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Post Office needs repositioning, says former marketing boss

Simon Carter, the former head of marketing for the Post Office, said the organisation has a "broken model" and needs to reposition itself, during a panel at the annual Marketing Forum.

Speaking on board the Aurora, Carter, who is now marketing director for Fujitsu UK’s government division, said: "What we were doing in 2003/04 was about changing our product offer and trying to move people into taking up 'happy purchases'.

“I do think that the Post Office model is kind of broken. No one is clear what it is. It makes no sense to have 10,000 branches, it's a broken model but there's no politician brave enough to make that decision. It needs a repositioning and the Royal Mail situation has been disastrous for them too."

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