On Thursday, March 11, 2010, USPS® Expedited Package Services (EPS) received a Gold Award and the USPS Holiday Countercard received a Bronze Award at the Point of Purchase Association International (POPAI) Outstanding Merchandising Achievement (OMA) Awards at Global Shop.
POPAI is an international trade association for the marketing at-retail industry. POPAI's OMA Award is the premier award for recognizing the most innovative and effective in-store and at-retail displays, lifting sales, and making products memorable and enticing to consumers.
Drafftfcb Chicago and its Clients received five honors at the POPAI 2010 OMA Awards ceremony, including the Gold for the U.S. Postal Service’s EPS Display — Permanent, Specialty Retailer category.
The U.S. Postal Service® faces aggressive competition from FedEx and UPS, but offers outstanding value to customers. Temporary displays have lifted sales in the past. USPS needed a permanent display to drive Priority Mail® service revenue, engage shoppers, and communicate competitive advantages.
The EPS display provides a permanent destination for shipping supplies at retail. The display enhances the customer/shopper experience, which allows customers to self-complete package preparation. The display is well organized, clearly communicates product benefits, and provides a reliable in-store location where customers can always come to stock up on supplies.
This unique display is a “Shipping Supplies Beacon.” From every angle, this display engages customers with the brand and educates them on various shipping options at the Postal Service™.
n Customers are educated on the available shipping services (via brochures and signage), as well as pricing for each service, eliminating unwanted surprises at the register.
n For the first time, Post Office™ customers are confident on where they can find the supplies they need, and are comforted in knowing that when they see this same display in other locations, they will be able to find what they need.
Being a well-organized and prominent display, it can intercept customers (answering their questions via signage) prior to anyone waiting in line. Thus, it makes each customer visit more efficient. The display organizes USPS shipping supplies, making it easier to see what needs to be restocked by Postal Service employees.
The EPS display is a rugged unit that features a custom vacuum-formed top seated on a Masonite fiberboard and metal base providing stability and eliminating tipping. This unit had to pass the Postal Service’s stringent safety standards. Custom “pucks” provide easy changing of signage and a 50–70 percent savings over metal pucks.
Great news — USPS Priority Mail service is up 9+ percent in locations with the EPS display (compared to same size locations without this display). Praise continues for ease of use, convenience, and an enhanced customer and brand experience. This display truly reinforces the Postal Service’s brand position of being A Simpler Way to Ship at retail.
Thanks to everyone who had a hand in making this possible!
— Retail Marketing,
Retail Products and Services, 4-22-10
