Reclamepost sinds corona aanzienlijk afgenomen
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De coronacrisis heeft een grote impact gehad op de postindustrie. Uit cijfers die Kamerlid Nathalie Dewulf opvroeg blijkt dat bijvoorbeeld de impact op reclamepost bijzonder groot was. Het volume daalde met maar liefst 18,8 procent in 2020, de grootste daling in de jaren. “De coronaperiode heeft de digitalisering sterk versneld”, zegt Dewulf.
De trend van dalende volumes voor reclamepost was al aanwezig voor de coronacrisis. In 2019 daalde het volume met 4,7 procent en in 2018 met 7,2 procent. Maar een stijging van bijna 20 procent zoals in 2020 was ongezien. In 2021 steeg het volume weliswaar opnieuw licht (0,9 procent), maar vorig jaar vond alweer een daling van 6,9 procent plaats.
“Bpost moet zich aanpassen en blijven renoveren”
“Deze cijfers tonen aan dat de coronacrisis de digitalisering in de postindustrie versneld heeft”, aldus Dewulf. “Deze trend vindt niet enkel plaats bij reclame. Over het algemeen stappen steeds meer bedrijven én overheden over op elektronische communicatie. Dat is niet per se negatief want het zorgt voor bijvoorbeeld minder papierverspilling.” Volgens het Kamerlid zal papieren reclame ook niet meteen volledig verdwijnen. “We zien dat bedrijven blijven vasthouden aan een soort mix van papieren reclamefolders en digitale alternatieven.” In januari kondigde supermarktketen Delhaize nog aan dat ze de helft minder papieren folders zou versturen, maar wel blijft vasthouden aan de papieren optie.
Toch waarschuwt het Kamerlid ervoor dat er ook een keerzijde is aan de digitalisering. “Niet iedereen is mee met de evolutie en zeker in het geval van belangrijke communicatie van bijvoorbeeld de overheid blijft de traditionele post van groot belang.” De digitalisering brengt bovendien uitdagingen voor Bpost met zich mee. “Het is aan het postbedrijf om zich aan te passen en te blijven innoveren”, besluit Dewulf. “Bpost kan niet achterblijven en moet zich aanpassen aan de veranderende behoeften van klanten en de lagere productstroom. Zoniet dreigt ze irrelevant te worden.”