Call us Today: 0330 058 5621

Email Us

Ultimate Guide to Seasonal Fulfilment: Preparing for Peak Periods

Women working in fulfilment warehouse

01/07/2024 | Share:

Seasonal fulfilment is a critical aspect of business operations, especially for e-commerce businesses that experience significant sales spikes during peak seasons such as holidays and special events. Proper preparation for these peak periods can make the difference between meeting customer expectations and facing logistical nightmares. This guide will provide you with comprehensive strategies and insights to ensure your fulfilment processes run smoothly during these busy times.

1. Understanding Peak Periods

Identify Peak Seasons: Peak seasons vary by industry, but common times include the holiday season, Black Friday, Cyber Monday, and back-to-school periods. Understanding when your peak seasons occur is the first step in effective preparation. Each peak period brings unique challenges and opportunities, making it essential to tailor your strategies accordingly.

Analyse Previous Sales Figures: Review previous sales figures to predict customer demand accurately. Look at historical data to forecast which products will be in highest demand and when the spikes are likely to occur. This data-driven approach helps in planning inventory levels and staffing needs. Analysing past mistakes can also provide valuable insights into improving your strategic fulfilment strategy.

2. Inventory Management

Shot of a young man using a digital tablet while working in a fulfilment warehouse

Forecast Demand: Accurate demand forecasting is essential to ensure you have enough stock to meet customer expectations without holding too much inventory, which can tie up capital and storage space. Use historical data, market trends, and sales projections to forecast demand effectively. By doing so, you can align your inventory requirements with anticipated sales volumes, reducing the risk of stock outs.


Inventory Levels and Control: Maintain optimal inventory levels by adopting just-in-time (JIT) inventory practices or buffer stock strategies. Ensure you have enough available inventory to cover unexpected spikes in demand without risking stock outs. Implement inventory control measures to track inventory requirements and avoid overstocking. Effective inventory management also helps in lowering shipping costs by ensuring that items are readily available when needed.

Supplier Coordination: Establish strong relationships with your suppliers to ensure timely restocks. Communicate your forecasts and peak period expectations to your suppliers well in advance to secure the necessary stock. Effective coordination with suppliers can mitigate the risks of delayed shipments and ensure a seamless supply chain during peak demand.

3. Optimising Warehouse Operations

Long Aisle With Shelves in Fulfillment WarehouseWarehouse Layout and Organisation: A well-organised warehouse layout can significantly improve efficiency during peak periods. Arrange your warehouse to minimise travel time for pickers by placing high-demand items closer to packing stations. Use shelving, bins, and labelling systems to keep everything easy to find. Efficient use of warehouse space can enhance order fulfilment operations, reducing the time taken to locate and pick items.


Technology and Automation: Implement technology solutions such as a Warehouse Management System (WMS), barcode scanners, and automated solutions to streamline operations and reduce human error. Automation can help speed up processes and ensure accuracy in order fulfilment. Advanced systems can manage repetitive tasks, freeing up staff to focus on more complex activities and improving overall fulfilment capabilities.

Temporary Staffing: Hire temporary staff to handle the increased order volume during peak periods. Ensure they are adequately trained in your processes and familiar with the warehouse layout. Consider using temporary staffing agencies that specialise in logistics and fulfilment. The training period for temporary staff should include familiarisation with your warehouse management system and order fulfilment operations.

4. Efficient Order Processing

Fulfilment workers handling and sorting packages at a conveyor belt in a warehouse.

Streamlined Picking and Packing Process: Optimise your picking and packing process by using batch picking, zone picking, or wave picking methods. These techniques can improve efficiency and speed up order fulfilment operations. Additionally, implement standardised packing procedures to ensure consistency and reduce errors. An efficient packing process can significantly enhance the speed and accuracy of your order fulfilment, contributing to a superior customer experience.


Quality Control: Implement rigorous quality control measures to check orders for accuracy before they are shipped. This step is crucial to reduce returns and maintain customer satisfaction. Quality control should be an integral part of your fulfilment process, ensuring that each order meets your standards and reducing the incidence of returns processes.

Packaging Solutions: Use cost-effective and sustainable packaging options that protect products during transit. Custom-sized packaging can reduce shipping costs and environmental impact by minimising excess materials. Thoughtful packaging solutions can also enhance the customer experience, contributing to increased customer loyalty.

5. Shipping and Logistics

Carrier Partnerships: Establish partnerships with reliable carriers to ensure timely deliveries. Negotiate rates and service levels to meet your needs during peak seasons. Having multiple carrier options can provide flexibility and backup in case of delayed shipments. Strong carrier partnerships are essential to managing peak season fulfilment and ensuring that customer expectations are met.

Shipping Options: Offer various shipping options to meet different customer expectations. Provide choices such as standard, expedited, two-day delivery, and same-day delivery to cater to various needs and budgets. By offering a range of shipping options, you can enhance the customer experience and meet demand efficiently during peak periods.

Woman holiday a mobile phone with a courier delivery tracking app on screenTracking and Communication: Provide order tracking information to customers and maintain open lines of communication. Send notifications at each stage of the fulfilment process, from order confirmation to delivery, to keep customers informed and manage their expectations. Effective communication can prevent unmet expectations and improve brand loyalty.


6. Customer Service

Pre-Peak Communication: Inform customers about expected delivery times and potential delivery issues before the peak period begins. Transparency helps manage expectations and reduce frustration if delays occur. Proactive communication can enhance customer satisfaction and increase customer loyalty.

Returns Process: Implement a clear and easy returns process to maintain customer satisfaction. Ensure your returns processes are customer-friendly and communicate them clearly on your website and in order confirmations. A seamless returns process can help build customer loyalty and address any issues promptly.

Support Channels: Offer multiple customer support channels, including live chat, email, and phone support, to handle inquiries promptly. During peak periods, consider extending your support hours to accommodate increased demand. Providing robust support can enhance the customer experience and foster brand loyalty.

7. Post-Peak Analysis

Review Performance: After the peak period ends, conduct a thorough review of your performance. Analyse metrics such as order accuracy, delivery times, and customer satisfaction to identify areas for improvement. Reviewing performance helps gain insights into what worked well and what needs improvement in your fulfilment operations.

Woman using here phone to review the service she has recieved.Customer Feedback: Collect and analyse customer feedback to understand their experiences and identify unmet expectations. Use this information to refine your processes and enhance future operations. Customer feedback is invaluable for making informed decisions and improving your strategic fulfilment strategy.


Continuous Improvement: Adopt a culture of continuous improvement by regularly reviewing and updating your fulfilment strategies. Learn from each peak season and implement changes to improve efficiency and customer satisfaction for future peak seasons. Embracing continuous improvement ensures that you stay competitive and can adapt to changing customer demands and market conditions.


Seasonal fulfilment requires careful planning and execution to handle the increased demands of peak periods. By understanding your peak seasons, managing inventory effectively, optimising warehouse operations, streamlining order processing, and maintaining excellent customer service, you can ensure a smooth and successful fulfilment process. Start preparing early and consider partnering with experts like Ogden Fulfilment to leverage their experience and capabilities for handling peak periods efficiently.

Additional Tips and Resources

  • Checklists and Templates: Use checklists and planning templates to ensure all aspects of your seasonal fulfilment are covered. These resources can help streamline your preparations and ensure nothing is overlooked.
  • Case Studies: Learn from case studies of businesses that successfully managed peak 
  • season sales with expert fulfilment support. Real-world examples can provide practical insights and inspire innovative solutions.
  • Expert Interviews: Gain insights from industry experts on best practices and innovative solutions for seasonal fulfilment. Expert advice can help you stay ahead of trends and implement effective strategies.

By following this comprehensive guide, e-commerce brands can prepare for and excel during their busiest periods, ensuring customer satisfaction and business success. Start planning now to make your next peak season the most efficient and profitable one yet.

More from Blog

  • 4 tips on how to encourage customers to return to your Ecommerce store


    4 tips on how to encourage customers to return to your Ecommerce store

    Whether you have recently launched your Ecommerce website or have been running one for years. You want to do everything you can to win sales, however, it’s important not to focus all your efforts on attracting new customers. In this blog, we look at the importance of repeat customers and how you can encourage them to buy again from your Ecommerce store. Email your customers If you …

    Read post
  • FOMO Marketing: 7 Tactics to Increase Sales


    FOMO Marketing: 7 Tactics to Increase Sales

    Fear of missing out, or FOMO, is a widely used marketing tactic to develop a sense of urgency. It attempts to push people into making a purchase, where they perhaps wouldn’t have done. Many e-commerce sites use this strategy to increase sales and we’re going to cover some you can use on your own e-commerce site. User-Generated Content One of the most effective forms of marketing is …

    Read post
  • Understanding the Instagram algorithm and how to use it to your advantage


    Understanding the Instagram algorithm and how to use it to your advantage

    Most social media channels regularly update their algorithm’s so their users receive the best experience possible. The means that often your marketing strategy has to change with it in order for your content to be shown to the right people. In this blog, we look at how you can succeed in Instagram marketing and what has changed in the recent update. Instagram has defined 3 important factors …

    Read post
  • Social Commerce – An E-commerce Trend for 2020


    Social Commerce – An E-commerce Trend for 2020

    The Next Shopping Revolution E-Commerce is constantly developing and it’s important to stay up to date with the latest trends in order to still benefit. When E-commerce began to take off in the late 90s, with events such as the launch of Amazon and eBay, it was the beginnings of a revolution in the way we shop. Brick and mortar stores were no longer the only shopping …

    Read post