Royal Mail plans PIP blitz to all UK homes
Royal Mail is planning one of the largest marketing campaigns in its 350-year history, thought to be worth nearly GBP15m, for the launch of its controversial pricing in proportion (PIP) scheme. The push, to target both businesses and consumers, will include a PIP ‘template’, allowing customers to work out exactly how much they will pay before going to the Post Office. Every UK household – about 26 million – is to be targeted. The campaign will feature a major direct marketing blitz. A Royal Mail spokesman says: “We will be using a mix of media to promote what is possibly the biggest change in the postal service’s history. We have already started communicating with more than 200,000 businesses, so that they can prepare for the new pricing structure.”
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