Rising carrier costs are turning fulfillment into a marketing issue, because the promises brands make before the checkout are increasingly being tested by what happens after it. As holiday volumes rise and shipping becomes more expensive, the winners may be the retailers that treat logistics as part of the customer experience rather than an invisible function sitting behind it.
Tag: holiday shopping season
Economic uncertainty has turned Halloween, Back-to-School, and the holiday shopping season into exercises in consumer confidence rather than consumer demand. For marketers, the biggest challenge isn’t convincing people to shop. It’s convincing them that your brand deserves a place in increasingly scrutinized budgets.