In 2008 â€” the last time Americans faced a spike in the cost of gasoline â€” the Postal Service launched a television ad to let customers know that unlike the competition, USPS wasnâ€™t going to add surcharges to its pricing to offset rocketing fuel charges.
Today, with uncertainty still surrounding fuel costs, USPS has brushed off its ad of 3 years ago and once again is airing it on national TV. It begins with a question: â€œWith the rising price of fuel, guess which way shipping costs are going.â€ Anticipating consumer angst, the ad informs viewers â€œThe Postal Service has no fuel surcharges.â€
Gary Reblin, vice president, Domestic Products, knows rising fuel prices also are hitting shippers in the pocketbook (Link, 3/22). â€œOur competitors already have increased their pricing with fuel surcharges,â€ he said. â€œWe want to work with customers, helping them get through this difficult period in exchange for their confidence and continued business long after fuel costs have stabilized.â€
Reblin said USPS will do everything it can to encourage customers to continue shipping with USPS. â€œIt worked in 2008, and itâ€™ll work again in 2011,â€ he said.