It’s that time of year again where peak preparations and peak management come into play. There’s lots of things you can do to help ensure a smooth journey through increased order volumes and to maximise your sales volumes. To help make what can be a daunting task seem a little more digestible, we’ve put together our top tips for peak preparation - with a series of posts that will focus on operational, logistical and forecasting tips.
In this post we will focus on customer buying behaviours, customer context and marketing strategies for boosting your sales volumes.
What are consumers’ buying behaviours looking like in 2024?
Understanding customer context, the role of AI in the modern buying world, and consumer priorities can help you align your brand to consumers demands. An extended period of economic stress has resulted in “ongoing price sensitivity” meaning that consumers are shopping around more to see which brands offer the best price and value (Mintel, 2024). We’re had a look at market trends for 2024 to help you stay ahead of the curve this peak:
Customer Context and AI
Recent research by Quid has highlighted the importance of considering Customer Context. By doing so it gives a multi-faceted view of customers’ adapting behaviors and offers greater insight into how a customers’ needs might change as we draw closer to key dates (mentioned above). Gaining this strategic insight allows you, the seller, to identify blind spots and anticipate consumer needs and contextualise data within the broader market and the unique surge in demand around peak season. Another study by G2 highlights how personalised marketing from brands is prominent in the current market and can lead to higher levels of customer engagement and loyalty.
This trend in understanding of the consumer and the nuances of their behaviour largely driven by the rise in AI and implementing this into your Marketing Strategy could give your brand a competitive advantage for peak season.
Buy Now, Pay Later
One of the biggest direct-to-consumer (DTC) trends the market is seeing is “Buy Now, Pay Later” (BNPL). An option that many DTC brands are offering at the checkout to enable them to spread the cost of a purchase across multiple weeks or months. Many apparel brands such as H&M, Girlfriend Collective are offering this service through Afterpay, Klarna and Sezzle to name a few. A recent study found that 50% of respondents used BNPL in the past year, 39% who had never used the service said they were likely to consider it, and 67% stated that it could replace their credit card.
Over the peak season, having a BNPL option may by beneficial alongside peak deals to engage those consumers who are still frugal with finance due to a tightening around the cost of living. However the outlook is bright in Britian, a study by Shopify shows that consumers plan to spend 21% more than Peak Season 2023!
Sustainable choices
Consumers are much more aware of sustainability in the present day, particularly among Gen Z. In a study by pwc almost nine in ten (87%) of respondents reported that they were directly impacted by the effects of climate change. This awareness leads these same shoppers to state that they’d happily pay 9.7% more for sustainable brands. Even amidst the uncertainty of the cost-of-living and inflation. Among the Gen Z generation, almost two thirds (62%) will opt for sustainable brands, and almost three quarters (73%) are willing to pay more for sustainable products.
What does this mean for peak? Sharing your sustainability ethos through all marketing communications could set you ahead of competition. Going the extra mile by considering your delivery partners and shipping options could give the consumer the choice to choose sustainable options.
Did you know: At MHI use an AI powered route optimising technology to ensure that there are fewer half-empty pallets, leading to fewer trucks on the road, which results in less emissions and lower shipping costs. We also have 170 solar panels powering our warehouse operation saving 40,000 kg of CO2 emissions since 2015-- the equivalent of planting 1,800 trees. And 95% of our staff live within a 2 mile radius of our offices, so we really are a local independent business that cares about our impact near and far.
Marketing campaigns and promotions
In 2024, 55% of marketers employed personalised marketing efforts (Survey Monkey, 2024). The modern day consumer is most engaged by tailored content that is relevant to their needs. In fact, 54% of US consumers are willing to share personal data if it directly enhances their online shopping experience (Mintel, 2024). Ensuring you maximise your search visibility, consider selling on multiple marketplaces, and employ effective campaigns could help you grow sales this peak:
Maximise your search visibility
Update your product pages with the most up-to-date information to keep content fresh. Search engines reward new content, therefore it is also a good idea to upload new and multiple images to show every angle of your product. In addition this will minimise the number of returns and customer queries if they know exactly what to expect when they order.
Update your keywords, do some more research and ensure your pages include the right keywords to be found. We use SEMrush for our keyword research but there are plenty of other tools and lots offer a 30-day free trial. Google Search Console is a good tool to use to help you optimize your website.
Effective campaigns
In a world where we are bombarded with adverts on a daily basis, it’s important to target your audience via more than one channel. This can include social media, email marketing, paid search and direct mail.
With our own campaigns, we have seen great success in our print element, as it cuts through the digital noise. Why not also take advantage of this?
We can produce direct mail campaigns in-house and ship them internationally using our vast network.
Similarly, we have developed an online platform where you can create and send promotional postcards direct to your audience anywhere in the world. Discover SendVia today and effectively promote your seasonal offers.
You can also look to go ‘Phygital’ by taking a blended physical and digital approach, and including QR codes on your print items - as well as promotional codes or interactive call-to-actions for example - to drive consumers online and monitor engagement and interest.
Explore additional marketplaces
Increase the places where you sell by having your products appear on Google and Amazon listings in addition to appearing on multiple marketplaces.
Amazon Marketplace is a great platform to start on, providing access to Amazon’s vast audience -You’re almost guaranteed to boost sales!
Did you know: MHI is an official carrier for Amazon Marketplace, having integrated with ShipTrack, the system used by Amazon Marketplace sellers to distribute goods. In order to obtain this status we undergo rigorous testing and maintain high KPI’s to meet Amazon’s criteria.
Are you looking for extra support with shipping this Peak?
For expert advice on eCommerce cross-border solutions get in touch with our friendly team. Through our global carrier network and AI informed postal optimisation engine, we help businesses reach international markets easefully.
Get in touch at: enquiries@mhi.co
