There are certain times when demand increases substantially. Summer sales, Christmas, CyberMonday or Black Friday are some of these occasions. This growth in sales generates a clear impact on the logistics sector, mainly derived from online commerce.
The high digital demand for products has been driven by events such as the pandemic, which have accustomed many consumers to the convenience of being able to shop from home and have it delivered to the pick-up point of their choice.
According to data provided by LobocomOn average, eCommerce turnover increases by 35% during the week of Black Friday. In campaigns like this, where low prices allow for substantial sales growth, profits can exceed campaigns like Christmas.
In order to cope with the demand resulting from this event, and to take advantage of the high sales volumes, optimal strategies must be incorporated to keep the situation under control at all times.
It is true that having a complete management of all operations at times like this can be a big challenge, so there are a number of key things to keep in mind to ensure control of your logistics in times of high demand.
1. Monitor operational capacity
In the weeks leading up to this event, it is necessary to plan what the company will be up against. The first step is to carry out a preliminary study of the market and its behaviour.
Knowing the trends that are key in the market is essential to be able to understand the dynamics of purchases, the products and services that are most in demand and how the purchase method is being carried out (whether it is in-store collection, at home or at a collection point). Having as much information as possible is a clear advantage to be able to understand or anticipate possible shopper behaviour on Black Friday.
Every company has a range of customers who are most likely to buy. Knowing all the information about the consumers of your products is key to understanding what they want and how to achieve it. You cannot incorporate the same strategy for a company with a younger market than one whose consumers are older and more likely to make physical purchases.
Taking some of these factors into account is essential to be able to have a better strategy regarding the amount of stock of the various products, and to increase the volume of staff whenever necessary.
2. Incorporation of new technologies
Manual processes in logistics can create major problems when dealing with these high peaks in demand. The incorporation of technology into logistics processes has generated great benefits in terms of being able to carry out orders in the most efficient and quickest way.
In events such as Black Friday, it is essential to be able to carry out logistical processes in the best possible way, so that they can be as controlled as possible. The various technologies that are incorporated in the logistical phases allow great advantages when it comes to shortening order processing and fulfilment times. The digitisation of processes The integration of processes with Warehouse Management Software (WMS) or the incorporation of automatic picking systems allow this improvement in order to keep up with the demands of demand.
3. Take reverse logistics into account
High demand for goods means a high volume of returns. Being able to cope optimally with this process is also essential to show the added value of any company, and thus to achieve convenience and satisfactory customer service.
The ease of making purchases online generates a high demand for returns. Effective reverse logistics allows you to differentiate yourself from other companies, as not all of them focus on this important point. Incorporating a strategy to manage it is essential to avoid potential problems and increased costs. Therefore, the use of technology must be incorporated, as well as ensuring that manoeuvres are in place to positively accommodate the high volume of returns post-Black Friday.
In conclusion, there are certain key elements and procedures that allow you to deal safely with events such as Black Friday.
