INFORMED CUSTOMERS: CUSTOMER EXPERIENCE DELIVERED

Transcription

1 INFORMED CUSTOMERS: CUSTOMER EXPERIENCE DELIVERED

2 BIND THE NATION TOGETHER 2

3 NATIONWIDE PRESENCE 1.2 Billion scan events daily!!! 3

4 UNPARALLELED NETWORK: ENHANCING THE CUSTOMER EXPERIENCE ACROSS TOUCHPOINTS 4

5 ADAPTING TO A CHANGING MARKETPLACE THE EAGLE ALWAYS FACES FORWARD 5

6 COMPETING FOR YOUR TIME AND ATTENTION 2,617 TIMES US SMARTPHONE USERS TOUCH THEIR PHONES EVERY DAY 82% CONSULT PHONE WHILE IN STORE 80% PREFER PERSONALIZED CUSTOMER EXPERIENCES 6

7 COMPETING FOR BUSINESS EVERY DAY Digital Marketing Online Payments Digital Magazines and catalogs Same Day Services Free Shipping Competition every day for every product from first mile to last mile 7

8 GROWTH IN PACKAGE MARKET USPS Shipping Volume : +73% USPS Recent Trend Qtr : 7.5% Growth Rate We deliver more packages to homes than anyone else. 8

9 CONSUMERS SPEND TIME WITH THEIR MAIL The average time spent sorting mail is increasing. Millennials spend the most time sorting mail, while boomers spend the least. Average Time Spent Sorting Mail (in minutes) Total By Generation Millennials Gen X Boomers 7.8 USPS Mail Moments Spring 2018: A12. About how many minutes did you spend bringing in, sorting, and organizing your mail the last time you sorted the mail? Think of the total minutes you spent doing these activities. Base size: 1309 total, Millennials=428, Gen X=429, Boomers=394 9

10 MAIL DELIVERING RESULTS Excitement about mail is consistent across age groups Likes to discover what the mail brings every day and considers time spent looking at/reading mail is time well spent AGREE DISAGREE 79% Millennials 46% 33 % 17% 3 % 78% Gen X 46% 32 % 18% 4 % 81% Boomers 46% 35 % 14% 4 % USPS Mail Moments Spring 2018 A15. People differ in their interest in receiving mail. Person G likes to discover what the mail brings them every day and considers the time that they spend looking at and reading mail time well spent. Person H does not give mail much attention. Are you more like Person G or like Person H? I am... Base size: Millennials=428, Gen X=429, Boomers=394 10

11 VALUE OF DIRECT MAIL Direct Mail: Response rates 10 to 30 times higher than digital Boogie Boots Semi-Annual Sale 30% OFF Direct Mail: 57% special connection to mailpiece Direct Mail: 60% greater recall than digital 11

12 MAIL INNOVATION TO ENHANCE ROI Connecting Physical Mail to Digital Technology Enhances Value Using variable data printing & mailing technologies to increase response rates and build customer relationships Using analytics to personalize and to deliver hyper-localized Direct Mail Transforming from one-dimensional to omni-channel across all mail categories with enhanced impressions Leverage digital technologies within a mailpiece QR code, AR, and video 12

13 INFORMED DELIVERY If it s in the mail, It s in your . Sign Up for Free at: Informeddelivery.usps.com 13

14 INFORMED DELIVERY 12M+ Registered Users 212K Weekly Registrations Brands Represented 68% Open Rate 14

15 INFORMED DELIVERY ENHANCEMENTS Mobile Wallet Coupons In Progress Package Campaigns Proof of Concept FY19 Q1-Q2 Interactive Campaign Data Distribution FY19 Q3-Q4 Personalized Campaigns Testing in Progress Improved Flats Visibility In Progress Small Business as Receiver FY19 Q2-Q3 15

16 THE POWER OF DIRECT MAIL COMBINED WITH INFORMED DELIVERY CAMPAIGNS Make It A Digital Conversation INFORMED DELIVERY CALCULATOR 37% More Response usps.com/idcalculator 16

17 HELPFUL RESOURCES Informed Delivery Informeddelivery.usps.com Informed Delivery Calculator 17

18 INFORMED VISIBILITY END TO END VISIBILITY Acceptance Depart BMEU Arrive at Processing Processing Depart Processing Transportation Arrive at Destination Depart Destination Arrive at Unit Out for Delivery Delivered 18

19 INFORMED VISIBILITY Real-Time Insights Next-Generation Digital Analytics Your Data - What You Want When You Want It Mobile API Toolkit 19

20 INFORMED PLATFORM 20

21 HELPFUL RESOURCES IV Solutions Center Available 7:00 a.m. to 7:00 p.m. CT Monday - Friday , Option 2 InformedVisibility@usps.gov 21

22 REINVENTING MAIL Reinventing Mail for Today s Customer Experience 1 ALIGN AND 2 REINVENT 3 CHANGE CONQUER MAIL BEHAVIOR 4 INFILTRATE MARKET SEGMENTS 22

23 SUMMARY / QUESTIONS INFORMED DELIVERY INFORMED VISIBILITY REINVENTING MAIL + = 23

24 ACADEMIC OUTREACH OVERVIEW The USPS has developed an Academic Outreach program to reach future marketers and demonstrate the value of direct mail. USPS in association with industry experts and educators developed college level course content about direct mail and its role in providing seamless experiences for consumers through integrated marketing. Classes in Marketing and Graphic Communications 24

25 BENEFITS TO PCCs How PCCs Can Benefit From Academic Outreach Membership Engage current members and reach potential new members Industry Support industry growth by engaging future marketers and graphic designers Recruitment Educate a pool of future employees with direct mail skills and experience 25

26 BENTLEY UNIVERSITY EXPERIENCE See how our partners at Bentley University taught direct mail within the context of an integrated campaign. 26

27 MARKETING COURSEWORK Bentley University Course: Marketing USPS collaborated with Bentley University to develop direct mail materials that can be adopted into college level marketing curriculum In-class experience included: Speakers/Experts Print facility tour Live client projects pitches Course materials and instructor guides now available Course is offered as modules, which can be used individually or as a complete 14-week course 27

28 CLEMSON EXPERIENCE See how our partners at Clemson University developed a contestbased course for Graphic Communication students 28

29 GRAPHIC COMMUNICATIONS COURSEWORK Clemson University Course: Graphic Communications Creative Inquiry course piloted with a Graphics Communications focus In-class experience included: Live client projects Industry guest speakers Developing integrated direct mail campaigns Launching a campaign for clients Industry judges reviewed: Mail Piece Design & Layout Mobile/Web Social Media Program in development for 2019 launch 29

30 RECAP & NEXT STEPS PCC Accomplishments Recap of Recent Success Identified Member Connections Circulated Industry Survey Signed up Industry Experts 30

31 RECAP & NEXT STEPS Build Relationships With Existing Connections Invite Connections to PCC Events Provide Resource and Data to Professors Offer Live Client Cases for Existing Courses Identify Internship Opportunities 31

32 RECAP & NEXT STEPS Work with USPS to Further Develop Connections Co-present Curriculum Opportunities Send Us Suggestions & New Ideas Provide Speakers, Clients, & Tours for Curriculum Adoption 32

33 Q&A - DISCUSSION - CONTACTS Program Address: academicoutreach@usps.gov Postal Pro Link: Link to Industry Survey: 33

34 Thank You