Good morning, and remember that delivery is important.
One of a number of interesting comments from Adobe’s Taylor Schreiner in this story was that retailers were likely to expand the time-frame of seasonal sales, not just to boost revenue, “but to manage timing and expectations of delivery when supply chains are so constrained.”
Looks like constraint was almost an understatement, judging by this New York Times article. Apparently, “Shipaggedon” awaits. I do love it when journalists coin a term: if there’s any nefarious activity behind shipping delays, we can talk about “Shipgate.”
The problems begin when, the Times says, “our zeal for shopping from home meets the physical limits of humans, warehouses stuffed to the rafters, roadways and ocean freight shipping.” It’s not just purchasers that are likely to be frustrated, but marketers too. After all, marketing may own many things, but not the supply chain. But it may be time to start thinking about managing expectations in your messaging. After all, it’s all CX.
Kim Davis
Editorial Director, MarTech Today
