Retailers has been advised to pay careful attention to their supply chains during this period, as operations and delivery are key to client satisfaction, maximising brand exposure and increasing revenue. Oliver Facey, Vice President of Operations for DHL Express Sub Saharan Africa pointed to the 2015 Benchmark report series:

Ecommerce Holiday Trends(1), which showed that November and December drive 30 per cent more e-commerce revenue than non-holiday months. “This surge highlights the impact of holiday season spending habits and why retailers need to optimise their service levels should they want to capitalise on consumers’ increased spending power over this period.”

 Facey added that in terms of e-commerce platforms, the December period is a highly competitive

period, and supply chain management strategies are critical to effectively manage the increased demand. “Many platforms offer free or express shipping options, promotions and discounts. All of these are geared to drive and maximise sales when consumer spending is at its peak. This is a crucial

part for retailers, as overselling a product or service and then being unable to deliver has the potential to do far more harm than good.

“Retailers need to ensure their supply chain management is agile enough to handle the increased volume. To maximise profitability, retailers need quick, smart, cost-effective methods to fulfil orders timeously and accurately across multiple sales channels. Effective reverse logistics is also essential for managing returns and keeping the industry moving.”