Royal Mail 2020
the brief Reinvent a brand for the year 2020
solution Bring Royal Mail into the 21st Century with a dynamic, globally relevant identity
and service.
current brand problems Research revealed that Royal Mail is struggling as rival European postal operators have entered the market and picked the most profitable parts such as business delivery.
'...[The lack of modernisation is a] substantial threat to Royal Mail’s financial stabability’ BBC News
Royal Mail currently lacks a strong visual consistency throughout its touch-points. A criticism that came up over and over in my research was that the it needed to be move beyond the functional and become more human and engaging.
Many people felt frustrated with how Royal Mail delt with the non-delivery of items, with complaints including the following: ‘not being able to get a redelivery of perishable goods within 48 hours of a failed attempt’; ‘queuing for an hour to be given a direct mail shot with inadequate postage’; ‘calling the Royal Mail to track a recorded delivery, but both times they couldn’t help me’.
‘The direct-mail industry would surely welcome greater insight into the medium’s impact, particularly the extent to which mail moves targets along the purchase funnel.’ Mike Welsh chief executive, Craik Jones Watson Mitchell Voelkel
solution To remain competitive, in 2020 Royal Mail will be modernised and no longer be restricted to primarily UK household post. It will have expanded to deliver mail worldwide to businesses, rivaling companies such as DHL and Federal Express.
Royal Mail will see every touch-point with a customer as building the brand, and ensure it comes across in a proud, competent and friendly way.
Regarding the issues surrounding the non-delivery of items, I have created a new Royal Mail sub-brand, Doormat:
doormat explained Sick of hordes of wasteful junk mail? Tired of queuing in line at your dreary local collection office? Well 2020 is the year you’ve been waiting for!
In 2020 you’ll know what mail to expect and when before it leaves the sorting office. Research revealed a big annoyance of Royal Mail is how tedious it is to obtain your mail if you’re out. This problem can be solved with technology. Introducing the virtual ‘Doormat’ system:
1. Every complying household will have a unique delivery code (for example, house number and post code combined).
2. As the package enters the sorting bay the address is scanned and a visual email is automatically sent to the recipient’s inbox showing the letter/parcel that is soon to be delivered with information such as the sender, weight and E.T.A.
3. If needed, the recipient can now manage how the package is to be delivered via the Internet. Possibilities include:
• Alter the estimated time of arrival.
• Transfer the package to another address.
• Request for the package to be recycled.
• Add a delivery comment such as “Please leave behind bin”.
4. Direct mail, which the Royal Mail depends on for revenue, will be digitally integrated via the online Doormat system and be present when the recipient views their virtual post. This will not only be eco-friendly but also allow the advertisements to be more relevant and immersive.
Since most people only read a small percentage of the mail they receive, Royal Mail’s Doormat system will see an environmental benefit with its service as well as the added convenience. Similar to how mobile phones have made it unnecessary to wait at home for an important phone call, Doormat will change the notion of checking the mailbox for letters or parcels.
NB: by 2020 high-speed mobile internet will be dominant so the issue of accessibility won’t be an issue.
solution Bring Royal Mail into the 21st Century with a dynamic, globally relevant identity
and service.
current brand problems Research revealed that Royal Mail is struggling as rival European postal operators have entered the market and picked the most profitable parts such as business delivery.
'...[The lack of modernisation is a] substantial threat to Royal Mail’s financial stabability’ BBC News
Royal Mail currently lacks a strong visual consistency throughout its touch-points. A criticism that came up over and over in my research was that the it needed to be move beyond the functional and become more human and engaging.
Many people felt frustrated with how Royal Mail delt with the non-delivery of items, with complaints including the following: ‘not being able to get a redelivery of perishable goods within 48 hours of a failed attempt’; ‘queuing for an hour to be given a direct mail shot with inadequate postage’; ‘calling the Royal Mail to track a recorded delivery, but both times they couldn’t help me’.
‘The direct-mail industry would surely welcome greater insight into the medium’s impact, particularly the extent to which mail moves targets along the purchase funnel.’ Mike Welsh chief executive, Craik Jones Watson Mitchell Voelkel
solution To remain competitive, in 2020 Royal Mail will be modernised and no longer be restricted to primarily UK household post. It will have expanded to deliver mail worldwide to businesses, rivaling companies such as DHL and Federal Express.
Royal Mail will see every touch-point with a customer as building the brand, and ensure it comes across in a proud, competent and friendly way.
Regarding the issues surrounding the non-delivery of items, I have created a new Royal Mail sub-brand, Doormat:
doormat explained Sick of hordes of wasteful junk mail? Tired of queuing in line at your dreary local collection office? Well 2020 is the year you’ve been waiting for!
In 2020 you’ll know what mail to expect and when before it leaves the sorting office. Research revealed a big annoyance of Royal Mail is how tedious it is to obtain your mail if you’re out. This problem can be solved with technology. Introducing the virtual ‘Doormat’ system:
1. Every complying household will have a unique delivery code (for example, house number and post code combined).
2. As the package enters the sorting bay the address is scanned and a visual email is automatically sent to the recipient’s inbox showing the letter/parcel that is soon to be delivered with information such as the sender, weight and E.T.A.
3. If needed, the recipient can now manage how the package is to be delivered via the Internet. Possibilities include:
• Alter the estimated time of arrival.
• Transfer the package to another address.
• Request for the package to be recycled.
• Add a delivery comment such as “Please leave behind bin”.
4. Direct mail, which the Royal Mail depends on for revenue, will be digitally integrated via the online Doormat system and be present when the recipient views their virtual post. This will not only be eco-friendly but also allow the advertisements to be more relevant and immersive.
Since most people only read a small percentage of the mail they receive, Royal Mail’s Doormat system will see an environmental benefit with its service as well as the added convenience. Similar to how mobile phones have made it unnecessary to wait at home for an important phone call, Doormat will change the notion of checking the mailbox for letters or parcels.
NB: by 2020 high-speed mobile internet will be dominant so the issue of accessibility won’t be an issue.