Canada Post Borderfree Announces New Capabilities - Direct Marketing and E-Commerce Tools for Untapped Canadian Market
TORONTO - May 17, 2005 - Canada Post Borderfree, established in 1999 and a part of the Canada Post Group of Companies since 2002, has moved beyond its focus as a technology provider and now presents US retailers with a full suite of direct marketing, transportation and e-commerce solutions. These solutions promise to provide a seamless market entry for US retailers and erase barriers to doing business in Canada. Through Canada Post Borderfree, multi-channel retailers are able to expand into new markets and connect to new prospects by leveraging best-in-class marketing expertise, logistics and technology.
Faced with many hurdles, such as identifying the right target consumers, pricing in local currency, customs, and fulfillment challenges with getting goods over the border, retailers have been hesitant to move into the Canadian market. By offering consumer segmentation tools to match the best prospects to a retailer's customer profile, circulation planning, and a series of integrated marketing campaigns and analytics, Canada Post Borderfree helps its partners find success in market expansion.
The value to the Canadian consumer is compelling. Through Canada Post Borderfree's technology, retailers can offer their consumers pricing in Canadian dollars and guaranteed landed cost without hidden taxes or tariffs. To decrease the amount of waiting time for delivery, Canada Post Borderfree also pre-clears packages through Canada Customs in order to deliver over the border quickly.
Patrick Bartlett, president of Canada Post Borderfree, commented, "We view ourselves as a strategic partner to US retailers looking to expand internationally. In addition to the suite of powerful marketing services we have added, Canada Post Borderfree provides strategic consultative advice, including a customized market evaluation for each merchant prior to engagement, outlining projected sales at the postal code level. This eliminates risk for the merchant and a strategic roadmap to increased sales and profitability in Canada."
Opportunity In Canada
There are 13,000 consumer mail catalog titles in circulation in the United States that generate $76.8 billion in annual sales. Compared to the 35 titles that are circulated in Canada with $1.38 billion in annual sales, it is clear the Canadian catalog market is vastly underserved, providing a viable opportunity for US retailers. In fact, closing the gap in the Canadian market is a $15 billion opportunity. However, many retailers lack the selling experience that would attract the majority of Canadian direct mail buyers. Furthermore, fulfillment and prospecting represent the greatest barriers to scaling their business in Canada.
Canada Post Borderfree has invested in tools and resources to help its retail partners overcome those challenges and plan and execute prospecting campaigns in Canada. To this end, Canada Post Borderfree offers the following ways to satisfy and maximize Canadian demand:
- Thorough evaluation of the retailer's market potential in Canada
- Access to the best lists available in Canada
- Locating new high-value prospects via customer segmentation
- Creating multi-channel circulation plans for market entry
- Full service demand marketing campaigns and analytics
- Mailing profitably into a retailer's house file by reactivating old buyers and activating non-buyers
- Last mile delivery that ensures a seamless shopping experience, including logistics, customs clearance and customer service
Success with Canada Post Borderfree
Brookstone and Lands' End are two merchants that have seen great success, garnering Canadian orders and growing their international business platform through partnerships with Canada Post Borderfree.
In the course of five years, Brookstone has enjoyed 77% growth in catalog mailings and Canadian sales have risen in step with circulation and co-marketing. Brookstone continues to maintain profitability and a growing customer base.
Lands' End has also seen steady Canadian growth utilizing different marketing solutions. Its partnership with Canada Post Borderfree has led to the establishment of www.landsend.ca, specifically designed for Canadian shoppers. In fact, in 2003 - 2004, new customers grew 77% in the Canadian market.
In both cases, it is evident that a strategic partner to bring local knowledge, marketing and logistics support are critical to success in the Canadian market. The alchemy of marketing expertise, scaleable technology, and proven logistics are required to scale the business and provide positive growth. Through partnerships with Canada Post Borderfree, the consumer buying experience improves, and with that, so will results.
About Canada Post Borderfree
Based in Toronto, Ontario, Canada Post Borderfree is a strategic partner in market expansion, offering expert solutions that enable multi-channel retailers to replicate their domestic consumer shopping experience, enter new markets seamlessly, and achieve business growth. Canada Post Borderfree believes that the catalyst to success in market expansion hinges on an alchemy of intuitive marketing, simple but scaleable technology and proven logistics. Canada Post Borderfree partners feel confident that their relationship is backed by the credibility and network of Canada Post Corporation. With proven technology and unparalleled market intelligence, Canada Post Borderfree has helped leading US retailers, such as LL Bean, Brookstone, Lands' End, Puma, and Sephora, achieve success in new markets since 1999. Visit www.borderfree.net for more information.
- Copyright 2007 Canada Post Borderfree
