Holste Says: |
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Offering guaranteed expedited delivery to entice last minute shoppers can appear manipulative and perhaps deceptive when the promise is broken - no matter the excuses. To reestablish creditability, retailers must provide more realistic expectations for traditional high volume online shopping and shipping periods. |
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What Do You Say?
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Previous Columns by
Cliff Holste |
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Many logistics professionals are of the opinion that most of last season’s shipping and delivery problems were caused by a combination of extreme bad weather in December and a tsunami of orders placed too close to Christmas. This combination left thousands of customers across the country disappointed and determined not to have that happen to them again. Disappointed (and for some embarrassed), customers blame both retailers (for accepting way too many last minute orders) and parcel delivery service providers for being late. Customer procrastination is not the issue. After all, last minute ordering was hyped-up and on-time delivery guaranteed!
Offering guaranteed expedited delivery to entice last minute shoppers can appear manipulative and perhaps deceptive when the promise is broken - no matter the excuses. To reestablish creditability, retailers must provide more realistic expectations for traditional high volume online shopping and shipping periods.
While there is nothing anyone can do about the weather, retail businesses can become smarter (more conservative) relative to promising the impossible. Two obvious lessons were learned:
First – the volume of last minute online orders can exceed the logistics industries current physical handling capacity.
Second - there is a limited number of pilots and parcel delivery drivers available that can be quickly pressed into service.
DCs Eliminate Speed Bumps
With all of the bad PR focused on last minute parcel deliver issues, the good news got overlooked. Most DCs were able to pick & ship orders on-time – usually by the next day. Of course, this fact is not much appreciated by customers who receive their orders well past the promised date – especially those that arrived after Christmas.
In addition to hiring additional seasonal help to augment the permanent staff, DCs can increase the capacity of their picking and shipping systems by making the following relatively simple improvements:
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