Is Australia Post Suffering an Identity Crisis?

An open letter to Australia Post

Dear Australia Post,

Firstly, let me just say, you guys are providing a great service that magically teleports my packages from one corner of this wide brown land to another in a timely and efficient manner. As at the time of this post, it’s the silly season and you’ve put on extra staff to cope with all Christmas packages. I’ve been into 3 different Post Offices in the last 3 weeks and every time I’ve had a great customer experience.

Customer service wise, you guys rock.

But what is with your merchandising? Seriously?

When I walk into a Post Office, apart from the PO boxes out the front and the stamps at the counter, I’m not really sure what you’re trying to be. You’re kind of Office Works, come ABC shop, come kids games isle at Target.

I think I see what you’re trying to do. You’re catering to such a wide audience that you’re trying to appeal to everyone. You’ve got those Simpson’s walkie talkie’s at kid level – for when Mum’s are waiting to be served. You’ve got those book packages from seniors friendly authors for when the oldies are paying their bills. And then you’ve got the ink cartridges for the small business / home office types.

It’s like being in a slightly more expensive version of a $2 shop; there’s something for everyone but it feels like there’s incongruous product everywhere.

Are you suffering from an identity crisis?

Can I remind you who you are? You’re POSTAGE.

Be everything postage. Not postage plus all these other little knick knacks that confuse my brand perception of you.

Stock anything that helps me get a package from A to B, period. It’s still a pretty broad brief.

Luke Moulton