While Jersey Post is known across the Island for its mail services, the group’s operations extend across the world, with 40% of all revenue generated internationally. The organisation’s chief executive Mark Siviter and group marketing director David McGrath tell Emily Moore about a business which had to diversify to maintain its local services
FOR many Islanders waiting for that all-important Amazon order, weekly Hello Fresh food delivery or special birthday card from a loved one, the arrival of the postie is eagerly anticipated.
For other Islanders, though, that daily visit is about much more than the contents of the postie’s mailbag.
‘We are very aware that, for some people, the postie is the only person they see during the day and, as such, the role of our frontline team extends far beyond a simple delivery of letters and parcels,’ explained Mark Siviter, who took up his role as the chief executive of Jersey Post at the beginning of June.
Having spent nine years working for the largest postal logistics operator in the world, firstly as chief executive of DHL Global Mail UK and then as managing director of DHL Global Mail Europe, Mark moved to the UK Post Office in 2015.
‘My time spent in global logistics and the knowledge of the UK, Asian and European markets that this experience gave me, combined with my understanding of what shareholders are looking for, gained from my seven years at the Post Office, has given me an overview which I think fits well with Jersey Post’s position and global expansion plans,’ he said.
‘The two things the Post Office shareholders wanted were social purpose and commercial sustainability, with the latter delivered in a way which didn’t rip the heart out of the communities in which we operated. Those things are also at the heart of Jersey Post and it is really exciting to be at the helm of a Jersey-headquartered global business which is so integral to the local community.’
While that community role has always been a critical part of the business – as evidenced through former initiatives such as Call and Check – it was thrown into sharper focus than ever during the Covid pandemic.
‘The pandemic was a hugely challenging – and worrying – time for everybody and, at the very beginning, we realised that we had a key role to play in keeping the Island moving and maintaining those all-important community connections,’ said group marketing director David McGrath.
‘All of a sudden, businesses were closing their doors, Islanders – including those who were most vulnerable – were being forced to isolate and, at the same time, the demand for essential medical and food supplies was greater than ever. Not only did our posties help to maintain some contact with the outside world for people, but we also worked closely with the Health Department to ensure that test kits were getting into the Island and samples were getting to the test centres in the UK.’
It was a scenario which underlined Jersey Post’s diversity as the company demonstrated not only its delivery services but also its global logistics operations and its role as an enabler of business.
‘Many people are unaware of the full scope of our operations,’ said Mark. ‘While they think purely in local terms, the Jersey Post international brand (JPGL) – which we will be developing even more strongly in the coming months and years – now has trading locations in four continents, offering reliable logistics services, customs clearance and mail and parcel solutions worldwide.’
So strong is the group’s global presence, in fact, that 40% of all its revenue is generated internationally.
‘That is a massive figure and one which is testament to the work of my predecessor Tim Brown and his team who recognised that, with traditional mail services in decline, Jersey Post needed to adapt to become a commercially sustainable global business,’ said Mark.
‘We are well aware that postal authorities around the world are facing real challenges because letters are in decline and that is a trend which will only continue.
‘However, while the internet and social media have almost killed that traditional business model, they have also opened up a whole new marketplace as people have turned to online shopping – and that has been a lifeline for us.’
But switching from envelopes to parcels is not the only way in which the organisation has transformed its offer.
‘As a business, we are determined to maintain the services that our customers and citizens want in a way which doesn’t burden the government,’ Mark continued. ‘That is why the executive team has worked so hard to diversify the business into areas which make money so that we can support our local services. We are not diversifying for the sake of becoming bigger and more diverse but so that we reduce the risk to our core services.’
Underpinning that diversification are some key acquisitions including Woodside Logistics and Fetch.je as well as an expansion into regulatory technology services through its digital business Vaiie.
‘Buying Woodside took us into end-to-end logistics and further supports our international distribution activities in the UK and the US,’ Mark added. ‘The value of this overseas work – and the potential to develop services in further markets – cannot be underestimated. The Jersey brand – whether that relates to the postal service or the Island as a whole – is very strong and hugely trusted internationally so, as an island, we should take the opportunity to export it wherever possible.’
Another recent acquisition was Fetch.je, a local online marketplace which was launched during the pandemic to try to connect retailers and customers.
‘Fetch offered a lifeline to so many businesses when the Island went into lockdown,’ said David. ‘Enabling them to trade online was vital and, while shops and hospitality businesses are now open again, we continue to invest and develop our platform to meet the rapidly changing trends and needs of our customers.’
While Fetch.je introduced many local businesses to the online world, this is not the only digital project with which Jersey Post is involved.
‘Digital is a key area for us and yet this is a massive area which means different things to different people,’ said Mark. ‘It is also an area which is more accessible to some people than others and this is where we have a role to play because, with our core services revolving around communication, we need to support people to use the digital platforms which are being rolled out by more and more organisations.’
One initiative launched by Jersey Post in response to the digital shift is Vaiie, a regulatory technology business designed to support financial services firms on their digital transformation journey by digitising their practices and processes.
‘Vaiie started out as a print business and developed into a regulatory technology business that enables businesses to digitally onboard, verify and connect with their customers remotely through a combination of ID authentication and facial recognition technology in a secure and regulated way. ’ said David.
And Vaiie is not the only Jersey Post platform to offer this type of service.
‘For the past year, we have been working with the Government of Jersey to develop JerseyMe, a new digital identity verification tool, which went live last week, to help Islanders access government online services. It’s a web-based solution which means Islanders just need an internet-enabled device, an email address, and a mobile phone,’ explained Mark. ‘Critically, although this is a digital identity service, through our physical infrastructure, our teams can help Islanders over the phone and in person at Broad Street to access it and complete the necessary steps to register for these facilities.’
It is this blend of digital and people-to-people services which Mark believes exemplifies the organisation’s approach.
‘We are very aware that more and more government departments, utility companies and banks are moving their services online so, in an age of digital conversations, the face-to-face interaction that we offer through our network of post offices is more important than ever,’ he said. ‘The team in our Broad Street headquarters can support Islanders with a range of day-to-day tasks such as paying their utility bills, renewing their tv licenses and making rent payments and deposits to a Barclays bank account
‘This harks back to our core role as a people business. While technology can be a great enabler and can help businesses and individuals to be more efficient, nothing will ever replace that connection with people.’
And it is that connection with people which inspired Jersey’s Post sponsorship of this year’s JEP Pride of Jersey Awards.
Developed to recognise those community heroes whose efforts enhance the lives of so many Islanders, the awards instantly struck a chord with the Jersey Post team.
‘This is an event which celebrates community and resonates with who we are as a brand and what we believe in,’ said Mark. ‘This sponsorship isn’t about fulfilling a CSR objective. It is about engagement with the community and that is what we do.
‘It is a really exciting opportunity for us to share some tremendously meaningful stories and to recognise those heroes. Although I have only recently moved to Jersey, I have already felt the power and strength of the local community. Without people such as those recognised through the Pride of Jersey Awards, I know that the Island would be a very different place and it is a great privilege to be able to celebrate their commitment and dedication.’
