If you’re in logistics or ecommerce, you’ve probably noticed that ‘peak season’ has become something of a year-round phenomenon. Gone are the days when we could simply batten down the hatches for Christmas and Boxing Day sales. Today’s peak seasons are more like a series of waves that build throughout the year, from Black Friday to Blue Monday, creating challenges and opportunities for savvy businesses.
But what if we stopped viewing peak season as an annual mountain to climb and started seeing it as a launchpad for sustainable growth?
When business goes through the roof
Let’s talk numbers. The data tells quite a story. During peak seasons, Coyote Logistics saw its daily load volumes surge by up to 20% during peak, handling upwards of 12,000 shipments a day. That’s like trying to pour a litre of water into a pint glass without spilling a drop!
The rise of ecommerce has transformed these peaks into veritable Everests. Where we once had a gentle climb in demand, we now face sharp spikes that can make even the most seasoned logistics professional break into a cold sweat. The good news is that with the right preparation and mindset, these volumes are manageable and represent valuable opportunities for growth.
Turning high tide into high profits
Peak seasons offer opportunities to optimise revenue streams by capitalising on increased demand. During these times, savvy carriers strategically adjust their rates to effectively manage volume and enhance profitability.
Take Ocado’s success during last year’s peak season. It didn’t just survive the Christmas rush – it thrived, achieving record-breaking sales and delivering 99% of items exactly as promised. Its secret? Ocado focused on being “a great shopkeeper”, balancing impressive growth (10.9% year on year) with exceptional service levels. By maintaining stable basket sizes and competitive pricing, it kept customers coming back while managing increased volume. Ocado kickstarted 2024 with over a million active customers.
Building relationships that last beyond the rush
Peak season performance can make or break your customer relationships. When the pressure’s on, that’s when customers really see what you’re made of. It’s rather like hosting a dinner party: Anyone can be charming when serving soup, but it’s how you handle the soufflé crisis that people remember.
The most successful carriers use peak seasons to demonstrate their reliability and build trust. They’re transparent about their capabilities, proactive in their communication and consistent in their service delivery. Yes, these are good practices for peak season, but they’re also the building blocks of long-term partnerships that deliver value year-round.
A fresh perspective on peak season
We might consider viewing peak season as our yearly chance to excel rather than a difficult period. Ultimately, it’s about presenting our services in a manner that fosters enduring success while effectively managing an increased volume of packages.
By embracing the surge in volume, optimising your revenue strategies and focusing on relationship building, you can turn peak season pressure into peak performance. And isn’t that what business growth is all about?
Remember that peak season isn’t just a test of your operational capabilities. It’s also a chance to demonstrate why you’re the partner your customers can’t do without during the busy times and beyond.