{"id":12404,"date":"2021-06-28T12:22:59","date_gmt":"2021-06-28T19:22:59","guid":{"rendered":"https:\/\/michaeljbrumm.com\/dclcorp-phase2\/?p=12404"},"modified":"2021-07-12T15:01:11","modified_gmt":"2021-07-12T22:01:11","slug":"holiday-sales-checklist","status":"publish","type":"post","link":"https:\/\/michaeljbrumm.com\/dclcorp-phase2\/blog\/supply-chain\/holiday-sales-checklist\/","title":{"rendered":"Holiday 2021 Planning Guide: Checklist for Ecommerce Sellers"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The TL;DR:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create a redundancy plan with your shipping strategy\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Factor in shipping surcharges\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Incentivize customers to buy and ship early\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Revisit your packaging to streamlined fulfillment and reduced cost<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Prepare special kits and product bundles to increase AOV\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Expect shipping delays, part shortages, supply chain bottlenecks<\/span><\/li>\n<\/ul>\n<p><b>1 Build a Solid Shipping Strategy<\/b><\/p>\n<p><i><span style=\"font-weight: 400;\">Create a Redundancy Plan\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Customers hate when their packages don\u2019t get to the final destination on time, especially with a special holiday to aim for. Ensure your products get delivered on time by creating a backup shipping plan. If this holiday season is anything like last year\u2019s, some carriers will struggle more than others to get your packages out quickly and reach your customers on-time. In order to ensure packages get to customers during a surge, it\u2019s advisable to have a relationship with a backup carrier. You never know where or when issues will arise. If you can easily shift from one carrier to another in the event of any problems, you and your customers will be happy.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Prepare for Surcharges<\/span><\/i><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Shipping costs will go up during Q4. That\u2019s a fact. The major carriers continue to add surcharges as shipping volumes continue to climb. Sellers should be prepared for these additional costs and have a strategy to deal with them. Will you absorb the costs? Or pass the costs to customers?\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Incentivize Early Shipping<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">There were <\/span><a href=\"https:\/\/michaeljbrumm.com\/dclcorp-phase2\/blog\/shipping\/december-delivery-delays\/\"><span style=\"font-weight: 400;\">crazy shipping delays<\/span><\/a><span style=\"font-weight: 400;\"> between Black Friday and Christmas in 2020. If you can offer sales early, customers will be incentivized to order and ship early. Last year not all sellers took this advice, and the ones who didn\u2019t were stuck with a lot of angry customers with delayed packages.\u00a0<\/span><\/p>\n<p><b>2 Get Your Orders In Line<\/b><\/p>\n<p><i><span style=\"font-weight: 400;\">Understand Your Capacity Needs<\/span><\/i><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the best pieces of advice you can take when planning for the holidays is to understand your capacity and communicate it to partners.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Forecasting is incredibly important. First, get a great forecasting model. Then, communicate your needs with your 3PL, suppliers, and any other partners who need to know. Update them often with any changes in your forecast. Your fulfillment provider will then be able to let you know what is feasible in regards to daily and weekly output.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The communication with your 3PL shouldn\u2019t stop at forecasting. It should be a two-way conversation. Questions you should be asking your fulfillment provider:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">When are your facilities open? Are there any planned closure days?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are there additional fees for shipping on \u201coff\u201d days?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What are your plans to mitigate any volume surge issues? (labor or warehouse space)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are there any contingency plans to be aware of?\u00a0<\/span><\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">Rethink Your Packaging\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">With so many variables during the holidays (surges, shipping delays, warehouse backups) you don\u2019t want anything to slow your products down. If you work toward simplifying your packaging materials during the summer months, you won\u2019t have to worry about any last minute decisions or issues during the holidays.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Oh, you also want a stellar unboxing experience for customers? While it\u2019s great branding, it can create bottlenecks on the fulfillment side of things, especially during a surge. Talk to your fulfillment provider about ways to add a special feel to your packing materials without slowing things down. Your 3PL will know what works with their automation systems, and what will ultimately save you on costs.\u00a0<\/span><\/p>\n<p><b>3 Plan Holiday Specials\u00a0<\/b><\/p>\n<p><i><span style=\"font-weight: 400;\">Kitting<\/span><\/i><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Does your 3PL provide value-added services like kitting? They should! Kitting is when a few items are bundled together to create a unique SKU. Kitting is often used for made-to-order products, items that need light assembly, as well as subscription boxes. Work with your 3PL during the summer to plan a few pre-built holiday kits. By bundling products you\u2019ll likely increase your average order value (AOV) and improve your shopping cart conversion rate.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Gifting<\/span><\/i><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another way to increase conversion and average order value (AOV) is to add gift options for your customers. There are a few different paths to go with, but you have to plan them in advance.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gift wrapping: offer customers the opportunity to get their products wrapped for simple giving. It costs a little bit extra for customers, but that will add to your bottom line.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Messages: Amazon has made offering custom messaging the norm. Let people submit a customized gift message to be sent with the product for a small additional cost.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Check out our case study on the <\/span><a href=\"https:\/\/michaeljbrumm.com\/dclcorp-phase2\/blog\/3pl\/customized-fulfillment-customer-spotlight-aftershokz\/\"><span style=\"font-weight: 400;\">increased revenue and customer satisfaction<\/span><\/a><span style=\"font-weight: 400;\"> Aftershokz saw after adding gift messages for the holidays.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Spread Out Your Sales<\/span><\/i><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Traditionally the biggest shopping days of the year are Black Friday (actually the full Thanksgiving weekend) and Cyber Monday (actually now the full week, starting on Cyber Monday). Many sellers chose to spread their sales out, not only clustered around this typical sales week. This can balance out their operations, give customers more options, and net more sales volume by offering more than one single promotion.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider offering sales at a few points during Q4 to give your customers a bit more time to take advantage of special sales.\u00a0<\/span><\/p>\n<p><b>4 Solidify New Opportunities\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s important to take advantage of the right markets now so that you can capitalize on them during the holidays. Q4 is not the season to launch into new markets, but the summer is. If you work hard at growing new opportunities now, it will pay off during times of bigger volume.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Work with your 3PL now to figure out what the best next steps are for your brand. Want to get into new retail channels? Launch your <\/span><a href=\"https:\/\/michaeljbrumm.com\/dclcorp-phase2\/blog\/amazon-fulfillment\/how-a-3pl-supports-your-amazon-business\/\"><span style=\"font-weight: 400;\">Amazon storefront<\/span><\/a><span style=\"font-weight: 400;\">? Expanding your DTC customer base? Or <\/span><a href=\"https:\/\/michaeljbrumm.com\/dclcorp-phase2\/blog\/3pl\/tips-european-market-partner-spotlight-fulfillment-solutions\/\"><span style=\"font-weight: 400;\">grow your sales abroad<\/span><\/a><span style=\"font-weight: 400;\">?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take the time now to set up your new integrations properly now. At DCL we work with great industry partners who integrate with our fulfillment methods to help our customers grow. For example, our partnership with international shipping carrier, <\/span><a href=\"https:\/\/michaeljbrumm.com\/dclcorp-phase2\/blog\/press-releases\/passport-shipping-launch\/\"><span style=\"font-weight: 400;\">Passport<\/span><\/a><span style=\"font-weight: 400;\"> provides our customers a seamless way to get compliance support and turnkey DDP solutions.\u00a0<\/span><\/p>\n<p><b>5 Set Reasonable Expectations\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">To recap, there is a lot of planning needed to ensure your holiday season fulfillment goes as smoothly as possible. This must be done in tandem with your fulfillment partners to get on the same page with the people who will be executing your strategy.\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consumers spent $861 billion in online sales in 2020, that\u2019s a 40% increase from years prior. It\u2019s expected the industry will continue to be at pre-pandemic levels again this year. The supply chain is under a lot of pressure and there will inevitably be delays. Partner with your 3PL to get visibility and work with them to set proper expectations with your customers.<\/span><\/p>\n<p><b>A Holiday Preparation Checklist for Sellers<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Expect delays\u2014online shopping is expected to increase again this year.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create a shipping redundancy plan\u2014have a secondary carrier in place in case of issues.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Prepare for shipping surcharges to be added to your usual shipping costs.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Simplify packaging and packing materials to limit friction during surges.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Put together a holiday promotion strategy that spreads out your sales.\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Build a plan to incentivize your customers to buy and ship early to beat the surges.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Work with your 3PL to create pre-built kits or bundled products.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Look into specialized holiday customizations like gift wrapping or customized messages.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create accurate forecasts for all your supply chain partners.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Set up key integrations now\u2014new sales channels, retailers, or international markets.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Communicate! Let your 3PL know your needs, and develop a communications plan to set realistic delivery expectations for your customers.\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">If you need a 3PL to help you make the most of the holiday season, <\/span><a href=\"https:\/\/michaeljbrumm.com\/dclcorp-phase2\/company\/get-started\/\"><span style=\"font-weight: 400;\">reach out<\/span><\/a><span style=\"font-weight: 400;\"> to chat with our team. Last year we helped many of our clients employ these strategies and others to ensure the smoothest fulfillment possible.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The TL;DR: Create a redundancy plan with your shipping strategy\u00a0 Factor in shipping surcharges\u00a0 Incentivize customers to buy and ship early\u00a0 Revisit your packaging to streamlined fulfillment and reduced cost Prepare special kits and product bundles to increase AOV\u00a0 Expect shipping delays, part shortages, supply chain bottlenecks 1 Build a Solid Shipping Strategy Create a [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[122],"tags":[],"class_list":["post-12404","post","type-post","status-publish","format-standard","hentry","category-supply-chain"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - 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