Post on it's Retour: Raising Reciprocity to Balance the Volume Decline of PostNL's Postal Service in the Market of Giving Attention

This graduation assignment was commissioned by PostNL. PostNL is the biggest postal and parcel service in the Netherlands. At this moment, PostNL consists of three main branches: mail, international and parcel. Mail is the big cash cow that needs to be kept as healthy as possible for as long as possible. Part of PostNL’s strategy to realise this...