The US Postal Service, which often seems to have an obsession with “branding”, has decided to abandon one of its best known and oldest brands: “Parcel Post”
Parcel Post just celebrated its one hundredth birthday on New Years Day, but as of January 27, it will be called “Standard Post”. Here’s the announcement from USPS News Link:
In fiscal year 2011, USPS moved 2.148 billion packages — a number that continues to increase as more and more consumers shop online.
According to New Products and Innovation VP Gary Reblin, “The Postal Service is committed to identifying eCommerce growth opportunities to further strengthen its shipping business.”
Effective Jan. 27, 2013 there will be product changes that do just that. Parcel Post will be transferred to the USPS competitive product list and renamed Standard Post. It no longer will be part of the Package Services product category and while service standards will remain the same, Standard Post packages will receive USPS Tracking at no additional charge.
This will be a new chapter in the history of Parcel Post, which recently celebrated its centennial anniversary. It was at midnight Jan. 1, 1913, that Postmaster General Frank Hitchcock and New York Postmaster Edward Morgan shipped packages addressed to each other, racing to be the first American to use the fledgling service.
Now, 100 years later, with a focus on its future in the rapidly expanding package delivery arena, USPS is transitioning Parcel Post service for the future as well, under its new title — Standard Post.