Published on January 24, 2009
Transformation of the Retail Network: Deutsche Post’s Face to the Customer Wolfgang Pickavé, 11th Königswinter Seminar, November 25, 2008
How a Deutsche Post retail outlet today definitely does not look like… 11th Königswinter Seminar | November 25, 2008 Page 2
Agenda 1. The Transformation Process 2. The Challenges 3. How Deutsche Post meets the Challenges 11th Königswinter Seminar | November 25, 2008 Page 3
1. The Transformation Process 11th Königswinter Seminar | November 25, 2008 Page 4
Transformation of Deutsche Post’s retail outlets was part of the overall restructuring of the company Letter Letter 328 sorting stations 82 state-of-the-art mail sorting centers 11,000 delivery bases 3,700 delivery bases Parcel Parcel 140 sorting centers 33 standardized parcel sorting centers Up to 9 handling steps Max. 3 handling steps Retail Outlets Retail Outlets 29,299 outlets ~ 14,000 outlets Insufficient opening hours ~ 750 Deutsche Post outlets 855 Postbank Finance Centers ~ 3,800 Post Service outlets ~ 7,200 Partner outlets ~ 940 Postpoints *) Postal Services in Germany 100 Business Mail Access Points *) Low quality 100 Access Points for large volumes Poor customer service 340 Sales Points for letter and parcel Low automation stamps *) No IT support • 2 -3 m customers/day • High quality • Long opening hours (Ø 42 h /week) • High customer satisfaction and loyalty *) Pilot project 11th Königswinter Seminar | November 25, 2008 Page 5
Deutsche Post’s retail network strategy at a glance 2006 - 2012 1998 - 2005 3 “First Mile” Initiative 1990 - 1997 2 Completing the transfor- Broadening mation of Deutsche the sales base Post operated retail 1 outlets into partner- Cost reduction and Improving the sales quality improvements operated outlets performance regarding (by the end of 2011) financial services and Reducing the number of Improving ubiquity both new services retail outlets in terms of geographical Employing and training coverage and opening Starting to transform financial consultants hours Deutsche Post-operated Launching the “Retail retail outlets into Further improving Outlets Quantum Jump- partner-operated outlets quality Program” for further Improving service cost reduction quality • average opening hours • waiting times 11th Königswinter Seminar | November 25, 2008 Page 6
2. The Challenges 11th Königswinter Seminar | November 25, 2008 Page 7
At least three challenges are impacting Deutsche Post’s retail strategy 1. Universal service regulation Comprehensive set of provisions re the retail network Provision which services to be offered in the outlets Impact on 2. Evolving competition in postal markets • Services and sales High market shares of Deutsche Post’s competitors • Outlet formats Evolving retail networks of Deutsche Post’s competitors • Retail network 3. Changing customer behavior • Regulation (?) Competition in the broader market of communication services The “web 2.0” experience shaping customer expectations 11th Königswinter Seminar | November 25, 2008 Page 8
When defining its retail strategy Deutsche Post has to find the right balance between regulation and market driven decisions Retail network driven by Network market forces only density Retail network driven by ! regulation only ! Customer demand 11th Königswinter Seminar | November 25, 2008 Page 9
Deutsche Post’s retail network has to comply with a comprehensive universal service regulation Letter mail up to 2,000g (incl. direct mail) Insured, registered, expedited delivery, cash-on-delivery items Scope Parcels up to 20kg Press items (newspapers, periodicals) Retail outlets - Minimum of 12,000 fixed-location facilities in which all universal services for letter mail and parcel mail are offered - At least one outlet in municipalities with > 2,000 inhabitants - In municipalities with > 4,000 accessible at a distance of max. 2,000 meters Access - In rural districts at least one outlet for each area of 80 square kilometres - At least one outlet in urban areas of 2,000 inhabitants (self commitment) Letter boxes - At least 108,000 letter boxes (self commitment) - Max 1,000 meters to reach a letter box in urban areas - One clearance per working day and - in line with demand - on Sundays and bank holidays Mobile post service in all cities without fixed-location facility 11th Königswinter Seminar | November 25, 2008 Page 10
Letter Mail Market in Germany: Competitors have already gained significant market shares Revenues (in m €) Market share (in %) 10,266 10,237 10,164 9,863 10,073 10,060 9,839 10,041 9,994 9,900 10,000 9,920 10,092 9,988 9,859 9,751 9,000 9,512 9,462 9,118 9,017 8,786 8,000 7,000 6,000 5,000 4,000 3,000 1,274 1,056 745 532 388 2,000 305 (12.9%) (7.6%) (10.5%) 249 174 121 (5.3%) 88 (3.9%) (3.0%) (2.4%) 1,000 (1.7%) (1.3%) (0.8%) 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Total market Deutsche Post Licensees Source: NRA 11th Königswinter Seminar | November 25, 2008 Page 11
Competition in the German letter mail market is already more intensive than in other European countries Market shares addressed letter mail services in 2007 (volume) by since since since since 2011 2006 2008 1995 2011 1993 FMO 2011 (Intra-city open) < 1% Market shares 10,4% (14%) 9% 8% 20% competitors Market shares incumbents 89,6% 86% 91% 92% 80% 100% 100% Germany Netherlands Sweden Spain UK* Finland France Collection incl. magazines (downstream access) and periodicals End-to-End Source: ECORYS 11th Königswinter Seminar | November 25, 2008 Page 12
Competitors continue to expand their retail network in Germany Provider 12/2006 03/2008 2005/2007: “PIN” and “Sparkassen-Banks” start Hermes 10,248 13,393 co-operation (e.g. in Leipzig & Siegen) GLS 3,486 4,654 Handelsblatt 13.03.08: DPD 1,044 2,918 Hermes gets wind of new chances at letter mail market … UPS 137 173 1,432 1,306 PickPoint GLS Logistic plans 16,000 parcel acceptance points within the up- PIN 0 816 coming years Packeteria 0 61 Financial Times 28.04.08: Total 16,347 23,321 “Paketeria” and the “Volksbank- Group” start co-operation (up-to- now 5 new outlets in Lower Saxony) DPAG ** 13,042 14,016 * incl. Otto-Shops ** Sum of Postbank-, Deutsche Post -, partner- and Post-Service-outlets, large customer and business customers acceptance points, pilot of Postpoint and Sales Point for stamps 11th Königswinter Seminar | November 25, 2008 Page 13
Deutsche Post must meet universal service requirements both in urban and rural areas, competitors seem to prefer urban areas Deutsche Post Hermes 11th Königswinter Seminar | November 25, 2008 Page 14
Growth of E-mail volume is far ahead of domestic letter mail volume Development of domestic letter mail and e-mail volumes (in bn items) Letter mail E-mail 6,110 4,861 4,551 4,053 + 25.7 % 3,209 2,731 2,267 1,635 1,629 1,622 1,556 1,591 1,646 1,606 1,528 1,549 - 2.5 % 2000 2001 2002 2003 2004 2005 2006 2007 Source: GfK Private customer panel, Basis 64m Germans older than 10 11th Königswinter Seminar | November 25, 2008 Page 15
3. How Deutsche Post meets the Challenges 11th Königswinter Seminar | November 25, 2008 Page 16
Five established outlet formats guarantee the nation wide universal service Deutsche Post AG - Retail Outlet Provides all postal products and services of Deutsche Post as well as financial services of Postbank. Usually telecommunication and stationary products are also available Postbank AG – Financial Outlet Provides all postal products and services of Deutsche Post as well as customized financial services of Postbank. Usually telecommunication and stationary products are also available Partner Outlet Provides nearly all postal products and services of Deutsche Post. Usually they also offer financial services for Postbank Post Service Outlet Provides selection of basic postal products and services however, no financial services of Postbank Post Office For Large Volumes Of Mail Provides a selection of postal products and services especially for the needs of business customers however, no financial services of Postbank 11th Königswinter Seminar | November 25, 2008 Page 17
Deutsche Post has to adapt its services and retail outlets to a changing customer behavior “Web 2.0” and competition … which have an impact on “Web 2.0” and competition … which have an impact on shape customer expectations … postal products and services shape customer expectations … postal products and services “Market place internet” provides Proximity, easy and convenient advice, services and sales 24/7 accessibility, even together with other services Long business hours of outlets Competitors enter the market especially during the evenings successfully via low prices 24/7 access to self-service facilities Due to flat rates consumers perceive e-mail communication as free of charge Low prices 11th Königswinter Seminar | November 25, 2008 Page 18
The answer: Improvement of ubiquity and availability as well as further cost reduction Specific services for … For private customers and small business • private customers and small customers: business customers as well as for • POSTPOINT: Sales and acceptance of basic day-to-day postal • large business customers products as e.g. stamps (letters and parcels) with • Sales Point: Sales point for the most requested stamps (letters & parcels) • improved accessibility in terms of location & business hours For large business customers: • customer oriented range of products • Acceptance Point for Business Mail: Acceptance of business mail, especially for larger • short waiting time volumes of mail and consequently Further stepwise migration from own-operated to partner-operated retail outlets • significant cost reduction 11th Königswinter Seminar | November 25, 2008 Page 19
Postpoint: Additional convenience format for private customers (I) POSTPOINT an additional outlet format (in addition to those required by regulation) • In areas with a high customer demand (city centers, districts, local centers) • Sales and acceptance of letter mail and parcel products as day-to-day demand • Implementation as an agency at retailers • Target 2008: ~ 1,100 Objectives: • Proximity, business hours like retailers, short waiting times • Enhancing Deutsche Post‘s presence 11th Königswinter Seminar | November 25, 2008 Page 20 page
Postpoint: Additional convenience format for private customers (II) • Letter mail products - Sets of letter mail stamps and single stamps - PLUSBRIEF and PLUSKARTE (pre-paid envelopes and cards) - EINSCHREIBEN-Set, NACHSENDESERVICE-Set and LAGERSERVICE-Set (self-service pack for registered mail, for redirecting and for storage service) • DHL-products - Stamps for small parcels, parcels and for further weight steps - PACKSETS (cardboard boxes) - PLUSPÄCKCHEN (pre-paid cardboard boxes for small parcels) • Services - Acceptance of stamped and unstamped letters and small parcels/parcels - Acceptance of items to be returned - Information about products and postal rates - Hand-out of white pages 11th Königswinter Seminar | November 25, 2008 Page 21 page
Sales points: Additional convenience formats for private customers Sales points as an additional service • Sale of stamps for letters and parcels • Operated by retailers (agency) • Target 2008: ~ 2,000 Objectives: • To further increase of the availability of postal services for private customers (combined with street-letter-box and parcel-box) • To further enhance Deutsche Post‘s presence in the retail sector 11th Königswinter Seminar | November 25, 2008 Page 22 page
Acceptance Point for Business Mail: Additional format for larger volume of mail Acceptance points for business mail: • Acceptance of business mail (especially large volumes) • Locations with high business density • Operated by Deutsche Post • Target 2008: > 100 Objective: • Proximity to business customers with high volumes 11th Königswinter Seminar | November 25, 2008 Page 23
Self-service (I): Available around the clock PACKSTATION Acceptance and hand-out of parcels and small parcels Number of PACKSTATIONS target 2008: 1,400 Paketbox Acceptance of pre-paid parcels, small parcels and items to be returned to sender Number of Paketboxes: target 2008: 1,000 11th Königswinter Seminar | November 25, 2008 Page 24 page
Self-service (I): Available around the clock Post 24/7 - Stamp dispenser - letter-box - PACKSTATION or Paketbox, - at some locations an ATM Currently in pilot phase: 50 Post 24/7-facilities 11th Königswinter Seminar | November 25, 2008 Page 25 page
Thank you for your attention. 11th Königswinter Seminar | November 25, 2008 Page 26
11th Königswinter Seminar | November 25, 2008 Page 8 At least three challenges are impacting Deutsche Post’s retail strategy 1. Universal service regulation
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