The SAR's postal service is thought to be considering a number of enhancements to make the website more user-friendly, by revisiting its design and adding more case studies and best practice advice. Several new tools may also be added, including a 'matchmaking' service to hook up advertisers with list brokers and fulfilment firms.
The website, first launched in 2002, is set to be relaunched later this year.
The Hong Kong Post was unable to comment on the project at presstime though the move is thought to have been prompted by increased demand for DM services from Hong Kong's commercial sector. The territory's SMEs, often unable to afford mass media advertising, represent a potentially lucrative income stream for the post office, with only a small percentage increase in users representing large increases in revenues.
The Hong Kong Post is also investigating the possibility of marketers using irregularly-shaped mail for direct marketing, adding greater impact to campaigns and potentially further stimulating the medium's use in Hong Kong.
The service has started running tests to gauge consumer reactions to oddly-shaped packages, though it is not known when a decision will be made on whether to make the option available to the marketing community.