USPS Q&A: What Does the Future Hold?
TM: How will you optimize for the draw-down in First Class mail and the increase in package delivery?
CR: With all of the changes occurring in the way people communicate, mail is proving to be an especially resilient marketing channel. Its value to America's businesses is increasing due to better data and technology integration.
When you combine these important technology-driven changes with the strength we're starting to see in the economy, there are a lot of reasons to be optimistic about mail's role in America's marketing mix.
- Businesses and marketers are using data to make mail pieces more personally relevant to the recipient through precise targeting.
- Utilizing digital-enhanced mail to make the medium more actionable and engaging.
- Leveraging variable data printing technology to make mail more creative and personal.
- Adopting near-field technology (NFC) as a way to increase customer engagement with mail. With smartphones increasingly offering NFC capabilities, I think we'll start to see this technology become 'THE' way customers use mail to engage with a digital portal.
We're improving how we leverage data and technology—all providing a wider array of products for many customers, prompting them to take a fresh look at the postal service.
TM: How do you plan to grow the package business?
CR: We're seeing momentum in our package business. We expect this business to grow as Sunday delivery becomes essential for anyone trying to develop their e-commerce business. That's been a very positive initiative for us, but we're growing other parts of the package business, as well.
TM: What will you do about the public perception that it's FedEx and UPS that deliver quickly, when it's really you doing it for them? (If you're successful in changing public perception, won't that draw a lot more commerce back to you?)
CR: The postal service can and does compete with the private sector—such as FedEx and UPS—and it collaborates with it, too.