Over the past few years, peak season has been stretching from a key week to several. With that, pre-planning is only one side of a successful selling season. The most effective strategies however, are dynamic — refined continuously based on real-time performance insights throughout November and early December.
For many retailers, the final stretch toward Christmas and Boxing Day sales is a critical opportunity to ensure you’re using real-time insights from peak to excel in the final few weeks of this key gifting period.
There are three essential pillars—inventory, delivery, and customer experience – to focus on. Discovering actionable adjustments that can be made across these three areas will ensure you make the most of the December rush.
Inventory management — Optimising stock and sales
Reflecting on November
Retailers that excelled in November leaned heavily on data-driven inventory strategies. Real-time inventory tracking and automated stock updates helped these businesses avoid stockouts and overstocking. Meanwhile, detailed insights into product performance allowed for more informed decisions about promotions and replenishments.
Looking ahead to December
Ask yourself:
- Which SKUs are underperforming? Consider offering discounts or bundling slow-moving products as gift sets to drive sales while managing inventory.
- Are your bestsellers consistently in demand? Spotlight these items in marketing campaigns and ensure they’re not only available, but well-stocked, in the final weeks before Christmas.
- Are bulky or fragile items complicating shipping logistics? Incentivise in-store purchases or click-and-collect options to minimise shipping challenges and costs. Or tap into couriers (more on that later) which specialise in big and bulky.
Proactive inventory management doesn’t just prevent headaches; it ensures retailers can meet customer demand with confidence. Balancing stock effectively now can make the difference between missing opportunities and closing the year on a high note.
Delivery excellence – Ensuring speed and transparency
Reflecting on November
November highlighted the growing importance of delivery flexibility and transparency. Retailers who provided same-day, next-day, and click-and-collect options – in addition to standard delivery – experienced higher conversion rates, greater customer satisfaction and increased retention. Additionally, clear and accurate communication about delivery timelines reduced customer anxiety and strengthened trust.
Notably, Shippit’s State of Shipping Report 2024 revealed that while retailer-advertised delivery times average 5.6 days, actual delivery speeds have improved to just 2.2 days—underscoring the industry’s strides in exceeding expectations despite inflating estimates.
Looking ahead to December
Consider:
- Are your delivery estimates clear at every stage of the customer journey? Transparent timelines boost customer confidence and drive conversions.
- Have you partnered with reliable carriers to handle increased demand? Optimising last-mile delivery will be critical in avoiding delays.
- Are you prepared for last-minute shoppers? Offering expedited shipping options can capture those scrambling for gifts in the final days before Christmas.
Real-time tracking remains a crucial tool for improving the delivery experience. Keeping customers updated about their package status enhances satisfaction and reduces the burden on customer support teams. When you deliver on your promises, it reinforces brand reliability and trust.
Customer experience – Building loyalty through communication and flexibility
Reflecting on November
Clear and proactive communication stood out as a critical factor in customer retention during November. Retailers that provided timely updates about order status, shipping delays, and stock availability saw higher customer satisfaction rates. Additionally, those who offered multiple touchpoints for customer inquiries—whether through chat, email, or phone—helped mitigate frustration during peak periods.
Looking ahead to December
Ask yourself:
- Are your customer service channels ready for increased demand? Ensure your team is adequately staffed and trained to handle common inquiries, and that you’re using the right technology behind the scenes to optimise operation and improve fulfilment speeds and accuracy.
- Can you personalise your outreach? Tailored messaging—such as product recommendations, exclusive offers, or abandoned cart reminders—can keep customers engaged and boost sales.
- Is your returns policy clear and accessible? A well-communicated, customer-friendly return process can help reduce hesitation in making last-minute purchases.
- Are you communicating proactively? Customers will reward transparency but penalise retailers that overpromise and fail to deliver. If you’re experiencing stock shortages, fulfilment delays or shipping delays make these clear at checkout. The conversions you lose will come back again but those that buy there false pretences will never return again.
Additionally, retailers can make use of automated tools for email and SMS updates to keep customers informed at every stage of their purchase journey. A seamless and transparent experience can turn holiday shoppers into loyal customers for the long term.
A holistic approach to the holiday season
Peak-season success isn’t a set-and-forget strategy. It requires regular measurement, reflection, and adjustment to stay ahead of challenges and meet evolving customer expectations. Retailers should ask themselves whether delivery timelines are clear, capacity can meet demand, and express options are sufficient for last-minute shoppers. Tools like Shippit Insights provide real-time data to optimise shipping performance, ensuring every delivery contributes to customer satisfaction and long-term loyalty.
Rob Hango-Zada is CEO and founder of Shippit.