Royal Mail claims success in price by size campaign

Royal Mail has hit back at claims that its new pricing system is confusing consumers, saying its £10m advertising campaign to explain Pricing in Proportion is working.

Royal Mail has hit back at claims that its new pricing system is confusing consumers, saying its &£10m advertising campaign to explain Pricing in Proportion is working.

The company has been slammed by baffled customers and industry watchdog Postwatch for failing to prepare post offices for the introduction of the new system, which launched on Monday. The pricing structure is now based on the shape and size of an item rather than just its weight.

But Royal Mail claims there has been no sign of the chaos that was predicted by critics. Director of pricing Lorna Clarkson says: “Customers are managing these changes extremely well. I am very confident that they will quickly get used to the new pricing structure. All the signs are that the communications plan is working with the messages about the changes getting through.”

Royal Mail believes the new system will more closely reflect the true cost of collecting, sorting and delivering mail, and will help it compete better against rival services following the liberalisation of the postal system at the start of this year.

A Postwatch survey at the start of this month found that a number of post offices were still unprepared despite Royal Mail’s biggest ever marketing campaign to alert the public to the changes.

But a spokesman for Royal Mail claims: “Post Offices around the country have said there were no long queues.

“The vast majority of people know about the changes and the majority understand them.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here