Good or Bad? How We in B-to-B, too, Have Trained Our Customers to be Last-minute Shoppers
I’ve heard a number of nervous comments from B-to-B direct marketers who rely on seasonal products or end-of-the-year sales peaks. Everyone seems a little concerned as their order curves are behind last year’s — in some cases more than 20 percent behind. I’m not worried … yet. Here’s why:
Over the past five years or so with all the advances we’ve seen in technology, there’s been a continual shortening of production and delivery times. What used to take four to five production days, now takes one to two. Shipping and delivery times also have been cut, due to advances made by the likes of United Parcel Service and Federal Express. In most cases, we as a group have underpromised and overdelivered. And that’s good.