Evolution of ‘in store' - can bricks & mortar and e commerce work together effectively. An Omni-Channel Vision of the Post Office. A journey describing how the Post Office aims to transform its business to become a modern, customer centric, omni-channel retailer

1. www.etailcore.com
4th November 2014 | 15:00 PM
Evolution of ‘in-store' - can bricks & mortar and eCommerce work together effectively
Presented by: Imtiaz Kaderbhoy Project Manager – Digital Multi Channel Program
James Scutt Network Change & Customer Coordination Manager
#etailcoreweb

2. Evolution of in-store
Can bricks & mortar and eCommerce work together effectively
Welcome

3. James Scutt
@ScuttJ
linkedin.com/in/jamesscutt
Imtiaz Kaderbhoy
@imtiazkaderbhoy
linkedin.com/in/imtiazkaderbhoy2

4. Who are we?
We have been trading for over 370 years
We have c11,800 branches across the UK
We serve c18 million customers every week
99.7% of UK population is within three miles of a branch
2013 Revenue increased by £44m (4.5%) to £1.024bn.

5. Brand trust
Is it a good thing?

6. Brand Trust
•
What does this mean for us?
Human
Fair
Reliable
Universal
Trustworthy
Useful
Community Focused
Useful
What does this mean to us?

7. Brand Trust
•
But watch out for the “trust trap”
“They just do mails”
“They have basic products”
“They’re old- fashioned”
“I can’t access them digitally”
“I don’t associate them with other things”
“They have notorious queues”
What could this mean?
“Their products aren’t relevant to me”

8. Voice of the Customer
and our “Customer Promise”

9. Voice of the Customer
The Post Office respects my time
I received friendly personal service
My expectations
are met
My needs were understood
I’m treated fairly and with professionalism
Customer Promise

10. Physically transforming our branches

11. Physically Transforming our Branches
•
292 Crown branches

Brighter more modern design

Improved layouts

Improved Self-serve

Private consultation areas for Financial Services

Longer opening hours

More open plan counters
Many refits will give customers:

12. Physically Transforming our Branches
•
c3,500 “Main” branches
•
c5,300 Smaller “Local” branches

Modern design

More open plan counters

Longer opening hours

13. Colleague behavioural training

14. Colleague Behavioural Training
What do we want to achieve?
Evolving from service to retail excellence
Ways of working without the “barrier” of a physical counter
Behavioural excellence to exceed customers expectations
Encouraging innovative thinking and maximising the strengths of individuals
New ways of interacting with customers to improve their experience

15. Digital Omni-channel
Connecting customer touch-points

16. The Post Office sits in 4 core markets
Mails
Government
Financial Services
Telephony
The Post Office faces challenges across each of its four core markets to become commercially sustainable

17. •
Transforming customer engagement with the Post Office from single transactions into enduring and profitable customer relationships
Omni-channel Strategy – In a Nutshell

18. The Post Office has many of the building blocks in-place or in-progress
Mails
Gov’t
services
Financial
services
Retail
Telecoms
= Post Office
= Customer
From this…

19. What they want
Where they want
How they want
In the way that they want
Put the customer at the heart of a single relationship with the Post Office
The Customer at the heart of the Post Office

Better knowledge of the customer
Increased share of customer spend
Improved loyalty & retention
Attracting a new generation of customers
Post Office business benefit
Additional revenue
New product & services opportunities
Increased profit
Put the customer at the heart of a single relationship with the Post Office
To this…

20. •
Omni-channel means more than just a good website, it means an integrated multi-channel business
Omni-channel
ENHANCED ‘PURE’ DIGITAL CHANNELS
DIGITALLY ENABLED BRANCHES
Personalised customer experience at the Digital Post Office “Handled with care”
Leading website experience
Optimised mobile experience
Interactive & informative digital content
Quick & easy purchase process
Innovative digital delivery
Digitally enabled customer support
‘Smart’ customer self- service points
Web-connected branch colleagues
Digitally enabled knowledge share & management
Integrated with other channels

21. Leveraging unique asset of physical network
360 degree data driving engagement and decisions
Differentiated customer service
Omni-channel
Enabling principle “A digital Post Office”

22. Branch remains an important channel for all groups
Consumers of all ages still want to go into stores
But the experience offered needs to adapt to an OC world
Branch becomes a crucial tool for brand engagement & loyalty through excellent in-store customer service
The role of branch:
Engage with customers
Embodiment of the brand
Offering new services
Support seamless integration
Personalised customer service
Consumer Goods

23. What are we doing….
Today…

24. What we are doing
Developing a single view of our customers
Developing propositions based on insight and fact
Creating a single Post Office customer account
Launching and integrating our mobile channel
Optimising our online customer journeys
Aligning our branch experience / customer journey to our online and mobile channels
Creating a targeted self service capability
Launching a platform to integrate all of the above
Replace our counter infrastructure
Adopt test and learn to speed time to market

25. Design Lab

26. Design Lab
The future of the Post Office
Watch the video here: https://www.youtube.com/watch?v=c10z8WUCt28&safety_mode=true&persist_safety_mode=1

27. For high volume transactions
•
Live in-branch
•
Online to follow
Appointment Booking

28. Post Office products
What do we do?

29. •
We have over 170 products, and growing!
Post Office Products
Travel
•Foreign currency
•Travel insurance
•Travel money card
•Travellers cheques
•Passport services
•MoneyGram
Financial Services
•Credit cards
•Personal loans
•Savings accounts
•Mortgages
•Current accounts
•Growth bonds
Telephony
•Homephone
•Broadband
•Phone cards
•Mobile top up
•Directory enquiries
Insurance
•Car & van
•Home
•Life
•Pet
•Motorcycle
•Business
Mail
•UK & international
•Guaranteed
•Confirmed
•Standard
Identity & Licences
•Driving licences
•Biometric Enrolment for Foreign Nationals
•Rod Fishing Licence
•Document certification
and many more…

30. Our products win awards too…
Post Office Products
8 Years running
7 Years running

31. James Scutt
@ScuttJ
linkedin.com/in/jamesscutt
Imtiaz Kaderbhoy
@imtiazkaderbhoy
linkedin.com/in/imtiazkaderbhoy2
…Thank-you