Royal Mail: Open door boxes

Royal Mail, a postal service, sent out personalised sliding boxes to three key business targets, Levi's, Primark and Missguided, to encourage them to use its services.

Royal Mail is a household name, but there are some large brands where doors remained firmly closed to the postal operator's sales team. The consultancy was tasked with opening the door to three large retailers that weren't currently using mail services.

Strategy

The consultancy anticipated that presenting the Royal Mail proposition from its own viewpoint would not cut through with the three target brands: Levis's, MissGuided and Primark.

Instead, it identified and asked focus groups of shoppers for their views on everything from Sunday delivery to sustainability. Insight informed the team about each brand's specific business objectives.

The collective insight...

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