Royal Mail Parcels Royal Mail Parcels


Changing postage behaviour through digital transformation

the task

Switch postage buying behaviour to the added convenience and flexibility of digital channels.

Informed imagination

Postage that fits around you

Moving away from the traditional ‘postie and delivery vans’ approach, we demonstrate how digital channels provide benefits on the sender’s terms.  

visible data

Changing habits

Behavioural economics analysis led us to emphasising ease using mnemonics and diagrams.

Telling a simple story to change behaviour

The launch activity focussed on showing how Click & Drop brings ease. Showing the basics of the product in different scenarios brought it to life for the various audiences. Subsequent phases delve into more product detail – showing how it works and being more specific for different audiences’ needs.

Making the most of lockdown audio

Audio gives the campaign extended reach with the increased listenership. The creative idea is bought to life representing how posting parcels can fit into a busy day.

Royal Mail Parcels 'Fits around you' radio advert duration: 29seconds

visible tech

Hyper targeting

Personalised posters around parcel boxes using regional data to convey up to date local info.

Digital delivers the details

Digital display and social channels gave the targeting precision and allowed us to frequently pick objections and specific questions one at a time.


How CXM lit the fuse for Royal Mail

Website traffic and Click & Drop revenue has increased substantially.


revenue growth in digital channels, increasing digital’s proportion of total parcel revenue


Click and Drop awareness growth


increase in search interest


YOY increase in app download


feel Royal Mail is “moving with the times”

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