Royal Mail

Customer-led innovation for a logistics giant

When a 500-year old organisation looked to define its digital future, they turned to us to lead an extensive programme of transformation across their consumer and SME journeys. Working in a Digital Labs setup, we re-oriented Royal Mail around customer needs and implemented an Agile delivery model to deliver a suite of new digital products and services.

The case for change

Royal Mail delivers to the UK’s 29 million households six days a week. A national icon, it serves individuals, companies and communities and contributes £7.7 billion to the economy.

But after 500 years of being the UK’s leading deliverer, Royal Mail is facing big challenges from new entrants to the market and has recognised the importance of digital in connecting and servicing its customers.

Strategy and solutions

As their lead Digital Agency, we were tasked with defining a digital strategy based on business needs and customer insights.

We worked closely with the Royal Mail to prioritise the opportunities and formulate a roadmap for development and operational change.

The programme started with a focus on small and medium enterprises (SMEs). We developed valuable digital products including MailshotMaker and Click & Drop, as well as content to support marketing.

Building on the success with SMEs, we moved on to support end-consumer propositions, including new mobile apps and digital self-service tools.

Business impact

As a key partner to Royal Mail we worked in a “Digital Lab” setup to bring ideas to market quickly, launching tools that serve over 60,000 SME customers. Our work helped create a digital-first Royal Mail, truly positioning it as a brand for the 21st century with one of our projects credited by City analysts as adding £246m ($335m) to the company’s market value.