The boom in online shopping has forced one of Australia’s oldest institutions to completely rethink its business model
April 11, 2012
The boom in online shopping has forced one of Australia’s oldest institutions to completely rethink its business model.
After more than 200 years delivering mail to Australian letterboxes, Australia Post announced Monday it would soon provide free Australia Post digital mail boxes, in addition to
30 new superstores across the country.
Australia Post Chairman David Mortimer says the move is indirect response to the record numbers of Australians moving their lives online.
“Just as the traditional letterbox has been a vital part of people’s communications for the past 200 years, we think a personal digital mailbox for every Australian is the perfect complement to the letterbox in this online revolution,” Mortimer says.
According to Mortimer, 10 million Australians are now shopping online.
Australia Post Managing Director and CEO Ahmed Fahour says new superstores will respond to the online-shopping growth with 24-hour zone vending machines, parcel lockers and self-service terminals, as well as a Harvey World Travel store, an American Express currency exchange outlet and a concierge to help customers.
“With our parcel volumes growing a staggering 13 percent since July last year due to online shopping, our superstores are where people’s physical lives will connect with their digital lives,” Fahour says.
He says the 24/7 zone will give customers around-the-clock access to post and collect parcels, pay for postage, purchase stamps and packaging products, pay bills, and use an Australia Post ATM.
“With online shopping booming, Australians have told us they want to be able to collect their parcels at a time and place that suits them,” Fahour says.
“Following successful parcel locker trials in Melbourne, Sydney and Brisbane we are now extending parcel lockers to a total of 10 sites, with plans for a national rollout to further expand this service.”
“Customers have told us they don’t have time to wait in a queue so we’re also investing in self-service terminals in our superstores so customers can skip the queue and spend more time doing the things they enjoy,” he says.
Fahour says the new superstores will have Apple Macs, iPads and digital screens to allow customers to shop or research online, arrange their parcel delivery electronically, and navigate key products and services.
He says to help small to medium businesses take advantage of the online shopping boom, Australia Post will also open a further 16 dedicated Business Hubs around Australia by the end of June, in addition to the seven that are already open.
The second superstore opened Tuesday in Melbourne, following the flagship superstore opening in Brisbane late last year.
Australians can register for an Australia Post Digital MailBox at auspost.com.au/digital-post.