Quantifiable results hit high gear
Client: NZ Post
Building on success, high performance and continuous learnings, NZ Post’s e-commerce reputation goes from strength to strength.
The Brief
Over the last few years we’ve helped deliver NZ Post’s ‘best partner for online shopping’ brand proposition by writing, designing and producing their annual printed and online eCommerce guide, The Full Download. While the stated objective is thought-leadership in order to position NZ Post, in the mind of retailers, as the experts in online shopping, ultimately the goal is to get more retailers to choose NZ Post as their preferred delivery partner.
In 2020, with online shopping going through the roof, and retailers having numerous new challenges in managing significant volume and reduced supply, the opportunity arose to grow and reinforce NZ Post’s positioning and drive more retailers to choose them as the preferred partner.
The Solution
Working with the NZ Post Business segments team, we designed a monthly newsletter – eCommerce Spotlight (eSpotlight) - that provided the very latest data on who is shopping online and what they are buying. It lives online, within The Full Download environment, providing a link between the timely monthly information and the in-depth annual review. Each monthly update is driven by up-to-date data, supported by case studies, expert opinions or long-form articles, in written or video form. This allows retailers to understand the latest trends but also gives them tools to do something about them. After a few months of monthly updates, we’ve quickly built up a useful resource library for retailers to keep referring back to.
Along with writing, designing and putting eSpotlight online each month, we also deliver the monthly marketing campaign that supports it. This includes an eDM, social media and online advertising. Every month we drive over 20,000 users to access eSpotlight and this number is growing fast. Along with a growing reach, we are seeing effectiveness continue to build with more alert sign-ups, sharing of eSpotlight articles and direct enquiries to NZ Post as a result of the newsletter.
The Results
As for quantifiable brand and sales results, we’ve immediately seen a positive lift in NZ Post’s ongoing brand monitor that can be directly attributed to eSpotlight. Those accessing eSpotlight are significantly more likely to perceive NZ Post as online shopping thought leaders and the best delivery partner. More importantly it's driving action, with those who read eSpotlight almost 1.5 times more likely to choose or consider NZ Post as their main delivery partner.
And as we grow the relationship retailers have with NZ Post through eSpotlight and The Full Download, we are taking a more segmented approach, learning what individual users are most interested in and providing them with tailored communications. This will help further position the ‘best partner’ approach and drive more retailers to choose NZ Post their preferred provider.
