November and December are the busiest time of the year for American online retailers, who in 2017 made over $100 billion in sales over just those two months alone. However, with this opportunity comes lots of chances to accidentally botch fulfillment of customer orders at the worst possible time for both you and the customer. You need to clearly communicate shipping company cutoff dates, ensure you have enough workers and packing materials, and ensure proper delivery addresses and accurate shipping costs. Failure to do so can lose you the opportunity for repeat customers and really upset buyers!
- The opportunity for retailers to make considerable sales during the holiday season is huge but so is the opportunity to make errors in shipping.
- Online stores should remember that repeat customers do have a lower cost of acquisition than are new customers so they should provide good service.
- When a shipping glitch occurs, the retailer would have to replace the product but more importantly, the customer would be disappointed and may not come back.
“Customers expect delivery. For online stores that sell tangible products, order fulfillment is arguably the single most essential task. It is the culmination of marketing, web development, and customer service.”