Postal providers represent brands throughout the delivery journey, from the first tracking update to the moment a package arrives. As the most visible part of the retail supply chain, they directly influence how customers perceive the retailers they serve.
We sat down with Christine Corbett, former Chief Customer Officer at Australia Post, Chief Executive Officer at AGL Australia, and now Strategic Advisor at TMX Transform, to discuss how postal providers can transform from cost centers into strategic partners that help drive customer loyalty.
The brand ambassador
Every delivery represents a brand touchpoint. When a postal provider delivers a package, they're not just completing a transaction, they're representing the retailer's brand promise to the customer.
"Postal providers need to ensure that they reflect a retailer's brand by really making sure they amplify brand and reputation, not detract from it," Corbett says.
This responsibility extends beyond simply getting packages to the right address. It's about how the entire delivery experience reflects on the retailer.
Postal providers are an extension of the retailer's brand, so alignment, certainty, and consistency are non-negotiable. That precision is what builds trust.
Data provides a new competitive advantage
Modern retailers need more than reliable delivery – they need insights. Postal providers sit on a goldmine of data that spans across retailers, industries, and customer behaviors.
"Postal providers need to make sure that they provide that level of data and insights even greater than what a retailer can get, because they can understand across the whole industry what customer expectations are, where the pain points are, and what that delivery expectation is," Corbett says.
This cross-industry perspective gives postal providers unique value. While individual retailers often focus on their own customer data, postal providers can identify trends, benchmark performance, and spot emerging expectations across entire markets.
Real-time visibility has become non-negotiable. Consumers want to know where their parcel is at any time of day, and retailers need this information to optimize their operations and manage customer expectations.
"Rising consumer expectations is all about providing certainty and transparency. When you look at it from a postal provider perspective, you need to make sure that you are meeting and being visible with regard to that expectation," Corbett says.
Moving beyond a cost provider
A massive challenge facing postal providers today is breaking free from being viewed primarily as a cost center. Tight margins and harsh competition only intensifies the "who pays" dilemma, making retailers scrutinize every expense.
Modern retailers are looking for strategic partners, and that's the role that postal providers should be playing. Postal providers need to own their role across the total supply chain, not just being viewed as the last mile delivery provider.
Strategic partnership is about providing operational efficiencies across the entire supply chain, enabling strategic collaborations, and playing an active role in consumer education.
This requires postal providers to look beyond their traditional boundaries and consider how they can add value through services such as inventory management insights or customer acquisition support.
Instead of waiting for shipping instructions, they need to proactively support upstream operations and help retailers improve their entire fulfillment process.
"Behind the scenes, a reliable delivery partner should actively support upstream operations, helping retailers streamline fulfillment and improve resourcing efficiency."
This means understanding each retailer's business model, customer base, and operational challenges, by providing consultative support on delivery options that align with brand positioning. This comes from being transparent about hidden costs and working collaboratively to optimize the entire customer journey.
The most successful postal providers will be those who can demonstrate clear ROI beyond just delivery completion rates. They'll show how their services drive customer acquisition, improve retention, and enhance brand perception.
"Working with postal providers to complement your activities is only going to be a strategic advantage for you," Corbett tells retailers, but the inverse is equally true – being the postal provider that truly improves the retailer’s overall business will lead to the best results.
Click through to access other videos in the postal and parcel video series.
