La Poste - New Segment Propositions

The Situation

When La Poste, the French state owned post office, identified the increasing trend for people migrating into and out of France, they approached Edengene to help understand the potential commercial opportunity.

As well as a range of new services resulting from this trend, La Poste needed to increase the overall profile of the post office by making it more modern and appealing to younger customers.

The Solution

Working in the UK and France, the team:

• Approached this task from the viewpoint of migrating customers. Those relocating to France and French natives migrating elsewhere
• Examined migration flows: Relocation patterns, volume of individuals moving into and out of France and the financial implications of these movements
• Identified those customers most likely to migrate to/from France and grouped them into clear segments
• Examined the needs of each segment
• Quickly identified the problems that would have to be overcome as well as the specific needs that each group would generally have e.g. a young traveller will need to open a bank account, retired couples would need assistance in staying in touch with their family
• Advised and guided La Poste through the process, using a series of focused workshops

The Results

Together, Edengene and La Poste designed a range of tailored offerings for each customer segment that would also delivered clear business benefits for La Poste:

• A strategy to acquire new and valuable customers that they otherwise wouldn’t reach
• Introducing and retaining a young customer base, offering a broader range of services
• Remaining the trusted ‘local’ service provider for their existing customers – i.e. maintaining first class customer relations, for their traditional customer base, even though they no longer live in France