Stamps.com 2013 Annual Report Download - page 10

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In 2014, we plan to continue increasing, optimizing and refining our enterprise customer lead generation and sales and marketing efforts.
We plan to continue working on improving the efficiency of our sales team. We also plan to increase the number of enterprise customers as
well as increase the number of locations with existing customers.
In 2014 we plan to optimize our business in this area by (1) continuing to enhance our technology and software to further improve the
scalability of our solutions for the larger high-volume shipping customers; (2) continuing to introduce shipping related features and
functionality that will improve the value proposition of our solutions; (3) adding new shopping cart integrations for easier data export and
import from the tools that customers like to use; and (4) continuing to scale our sales and marketing efforts including using our national
sales force.
We plan to launch new features in our software including continued enhancements to our batch shipping capabilities such as batch printing
tools, design enhancements, international custom forms with hidden postage, and forms that can be use with thermal printers. We also plan
to broaden our support for USPS services such as Express Mail Flat Rate Padded Envelope, which offers cost effective overnight delivery,
Parcels Select service which offers the lowest USPS rates for ground delivery, and USPS Special Services that include Adult Signature
requirement and Hold for Pickup services on packages.
In addition, while our online enhanced promotion channel tends to attract more consumer oriented customers with lower lifetime values, we have
continued to realize an acceptable return on our investment in this channel. We will continue to monitor this channel and plan to continue it so
long as it provides an acceptable return. We currently expect to maintain or reduce our level of investment in this area in 2014 compared to 2013.
PhotoStamps
In 2014 we plan to continue marketing PhotoStamps, but with limited spending and expectations. We will continue our program of focused
direct-to-website PhotoStamps marketing spending with a goal of keeping the overall cost per acquisition at a level that provides an attractive
financial return. While we do not expect to increase our investment in PhotoStamps in the short-term, we believe that there may be potential
opportunities to grow the business in a better economic environment.
6
Table of Contents
•
Enhance our Enterprise Solutions Sales and Marketing Efforts
. Our solutions continue to have a stronger customer value proposition
compared to postage meters and our customers continue to be attracted to our enterprise solution versus a postage meter. We believe this
customer preference is based on our dramatically lower cost of ownership and the greater visibility into individual employee activity
available from our sophisticated centralized front-end reporting tool, with features typically not available with a postage meter, such as real
time data, improved web-based postage management tools, and enhanced web-based financial and administrative controls for central
decision makers.
•
Enhance our High Volume Shipper Solutions and Sales and Marketing Efforts.
We continue to attract high volume shippers such as
warehouses, fulfillment houses, e-commerce shippers, larger retailers, and other types of high volume shippers to our service through our
efforts in these areas. Postage printed by our high volume shipping customers in 2013 was up 37% versus 2012 which reflects our
continued investment in our shipping technology and our sales and marketing efforts.
•
Optimize our Business Model and Improve our Customer Experience
. We plan to continue optimizing our registration process and post-
registration customer interactions to improve the initial experience a customer has with our service by shortening and streamlining the
registration process and facilitating easier purchasing of postage by customers during registration. We plan to expand our usage of demo
videos and online how to videos. We also plan to continue expanding our presence in social networking sites, to continue expanding our
customer web portal, and to continue enhancing content on our website.