How Pos Malaysia stamps out with fresh collabs in the digital era

Pos Malaysia’s recent collaborations with Pokémon Trading Card Game (TCG) and Galado are just the tip of the iceberg for the national courier service provider, which is on a mission to strengthen its connection with customers through innovative campaigns and strategic partnerships.  

During an interview with A+M, Fiona Liao (pictured), group chief marketing, communications and sustainability officer, Pos Malaysia, said the company is driving growth and positioning itself as a leader in the industry through forward-thinking initiatives, all while executing a comprehensive transformation strategy to ensure long-term success and customer satisfaction. 

Don’t miss: Have you seen Pos Malaysia's Pokémon special edition stamp set?

Stamping out the distance with customers  

Part of this includes building trust and winning over their customers – which had yielded results as seen with the 22.2K engagements Pos Malaysia received on its social media platforms for the Pokémon special edition stamp set initiative.  

Liao revealed that the organic news coverage in the media was valued at over RM500,000 and drove a significant volume of traffic to their website. “Overall, the success of this campaign, evidenced by the high social media engagement, news coverage and website traffic, had not only strengthened our brand’s position but also fostered a sense of excitement and connection among our audience,” she said. 

However, Liao explained that the two recent collaborations were not purely targeted at engaging the younger generation. “We are focused on delivering products that capture the interests and passions of a diverse customer base," she said.

Whether it’s through trendy collaborations such as the Galado mobile accessories or nostalgic collectibles such as the Pokémon TCG stamp collection, the organisation's goal is to offer products that resonate with a broad audience, not just targeting the younger generation specifically, explained Liao. 

Going the extra digital mile

Nevertheless, Pos Malaysia is cognizant of the need to adapt its services and messaging to stay relevant and meet the evolving needs of the youth, especially as younger consumers become increasingly focused on digital and social issues. 
 
According to Liao, the company modernised its infrastructure and transitioned over 90% of its applications to the cloud and consolidated its key systems since August 2021. The shift is said to have enabled real-time analytics and data-driven decision-making.  

“Looking ahead, Pos Malaysia plans to integrate predictive AI to further enhance customer retention and drive upselling, leveraging data-driven insights for continued growth and operational efficiency,” Liao said.  

Such a move was necessary, as Pos Malaysia has been around for more than 200 years. Besides updating its well-worn systems to catch up with the digital times, the company has also made strides to become a more fun, fresh and relatable brand catered to the wants and needs of locals. 

Unlike the failed Royal Mail UK rebrand, the Malaysian national postal company has taken well-planned steps to culturally revamp and transform itself, especially since the appointment of industry veteran Charles Brewer as its new chief executive officer in 2021. These moves have been clearly aimed at regaining the trust of Malaysians, as the company faced years of customer dissatisfaction and reports of bad service around the 2000s.  

Transforming with evolving customer needs 

In the face of a decline in traditional mail volumes, Pos Malaysia’s shift to focus on parcel delivery led the company to merge its mail and parcel networks to optimise efficiency and reduce cost. Liao called it an evolution into a "parcel delivery company that also delivers mail” to stay competitive.  

Liao said Pos Malaysia had also introduced several innovative initiatives as part of its transformation strategy. This includes setting up Pos Shop, Redly Express, and Pos Fulfill. “We are proactively navigating the evolving postal and logistics landscape by prioritising exceptional delivery performance, embracing cutting-edge digital innovation, and reinforcing its commitment to sustainability,” she added.  

The chief marketing officer told A+M, that the service provider’s main commitment is to strengthen its connection with customers. Looking ahead, Pos Malaysia has an exciting pipeline of plans which reflect this focus this 2025. Notably, its Ramadan Raya campaigns, third-party and sports partnerships, as well as student visits and school programmes. 

"Pos Malaysia is proactively navigating the evolving postal and logistics landscape by prioritising exceptional delivery performance, embracing cutting-edge digital innovation, and reinforcing its commitment to sustainability,” said Liao. 

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