Dutch postal, express and logistics company TNT Post Group NV has formed a strategic alliance with Poste Italiane to conduct direct marketing initiatives.
The first venture is a direct marketing company that will open in Italy. The objective of the venture is to build a company that offers lists with consumer data, according to both companies.
The joint venture will be controlled by TPG. However, Poste Italiane will contribute market knowledge, commercial contacts and insight into Italian culture.
No financial details of the agreement were released.
“The combination of TPG's expertise in direct marketing services with the local knowledge and network of the national postal administrator will position us very strongly as this market develops,” saidAd Scheepbouwer, CEO of TPG. “We are also keen to identify other potential areas of international cooperation where we can combine forces.”
Italy has a high potential for growth in direct marketing compared with other European countries, said Corrado Passera, CEO of Poste Italiane. Passera cited a significant improvement in Poste Italiane's distribution performance as one factor. In addition, he said, customer relationship management “is becoming a dominant philosophy in all industries in Italy.”
Both partners will explore the possibility of further cooperation in areas such as international mail and hybrid mail.
