Brown out: UPS rolls out Mail Boxes Etc. rebranding

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Mail Boxes Etc. will take on a name change and a new identity this week, as its more than 3,000 nationwide stores become known as The UPS Store.|ret||ret||tab|

The change has been in the works for nearly two years since April 2001 when Atlanta-based United Parcel Service acquired more than 4,000 Mail Boxes Etc. stores from U.S. Office Products for $191 million. U.S. Office Products had filed Chapter 11 bankruptcy at the time.|ret||ret||tab|

While UPS's re-branding campaign begins April 7, it may be weeks before permanent signage appears at the Springfield area's 16 franchise stores, according to local owners. In the meantime, the local stores will display temporary banners. An immediate change will occur in the form of lower shipping prices. |ret||ret||tab|

Franchise owners in Springfield are optimistic about the rebranding.|ret||ret||tab|

"I'm 100 percent behind it," said franchise owner Sean Travis. "It gives us a great brand to back us." |ret||ret||tab|

Travis, who owns two stores in Springfield, said although he was not unhappy with the Mail Boxes Etc. brand, he likes the savings for his customers.|ret||ret||tab|

"Right off the bat you're going to have a 20 percent savings over our previous prices," he said.|ret||ret||tab|

Another franchise owner, Lou Belobraydic, stressed his independent ownership, noting that the stores will continue to be locally owned and operated.|ret||ret||tab|

"We're not corporate stores," said Belobraydic, owner of two Springfield stores. "We are the same people with the same staff and the same personal relationships."|ret||ret||tab|

Belobraydic said the brand change is welcome because of the history and reputation of UPS.|ret||ret||tab|

Local owners expect increased shipment loads as a result of the change. Other products and services previously offered, including metered mail, stamps, document services, laminating, binding and mailbox rentals, will continue, they said.|ret||ret||tab|

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The cost of change|ret||ret||tab|

Consumer savings and the new image come with a price tag for the worldwide UPS corporation. UPS plans to spend approximately $75 million on the store conversions, according to corporate spokesperson Steve Holmes. The company is footing the bill for the franchisees.|ret||ret||tab|

"We're paying for their new signage; we're paying for their new store graphics; we're giving them a uniform allowance," Holmes said.|ret||ret||tab|

Another investment is new national marketing and advertising campaigns, including a series of television commercials touting The UPS Store brand.|ret||ret||tab|

Expect a local media blitz, too, said Travis, who serves as president of The UPS Store Advertising Co-op of the Ozarks. The group, which includes stores in Springfield, Nixa, Branson, Lebanon and Harrison, Ark., pools its funds for marketing purposes.|ret||ret||tab|

"We are spending some money in local (ads) to support the national marketing," Travis said.|ret||ret||tab|

UPS corporate also contributes to the fund, he said.|ret||ret||tab|

Holmes said not all franchisees are obligated to make the change, but the overwhelming response has been positive.|ret||ret||tab|

"There will be some that say no," he said. "It's their choice." |ret||ret||tab|

All 16 stores in the Springfield area plan to convert, according to Mail Boxes Etc. spokesperson Jessica Bongers. And more than 60 stores in Missouri have chosen to rebrand, she said. Mail Boxes Etc. will remain a subsidiary of UPS.|ret||ret||tab|

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Game plan |ret||ret||tab|

After acquiring Mail Boxes Etc. two years ago, "In typical fashion of UPS we took a very methodical approach and did an overall audit of the business," Holmes said.|ret||ret||tab|

He said markets in St. Louis and Seattle, which tested The UPS Store name and lower rates, posted positive results, leading to the national rollout. The UPS Store in Seattle recorded 70 percent higher shipping volume and greater customer traffic, Holmes said.|ret||ret||tab|

"They've kind of taken their time in developing this plan, which I think is a good thing," Travis said. |ret||ret||tab|

"They put a lot of research and resources into it to make sure that it's a good fit for the consumer and for us because I'm still a business owner here trying to make this program work." |ret||ret||tab|

Approximately 1,000 Mail Boxes Etc. stores outside the United States will remain Mail Boxes Etc.|ret||ret||tab|

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