Mere ink-on-paper advertisements are so last week. Cutting-edge ads, including direct mail, involve interactive features that were once limited to slick websites. How about something the size of a postcard that uses radio waves to send detailed product information to your smartphone and lets you to buy the minute you want to? Or a piece of mail that has an embedded, paper-thin video screen that you can control?
The aptly named Business Service Network (BSN) is charged with servicing the U.S. Postal Service’s 23,000 largest customers by addressing service issues, answering questions, and fulfilling other requests. Given the annual postal spend of this customer group – almost $38 billion in fiscal year 2013 alone – it clearly behooves the Postal Service to keep these customers happy.
It’s no secret what the advent of digital technology has done to mail volume, particularly First-Class Mail. But there’s an emerging digital technology catching hold that could be a boon to the U.S. Postal Service. It’s called 3D printing, and it’s expected to increase the number of lightweight parcels, a segment of the parcel market where the Postal Service excels.