Royal Mail targets home shoppers in online push

Royal Mail is encouraging more people to shop via mail order, with the launch of a new campaign aimed at increasing revenue from its business mailing arm.

The viral e-mail campaign will target customers with a propensity for home shopping, driving them to a microsite, www.royalmail.com/cataloguecollection. The site lists a wide range of catalogues that can be ordered online.

Three different creative executions have been designed, to prompt consumers to shop from their home computers, in their leisure time. Catalogues featured will range from football merchandise and mobile phones to ladies clothing.

Royal Mail campaign manager Caroline Forbes says: “We will be offering a selection of popular mail order catalogues to consumers via our website.”

The campaign is devised by OgilvyOne through its new E-mail Centre of Excellence. Media planning and buying is through Carat.

This campaign is the first consumer-based mail drive that Royal Mail has undertaken through the centre.