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Direct Mail International. Russian Post

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Direct Mail International. Russian Post

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Direct Mail market potential in Russia is estimated at the level of 169 mln euro in 2017
§ The average growth rate of Direct Mail market potential in Russia is projected at the level of 1,3%
§ It is expected that Russian Post will achieve a share of 19,1% of Direct Mail market potential in 2019
BIGDATA OPPORTUNITIES
§ Russian Post has been accumulating households activities for 3,5 years
§ Current number of unique attributes exceeds 70 units
§ Russian Post has already processed more than 700 requests in 2017 (YTD)

Direct Mail market potential in Russia is estimated at the level of 169 mln euro in 2017
§ The average growth rate of Direct Mail market potential in Russia is projected at the level of 1,3%
§ It is expected that Russian Post will achieve a share of 19,1% of Direct Mail market potential in 2019
BIGDATA OPPORTUNITIES
§ Russian Post has been accumulating households activities for 3,5 years
§ Current number of unique attributes exceeds 70 units
§ Russian Post has already processed more than 700 requests in 2017 (YTD)

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Direct Mail International. Russian Post

  1. 1. DIRECT MAIL AT RUSSIAN POST Customer-oriented approach through data aggregation
  2. 2. DIRECT MAIL MARKET POTENTIAL IN RUSSIA IS ESTIMATED AT THE LEVEL OF 169 MLN EURO IN 2017 167 169 171 173 7 18 25 33 2016 2017 2018 2019 Direct Mail Market Potential Russian Post 4,2% 10,7% 14,6% 19,1% ХХ% - Share of Russian Post (from market potential) It is expected that Russian Post will be able to increase it’s sales of Direct Mail twice by the end of 2019 Russian Post is the only player in Direct Mail market in Russia with great growth opportunities § Direct Mail market potential in Russia is estimated at the level of 169 mln euro in 2017 § The average growth rate of Direct Mail market potential in Russia is projected at the level of 1,3% § It is expected that Russian Post will achieve a share of 19,1% of Direct Mail market potential in 2019 EURO, mln
  3. 3. THERE ARE TWO MAJOR REASONS WHY DIRECT MAIL IS ON DEMAND IN RUSSIA DIRECT MAIL RUSSIAN POST BIGDATA The biggest offline data in Russia PRODUCT Low price & Quality control Russian Post’s BIGDATA BIGDATA OPPORTUNITIES § Russian Post has been accumulating households activities for 3,5 years § Current number of unique attributes exceeds 70 units § Russian Post has already processed more than 700 requests in 2017 (YTD)
  4. 4. 71 mln money transfers 297 mln parcels delivered 1 bln copies of newspapers & magazines 2,5 bln letters delivered 60 mln households 120 mln clients 4,35 mln companies 6,5 mln visitors per day Annually RUSSIAN POSTS’S BIGDATA COVERS BOTH B2C & B2B SEGMENTS
  5. 5. BIG DATA THAT IS USED IN RUSSIAN POST HELPS TO IDENTIFY KEY ATTRIBUTES OF EACH INDIVIDUAL HOUSEHOLD The analysis is based on a unique reference database of postal addresses within the framework: § Including all households in Russia § excluding buildings and properties which are not related to administrative buildings Address Gender Age Income Car Marital status Presence of children Interests More than 70 attributes are used to identify interests of the separate household
  6. 6. THE VOLUME OF MAJOR SEGMENTS IN RUSSIAN POST Addresses Clients 7,96 mln families 0,83 mln families with children 14,28 mln men 21,8 mln women 12,31 mln subscribers 28,47 mln pensioners 10,98 mln internet shoppers 5,91 mln car owners 4,35 mln B2B Addresses (companies)
  7. 7. BIGGEST COMPANIES IN RUSSIA HAS ALREADY TRYIED DM-COMMUNICATION VIA RUSSIAN POST
  8. 8. CASE STUDY: L’OREAL LUXE Background Solution Results Launch of new products of the YvesSaintLaurent brand Distribution of samples of products of the brand to stimulate online and offline sales. Key target group: women aged 18-25, internet shoppers (USA, Europe but not China), car owners. An average monthly volume of the mailing is 10k copies 10% response rate was achieved THE BEST DM-CAMPAIGN IN WESTERN EUROPE ACCORDING TO THE FEEDBACK THAT WAS RECEIVED FROM THE CLIENT
  9. 9. CASE STUDY: METRO CASH & CARRY RUSSIA Background Solution Results The company decided to reduce it’s costs in terms of distribution of the catalogs Russian Post’s network was used with the unique delivery system with signed acknowledgement using Direct Mail. The monthly volume of distribution reached up 250k copies The company increased it’s distribution volumes via Russian Post from 13% to 35%
  10. 10. CASE STUDY: POCHTA MARKET Background Solution Results Russian Post created it’s own online-catalog and tried to improve the sales Towns with the population up to 20k people and special segmentation were covered during the mailing. An average quarterly volume of the mailing is 0,5 mln copies Segment Number of households Response rate Active subscribers 50 004 2,17% Women with children 200 033 5,97% Women 50 443 2,73% Internet shoppers 150 127 0,56% Subscribers of the medical publication 50 632 1,32%
  11. 11. RUSSIAN POST HAS DEVELOPED A NEW CHANNEL TO STRENGTHEN INTERNATIONAL COMMUNICATIONS VIA DIRECT MAIL

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