Managing expectations
Jason Tavaria, Head of Direct at Shutl, has argued that a tight focus on capacity planning and managing customers’ expectations will be crucial for retailers and delivery companies looking to have a successful Black Friday and Christmas peak campaign. “With recent IRMG predictions of over £1bn online spend during next week’s Black Friday event, it’s a day that everyone should be well prepared for,” said Tavaria. “Indeed detailed reviews of previous peaks alongside current trends will have been carried out and forecasters will have been busy capacity planning so that customer expectations are managed well, but there’s no accounting for the way in which shoppers adapt their spending habits for retail events like this so it’s really important that retailers have every box ticked.”
Tavaria believes that retailers have done a lot of “growing up” of late, especially when it comes to managing customer expectations.
“In addition to making huge investments in resources and technology,” said Tavaria, “this year they’re taking a more mature and pre-emptive approach to setting expectations since they’re all too aware of the consequences of disappointing a customer – not only a lost sale, but potentially a social media crisis and a front page headline.
Tavaria then highlighted – and praised – Tesco’s decision to warn online shoppers that Click & Collect deliveries will take longer than usual over the Black Friday / Christmas peak (Click here to see the news story Post&Parcel published on Monday about this move).
“A wise move? We think so,” said Tavaria. “Even the biggest multichannel retailers and pure plays need to set expectations – remember that the landscape is evolving all the time in response to changing shopper needs and habits – it’s no small task to keep up! Being realistic and transparent about potential transactions and delivery issues from the outset is a smart move – remember, an informed customer is a happier customer.
“We live in a world where good communication is critical so this year having a positive relationship with your carrier network – who can share what capacity there is for the busiest times – is going to be absolutely essential, maybe even a make or break situation for some retailers.”
