How can retailers can get fulfilment right this peak season?

If 2015 taught retailers anything, it’s that shoppers are more than happy to eschew crowded high streets in favour of buying online during peak. Especially during Black Friday.

Fulfilment is a fundamental part of the overall customer experience. Some of the bigger players have already used delivery to edge ahead of competitors, but retailers of all sizes need to ensure they adjust capacity to deal with increased sales volumes during peak.

Chief executive of CitySprint brand On The Dot Patrick Gallagher says: “Shoppers flock to events like Black Friday for the discounts, but that doesn’t mean they will overlook a poor delivery experience.

“The brands that succeed during peak are the ones that remain sensible and upfront with customers, providing the best possible service despite the increase in traffic.”

Over promising and failing to deliver is one of the biggest potential downfalls for retailers when faced with increased demand. The higher the stakes, the more the brand is affected if things go wrong; and a poor experience at Christmas has a year-round impact on the customer relationship.

“Consumers may not need every peak purchase to arrive instantly and they are prepared to pay up to six times more for a delivery that’s convenient,” says Gallagher.

“Smart retailers can pair discounts with better delivery solutions to attract customers. But to do this they need to understand why shoppers are making a purchase and work with fulfilment partners to provide a realistic range of options to suit.”