PMP rolls out massive catalogue delivery upgrade

The new distribution service is designed for retail catalogues and other direct marketing, and is based on GPS ‘track and trace’ technology combined with automated collation. PMP claims its new model will greatly improve home delivery and significantly enhance retailer return on marketing investment.

The current catalogue distribution market is valued at around $295 million, with PMP and Salmat tying up around 90 per cent of it. PMP claims current delivery techniques suffer from a number of problems including slow speed to market, high staff turnover and no guarantee of the physical state of the catalogue once it hits the letterboxes.

“We’re effectively transforming the delivery business from a cottage industry into a professional industry,” says Brian Evans, CEO of PMP. “Speed to market is important for our customers, and our delivery system allows them to track the exact time the catalogues hit the mailboxes.”

Coles Myer switched over to PMP for the print production and distribution of its advertising catalogues, and points to the new delivery system as the reason for the move. PMP claims 12 other major retailers including Hungry Jacks, Red Rooster and Radio Rentals have also signed up for the service.

PMP claims workload is reduced by 40 per cent with the new system. All ‘walkers’ are issued with a GPS device and delivery is tracked in real time, allowing daily reports and for any problems to quickly be addressed.

PMP also hails the ability of deliverers to record data in real time such as ‘No Advertising Material’ stickers on letterboxes, opening up the possibility of advertisers targeting houses with the information collected.

Evans confirms that for example, a pet food company might choose to focus on a particular suburb where there are more dogs. The data collection system is not yet available to clients with issues of privacy needing to be addressed before it gets up and running.

PMP plans to have the new delivery system up and running in New South Wales by September this year, with Melbourne to follow in January 2007 and Queensland, SA and WA scheduled for March 2007.