DOMESTIC PRODUCTS

USPS DOMESTIC PRODUCTS

Mail & Mobile CommerceMaking the Connection

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CONTENTS

•USPS Mailing strategy•Growth of mobile commerce•Use of mobile barcodes•The mail-mobile connection•2012 Holiday Mobile Shopping Promotion

– November 7-21, 2012

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USPS MAILING & SHIPPING STRATEGYUSPS MAILING & SHIPPING STRATEGY

First-Class Mail

Marketing Mail

Shipping Services

•Slow diversion by differentiating hard copy from digital

•Embrace new opportunities from digital and social media

• Simplify using marketing mail

•Promoteemerging technologies

• Develop solutions for growing ecommerce market

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Direct mail — as effective as everAcquisition

Other 23%

Affiliate Marketing 8%

SEM 10%

Email 25%

Direct Mail 34%

Contact/Retention

Other19%

Social Media 6%

Telemarketing 7%

Email 31%

Direct Mail 37%

Target Marketing 2012 Annual Media Usage Survey

As a B2C channel, direct mail delivers strongest ROIfor customer acquisition and retention

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U.S. market ‘mobilizing’

• Survey of 800 business executives– 45% do mobile marketing– 70% say mobile budgets will increase– Most popular applications:

• Mobile websites (70%)• Mobile applications (55%)• Quick response codes (79%) StrongMail April 2012

• Rapid adoption mobile devices– Half of all cell phones are smart phones– 1/5 of U.S. (60M consumers) will own tablets by end of year

Shop.org/Forrester Research Inc. 2012

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Mail-mobile connection• Mail is a platform for mobile purchase• Provides a ‘jumping off point’• Ideally, customer lands on mobile-optimized

website

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Mobile activation adds value• Coupons• Purchases• Personalize• Sweepstakes• Find store• Videos• Data capture• Branded pages• Sign-ups/share/follow

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Mobile technologies are evolving

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Mobile purchasing on the rise• Second fastest growing mobile activity

• Doubled from 5.5% of e-commerce sales2010 to 11% in 2011

• Prediction: Within 5 years,50% of U.S. shoppers willshop on mobile devices

• Projected growth to $163Bworldwide, 2015

MarketingProfs 2012

Mashable 2011

comScore 2012

ABI Research 2010

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Mobile barcode use growing • 48 percent of U.S. mobile

subscribers own asmartphone

• 75 percent of U.S. retailersoffer 2D technology &barcode scanning options

• 1 in 5 U.S. smartphoneowners have scanneda QR code

Shop.org/Forrester Research Survey 2012

MarketingProfs 2012

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A mobile barcode, when scanned froma mailpiece,bringscustomersdirectlyto your website ordestination — vs.a random search

Connect through barcodes

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A personalized URL (PURL) connectsyour customers to apersonalizedmessage — on a mobileoptimized site — thatis just for them

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Connect through PURLs

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Personalization also gets results• Integration of personalization and mobile– Response rates up

to 5% vs. typicalindustry averagesof 2%-3%*

– Easy analytics:marketerknows exactlywho responded *eMarketing & Commerce, “Why Marketers use PURLS”*eMarketing & Commerce, “Why Marketers use PURLS”

www.ChristopherStevens.tonicConnect.comwww.ChristopherStevens.tonicConnect.com

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Optional

Messaging with personalized URLEXAMPLE OF:

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Huge impact ahead“Half of U.S. shoppers will shop regularly on mobile devices within the next 5 years. Now is the time for retailers and brands to ensure that they meet the needs of the new mobile consumer, and are ready to compete in this new marketplace.”

Mashable 2011

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2012 Holiday Mobile Shopping Promotion

• Incent mail-mobile technologies• Link to promotional offers, coupons & catalogs in

time for year’s busiest shopping days• Upfront 2% discount,

presort STD & FCM– Mobile-optimized purchasing

• November 7-21, 2012– Registration opens Sept. 15

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Mobile barcodes — expanded definitionTechnology that opens a web page when scannedby a mobile device equipped with readerapplication, including:

– Open-sourced barcodes (such as a QR Code® or Datamatrix code)

– A proprietary barcode or tag (such as SnapTags or MS Tags)

– An image embedded with a digital watermark– An image utilizing intelligent print recognition

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Program requirements

Must include:• Two-dimensional (2-D) barcode or

print/mobile technology that can be read or scanned by a mobile device

• Recipient must be able to purchase a product (sales of services do not qualify)

• The entire purchase and checkout experience must be mobile optimized

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Mobile optimized purchasing site

You can access the vendor’s website, enter your payment & shipping info, and finalize your purchase from your mobile device

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Financial transaction requirementsMust be able to complete the purchase throughmobile Internet browser using:• Electronic payment (credit, debit or prepaid

card)• Person-to-person payment (e.g., PayPal)• Invoicing triggered at a later date (e.g.,

with order delivery)• Charge added to recurring bill once order is

placed

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Definition of “product”• Tangible and physical item that can be shipped

via USPS (note: delivery by the Postal Service is not required)

• Ineligible:– Services– Product in exchange for a donation– Product shipped to another business location (e.g. online ordering for in-store pickup).

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Ineligible transactions • Sign up for:

– Mailing list, email list or text messages– Online billing or paperless statement– Newsletter (electronic or hard copy)– Nonmonetary donation or pledge

• Download coupon• View a video• Enter contest or sweepstakes• Apply for loan, credit card or insurance

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Additional requirements• Mobile barcode best practices must be used:– Directional copy

required– Must link to

mobile-optimized site– Must link to site relevant

to content of mailpiece– Recommend use of software

platform to track responses

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Registration & terms• Standard Mail and First-Class Mail letters, flats

and cards (presort and automation)• Register on Business Customer Gateway via the

Incentive Program service:https://gateway.usps.com/bcg/login.htm

• Agree to promotion terms at least 2 hrs. prior to presenting the first qualifying mailing

– Specify which permits and/or CRIDs will be participating in the promotion

– Agree to complete a survey on the Business Customer Gateway at end (mailers only)

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Resources• Program information on RIBBS

https://ribbs.usps.gov/index.cfm?page=mobilebarcode

• Register on Business Customer Gateway https://gateway.usps.com/bcg/login.htm

• Questions to USPS Program Office mobilebarcode@usps.gov

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Program information on RIBBS athttps://ribbs.usps.gov/index.cfm?page=mobilebarcode

Program information on RIBBS athttps://ribbs.usps.gov/index.cfm?page=mobilebarcode