For retailers around the country, the busiest period is usually in late November, when a surge in sales arrives to coincide with Black Friday weekend. With millions of shoppers looking to scoop bargains in anticipation of the coming festive season, retailers need to have a plan in place to cope with the demand.
The Importance of Black Friday and Cyber Monday
This is a period which could make or break the fortunes of a small retailer, especially when we consider the shift of consumers toward online shopping. What started as an American tradition has now become thoroughly entrenched in the UK, with more than eight billion pounds expected to be spent over the entire weekend.
Getting all of these goods shipped to their destinations is critical, and this means developing a sound logistics strategy.
Logistics Challenges and Opportunities
At the heart of the logistics problems retailers will encounter is surging demand. Since customers are going to be placing orders during a very limited time span, supply chains are naturally going to be tested to their limits.
Where retailers can cope with the stresses, however, the rewards are set to be substantial. If Black Friday orders can be successfully fulfilled in one year, then those orders are more likely to be placed again the following year. Many customers will expect a same-day courier, and if you can provide it, you’ll win those customers over.
Warehousing operations will need to put special emphasis on managing inventory and monitoring stock levels. This might be done with the help of technological tools, or through collaboration with suppliers. Where data is provided by suppliers, it should be validated at every stage of the supply chain. This way, errors can be minimised, and the service delivered to customers can be optimised.
Preparing for the Peak
It’s essential that we plan early to cope with peak season. We might streamline operations in advance. In many cases, we can actually implement the measures we’re going to be taking before Black Friday arrives. By tweaking your approach to last-mile delivery, you might improve your results. Route optimisation matters, too. It’s easier than ever to plot a route that accounts for obstructions and other challenges, and by leveraging the right technologies, delivery times and costs can be cut.
Human Resources and Seasonal Staffing
Getting more hands on deck will help you to cope with the surge in demand. In many cases, you’ll be able to retain the extra staff for the long term, too. Put in place a robust procedure for hiring and training new recruits in the warehouse. Demand for quality delivery drivers is high, but by offering perks like flexible working hours, you can put yourself ahead of the competition.
Returns Management
A portion of the goods you ship will need to be returned. Managing this rush for returns after Christmas is crucial. Prepare for this problem by establishing a procedure for processing and storing returned products. This will help you to limit the reputational damage you suffer, andmaintain good relations with your customers.
