choice for customers,” Corbett said. “The 39 stores that we’ve got on the ground have been predominantly based in capital cities where there’s heavier store traffic. Now we’re starting to expand to regional areas and that will be our main focus of next year’s program.” There are eight flagship superstores across the country including Brisbane GPO, Sydney’s Queen Victoria Building (QVB), and Canberra GPO. The latest flagship opened at Melbourne’s Bourke St GPO in November. A suburban superstore opened in Parramatta in Sydney, was followed by a store in Torquay, Victoria. Superstores aim to be a ‘one stop shop’ and span between 500sqm and 700sqm, with each made up of a number of key zones, including online shopping, self service, and travel services. A 24/7 zone, which includes parcel lockers, a postage vending machine, ATMs, and self service terminals, has become a core component of the superstore format as more consumers trade and shop online. “Self service and 24/7 access is really popular because it’s putting the power in the hands of the consumer,” says Corbett. Store openings Australia Post expects to hit its target of 50 superstores by the end of the financial year, with plans to double that number to around 100 over the next 18 months. “Fifty stores gives us a good base to start, but [the rollout] really just depends on the take up of the format from our customers.” The rollout of superstores has been a combination of expanding and converting existing stores as well as the opening of new sites. Corbett says Australia Post may introduce certain zones to suburban stores depending on location and demographic instead of undergoing a complete refurbishment. “What’s great about the model is we’re able to incorporate relevant zones for our smaller, suburban stores. We’ll effectively be able to tailor the offer to what customers in that area are asking for.” Compared to regular Australia Post outlets, superstores have a heavy emphasis on technology, such as self service terminals, instore iPads, and digital display screens. “We found from talking to customers they weren’t really aware of all the services and product that we offer, so the digital media screens have really helped [promote] what we do.” Corbett says this adoption of technology has attracted a younger market to the local post office. “The 24/7 zone has attracted a younger market for us, it’s really opened up a window of opportunity, so that’s been a real plus. “We’re currently doing a youth marketing campaign. We’ve launched new identity cards such as proof of ID cards, and reloadable money cards, so that’s also further targeting the youth market, which is a brand new demographic for us.” An expanded travel service zone has also led Australia Post to create a niche line of travel products for the very first time. “We’ve become a one stop shop for travel because of our travel services zone. We have a dedicated currency exchange instore, which is staff by American Express, and we’ve created some niche travel lines. “We’ve got Australia Post travel insurance, reloadable travel cards, and a range of travel related products. Apart from booking your airfares and accommodation, all of those other accessories you need when you travel you can now get at Australia Post.” This story first appeared in issue 1990 of Inside Retail PREMIUM.