Retailers should prepare for a ‘DIY Black Friday’ this Easter Weekend

This Easter, the stage is set for a ‘Black Friday’ style rush in the UK’s DIY sector, according to DX, a leading independent logistics and parcel distribution company. A combination of house price rises and a slowing in house sales means that, instead of moving, the focus this Easter weekend will be on making the best of what we have. In other words, DIY.

For retailers operating in the DIY sector this means not only a rush of sales, but a lot of orders for large items of unusual sizes and weights. The logistics implications of a spike in bulky, heavy items requiring delivery will be far reaching. To ensure they are mitigating any risks of over-promising and under-delivering in the run-up to this short term, high potential sales opportunity, retailers need to make sure that their operations reflect the needs of today’s consumers and the pressures of peak sales periods.

 Paul Doble, DX’s chief sales and marketing officer, explains:

“Supply chains need to be managed with just the same eye for detail as individual retail stores. This is achievable through setting realistic objectives and by carefully planning scenarios with logistics partners. The Easter weekend is a great example, because it’s only a specific selection of shops that are likely to see this particular spike in sales. Logistics providers can therefore free up capacity from other parts of their business to pick up the slack in the DIY market, but only if retailers forecast and plan in partnership with them.

Additionally, to avoid poor Customer experiences, DIY retailers need to offer a range of delivery options at the checkout. As well as different date and time options, Customers should also be given the choice between 1-man and 2-man deliveries, and provided with a clear description and cost options for each. Getting this stage right can make the difference between leaving an important piece of furniture on the doorstep, exposed to the April showers, and the item ending up in situ in the Customer’s room of choice. Without making the different options clear, retailers risk leaving customer expectations dangerously at odds with reality.”

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