Royal Mail National Offers Stamp Merchandisers

Royal Mail National, London, is in the business of selling stamps throughout the United Kingdom. And this is one marketing-savvy government agency that not only listens to its retailers and consumers, but acts on those responses. Since 1988 and the establishment of the retail division, Royal Mail National has been making a concerted effort to make its product -- stamps -- available not only in post offices, but in all retail establishments, explains David McGirr, national accounts controller of the retail division of Royal Mail National."To facilitate sales, we had to provide ways of dispensing stamps," says McGirr. "Research has shown that the way to sell more is to have not just stamps, but any product on display, so consumers can see what they can buy."This notion is not new to the stamp marketer, which is replacing about 20,000 displays that have been in retail locations for the past five to six years. Those displays have become outdated, and Royal Mail recognized its retailers' need for an updated unit.Ten display manufacturers submitted designs for the new stamp booklet unit, but NDI Display came up with the winner. The updated unit features improvements such as a hinged cover, larger slots to accommodate oversized stamp books and an optional rotating base. It also reveals more cover space on each stamp book. This design received the approval of Royal Mail's retailers, who "helped to design it and tweak it," McGirr says.The red-and-yellow countertop display reflects Royal Mail's colors. Notes McGirr: "Branding is very important. The red and yellow colors are strongly recognized." According to each retailer's pilferage concerns, the display can be stocked full of dummy stamp books, with "Sample" printed clearly on each booklet. The unit can also be filled with actual stamp booklets, with each slot holding 25 books.An initial order of 20,000 displays, which are free to retailers, began appearing in retail outlets on July 4. Approximately half of those displays featured two rows of stamps, with the rest being single-row units to accommodate smaller retailers. The two-row display measures 10 inches wide by 14 inches high by 12 inches deep. The single-row unit is the same height and depth as its double-row counterpart, but measures only 5 inches wide.The display can house books of four and 10 first- and second-class stamps; books of four international stamps for both postcards and letters; books of 10 and 20 first- and second-class Christmas stamps; and books of Greetings stamps, which each consist of 10 first-class character stamps that come with free stickers such as "Happy Birthday." The unit also can hold books of 20 self-adhesive stamps, but these stamps are currently being tested and are not available nationally, McGirr notes.

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