New report outlines need for retailers to plan for 2012 online seasonal peaks now

New report outlines need for retailers to plan for 2012 online seasonal peaks now

Retailers must ensure they are properly prepared and have planned effectively to up-sell seasonal goods online, according to a new report released today.

Given the sheer volume of seasonal peaks throughout the year, the 2012 Seasonality Guide from e-commerce software provider for multichannel merchants, eSellerPro, urges retailers to begin planning for the next 12 months’ seasonal peaks at the start of the year, reviewing the previous 12 months and planning based on this.

It said the upcoming Diamond Jubilee and London Olympics make this year particularly important for retailers of all sizes to take advantage by ensuring that there is a cycle of targeted planning and activity throughout the year. Retailers need to be gearing up for the summer before Easter is over, considering Valentine’s Day and Mother’s Day, the first major seasonal peaks following the January sales, have already passed, and will be swiftly followed by Easter next month.

Focusing on the early part of 2012, the report identifies some key tactics that retailers should be looking at to help them ensure that they have as profitable a year as possible.

Best practice plans revealed

It advises retailers to first review the previous year’s performance. By evaluating this information, the report said it puts retailers in a good position to plan effectively for the year ahead, understanding what seasonal peaks they can really make the most of based on last year’s success.

Having a reporting process to highlight strengths, weaknesses, opportunities and threats (SWOT), retailers can plan around areas where they know sales are likely to increase or even slow down. While the reports urges them to plan initially for trends and inventory from early in the year to the beginning of July. These plans can include upcoming events in this timeframe, outlining when a retailer will need inventory, as well as what promotional and marketing materials are needed.

Having established an inventory trends plan, breaking it down into quarterly plans makes it is easier for retailers to manage the seasonal peaks and related challenges. Meanwhile, the report found that planning ahead of the last quarter of the year in August with a view to rolling this out on 1 October is key to ensure sales opportunities are maximised and that the best-selling inventory from the year is ready and available.

Effectively meeting demand

“Planning for seasonal peaks throughout the year requires much the same processes as when retailers are planning for Christmas sales. Retailers need to follow the best practice actions around 60, 45, 30 and 15 days prior to each seasonal peak as key benchmarks to ensure demand is met,” said Keith Bird, eSellerPro chief executive. “In an era of convenience where the consumer expects what they want, when they want it, through whichever channel they want, it’s not an option for retailers to fail to keep up with seasonal demand throughout the whole year.”

Patrick Munden, head of seller communications in Europe at eBay, commented: “This guide is a useful resource that online retailers can use to plan and prepare their businesses for the seasonal selling peaks throughout the year. Holidays and events are crucial profit pockets where retailers can drive sales and attract new buyers. This year, UK based sellers may see local and international demand for items around the Queens Diamond Jubilee and the Olympics. This is a great opportunity for sellers to think about expanding their business for international trade but also make sure their business is fully prepared for the increase in demand for memorabilia and sporting goods this summer.”

The 2012 Seasonality Guide also looks at the potential of social media in the customer acquisition, engagement and retention process as a key aspect of planning and marketing that retailers must consider, advising they integrate the whole seasonal planning process with an effective social media strategy.