Saudi Post relaunches brand to become national postal logistics leader

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Saudi Post has announced the launch of a major new transformation and unveiled its new brand identity, ‘Saudi Post and Logistics’ (SPL), at a virtual ceremony hosted by the president of the Saudi Postal Corporation Eng. Anef bin Ahmad Abanomi.

The new identity is part of the Kingdom’s Vision 2030, which represents a unique model reflecting the Kingdom’s ambitions for the future; the vision of Saudi Post is based on this national transformation program.

Abanomi explained, “We have been working on an ambitious plan to build a system of multiple networks, establish a unified national address system and provide a package of individually tailored postal services based on those logistics. We aim to achieve significant leaps in our operations and provide innovative services that keep pace with the government’s approach to transforming the Kingdom into a global logistical platform.

“The ambition of Vision 2030 is to create opportunity, boost investment and productivity, invest for the future and capitalize on the geographic location of the Kingdom as a global hub. Our strategy is to capture the growing e-commerce market and transform from where we are as a very traditional postal authority to become a national champion as well as a regional player,” he continued.

The new strategy will focus on three key areas of significant transformation: evolution of the business focus to become a trusted logistics provider to the government, to be the e-commerce logistics market leader, expanding into new businesses while operating as a group and becoming financially independent and attractive to investors; leadership and culture, whereby SPL would become a fully corporatized entity with clear financial goals and governance, achieving high standards in customer experience and satisfaction as well as becoming one of the most sought-after employers in the region; and external stakeholder relations, under which it would thrive through fostering partnerships with external stakeholders and become more agile to achieve effective productivity gains.

“We have a number of major investments planned,” said Abanomi, “such as a redesign of our retail network, a revamp of our operational network, improved customer experience and new digital capabilities, and a state-of-the-art sorting facility, which will be the first of its kind in the Middle East, using advanced technologies and automation to deliver an operational capacity of more than 70 million parcels annually, to keep pace with future growth in business.”

A new logo intertwining Arabic and English letters has been designed to reflect the new entity of Saudi Post and Logistics, which is 100% owned by Saudi Post. Furthermore, a new bilingual company website has been created ( to make it easier for customers to learn more about SPL’s product offerings. A new smartphone app has also been developed, featuring a chatbot service designed to help customers by interacting with them and answering their inquiries.

Abanomi concluded by saying that the launch of SPL will mark a major new milestone in the Kingdom’s fortunes: “Our overall vision is to be the national champion in postal and logistics solutions, providing added value to our customers and linking Saudi Arabia to the world.

“Our mission is to be the modern logistics arm of KSA commerce and government digitization, providing top-quality service to our customers. SPL will reflect the aspirations of our confident nation for a future in which we will become the crossroads of global trade routes, a center connecting the four corners of the world and a logistical hub that will transform the Kingdom into a global logistical platform.

“So unquestionably there are going to be exciting times ahead for Saudi Post and Logistics over the next few years, and customers can expect to see a massive improvement in the range and quality of services on offer.”

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With over a decade of experience as a business and technology journalist working in B2B publishing, Hazel first joined UKi in 2011. After taking 18 months off to bring up her daughter and try her hand at marketing copywriting, she returned in January 2018 to do what she loves best – magazine editing! She is now the editor of UKi's Passenger Terminal World and Parcel and Postal Technology International magazines.

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