What happens after peak season?

8 key considerations for the post peak season period

1. Inventory Management

Conduct a thorough audit of your holiday stock. Knowing what sold well and what didn’t should steer your demand planning for next year. Analysing sales and returns data can help you make informed decisions about how much inventory to order for future peak periods.

To shift leftover holiday season stock, hold a clearance sale (January is a great time for this), and offer product bundles and discounts on your e-commerce website.

2. Cash Flow Management

It’s important to understand your financial position after peak season. Sales may have been robust, but there are likely to be several expenses – such as paying suppliers and taxes – to remember.

A point of sale (POS) system that integrates with your accounting software can help you track your sales, inventory and expenses so you always have a clear view of your cash flow. Other tools can also support cash flow management for small businesses, automating processes like invoicing and expense tracking.

Make a financial plan for the slower off-season periods, too. Maintain a cash reserve to act as a safety net, and develop strategies to boost sales during this time, such as running promotions.

3. Customer Retention and Relationship Building

Did you know that returning e-commerce customers spend 67% more over time than first-time customers?¹ You’re likely to have a wave of new customers through your (online) doors during peak season, so delivering a great experience is key to ensuring they come back.

Include a personalised thank you note with every order you send out (bonus points if it’s handwritten!) Send a follow-up email, too, with a discount code for a future purchase.

You could consider creating a loyalty program, offering exclusive deals, discounts and early sales access to subscribers. 

Don’t forget to invite customer reviews, too. This will give you invaluable insights to improve your offering, whilst also helping to build brand trust amongst other customers.

4. Marketing and Promotions

Consumer spending tends to be slower in January, so you’ll need to get creative to attract sales during this time. Offer double or triple points for loyalty members, and consider running a flash sale to get rid of leftover holiday stock.

People typically look to become “better versions of themselves” in the new year – do you have any health and wellbeing products that you can push across your social media channels?

Lean into retargeting marketing, too. Look at your peak season website data – specifically shoppers who added a product to their basket but didn’t complete the purchase. A timely retargeting advert might push them to revisit the sale, or offer them a discount for that product to entice them to buy. 

5. Return and Exchange Policies

E-commerce returns are a pain for retailers, but they can’t be ignored. 84% of consumers will not shop again with a business after a bad returns experience², so it’s important you offer a clear and easy returns policy.

Handled the right way, returns don’t have to mean lost sales – they can actually open the door to new ones. When a customer starts a return, take the opportunity to learn why. If they’re sending back a clothing item because the style wasn’t quite right, suggest alternatives that might suit them better. Sweeten the offer with a small discount, and you could turn that return into a new purchase.

6. Data Analysis and Reporting

Taking a deep dive into your peak season sales data will provide you with invaluable insights to better understand your customers’ wants. What sold well – and what didn’t? What purchasing trends did you identify? What feedback did you receive? These insights will help you refine your product offering.

If you use inventory management software, the technology’s data collection and analytics capabilities can identify sales patterns, enabling your business to better forecast future demand.

Look at your peak season marketing campaigns, too, to identify successful strategies and areas for improvement. This will help you allocate your marketing resources – including budget – in the future.

7. Operational Efficiency

Once the peak season rush is over, it’s time to review how your logistics performed. Delays and bottlenecks don’t just slow things down – they can leave customers frustrated. The good news? Technology is making it easier than ever for SMEs to streamline operations and stay ahead of the game.

Here’s a quick look at some smart tools to consider:

Smarter inventory management

Today’s inventory software goes beyond tracking stock – it predicts what you’ll need next. By analysing past sales and seasonal trends, it helps forecast demand more accurately and can even automatically reorder products before you run out. No more last-minute scrambles to restock your bestsellers.

Warehouse systems that keep things moving

Modern warehouse management tools optimize the flow of goods. They plan the most efficient routes for incoming shipments, ensuring items are processed and shipped out to customers as quickly as possible.

Chatbots that don’t sleep

AI-powered chatbots are available 24/7 to answer customer questions on your website and social channels. The best ones can understand what customers want and even suggest personalized products – turning casual questions into sales opportunities.

8. Supplier Relationships

Post peak season is a good time to reflect on your suppliers’ performance. Some key things to consider:

• Are they reliable? Do they meet production and delivery deadlines?
• Is the quality of their products good enough?
• Do they offer competitive prices? Is there room for negotiation?
• Are they flexible? Can they react quickly to an increase in demand?
• If you’re thinking of expanding your business overseas, would it be more cost effective to source a supplier there?

It’s important to carry out regular supplier audits to ensure your business is always receiving the best service.

Of course, there’s one final consideration that your customers really care about – the delivery. With a DHL Express Business Account, you can guarantee them fast and reliable shipping – wherever in the world they may be.