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Words by: Steph Brown, Director of Marketing at Visualsoft
Steph Brown is a marketing and communications expert with 20 years of experience. She specialises in brand strategy, customer engagement, and employer branding, with a track record of delivering high-impact campaigns. Previously, she held senior roles at EE, BT, Orange, T-Mobile, and Network Rail, leading award-winning initiatives. At EE, she led a team of 15, driving B2B and B2C demand generation with partners like Apple, Amazon, and Samsung. Steph holds a BA (Hons) in Journalism, a CIM Certificate in Marketing, and a PGDip in Leadership and Performance Coaching. She combines data-driven decision-making with creative storytelling to build engaging, high-performing brands.
Royal Mail’s decision to scale back second-class letter deliveries might not seem like a big deal at first glance – who sends letters these days – but for eCommerce brands, the ripple effects could be pretty significant. While parcels currently remain unaffected, delays to letters could impact everything from customer service to returns processing, adding another layer of complexity for online retailers – and their customers.
eCommerce thrives on speed and reliability. Any disruption in delivery services can affect customer experience in unexpected ways. We live in a world where instant gratification is key. Some key areas of impact include customer communications, returns processing, and budget-friendly shipping. In fact four in ten (39%) surveyed in our Golden Quarter report say that speed of delivery is a key influence on their decision of where to shop and what to buy. If brands still use second-class post for invoices, order confirmations, or loyalty rewards, they may need to shift towards digital alternatives like email or SMS text messages – which have the benefit of being more data driven and allowing for the personalisation that is so critical to successful selling. Slower postal times could cause bottlenecks, leading to delayed refunds and unhappy customers. And retailers using second-class post for lightweight items might need to rethink their approach, potentially increasing shipping costs – something that impacts decisions for 55% of customers.
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But maybe this shift could be the start of bigger changes in how businesses handle fulfilment and logistics. Some key trends to watch include more digital-first communication, diversifying delivery partners, and more flexible returns. Expect a stronger push for real-time updates via email, SMS, and app notifications instead of postal letters. Some brands may start looking at alternative courier options to maintain service levels. So far all good things.
But if retailers are forced to upgrade to first-class post or switch to other providers, we could see price increases that will likely trickle down to customers as brands avoid taking the hit. Ways round this might be to introduce drop-off points, courier pick-ups, or instant refunds on proof of postage to keep customers happy.
Adapting quickly will be key. Brands that are proactive in adjusting their logistics strategies will be in the strongest position to not only navigate the post but maintain customer trust. Retailers should reassess fulfilment strategies by looking at alternative carriers and ensuring delivery options remain cost-effective and reliable. And not wait for things to get critical – do it now and anticipate what’s to come. Updating customer expectations is crucial – brands should make sure shipping times and return policies are clear to avoid frustration. Making digital communication the norm can help reduce reliance on physical mail (and the environment) and improve real-time customer updates. Enhancing return solutions, such as partnerships with drop-off points or instant refund options, will also help mitigate the impact of postal delays.
Retailers who stay ahead of the changes, keep customers informed, and fine-tune their logistics will be the ones who thrive. There’s no denying this shift could present challenges. But it also offers an opportunity to streamline processes, strengthen customer relationships, and create a smoother shopping experience for everyone.
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