Saudi Post unveils new brand identity in bid to transform itself

RIYADH — The Saudi Postal Corporation, better known as Saudi Post, has unveiled its new brand identity “Saudi Post and Logistics” (SPL) in a move to transform itself.

In a virtual ceremony, the president of Saudi Post Anef Bin Ahmad Abanomi said the new identity is in line with Vision 2030 which represents a unique model reflecting the Kingdom’s ambitions for the future.

The vision of Saudi Post is based on that of the Kingdom, and this was the main motivation for re-examining the business model and the need for it to be compatible with the national transformation, he said.

“In so doing, we have been working on an ambitious plan to build a system of multiple networks, establish a unified national address system and provide a package of individually tailored postal services based on those logistics. We aim to achieve significant leaps in our operations and provide innovative services that keep pace with the government’s approach to transforming the Kingdom into a global logistical platform,” he added.

Abanomi went on to explain that Saudi Post was going through a huge transformation to provide a better experience for its customers and partners.

“The ambition of Vision 2030 is to create opportunity, boost investment and productivity, invest for the future and capitalize on the geographic location of the Kingdom as a global hub. Our strategy is to capture the growing eCommerce market and transform from where we are as a very traditional postal authority to become a national champion as well as a regional player,” he said.

“Right now, Saudi Post operates to handle traditional mail... 80 percent of the network is geared toward that, while 20 percent is geared towards parcels. Little has changed in that regard since 1985. The organization was never built to make a profit since it was set up primarily as a services organization built around offering citizens the best possible postal services.

“But now, we are going through a process of privatization — moving from government ownership to private ownership. Accordingly, we need to raise the quality of service and reduce the costs to the government. We also have to change the company culture from not thinking about commercial returns to actually making a profit. And we have to do this before 2025.

“The market overall has been changing dramatically during the past few years. Mail volume has been falling while eCommerce and parcels delivery is rising exponentially. Financial services are also on the rise. There is also a growing demand for specialized logistics services, and all this is going on against a background of the disruptions caused by technology.”

Abanomi explained that the new strategy would focus on three key areas of significant transformation:" Evolution of the Business Focus to become a trusted logistics provider to the government, to be the eCommerce logistics market leader. — SG