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Cases Corporate Excellence
How can you develop and strengthen, in a short space of time, the digital positioning of an historic Spanish company such as Correos? How can you transfer a technological and innovative image, close to customer needs, by boosting a 2.0 digital identity linked to the revitalization and the repositioning of the brand?
Correos is the Spanish public company which until recently held the monopoly for postal services in Spain, a market that was completely liberalized in 2011, in line with a process promoted in the entire Union by the European Parliament. Even so, Correos remains the main operator in Spain, having started a gradual but constant process of modernization, repositioning and updating in the last decade.
About a year ago, the company’s Marketing managers decided to carry out a project, following the sales strategy for new products and parcel services, to increase web site traffic and boost e-commerce trade, which are sales on the Internet.
The process has involved, at first, breaking a series of internal barriers in an organization that is still quite traditional, with a strong inertia (nearly three centuries of history), an important number of employees (more than 60,000) and a business model based on paper.