Paxmove Uses the ‘Last Mile’ as an Electronic Advertising Platform

The startup Paxmove from Soltau in Lower Saxony presents a new concept to refinance fully electric delivery vehicles on the last mile. Electronic advertising screens will be installed on the delivery vehicles of the Paxster brand, which can display targeted advertising based on location. For letter and parcel deliverers in the KEP sector, this is an optimal way to finance their vehicles through advertising.

(Soltau) Paxmove is a unique startup in the logistics industry. While it is dedicated to the so-called ‘last mile’ of letter and parcel delivery, it does not focus on optimizing loading containers, routes, or vehicles, but rather on advertising the delivery vehicles. The idea and concept involve electronic billboards mounted on the vehicles that display advertisements, which can also be changed, similar to illuminated advertising at the edges of football fields.

Advertising can be precisely targeted using GPS signals

Managing Director and co-founder of Paxmove, Ronny Ryll: “The special thing is that we can control the advertising using GPS. For example, if a bakery offers breakfast, we can use GPS signals to ensure that the screen displays this advertisement whenever a vehicle approaches the corresponding bakery. There are many other possibilities as well.”

The advertising screens of Paxmove are clearly visible on the electric vehicles.

Currently, three Paxster vehicles are in operation in Lüneburg. They are used for a private letter deliverer. “In Germany, there are many private letter deliverers in the large cities. They are our target customers. The Paxster is particularly suitable for them, and with our advertising screens, we offer the KEP sector the opportunity to recoup the investment for a vehicle, which is around 20,000 EURO,” explains Ryll, outlining part of Paxmove’s concept. Interaction is also integrated. Passersby can scan QR codes and respond to the advertisements that appeal to them.

More and more parcels are replacing regular letters

While regular letter mail is steadily declining in Germany, parcels in letter size are constantly increasing. Ryll adds: “Many small devices or spare parts and similar items are sent as letter mail in padded envelopes. This saves online shops shipping costs and facilitates delivery.”

In addition to Lüneburg, (6) advertising e-mobiles from Paxmove are already rolling through Hamburg and Buchholz in the Nordheide. One of Paxmove’s partners, Postlogistik Hamburg GmbH, recently became a member of the Environmental Partnership Hamburg.

Through advertising on the electric vehicles, Paxmove estimates a large visibility of up to 90,000 people. “The vehicles make about 400 stops in a large city like Hamburg, and at each stop, between 100 and 300 people see it,” Ryll points out the reach.

Paxmove customer Postlogistik Hamburg GmbH recently became a member of the Environmental Partnership Hamburg.

Consciously chosen the e-mobiles from Paxster

Paxmove has consciously chosen vehicles from Paxster. “The e-mobiles from Paxster fit best with our concept and meet our requirements in terms of suitability for KEP daily operations, ecology (CO2 savings), and for mounting and installing our advertising screens. The Paxster is available in three variants and sizes. The advertising boards are adapted to the size,” Ryll explains the decision in favor of Paxster.

Ronny Ryll himself is a business lawyer. How did Paxmove come about, and what motivated him to enter and invest in a completely new business field? After his training in 2006, Ryll ended up in project development and business consulting – specifically in corporate restructuring. He repeatedly dealt with various industries, businesses of different sizes, and a wide range of problems. Securing funding was also one of the business areas he worked on. Through this, he came to a client in the KEP sector.

First contact in the KEP sector and a song by the ‘Ärzte’

“Through this contact, I got to know people from the industry, their concerns and needs, and eventually the Paxster. Developing a sustainably successful solution from these circumstances was the incentive for the project. In 2004, the band ‘Die Ärzte’ released the song ‘Schuld’. The refrain states; ‘It’s not your fault that the world is the way it is, but it would be your fault if it stays that way…’

Ryll continues: “We are not radical climate savers, but we wanted to make an intelligent, meaningful, and sustainable contribution to improving business processes and the climate – in the area where we have some expertise. This aspiration gave birth to the idea of using highly efficient small electric vehicles for the delivery of letter and parcel services on the last mile, ideally throughout Germany.”

Ryll describes the next steps and goals of Paxmove as follows: “After the trial vehicles successfully completed a year and a half of field trials and the system was continuously developed into all-weather-capable color displays with sound modules, the next step is market penetration. By 2021/2022, we would like to have 1,000 vehicles nationwide. With over 65,000 deliverers in the alternative letter market, we believe this is achievable.”

Paxmove is definitely an interesting young company with new approaches. The Paxster is already a striking vehicle in itself, and the moving images on the flat screens attract additional attention.

Photos: © Paxmove

Ronny Ryll

The business lawyer Ronny Ryll is the managing director and co-founder of the startup Paxmove. The company connects delivery on the ‘last mile’ in the KEP sector with advertising on screens. Through activities in business consulting, Ryll stumbled upon the KEP sector.
www.paxmove.de