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The new holiday tradition: e-commerce

One of the guys who does some marketing work for us told me recently that he’d completely finished his Christmas shopping. And he hadn’t set foot in a mall.  My father buys nearly everything online too, and he’s no millennial.

Every present on their gift-giving list was ordered online and delivered right to the front door.

Just think about that for a minute.

It wasn’t too long ago that a big part of the holiday season involved fighting crowds and searching multiple stores for items that were in high demand — but often sold out.

Today, with just a few clicks, virtually anything can be at your door — for a better price — within a few days of ordering.

E-commerce has certainly changed the way we shop. But it’s also changed the way we actually GET things. And in doing so, it’s also changed the business model of something we’ve been using forever – Canada Post.

20 years ago Canada Post’s Christmas Campaign was about getting people to send Christmas cards. Here’s a heartwarming example for you to ooh and ahh over.

Compare that to today. Even before December started, Canada Post was having million-pieces days. Just a few years ago Canada Post could count on 1 or 2 days with that kind of volume. But not anymore. It’s the norm: day after day of million parcel days. And the ghost of postcard commercials past has been replaced with marketing that firmly places Canada Post in the parcel delivery space.

The growth of e-commerce has revolutionized our retail and delivery infrastructure with added efficiencies that keep prices low for consumers AND subsidize the cost of getting those postcards out.  Even parcels coming from other countries are often choosing Canada Post for final delivery.

Where do we fit into this growing part of the economy? Combining our RevenueDriverTM service that converts abandoned shopping carts into sales, along with our close association with Canada Post through its Expert Partner program, we help our clients bridge the gap between the online and offline worlds of marketing and fulfillment.

It’s truly amazing that all the advances in e-commerce are only made possible because of the adaptive nature of these legacy services.

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