Canadian Retailer - The Marketing Issue - 13

"Canada Post delivers two out of every three
parcels Canadians order online, which means
we're quickly becoming the trusted face of thousands of online retailers," said Doug Ettinger,
Chief Commercial Officer at Canada Post. "These
new stores emphasize the importance we place
on that relationship and the need to evolve to
serve Canadians' changing postal needs."
Engaging and interactive

Canada Post's design encourages customers to
walk through and interact with various elements-
service pods eliminate the traditional barrier between customers and staff, for example, where
staff and customers are encouraged to engage in a
more familiar and accessible interaction.
Familiar post office features, such as a philatelic wall displaying collectible stamps and souvenirs for purchase, are positioned alongside new
format displays, such as 14 digital screens that
form a large LED video wall that advertises Canada Post's latest services. At the same time, selfservice vending and parcel induction machines
eliminate lineups and the need for staff to assist
with basic postal transactions and purchases.
The self-serve parcel kiosk is an automated
all-in-one service that utilizes a cubing device to

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scan packages for size and weight, and automatically calculate the postage rate. Customers can
pay for their parcel delivery, print their shipping
label and place their package in the drop-box for
delivery, with a receipt provided as well as online
tracking. As an added bonus, customers receive a
10 per cent discount for using this service.
Customers can also enter their shipping details
online, print their shipping labels and, once at the
centre, simply scan their packages to induct them.
Packages are automatically placed in a secure
room prior to entering the processing and delivery network, and barcodes are
"CANADA POST DELIVERS
scanned immediately to genTWO OUT OF EVERY THREE
erate tracking notifications.
PARCELS CANADIANS
As a result, small business
ORDER ONLINE, WHICH
owners will no longer need to
MEANS WE'RE QUICKLY
be concerned about the post
BECOMING THE TRUSTED
office being closed when they
FACE OF THOUSANDS OF
wish to drop off parcels.
ONLINE RETAILERS. THESE
Each location also features
NEW STORES EMPHASIZE
a 50-square-foot private fitTHE IMPORTANCE WE PLACE
ting room, where customers
ON THAT RELATIONSHIP
can try on their apparel purAND THE NEED TO EVOLVE
chases as soon as they reTO SERVE CANADIANS'
ceive their parcels at the post
CHANGING POSTAL NEEDS."
office. Clothing that does not
- DOUG ETTINGER
fit, or is the wrong colour, can
Canada Post
be easily returned immediately without
ever leaving the post office. As retailers simplify
return policies, Canada Post expects to see greater potential for its fitting rooms.
Future of convenience

J.C. Williams Group/Ebeltoft describes the
concept as "Convenience 2.0", with a "flash delivery" service experience. Customers don't need
to get out of their cars, for example-rather, they
simply drive up to the store's welcome kiosk, scan
their barcode (either from a smartphone or paper
pick-up notice), and drive up to be handed their
purchase. Large parcels are placed in the vehicle
by Canada Post staff.
So far, the Drive-thru Parcel Centre concept is
proving very successful. The Richmond Hill location has quickly become the fifth highest in revenue
for corporate post offices in the country and ranks
ninth within the network of 6,200-plus post offices
for FlexDelivery volumes, a service that allows customers to select their preferred location for parcel
delivery. Canada Post has effectively reinvented
the modern post office with a focus on convenience,
and Canada Post confirms that it's already seeing
interest from other international postal services
looking to replicate its innovations.

THE MARKETING ISSUE

| CANADIAN RETAILER | 13

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Table of Contents for the Digital Edition of Canadian Retailer - The Marketing Issue