Locker Land

What it is

Locker Land is a digital resource from Australia Post that explains the utility of 24/7 secure parcel collection. It targets three distinct audiences: shoppers looking for delivery choice, merchants wanting to integrate lockers into their checkout, and property owners interested in hosting a locker location.

Structure & content

The page begins with a statistics section titled 'The stats' followed by a breakdown of user personas such as 'Always online' and 'Value-driven' shoppers. It features an interactive video series, dedicated toolkits for merchants and hosts, and a frequently asked questions section covering locker suitability and customer acquisition.

Why study it

The site demonstrates how to segment a single product's value proposition for three different user groups on one page. It uses specific data points from eCommerce and sentiment reports to establish the necessity of the service before offering audience-specific toolkits.