Positioning the Postal Service for the Next Generation: An Overview of Market Research
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Abstract
Traditionally, postal operators (POs) have considered mail senders, rather than mail recipients, as the primary customers because they pay for the service. In the Digital Age, mail recipients are gaining influence in a two-sided marketplace, as their needs and preferences help drive senders’ choice of physical and digital communications. In order to keep the mail channel as a viable communications medium, the U.S. Postal Service (USPS) and POs around the world have to address how best to serve recipients’ needs, while still fulfilling their service obligations. One way to do so is through market research. Findings from the USPS Office of Inspector General’s (OIG’s) growing body of research, in combination with secondary market research, provide valuable insights on the changing preferences of senders and recipients, as well as shed light on the future use and delivery of mail.
Keywords
Focus Group Augmented Reality Personalized Marketing Digital Native Field Communication
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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