.

Tosumup,customerconversionpathsarenolongerlinearand there are interdependencies between the traditionaloffline world such as direct mail and digital channels.

nEws

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NEWS• Trackingresponsetodirectmailinthe

digitalworld• Advantagesofprintedcommunication

confirmedinGermany

Understanding how these programmes work together isessentialtotrulyunderstandingthecampaignperformanceandmaximisingitsresponses.

Source:www.dmnews.com

ADvAnTAgEs Of PRinTED COmmuniCATiOn COnfiRmED in gERmAnyVDZ, Germany’s trade body for publishers, has releasedasignificantbodyofresearchthatprovidesmarketersandadvertiserswith some compelling evidence for the use ofprint.PrintWirkt(‘printworks’)isameta-analysisstudythatgathersdatafromaseriesofGermanandEuropeanstudiescoveringeveryaspectofmagazinebuyingandreading,aswellastheeffectsprintadvertisinghaveonboththereaderandthebrandadvertiser.Thestudyfocusesonthefactthatprintworks‘intensely’,‘precisely’and‘enduringly’,withkeyfindings includingthefactthatconsumerstrustprintmorethananyothermedia(GPRA,2012)andtheaveragelengthoftimespentreadingamagazineis91minutes–equivalenttowatchingafilm(AIM,RFID,2012).

The ‘precise’ elementof the study focuseson the fact that print quickly activates alarge audience and generates clicks fromaccurately defined target groups. One ofthekeyfindingsofthestudyisthat39%ofobserversofaprintadwithaninterestintheproductwillvisitthecompany’swebsite(AIM,2013).

The‘enduring’factorisexpressedinanumberofcompellingways,notablythefactthatprintads stay in themind,with25%of readersable to recall a specific advertisement in amagazine.Ifthereaderhasaninterestintheproduct that figure rises to an impressive54%.

Lastly, magazines remain visible for a long time, stayingpresentinthehomeweeksafterpurchase,aswellasbeingpassedontootherpeopleafterbeingreadforthefirsttime.Thisgivesmagazinesandotherprintedcommunicationnotonlytheroleofstatussymbol,buttheabilitytoaccumulateadditionalcontacts,furtherincreasingreachandpresence.Tolearnmoreabouttheeffectivenessofprintmedia,gotowww.printwirkt.de.

Source:PrintWirkt,PrintPower

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EVENTS mAil whiCh ROCks ThE mAilBOxInMay2014,CanadaPosthostedawebinarondirectmailbestpracticecalled‘Rockthemailbox’withTrishWitkowskifrom Foldfactory as the guest speaker. The main topicscovered were direct mail planning from strategy throughformat choice to analysis and some best-in-class bestpracticeexamplesandinspiration.

Successful direct mail communication is fairly easy todeliver and can be divided into three distinct categories:strategy,formatandanalysis.Thetermjunkmail,accordingtoWitkowski, originated only because a lot of directmailcampaigns are not properly prepared or followed up. AsB2BMarketingputsitintheir‘BestPracticeGuide:DirectMail’,“whendirectmailfails,it’sforthesamereasonsthateveryothertypeofmarketingfails:badtargeting”.

In order to make sure the direct mail does not fall intothe junk category,Chief Folding Fanatic fromFoldfactorypointedtothreequestionsamailermustanswer:

• Istheofferclear?

• Isittimely?

• Isitrelevant?

AnotherimportantaspectofdirectmailmarketingWitkowskireferstoisthe40%-40%-20%(audience,offer,creative)rule, which she deems as not being relevant anymore.Because of the advanced data tools available today,Witkowski suggested thesuccessofamoderndirectmailcampaigndependsin60%ontheaudience,30%onofferandinonly10%oneverythingelse.

Further in the webinar, the best drivers of sales werediscussed;thesewereidentifiedasfear,greed,guilt,anger,exclusivity, salvation and flattery. Based on these drivers,differentdirectmailinspirationsweresharedregardingtheformat,visualtricks,sensoryandsamplingandcolourofthedirectmailpiece.

Witkowskialso talkedaboutvariabledata,quick responsecodes, personalised URLs and augmented reality, all ofwhichcanenhance thesuccessofamailer.Asdiscussedduringthewebinar,variabledatauserangesfromincludingarecipients’nameontheenvelopestoincludingapersonalisedimage or video inside of the mailed piece. PersonalisedURLs(PURLs)workwellwhenadvanceddatacollectionisapriorityforthecampaign,whileaugmentedrealityandQRcodesallowthereadertoaccessextracontentbyusingtheirsmartphonestogetherwiththemailer.Lastly,thedirectmailformat was covered, including swinging fold, panel tabs,accordionfoldandslidingrevealformat.

Thewebinardeliveredexpertiseondirectmailpreparation.Thekeytake-awayforthebudget-sensitivemarketersisthatyou can produce a really creative and interactive mailingidea at lowcost and then combine themailerwithdigitalchannelsforevenmoreinteractivityandresponsecollection.

Trish Witkowski is Chief Folding Fanatic at Foldfactory.com where she showcases best practice examples aboutdirectmailcampaignswhichusefoldingsolutions.Shealsodevelopedasystemthatstandardisesfilecreationforfoldedmaterials.Foldfactoryvideogallerycanbeaccessedhere:www.foldfactory.com/videos.php.

Source:CanadaPost’swebinar‘Rockthemailbox’

EvEnTs

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CASE STUDY DiRECT mAil ThAT TARgETs PETs insTEAD Of PEOPlEDate:January2014

Agency:RethinkCanada

Canadian companyBulkCat LitterWarehousewanted toincrease their saleswithdirectmail.Toachieve thisgoal,they asked an advertising agency for a creative idea thatwouldnotgounnoticed.

Theidea

Inordertomaketheflyerstandoutandincreasethechancesoftherecipientsreadingit,adagencyRethinkcameupwithamailing idea thatwouldgetpeople’scatsattention first.In this mailing, owners were targeted through their cats,byprintingitonpaperthathadbeenpreparedwithcatnip.Whenthecatsrespondedtothemailing,sodidtheirowners.

Results

The flyerswereby far themosteffectivedirectmarketingdonebyBulkCatLitterWarehouse.Therewasaspikeinbothcustomercountsandsales,withmanypeoplementioningthattheycameinspecificallybecauseoftheflyers.Inaddition,themaking-of videowas viewed over370,000 times onYouTubeandfeaturedonnumerousblogsandwebsiteslikeGizmodo,Mashable,PSFK, LaughingSquid and Jezebel.Morethan3,660,540onlineimpressionsweregenerated,including2,269tweetsand4,509Facebookshares.

Mailistheonlyadvertisingmediumthatappealstoallfivesenses–includingsmellandusingthisdistinguishingfeatureisano-brainerforadsin,forinstance,theperfumeindustry.Thisidea,however,hasanextraelementofgeniusinthatthehumanrecipientsofthemailingwereactuallythesecondarytargetaudience.Theircatsweretheprimaryaudience.

Thecampaignhasinthemeantimegoneviral.Theoriginalmailingwentto500people,butthestoryhasbeentakenupbymanywebsitesandthevideohasnowreached370,000views.

Access case study media online in IPC’s DM case studylibrary.

CAsE sTuDy

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ABOUT THIS PUBLICATION ABOUT IPCInternationalPostCorporation is a cooperative associationof24memberpostaloperators inAsiaPacific,EuropeandNorthAmerica.Overthepast twodecadesIPChasprovidedindustryleadershipbydrivingservicequalityandinteroperability,supportingitsmemberstoensurethehighperformanceofinternationalmailservicesanddevelopingtheITinfrastructurerequiredtoachievethis.IPCengagesinindustryresearch, creates business-critical intelligence, provides a range of platformsformember postCEOs and seniormanagement to exchange best practices anddiscussstrategy,andgivesitsmembersanauthoritative,independentandcollectivevoice.IPCalsomanagesthesystemforincentive-basedpaymentsbetweenpostaloperators.Withmembersdeliveringsome80%ofglobalpostalmail,IPCrepresentsthemajorityoftheworld’smailvolume.

Formoreinformationpleasevisitourwebsitewww.ipc.beorcontactusatinfo@ipc.be.

©IPC

AvenueduBourget,441130Brussels-BelgiumTel.:+32(0)27247271www.ipc.be

IPCMARKETFLASH isa fortnightlynewsletterprovidingacomprehensive lookatnewdevelopmentsemergingintheinternationalpostalmarketplace.ItispublishedbytheMarketingdepartmentofInternationalPostCorporation.

If you would like to contribute to this publication or require further information,pleasecontact:publications@ipc.be.