Page 8 - AeM_November_2019

RESEARCH, ANALYSIS & TRENDS

Embrace the Singles Day frenzy –

it’s worth it!

China’s November 11, also known as Singles Day, is by So, retailers are advised to promise reasonable
now the largest e-commerce day in the world, beating delivery timeframes.
the famous Black Friday or Cyber Monday in the U.S.
This year, there will be the first Singles Day after the • Harness opportunities for collaboration and
retirement of Alibaba founder Jack Ma, who started the streamlined workflow. End-to-end supply chain
sales phenomenon around a decade ago, and now visibility allows tracking systems to update
handed the job over to Daniel Zhang. businesses and customers alike, while data-driven
collaboration between logistics partners around the
Katie Kinraid, General Manager, APAC, BluJay world can ensure that goods can be moved
Solutions, however has a warning for retailers efficiently and reliably through the supply chain.
participating in such huge sales events: “Singles Day
can be a double-edged sword for retailers. This year’s • Prioritize customer experience. Customers gain
event is expected to see visitor numbers rise to 500 trust in businesses that can handle even the busiest
million, an increase of 12.5%. While a short-term spike in of shopping days. Indeed, supply chain
revenue is on the table for those who participate, professionals now see customer experience as
nowhere is the potential for reputational harm more in their key focus driving innovation. Further,
the balance than sales events”, she emphasizes. according to 2019 BluJay Solutions research, 61%
of supply chain and logistics professionals believe
But Singles’ Day doesn’t have to strike fear among customer experience will overtake cost as the top
retailers and supply chain professionals, but rather be supply-chain differentiator over the next five years.
considered beneficial, when following Katie Kinraid’s The importance of delivery in customer experience
advices: matters more than ever. With smooth logistics,
Singles’ Day presents an opportunity to boost not
• Consider the delivery timeframe promised. At only profits, but also customer satisfaction.
other times of the year, a fast delivery offering can
mean the difference between a sale and cart • Optimize—and then optimize again. While it may
abandonment, however speed takes a backseat be too late to make changes ahead of this Singles’
during Singles’ Day; instead the deal on offer makes Day, retailers and supply chain professionals
or breaks a purchase. Customers are willing to wait. should be constantly reviewing and refining

8 November 2019 - E-Commerce & Digital Retail Marketing