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

Evolution of in-store

Can bricks & mortar and eCommerce work together effectively

Welcome

James Scutt

@ScuttJ

linkedin.com/in/jamesscutt

Imtiaz Kaderbhoy

@imtiazkaderbhoy

linkedin.com/in/imtiazkaderbhoy2

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.

Brand trust Is it a good thing?

Brand Trust

• What does this mean for us?

Human

Fair

Reliable

Universal

Trustworthy

Useful

Community Focused

Useful

What does this mean

to us?

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”

Voice of the Customer and our “Customer Promise”

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

Physically transforming our branches

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:

Physically Transforming our Branches

• c3,500 “Main” branches • c5,300 Smaller “Local” branches Modern design More open plan

counters Longer opening

hours

Colleague behavioural training

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

Digital Omni-channel Connecting customer touch-points

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

• Transforming customer engagement with the Post Office from single transactions into enduring and profitable customer relationships

Omni-channel Strategy – In a Nutshell

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…

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…

• 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

Leveraging unique asset of physical

network

360 degree data driving engagement and decisions

Differentiated customer service

Omni-channel

Enabling principle “A digital Post Office”

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

What are we doing…. Today…

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

Design Lab

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

For high volume transactions • Live in-branch • Online to follow

Appointment Booking

Post Office products What do we do?

• 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…

Our products win awards too…

Post Office Products

8 Years running 7 Years running

James Scutt

@ScuttJ

linkedin.com/in/jamesscutt

Imtiaz Kaderbhoy

@imtiazkaderbhoy

linkedin.com/in/imtiazkaderbhoy2

…Thank-you