Could post offices be redesigned to improve their appearance and ease of use, perhaps modeled after the pleasant, comfortable designs of other retail outlets?
The business world has seen a recent explosion of interest in design. Apple is a great example of a company that has reached an astounding market capitalization based largely on its focus and skill in design, both of its products and retail spaces. Starbucks has successfully positioned its retail locations as a “third place”— neither home nor work — where customers can savor a cup of coffee and enjoy a comfortable atmosphere for work or leisure. Retail bank lobbies use smart, neat designs that facilitate efficient customer transactions.Read More
The Pushing the Envelope blog recently described some of the barriers that have prevented the Postal Service from optimizing its network of retail facilities. This week we’d like your thoughts on the factors the Postal Service should consider in developing a retail network for the future. If the Postal Service were to rebuild its retail network from scratch — focusing on today’s consumer behaviors and needs — would it look as it does now? Today, there are about 32,000 brick and mortar postal-operated retail facilities. However, the Postal Service generates about 35 percent of retail revenue through alternative access channels. For example, customers can buy stamps and access postal services at http://www.usps.com/, self-service kiosks, grocery stores, retail outlets, and privately operated shipper locations. The availability of alternatives combined with declining mail volume and changing consumer needs has led the Postal Service to renew its efforts to optimize the retail facility network.
The U.S. Postal Service recently announced that it would study approximately 3,700 postal retail facilities which are candidates for consolidation. Many policymakers and Postal Service customers have expressed concern over the effect these potential consolidations will have on access to postal services and as well as the social life of rural communities where the local post office acted as a gathering point for the community.
In an attempt to address some of these concerns, the Postal Service revealed plans to offer its services through authorized third party vendors, including drug stores, grocery stores, and office supply stores. These Village Post Offices (VPO) would be operated by the vendor and sell popular products and services such as stamps and flat-rate packaging.
The Postal Service’s primary benefit would be lower labor and facilities maintenance costs from replacing traditional, free-standing post offices with Village Post Offices. There are also potential benefits to consumers. First, postal services could be more conveniently accessed by customers who already patronize the third party vendors. Second, the co-location may actually help to strengthen community ties. Third, the VPOs may be open longer hours.
A recent consumer study released by Epsilon Targeting shows direct mail is still important to us. As a method to advertise goods and services, direct mail plays a major role in many consumer decisions — especially among young adults.
The market research firm conducted a survey of adults in more than 4,700 U.S. and Canadian households, looking at their preferences among the traditional and new media channels for obtaining information. The survey confirmed findings from 2008, which noted that consumers are using a larger number of media, with their choices influenced by factor, such as convenience, trust, depth of content, and the “green factor.”