Royal Mail is launching its first TV advertising campaign aimed at parcel business customers for almost five years.
The campaign, which aired last night ( 5 March 2014) during England’s World Cup warm-up against Denmark on ITV1, is promoting Royal Mail’s trust amongst consumers as the parcel delivery partner for online retailers.
The 40-second ad, which follows a consumer TV campaign last autumn, highlights independent research that shows that online shoppers trust Royal Mail to deliver their orders more than any other national parcel company. In addition, 76% of people are more likely to use a particular online retailer again if they deliver through Royal Mail.
Importance of parcels to postal revenues
Parcels are an increasingly important part of Royal Mail’s business. Royal Mail’s half year results revealed that parcels now account for 51% of Group revenue.
Online sales continue to grow. Online retailing was 9.6% of the UK’s total retail sales in 2012 and this is expected to grow to 12.3% in 2017 (Source: Euromonitor Passport Data 2013).
UK SME Online retailer confidence in growth is also strong. Royal Mail’s annual tracker study looking at the expectations of UK SME online retailers found that more than half (56%) are confident their sales will increase in 2014. In addition, six in 10 (59%) of UK SME online retailers who export are targeting international sales growth this year.
Targeting online retailers, large and small
Royal Mail’s TV ad campaign, featuring real postal workers, will be aired throughout March 2014.
Royal Mail will also be undertaking a direct mail campaign highlighting to decision makers in large businesses as well as SMEs and eBay powersellers how we have helped companies of similar sizes. This will be supported by national press, digital and outdoor advertising.
Mike Newnham, Royal Mail’s chief customer officer, said: “This is Royal Mail’s first TV ad specifically targeting business customers for five years. Through the TV ad, we are promoting Royal Mail’s leading role as the parcel delivery partner for online retailers and emphasising the trust shoppers place in us to deliver the items they have ordered.”